Only smart B2B marketers seem to realize this right now, but a solid mobile strategy is critical for generating leads and driving sales today.
However, putting mobile marketing automation strategies into action is easier said than done in B2B.
While consumer brands can afford to play around with new tools and tactics, B2Bs don’t have the same luxury – lost leads can cost thousands or millions.
However, going into 2020, it’s important to implement the strategies below if you want to meet the expectations of your leads and boost revenue.
Start slow and always keep your buyers’ experience at the forefront.
Why Bother Caring About B2B Mobile Marketing Automation?
A mobile marketing strategy isn’t just “nice to have” in B2B anymore.
According to research from Think with Google, your buyers spend up to three hours every day conducting research from their smartphone. To top it off, by next year, 70% of all Google business searches will take place on mobile devices.
The question is: is your website prepared?
A truly mobile-friendly B2B website puts user experience above everything else. Your website and landing pages should have no hurdles between visitors accessing the information they came there to get.
To sweeten the deal, you can use mobile marketing automation strategies and tools to collect data and personalize every visitor’s experience.
Think personalization is reserved for the consumer sector? Think again. Salesforce data shows that 65% of businesses will consider switching brands if a vendor doesn’t try to personalize their content and communications.
Your buyers are younger than you think, and they’ve come to expect the same personalized on-demand experience from businesses that they get everywhere in the consumer sector.
6 Mobile Marketing Automation Strategies You Need for Lead Generation
Use the mobile marketing automation strategies below to create an experience that your buyers expect.
1. Mobile-Friendly Landing Pages Without Forms
The first step towards creating a mobile-friendly experience for leads is getting rid of forms.
That’s right – they must go.
Forms are holding you back. When someone arrives at your lead magnet or landing page, they aren’t happy to see a form.
When was the last time you tried to fill out a form on a mobile device? It’s not fun – even if you use Google’s auto-fill feature.
Instead, un-gate your best content and give your visitors a sample. Give them the opportunity to supply an email address if they want to download the whole piece.
Removing forms is excellent for keeping your data clean, too. When you stop forcing visitors to fill out a form to access content, only highly qualified leads will give you their email address. Otherwise, you’re stuck with data on a bunch of leads who will never convert, and this screws up your overall personalization strategy.
2. Self-Nurturing Landing Pages
Instead of forms, give your visitors what they came to your website for—valuable and relevant content.
A self-nurturing landing page brings the Netflix-style content bingeing features into the B2B world.
When your leads can learn at their own pace, a beautiful thing happens: they nurture themselves. By the time they finally give you their email address or contact you, they’re further along in the buying process.
In other words, your job becomes 10x easier.
3. Interactive and Dynamic Content
Hyperlinks aren’t great on mobile devices. Buttons are better but interactive and dynamic content is best.
You don’t necessarily need to gamify your website, but it’s an innovative idea to include some interactive elements like drag-and-drop features, drop-down menus, and clickable filters.
Behind the scenes, incorporate some mobile marketing automation AI to take notes of their actions on the page so you can collect data and supply personalized content on other platforms.
4. Adaptive Content Hubs
Most mobile-friendly websites still aren’t specifically designed for use with mobile devices.
A dynamic content hub is an important mobile marketing automation tool because it organizes your content in an easily accessible fashion.
Visitors arrive at your website because they want to learn about your industry and company. Some like blog posts, some like eBooks, 65% want podcasts, and 49% crave video.
An adaptive content hub organizes all your content in one place so visitors can easily find exactly what they want. Here’s where the adaptive and interactive part comes in: once they start consuming content, the algorithm takes over and continues showing them similar content.
Not only do they stay on your website longer, but you can also learn more about them.
5. Personalized Exit Intent Content
When you finish reading a blog post and motion your cursor to another browser tab, you’ve probably noticed that most websites throw a popup form in your face.
When you go form-less, you need to replace them with something.
At Hushly, we suggest using mobile marketing automation tools to give your visitors more of what they came to your website for in the first place: highly relevant content.
Instead of asking them to fill out a form when they want to run, use AI to offer them personalized content based on the content they’ve already consumed.
6. Clean and Current Data
62% of businesses say they’re working with data that’s up to 40% incorrect.
Bad data is a major problem holding businesses back because every mobile marketing automation strategy needs correct data to personalize content.
Using a combination of algorithms and human verification, you can make sure you’re only collecting leads from real people working for real businesses. Your data will always be correct.
Remove Forms and Watch Your Lead Conversions Grow
Moving into 2020, a truly mobile-friendly website and user-friendly experience means getting rid of your forms.
Instead of bombarding your leads with a form to collect data, let them nurture themselves at your own pace by consuming your content.
You can still collect data about the content they consume and use it to provide personalized content, you just won’t bother them with annoying forms. Don’t worry – they’ll give you their email address when they’re ready.
Are you curious about creating an abandonment strategy that doesn’t involve forms? Hushly has you covered. Learn more here.