Construction, Green Industry
Like many of our clients in the B2B space, the sales team at Vista Professional Outdoor Lighting embraces mobile technology and uses it to help sell their products; whether that means they are using their latest app or getting the most current product information from their website. That’s why when we helped re-design their website last year, they opted to go the extra mile and optimize the site for mobile. As a whole, B2B businesses are adopting mobile at a rapid pace.
This is one example in a trend we are seeing of B2B marketers embracing mobile technology. We talk more about this and other examples in our whitepaper: Use Mobile Marketing to Make a Real Connection™ with Your Audience. Here are a few highlights:
As the team at Vista would agree, tablets have become a staple component in most sales strategies. Beyond being convenient, they allow the sales team to increase the rate and frequency of their sales interactions. Tablets give you the ability to create charts, run comparisons or show product videos in the field. It’s also simple to convert your existing sales collateral into something that is mobile-friendly. Using these basic pieces, and interactive sales materials, the sales team is able to turn a simple presentation into an engaging experience for their customers.
Trade shows and other events provide a specific opportunity for B2B marketers. Show attendees may be able to download an app that helps them find your booth. Maybe you can provide special interaction for mobile users who are already in your booth. You can use short codes that trade show attendees can text to get updates on your booth promotion. Participants might even share content and conversation across social media related to your event activities. The opportunities for mobile interaction at events are virtually limitless.
Similar to the mobile e-commerce technology available in the consumer space, marketers in the B2B environment should consider mobile methods of enabling transactions. In addition to mobile sales materials, this process can help the sales team place orders while they are meeting with a client, or while they are checking inventory at a jobsite.
B2B brands, especially those in the construction industry, often face the challenge of operating in heavily regulated environments. Mobile technology has made it easier to stay up-to-date on current regulations and ensure compliance. There are also a number of apps that help you maintain the proper maintenance schedules and updates for equipment and fleet vehicles.
In 2012, one of our clients, Vanguard Engines, took in-field customer service to a new level. By placing Quick Response (QR) codes directly on the engines, Vanguard was able to provide immediate troubleshooting information suited specifically for in-field support. Other B2B companies provide service and support through special applications or their websites.
Thought leadership blogs and articles are perfect content for tablets. Because of the relaxed nature of tablets, users are able to take a deeper dive into this type of mobile content. B2B brands are beginning to recognize this opportunity and are creating leadership platforms specifically for the tablet environment.
You can download the Use Mobile Marketing to Make a Real Connection™ with Your Audience whitepaper by visiting our website: www.swansonrussell.com/Mobile-Report.