According to a recent survey, the average American mobile phone user spends approximately three hours on their device every day. As technology evolves, we become increasingly dependent on our mobile devices for communication, information, entertainment and transactions. In fact, 42 percent of users consider their mobile devices the most important resource in their purchasing process. Plus, more than one-third of mobile shoppers rely on mobile exclusively.

Optimizing the mobile customer experience has become a no-brainer for B2C companies. But is a mobile-first strategy also important for B2B organizations? The B2B buying process is more complex than a simple one-click purchase on a B2C ecommerce platform. Yet, mobile optimization is still essential for B2B lead generation, conversion, user experience and SEO.

Mobile Optimization Is Essential for B2B Users

Mobile optimization requires more than simply ensuring your website is easy to view on a mobile device. Today, mobile optimization ensures that visitors who access your website from mobile devices have an engaging and user-friendly experience developed for their specific device. To master B2B mobile optimization, consider these five factors that impact the customer experience:

1. Mobile optimization enhances the user experience across all platforms and devices, not just mobile.

The B2B buying process is complex and seldom happens in a snap. In a corporate setting, the use of desktop devices exceeds mobile usage. Yet, research has shown that pre-purchase research often starts on mobile before moving to the desktop. According to Illia Termeno, director of Extrabrains marketing agency, “People do not make decisions about ordering B2B services during their first visit. They prefer to browse on a smartphone when they have free time and conduct research when commuting or traveling.” When studying options in detail, B2B customers prefer desktop devices for convenience and then make a buying decision, Termeno says. If your content or website isn’t reachable via mobile in a prospect’s early research stage, you’re missing out on a possible future conversion, whether that future conversion happens on mobile, desktop, over the phone or in person.

2. Mobile optimized content showcases credibility and expertise when and where prospects seek it.

When today’s buyers have questions, they turn to mobile for answers. If organizations position themselves as a reliable and valuable resource, buyers will recognize them as experts and leaders in their field. When thought leadership content is optimized for mobile, it’s much more likely to reach audiences when they’re most in need of answers. Screen-friendly and responsive designs are important, but also consider the types of content that resonate meaningfully with target markets. Focus on leveraging mobile content that provides value to the target audiences in a variety of formats and mediums. These include blogs, white papers, articles, social media, video, podcasts and webinars.

3. Mobile device interactions are a fragmented, yet vital step in lead generation.

While B2B buyers don’t typically make their purchase decisions on mobile, they’re using these devices to digitally connect with a variety of organizations nearly every time they open their phone. With the average American checking their phones 344 times per day in 2022, a 31 percent increase since 2021, these brief moments quickly add up to something powerful. “Attention is fragmented on mobile,” says Nick Disabato of research-driven marketing agency Draft. “People are unlikely to read a big sales pitch… You don’t have long to capture someone’s attention on mobile.”

In fact, the average person spends about 40 percent less time on a website when using mobile compared to desktop. Interactive content, visual advertising, AI-powered chatbots, and powerful calls to action can all make a difference when it comes to gaining a prospect’s attention quickly and in meaningful ways. Even if the interaction is brief, when it provides value, it can make a lasting brand impression that converts leads further down the sale funnel.

4. Mobile optimization goes hand-in-hand with SEO.

More than half of website traffic comes from organic search. Because most of those searches occur via mobile, search engines prioritize mobile when ranking websites. If an organization’s website and content aren’t optimized for mobile, even the most valuable content can go unseen by audiences. For example, mobile page load speed might seem like a small consideration, however, it’s a key metric in determining a website’s Google search ranking. Because 94 percent of organic search traffic comes from Google, this seemingly small factor can make a huge difference in website traffic. Google has a mobile-friendliness test to help businesses understand their rankings. Active, ongoing review and revision of SEO, current algorithms and best practices are essential.

5. Mobile is central to our communication.

Although today’s mobile devices are more like miniature computers than simply phones, there’s a reason we keep using this term. Our mobile devices are still, at their core, designed for communication. When it comes to B2B sales and marketing, mobile optimization includes website content. It also includes email, social media, SMS, company-specific applications, integrated third-party applications and other mobile-centric technologies. According to Campaign Monitor, 47 percent of survey respondents use a mobile application to check their email. Consistent and valuable communication with prospects and clients can make or break a business. Ensure you’re optimized for the communication methods your target market is already using and don’t be afraid to adapt to new devices and platforms to be a part of the conversation.

Customer Optimization

It’s a fact: most users will walk away from a brand after just one bad experience. In today’s technology-first world, it’s more likely than not that the mobile version of your brand delivers your first impression. Prospects and customers make mobile a priority, so it’s essential that companies do the same. There are countless variables when it comes to optimizing mobile. Start by understanding your target audiences, their needs, preferences and challenges. When you keep the customer at the center of your mobile-first strategy, you can take customer-centric experiences to the next level.