B2B customers will engage via mobile if the experience is truly useful and relevant to their needs.
“I’ve seen a lot of B2B marketers struggle with creating a useful app that people want to come back and use,” notes Mike Neumeier, principal, Arketi Group. “Mobile still befuddles a lot of B2B marketers.”
Mobile apps are often used more with existing customers in B2B as opposed to prospects, because prospects are less likely to download the app of a company they don’t currently work with, says Gavin Finn, president, Kaon Interactive.
