Schedule a Demo
Does My Company Subscribe?
Industry Director, Tech B2B Vertical, Google
Business-to-business (B2B) companies are not yet investing in mobile marketing as much as business-to-consumer (B2C) brands are, and it’s no surprise—for many B2Bs, less than 10% of overall traffic comes from mobile devices. Jay Bowden, Google’s industry director for the tech B2B vertical, spoke with eMarketer’s Maria Minsker about the role that mobile engagement plays for B2Bs and shared insight on measuring mobile marketing success.
eMarketer: When B2B marketers think about customer experience, they often see mobile as a separate entity. Why is this the case?
Jay Bowden: B2Bs are not making mobile part of the unified experience because they haven’t seen critical mass yet. Right now, we see as much as 30% of search queries come from mobile devices. When that share was smaller, however, we were working with budget-constrained advertisers, so we also put those resources toward desktop, where the majority of traffic originated.
Big Data Spending in the Past 5 Years According to US Executives, Dec 2016 (% of respondents)
US Executives Whose Companies Achieved Measurable Results from Big Data, Dec 2016 (% of respondents)
Disruptive Technologies Currently Used vs. that Will Affect* Their Company According to US Executives, Dec 2016 (% of respondents)
Level of Success of Big Data for Their Business According to US Executives, Dec 2016 (% of respondents)
Implementation of Select Big Data Initiatives According to US Executives, Dec 2016 (% of respondents)
B2B Mobile Marketing and Advertising 2017: Chasing the Ever-More Mobile Buyer
B2B Ecommerce 2016: Working Toward a Seamless Customer Experience
Hootsuite Says B2B Marketers Should 'Double Down' on Video
The Best Mobile Marketing Is a Mobile-Ready Product, DocuSign Says
Social Media Falls Short of Expectations for B2B Marketers
Mobile Usage Among B2B Buyers Expected to Grow