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Many business-to-business (B2B) buyers use their mobile devices as an extension of their desktop. They expect their journey across all devices to be seamless. In order to meet this evolution in device behavior, B2B companies must reframe the mobile experience across marketing and advertising channels along the path to purchase.
"According to March 2016 data from Progress and Dimensional Research, 41% of B2B marketers worldwide classified their mobile marketing technology usage as advanced. Another 31% said it was intermediate, implying room for growth."
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Mobile Marketing Technology Usage According to B2B Marketers Worldwide, March 2016 (% of respondents)
B2B Buyers Worldwide Who Believe Their Mobile Device Is Essential to Their Work, by Generation, June 2016 (% of respondents in each group)
Devices Used to Access Content by US B2B Buyers, Jan 2016 (% of respondents)
Marketing Initiatives that Have the Greatest Effect on Their Business According to B2B Marketing Executives Worldwide, 2015 & 2016 (% of respondents)
Digital Marketing Budget Allocation According to US Senior-Level B2B Marketers, by Channel, Feb 2016 (% of total)
Optimizing Web and Content
US B2B Marketers Whose Websites Are Mobile-Friendly, 2014-2016 (% of respondents)
US B2B Marketers Who Plan to Invest in Responsive Design in 2016 (% of respondents)
Ways in Which B2B Marketing and Business Executives Worldwide Optimize the Video Experience for Mobile Users, Nov 2015 (% of respondents)
Marketing Messages on Mobile
Email Marketing Benchmarks in North America: Open and Click Share, by Device and Industry, Q3 2016 (% of total among campaigns analyzed by Experian Marketing Services)
Type of Mcommerce Experience Implemented by US B2B Manufacturing/Distribution Professionals, June 2016 (% of respondents)
Google Says Mobile Traffic Hasn’t Reached Critical Mass for B2Bs
B2B Companies Paying More Attention to Mobile
The Best Mobile Marketing Is a Mobile-Ready Product, DocuSign Says
Hootsuite Says B2B Marketers Should ‘Double Down’ on Video