Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow

eMarketer Report

By: eMarketer

Published: December 17, 2015

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for business-to-business (B2B) marketers. In 2016, reaching business audiences where they’re spending their time will mean an amplified focus on mobile across the path to purchase.

  • Mobile’s workplace role will continue to grow. Though desktop use is still prominent in the workplace, smartphones and tablets continue to blur the lines between work and personal time.
  • More B2B marketing dollars will flow to mobile. With mobile becoming more important along the path to purchase, B2B marketers are allocating more of their budgets to ensure they’re reaching decision-makers and buyers where they’re spending more of their time.
  • Adaptive content will provide more flexibility across the buyer journey. Content marketing remains one of the most popular strategies to reach and engage B2B prospects and customers. Employing adaptive content ensures access to an audience using an increasingly broad range of devices and screen sizes.
  • Email marketing will still be important and will become more mobile, but that may not always be the case. Emerging business-focused messaging and collaboration platforms are becoming a popular substitute for email—a trend that B2B marketers heavily reliant on email need to watch.
  • Mobile will become more data-driven. To support more advanced tactics like lead nurturing and adaptive content, many B2B marketers are turning to programmatic buying and data platforms.
  • Marketing technology mastery will be needed for mobile success. B2B marketers have long been using software tools and services to more effectively generate demand and drive sales, and mobile will be a key consideration when adding tech to the marketing stack in 2016 and beyond.

"According to May 2015 Regalix data, B2B marketers worldwide are using an array of mobile marketing tactics to reach and engage with their target audience, including mobile websites, mobile apps and mobile email."

Table of Contents

Mobile’s Workplace Role Will Continue to Grow

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

More B2B Marketing Dollars Will Flow to Mobile

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Adaptive Content Will Provide More Flexibility Across the Buyer Journey

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Email Marketing Will Still Be Important, But …

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Mobile Will Become More Data-Driven

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Mobile Success Will Require Marketing Technology Mastery

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

22 charts are included in the full report:

Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow

Mobile Marketing Tactics Used by B2B Marketers Worldwide, May 2015 (% of respondents)

Mobile’s Workplace Role Will Continue to Grow

Average Time Spent per Day with Major Media by US Adults, 2012-2017 (hrs:mins and CAGR)

Amount of Time per Week that Employees in Spain, the UK and the US Use Their Mobile Phone for Work Outside of Office Hours, May 2015 (% of respondents)

Frequency with Which US Small-Business Owners Use Their Mobile Device for Business Purposes, June 2015 (% of respondents)

Types of Mobile Apps Used by Executives Worldwide, by Company Profitability*, Jan 2015 (% of respondents)

Effect of Select Technologies/Practices on Their Work Productivity According to US Marketers, July 2015 (% of respondents)

Frequency with Which US B2B Professionals Use a Mobile Device When Researching Purchase Decisions Digitally, March 2015 (% of respondents)

More B2B Marketing Dollars Will Flow to Mobile

US Digital Ad Spending, by Device, 2014-2019 (billions)

Current vs. Expected* Percent of Marketing Budget Allocated to Mobile According to US B2B vs. B2C Marketers, by Sector, Aug 2015

Adaptive Content Will Provide More Flexibility Across the Buyer Journey

Ways in Which Their Purchasing Process Has Changed According to US B2B Buyers, June 2015 (% of respondents)

Preferred Device for Accessing Business-Related Content Among B2B Executives Worldwide, by Experience Level, May 2015 (% of respondents in each group)

Content Types that Are Effective According to B2B Marketing Executives Worldwide, by Stage of the Buying Cycle, Jan 2015 (% of respondents)

Mobile Marketing Tactics Used by B2B Marketers Worldwide, May 2015 (% of respondents)

Email Marketing Will Still Be Important, But …

Marketing Tactics Used by US* B2B Marketers to Generate Demand, Aug 2015 (% of respondents)

Most Important Marketing Tactics According to US B2B Marketers, Currently vs. in the Future*, July 2015 (% of respondents)

Leading Factors that Derail Lead Flow Success According to B2B Marketers in North America, Q2 2015 (% of respondents)

Business Products & Services Industry Email Marketing Open and Click Share in North America, by Device, Q2 2014 & Q2 2015 (% of total emails sent by Experian Marketing Services clients)

Mobile Will Become More Data-Driven

Advantages of Purchasing Media Programmatically According to US B2B Marketers, Aug 2015 (% of respondents)

Channels* that Marketers Worldwide Are Optimizing via a Data Management Platform (DMP), May 2015 (% of respondents)

Mobile Success Will Require Marketing Technology Mastery

Trends/Technologies that US Marketers Believe Will Be Disruptive* to Their Company, Aug 2015 (% of respondents)

Marketing Technologies Used by US B2B Marketing Decision-Makers, Aug 2015 (% of respondents)

Level of Marketing Technology Maturity at Their Company According to US B2B Marketing Professionals, Sep 2015 (% of respondents)