B2B Mobile Applications: Four Reasons Companies Should Consider Them
January 31, 2012
The use of iPads and other tablets is growing at a fast pace. In a recent Pew Internet Research study, consumer purchases of tablets and e-readers doubled over the holidays. In corporate America, over 68% of companies are planning to deploy tablets this year per a survey from Model Metrics (via MarketingProfs).
Mobile applications that deliver up to the minute content quickly and easily should be a priority for B2B companies this year as customers become more and more mainstream with mobile devices. Your competitors are already doing it. Here are four reasons why you should too.
Growing mobile use within enterprises
Companies are already deploying mobile applications to deliver content to employees, and the primary drivers for this mobile adoption are sales force automation and service desk applications. The Model Metrics survey also mentioned Expense Submissions, ERP, Financials, HR, and Purchasing as additional applications companies are planning to deploy on mobile devices.
Increasing demand for mobile apps
We are realizing this mobile trend at ten24 with growing requests for mobile applications to deliver on-demand content, both to internal personnel and customers/prospects. These applications are helping to align sales, marketing and other departments, significantly reduce the purchasing cycle, and efficiently track interactions to bottom line results. If your organization is not planning for this, it should.
Better alignment between departments
Misalignment between departments is an age old challenge. Disparate data systems still exist in companies and aren’t helping them to perform more efficiently, drive revenue and deliver a better customer experience. Data still remains in silos, and none of these databases are integrated. With the rapid adoption of mobile integration to these systems, departments will be better aligned and work closer together (or they should). For example, marketing content can be created and managed in a CMS (content management system) and be updated as often as necessary by the Marketing department. At the same time, Sales is able to update this content on their mobile devices through a mobile application and have that updated content for customers and prospects in desired formats (i.e., email a PDF or a video link). The integration of these applications with sales force automation and other internal systems enable efficient tracking from lead to sale and beyond providing service personnel with valuable information they need for post-sale support. Through consistent flow of content and communication these mobile applications help create more satisfying customer experiences.
Go Beyond B2B Content Marketing to On-Demand Content Delivery
It’s no longer just about creating and sharing valuable content. It’s about delivering that content to those who need it, how they need it and when they need it. B2B companies have been pushing content out on email, Twitter, Facebook, LinkedIn, and other social networks for a few years now, and that’s fine, but more focus needs to be on leveraging that content to generate actual business and nurture customer relationships. Content mobility may not be the only answer to accelerate business, but it’s a darn good one, and it’s in action! Are you taking advantage of it?
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