There’s a new generation of B2B buyers out there. In the past, companies relied on personal relationships to build their brand. Whether it was in-person, at industry events, or over the phone, the human element between business and customer played a pivotal role in business growth. But digital changed that dynamic.
B2B customers today do not expect to interact with a salesperson until it’s time to close the deal. More importantly, they expect the same digital experiences and features that they encounter as consumers, and hold brands accountable to frictionless mobile experiences regardless of their industry.
Google recently partnered with The Boston Consulting Group (BCG) to understand the impact of mobile on B2B customers and organizations. Our research shows that mobile drives, or influences, an average of more than 40% of revenue in leading B2B organizations—in industries that traditionally depend more on sales than marketing to drive revenue [see data].