B2B Lead Generation
Photo by Isaac Smith on Unsplash

When it comes to B2B marketing, digital platforms and means play a vital role. B2B companies can do better by utilizing all the digital avenues for lead generation and outreaching their audience. Especially, mobile apps for B2B marketers play an important role.  

To understand how mobile apps can positively change the B2B marketing dynamics, it is important to understand a few things about B2B buyers and companies of today.  

Understanding Today’s B2B Buyer

While traditionally, a company is compared by its customers with other brands in the same niche, with today’s audience, it is completely different. Now customers will compare your brand in terms of digital user experience with apps from companies across different niches. So, your business can be compared with a completely different business as users are now more interested in the digital experience. 

Mobile apps in shaping this digital experience are playing a crucial role. Since the vast majority of the B2B queries are made on smartphones, businesses have no option but to turn towards mobile apps as a crucial component to reach out to their business audience. 

Today’s business audience is more tech-savvy than ever before. Today’s business users across organizations are also more habituated with multitasking. As companies are increasingly focusing on digitization to improve productivity and efficiency, business users spend now a large portion of their productive time on smartphone apps. 

Today’s B2B Companies  

Just like the business audience, B2B companies also have gone through great changes. Now, B2B companies are focused on delivering a better buying experience to their B2B audience by utilizing the latest technologies and tools. Faster loading speed, glitch-free performance, and effortless completion of most tasks are some of the key considerations for B2B apps and digital solutions. 

The increasing mobile engagement further opened new avenues to the B2B companies to evaluate search queries, traffic flow, lead generations, and business conversion. Thanks to mobile apps, the B2B companies can now evaluate their audiences deeper and gain actionable insights for steadier business conversion. 

Now that we have explained how B2B audiences and companies are going through rapid transformation, we would like to focus on the key ways mobile apps are helping B2B companies generate more leads and make more business conversion.  

The Mobile Algorithm of Google

In bringing mobile to the center stage of search engine marketing, Google played a crucial role. Since a couple of years ago, Google began considering mobile page speed and the performance of the websites on mobile devices a crucial consideration for search engine ranking. Since mobile user experience and mobile page speed directly impacts the search engine ranking for businesses, marketers are now serious about mobile web user experience. 

Now the high-performance mobile websites are increasingly playing a great role in convincing the audience in marketing the company’s app and engaging the audience. In fact, mobile websites for many companies work as the gateway to mobile app marketing and new user acquisition. 

The Mobility in the B2B Sales Process  

Through mobile web and mobile apps, any company can mitigate location-aware local marketing, SEO, and context. It drove personalized marketing and blended them into a solid branding and customer outreach strategy. Mobile apps taking these benefits of mobile web further allows more context-aware, location-based instant messaging and communication to generate leads and convert business. 

Tracking Customers Across Devices 

Mobile apps without relying much on mobile browsers, help track customers easily when using multiple devices throughout the day. This cross-device tracking capability ultimately helps B2B companies reach out to the same customer across multiple devices. 

Thanks to this cross-device tracking of customers, B2B companies can easily expand the target audience pool across a multitude of places. This also helps deliver insights for improved business conversion. This also helps B2B companies evaluate where in the sales funnel, the customer is positioned, and how they can be encouraged further to make transactions. 

Context-Aware Notifications and Messaging 

B2B companies are increasingly using personalized and highly context-aware messages and notifications to boost engagement and interactions, thereby enhancing lead generation. Streamlined messaging through messaging tools help B2B businesses to garner advantage. 

Incorporating Mobile Apps into the CRM 

Most experts have noted that poor customer service alone makes the loss of billions of dollars of business for companies across the niches. This is why B2B businesses are increasingly integrating mobile apps into their CRM strategy to improve customer service. 

Offering multiple ways to interact anytime anywhere is a crucial criterion for CRM solutions focusing on business audiences. This is where a mobile app can play the most impressive role by allowing customers to interact and engage with the service provider companies anytime, anywhere, just through their handheld devices.


The all-around influence and impact of smartphones and mobile apps on the way businesses operate today, and customers buy products or services from companies, is enough to learn about the importance of mobility in the B2B business landscape. In the years to come, mobile apps, e-friendly design, and mobile-friendly content will continue to shape the mobile lead generation and marketing for B2B companies.  

Nathan McKinley is a Business Development Manager at Cerdonis Technologies LLC - mobile development company Chicago that helps businesses with their required need for tech integration through their leading app building solutions, he has tremendous experience of aligning Business Development with Tech solutions and that's what he loves to share through his writing skills for tech aspirants.

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