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Why didn’t your firm make the shortlist?
The answer may be a roadblock in your integrated marketing. On average, B2B customers progress up to 70% of the way through the purchase decision-making process before engaging a sales rep.

Source: Corporate Executive Board Marketing Leadership Council in partnership with Google, The Digital Evolution in B2B Marketing, 2012

On the Chief Marketer blog, Beth Negus Viveiros writes:
If these B2B buyers go through 70% of their buying journey before talking to a sales rep, that means they have already:

  1. Identified and prioritized their business problems
  2. Assessed the impact these problems are having on their organizations
  3. Formulated business objectives that require a new solution
  4. Built a business case for an alternative to the status quo
  5. Identified features needed in a new solution
  6. Identified potential solution providers


Your website—one of the stops on the prospect’s buying journey
One stop on your prospect’s buying journey will be conducting research on your brand’s website. Today’s executives are not just sitting in their offices viewing websites on large computer monitors; they’re often filtering through potential B2B partners on the go while viewing much smaller screens.

How are these connected executives using their mobile devices for business research?
Here are the numbers.

  • 11% of purchases researched online were $1M+.
  • 90% use smartphones to research business purchases.
  • 46% use tablets to research business purchases.

The C-suite is uber connected and views websites on their mobile devices during business trips (90%), personal time (78%), and in the office (66%).
Source: Google & Forbes Insights. The Connected Executive, 2013

Is your website getting in the way of prospects putting your company on the shortlist?
Many B2B firms’ websites are the deepest repository of information for prospects to browse and learn about their brand. If your website is not responsive to the screen that it’s being viewed on, you may be turning them away. A full 34% of executives did not make a purchase online because of a non-mobile friendly interface according to The Connected Executive research.

How can you tell if a website is responsive?
If you can’t view a website across multiple devices, bring it up in your web browser (e.g. Chrome, Explorer, Safari, Firefox) on your desktop monitor. Drag the bottom right corner of the open window to make the window smaller. Do the website content, images, and text reflow to better fit the width of the web browser window? Is it legible when resized, or does the site become a jumbled mess?
Here is an example of a website that is not responsive:
Here is an example of a responsive website:

Making your site mobile ready—turning a roadblock into a shortcut to the shortlist
So what if your site isn’t the best for viewing on smartphones and tablets? Talk to your web design team about using responsive web design, so your site automatically adjusts to different browser sizes. They should be knowledgeable about what works—and what doesn’t—when it comes to browsing on small screens. A few things to keep in mind:

  • People use their fingers to browse, rather than a mouse, so proper spacing of links is important to avoid accidentally clicking a wrong link.
  • Flash should be avoided, as none of the iOS-devices support Flash.
  • Don’t delete content for your mobile viewers—adjust your content and visual structure to smaller screens.
  • Keep your file sizes down to allow easier browsing on mobile devices with varying bandwidths.

Make sure you test your changes in various browsers and on multiple platforms. Having your website mobile ready ensures your prospects will encounter a shortcut rather than a roadblock along their purchasing journey. Being mobile friendly will help your firm get on the shortlist.

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