The web today is the dominant channel in B2B company–customer interactions and communication. And now we’ve experienced the global tipping point–what is one of the biggest shifts since the Internet began with mobile web browsing surpassing PC usage for the first time.

In the past, many B2B businesses have viewed mobile as a luxury add-on, but today, failing to embrace mobile is risky. Companies once slow to embrace mobile are now recognizing its potential to contribute to an effective mobile strategy that can positively effect every facet of the business, from marketing to sales and to the bottom line.

The Facts About Mobile Users and Your Business

Mobile Business Research

Mobile users are doing much more than accessing email and social media. The latest IDG Global Mobile Survey reports that 77% of business decision-makers use their smartphone to research a product or service for their business. Reaching these important executives wherever they work, whether it’s at the office, at home, or commuting is critical.


While this report shows that executives rely on mobile devices to conduct business research, many B2B sites are catering strictly to desktop users. One of the keys to long-term success and competitive advantage may be how quickly a company can develop and implement an effective mobile platform.

Responsive Response

Implementing a responsive web design is a cost-effective method of optimizing a site for mobile devices. With the growing array of mobile devices available to access the Internet, it’s important to ensure that every user visit is optimized. Marketers who implement responsive design report a 20 percent increase in clicks and conversions on average.

A responsive site automatically scales the layout to the screen size of the device. We often use an analogy that responsive design is like liquid that spreads out or in as the space of the container it is in changes. It’s the same for website elements as they flow seamlessly to fill the screen for different devices.

Benefits of a Responsive Mobile Platform

Excellent User Experience

Responsive sites provide optimal user experience on all devices. Our goal as web strategists, designers and developers is to create a site that allows any user on any device to easily and effortless access and consume content and create immersive interactive experiences.

Responsive Design Increases Mobile Traffic

Mobile traffic volume, conversions and other key metrics increase on sites that are responsive because of better user experience. Lack of mobile enabled websites remains one of the biggest barriers. Websites without a mobile framework offer poor user experience which dramatically impacts mobile traffic, conversions, page views, time on the site, and reduces return visits. Businesses without a mobile site cannot accurately evaluate the potential mobile audience based on the current website analytics.


Creating a responsive mobile site is efficient compared to having a separate desktop and adaptive mobile site.


Switching to responsive design will help attract customers searching from mobile devices. Google recommends responsive web design as the industry best practice, and tailors search results to favor mobile sites for queries using a mobile device.

Next Steps

Optimizing your B2B site for mobile, no matter how large or small the mobile audience segment is, can contribute not only to your digital marketing and your overall business success. Responsive web design is a smart, cost-effective way to reach and engage all your audiences no matter where they are or what device they are using. Contact us to find out more about our approach to responsive design and to talk about options to create a responsive mobile site for your B2B business.

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