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Smartphones, Content, and the B2B Buying Experience

Smartphones, Content, and the B2B Buying Experience

May 3, 2020 | By Jodie Manners | No Comments

The B2B buying experience has changed. Our clients rarely connect with their prospects face-to-face and those armies of salespeople that used to roam the field warming up leads have hung up their coats and hunkered down in offices.

Why? Because, like everything else in life, B2B marketing has gone digital.

But what does this mean for B2B content writers and what does it have to do with smartphones?

Let’s find out!


B2B and B2C are two sides of the same content marketing coin


According to the Content Marketing Institute’s 2020 Report, over 75% of B2B businesses intend to increase or maintain their content marketing budget this year. Just 4% of respondents said they’d be spending less.

Smartphones, Content, and the B2B Buyer Experience

But why are B2B businesses spending more on content?

Because research shows that B2B buyers want the same digital experience at work as they get as consumers.

In other words, your target audience doesn’t stop finding value in blogs, videos, and lead magnets between the hours of 9 and 5. And they definitely don’t leave their personality or sense of humor on the couch when they leave for work.

B2B buyers are just people. And our clients need to educate and convince them with content, just like anyone else.

For you, as a B2B writer, this means getting to grips with a wider range of more complex content than ever before. A fact that’s unlikely to change in the near future.


Now, what does this have to do with smartphones?

According to research conducted in 2017 by The Boston Consulting Group, half of B2B search queries were made on smartphones. A figure that was expected to hit 70% by this year.

Smartphones, Content, and the B2B Buying Experience

Which suggests that not only does your target audience want to see the same types of content as regular consumers, they also want to view it across different devices.

Let’s look at some B2B specific smartphone stats that illustrate this point…


5 B2B smartphone statistics you need to know

1. Mobile marketing can speed up time to purchase in the B2B sales pipeline by 20%.

2. 77% of B2B business executives use their smartphone to research products and services for their business.

3. Over 60% of B2B buyers say mobile has played a significant role in a recent purchase.

4. 55% of B2B buyers use their phones for work, even when they’re in the office.

5. 70% of B2B buyers increased their at-work smartphone use over the last 2-3 years.

Pretty convincing, right?

There’s just no escaping it. As a B2B writer, you need to know how and why your audience accesses the internet on their phones. And then you need to adjust your services to meet their needs.

To help you do that, we’ve created the infographic below. It highlights the most important smartphone statistics of 2020, including how mobile affects organic search, social media, and local marketing.

Below it, you’ll find important takeaways for you as a B2B writer.

Smartphone User Statistics in 2020 [INFOGRAPHIC] - An Infographic from UKWebHostReview

Embedded from UKWebHostReview

3 takeaways for B2B writers

1.  Write content that will look good on a phone

In 2020, you can no longer assume your clients read your content from a computer in their office. B2B buyers admit that they’re increasingly making important purchase decisions on the move and on their phones.

Which means your blogs, emails, and other content need to be as easy to read on a smartphone as on any other device. We’re talking content that:

  • Is written in short paragraphs that are broken up with single-line text
  • Includes lists, images, graphics, and other multimedia content
  • Is more short-form than you’d typically expect

Note that your clients might not be aware of the importance of mobile-friendly content to their B2B audience. So, you should including a ‘mobile-friendliness’ conversation in your briefing process. Especially if your client wants you to develop their long-term content strategy.

2.  Make more videos

Okay, so you may not be a video producer… or maybe even a techy person at all. But when I say ‘make more videos’ I mean push your clients to include video in their content strategy and then offer to write the scripts for them.

Almost three-quarters of B2B marketers say video has increased their ROI. And it’s a form of content that is highly shareable and works just as well on a phone as on any other device.

If you’re going to offer video scriptwriting as a B2B content service, reach out to freelance video producers you could partner with so you can be more in control of the creative process.

3.  Practice strong internal linking

Internal linking is not a revolutionary strategy. You know it’s important for your client’s SEO. But do you also think about how internal linking can keep your audience’s eyes on the site?

The average person now spends almost three hours a day browsing the internet on their phone. Which means there’s plenty of screen time up for grabs if you know how to keep hold of it.

When you know how to keep prospects clicking through your client’s content, you’ll boost their ROI and win the opportunity to upsell your services. Because, what’s better than writing one blog for your ideal client? Writing a whole interlinking series.

The lowdown

Too many B2B marketers still think their audience is glued to desktop screens in their offices. But, for years, the stats have told us a different story. B2B buyers are mobile…in more than one sense of the word.


When we as B2B writers know the facts, we can offer our clients better services. And the truth is that mobile drives sales and ROI in B2B just as much as in any other market. So, don’t be afraid to tell your clients the truth about B2B and smartphones.



Author bio: “Jodie is a Conversion Copywriter, Content Strategist and Optimisation Specialist working with bold B2B SaaS and tech brands. Before founding This Copy Sticks, she spent a decade selling the toughest value proposition around and raised £2 million for charities before her 25th birthday. After 10 years in fundraising, Jodie decided to put her words to work helping tech-mad trailblazers grow their businesses.

Jodie Manners

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Jodie Manners

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