According to IDC “ Mobile will be dominant in 2013” (IDC, November 2012). However is this trend reflecting reality? For the B2B market this assumption might be true, in order to attract buyers, creating awareness and building a corporate brand.
However, when talking to sales representatives, the personal relationship is still key for closing deals. So my question would be: “Why should you care about mobile!” So what is the right strategy?
Attracting buyers via social media and mobile, this is one of the key strategic pillars within B2B businesses. You need to follow a certain trend being collaborative on LinkedIn, Xing, Facebook etc.
At the end, you will also need to sustain you personal network in order to be credible. Personal relationships have the beauty that you can exchange face-to-face. In an online world, for sure, you can build credibility, however, buyers, or potential buyers need to have a “real face” behind any account.
From my perspective having a mixture, being active on mobile/social media and having 1:1 relationships, are being the core success factors of your business success.