June 24th, 2016 | by

As part of the sales and marketing engine, you put in serious effort to connect with your prospects. You learn product features inside and out, pore over CRM notes, do research, makes calls, crank out emails, develop relationships, make more calls, write more emails…what we’re saying is, selling isn’t easy. It takes hard work and a very specific type of talent to sell something to a virtual stranger. More importantly, it takes time.

But time is something your customers have less and less of. Nowadays, you’re trying to reach prospects on the move who are more tech savvy – and therefore, more demanding than ever. They simply won’t stand for lackluster mobile experiences, formatting issues, or inadequate design.

In other words, every digital interaction you have with a prospect needs to be optimized for mobile. If not, you and your sales team are living in the dark ages. Everything – from your platform and website to your emails, sales materials, presentation decks, graphics, and more – it all has to be mobile responsive. Because chances are, your next sale will undoubtedly have a mobile or cross-channel component. Don’t believe us?  Take a look at the latest mobile figures:

  • As it stands now, around half of all American smartphone users access interactive content on their phones daily – while shopping, driving, working…even while using the bathroom. In fact, three-quarters of U.S. smartphone owners spend two hours a day on their devices. Add another 30 minutes if that person is under 40. All in all, Forrester reports that U.S. smartphone owners visit more than 50 mobile sites and use nearly 26 apps each and every month.
  • In 2015, m-commerce (that’s electronic commerce conducted over cellular devices) was growing three times faster than overall e-commerce in the U.S., accounting for over $104 billion in sales.
  • By the end of 2015, mobile had impacted over $1 trillion in retail sales. It’s predicted that by 2018, both tablet and m-commerce volume will exceed $195 billion.

But how will this affect my bottom line?

Well, if you’re not mobile optimized, you’ll probably feel a serious impact in your performance because there’s a direct correlation between mobile optimization and conversion rates. For example, if a prospect receives your materials and has to shrink their screen and drag it back and forth, just to read the content or graphics you’ve sent them, odds are they’re going to get frustrated and view the experience as unprofessional. In essence, your bounce rates will go up and your sales will go down.

Or what about a simple email? Even if you have a prospect’s updated contact info and a direct line of communication (which, if you use DiscoverOrg’s mobile-optimized platform – you do!), you’re not out of the woods yet. If you want to avoid spam, or the trash, every email you send needs to be formatted and easily accessible from any device; because your buyers don’t have time for outdated anything, and as marketers, you need sales intelligence that travels with you.

After all, it’s not just your prospects and clients that are increasing their mobile usage – chances are, so are you. And you’ve been on our mind over this past year as we’ve completely optimized our website, landing pages, and the DiscoverOrg platform as a whole to promote mobile friendliness and responsiveness. We did this not just because our own mobile traffic has grown at twice the rate of desktop, or because we’ve seen a dramatic increase in the percentage of our users going mobile, but because we care about the mobile experience. And as a marketer selling in the digital age – so should you.

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Claire McEachern
About the author

Claire McEachern

Claire has 15+ years of creative communications, digital marketing, account and project management expertise in both the B2B and B2C environments. She has a passion for merging technical and creative skills in order to create narratives that educate, entertain, and call-to-action audiences on both the prospect and customer sides of the house. She has a B.S. in Sociology from James Madison University and an M.S. in Sustainable Design from Philadelphia University.