Imag­ine you’re on the train com­mut­ing home. You whip out your smart­phone to weed through mes­sages in your crowded inbox and open an email from a busi­ness with an entic­ing offer in the sub­ject line. The email invites you to click a link to down­load a report with rel­e­vant tips for your line of work. Sounds good. But when you click the link, you’re con­fronted with a lengthy reg­is­tra­tion form. You want me to fill out 15 boxes using only my thumbs? For­get it! Next email.

Reg­is­ter on the Go

At Adobe, we recently dis­cussed redesign­ing some of our land­ing pages. The pages in ques­tion tar­get busi­ness cus­tomers and con­tain reg­is­tra­tion forms that help us add to our pool of data. We found that most vis­i­tors reached our land­ing page after click­ing a link in an email. The pages were designed and opti­mized for a lap­top or desk­top PC. But what do many busy busi­ness folk use to keep up with email on the go? Bingo! Their smart­phones and tablets.

It’s not that we hadn’t thought of the mobile user before—far from it—but mobile is becom­ing more essen­tial to B2B engage­ment than it was even a year ago. New chal­lenges spur us to find fresh solu­tions to keep pace with how peo­ple use their mobile devices today.

The data we gather through forms like these is impor­tant, but it doesn’t do us much good if B2B users don’t bother to fill out the forms. We’re hop­ing to solve the prob­lem with a respon­sive mobile redesign to key land­ing pages. That means vis­i­tors will now be directed to a device-specific page when they click through from email. If they’re on a mobile device, they’ll dis­cover smooth, sim­pli­fied nav­i­ga­tion and shorter forms with aut­ofill options. The idea is to reduce fric­tion on the page to accom­mo­date for the fric­tion that’s inher­ent to the device itself.

Down­load across Devices

Forms aren’t the only prob­lem. Remem­ber that hyper-relevant report that caused you to click through in the first place? Let’s say you get through reg­is­tra­tion on your phone, click the link, and get your free download­, only to dis­cover it’s a three-page PDF. Even if you have a PDF reader on your device, squint­ing at text for so long will prob­a­bly give you a headache. So you save it until you get home, flip open your lap­top, and real­ize the report only exists on your phone now—you’ll have to go through the whole rig­ma­role again to read it on a 13-inch screen. For­get it! What’s on TV?

We came up with another con­ve­nience for the B2B mobile user: a sim­ple forward-and-share option for the free report. That way, when users down­load the doc­u­ment on their mobile devices, they can send it directly to their email or cloud stor­age, where it can wait to be read on a desk­top or laptop.

B2B Mobile Mar­ket­ing Can’t Be Ignored

In the past year, the aver­age tech com­pany set aside only 3.8 per­cent of its mar­ket­ing bud­get for mobile opti­miza­tion, apps and ads. How­ever, some pre­dict a shift in the com­ing year because many B2B mar­keters are not entirely sat­is­fied with their mobile efforts. We’ve reached (and then sur­passed) a global tip­ping point in mobile use. In 2012 alone, smart­phone sales rose by 63 per­cent, and mobile’s over­all con­tri­bu­tion to total Web traf­fic jumped 117 percent.

Mov­ing for­ward, it would be a mis­take to focus only on mobile ads. The keys to boost­ing mobile con­ver­sion rates are the same we’ve used to unlock dig­i­tal: per­son­al­iz­ing sites, devel­op­ing use­ful and rel­e­vant con­tent mar­ket­ing, and deliv­er­ing true value to cus­tomers. Mobile tech­nol­ogy can be inte­grated with the entire mar­ket­ing chain and made to work hand in hand with dig­i­tal strate­gies already in place.

I’ll dive deeper into ways to opti­mize your B2B mobile efforts in future posts. In the mean­time, what are your biggest con­cerns and bright­est solu­tions for B2B mobile mar­ket­ing? I’d love to hear your thoughts in the com­ments area below.