19 Nov The power of apps in the B2B sector
Big Data is the perfect setting for the development of efficient communication systems that enable customer service. According to the consultancy IOT Analytics, during 2019 we’ll use more than 8 billion devices connected to the Internet of Things (IoT), mostly through ad hoc apps.
Apps are tools that combine technology and knowledge in a simple, user-friendly way, providing companies with the potential to continue building their brands and reinforcing their sales, in both B2C and B2B environments. An app that achieves its aims needs to be well-planned out. Both its usability and its contents should address people’s needs or provide them with benefits.
As sales tools, apps should help sales teams consolidate their sales, reinforce their positioning and achieve relevant leads. According to our experience, these are the main areas that companies invest their efforts in:
BRAND AND CUSTOMER SERVICE
In the B2B world, sharing knowledge and expertise is fundamental, as expert buyers tend to look for information about the problems they have and how to solve them.
That means that good content management can turn a brand into a market leader. Providing access to all this information through a specific app means possibilities of success increase.
And if we consider industrial sectors in which technicians are constantly on the move, working in factories or in their clients’ facilities, then we can’t miss out on the opportunity to reach them. Easing access and sharing knowledge helps us to win new clients and turn existing clients into loyal customers.
In this section, we want to mention the Airbus “Safety First” App. Users have said that: “The Airbus magazine contributes to the improvement of the safety of aircraft-related operations, as it improves knowledge and communication about safety-related subjects“, giving it 4.9 stars, with 130 reviews.
HELPING WITH THE SALES PROCESS
Apps designed for a distributor that works with multiple brands support lots of different file types which allow for good conversion goals, especially in the case of apps that are intended to generate leads.
The brands that they distribute collaborate actively to improve the client experience and make the buying process easier, at the same time as gathering information about purchasing habits. The app offers lots of different possibilities: from forms which allow you to download documents to presentations, whitepapers, infographics, etc.
It provides easy access to all the information that sales personnel will need for their client visits, with a 360º overview of the printer that shows the product’s key characteristics, including videos, sheets with technical information and documentation that’s continually updated. Through this tool, HP can control the message being communicated to its clients. Marketing materials like videos and links to sections or services can be used, it’s interactive, there’s access to metrics (geographical, most-visited sections, etc…), and the salesperson can find all the updated information they need in just one place.
To increase the use of the app by the sales force and partners, at Intracon we’ve created this explanatory video that shows the benefits of the tool for the users it’s intended for.
ACCESSIBLE, SIMPLE TECHNOLOGY FOR OPERATIONS
The data obtained from app use has a huge potential considering that, these days, the vast majority of Internet use is on mobile phones. An app can be designed to provide better communication and help with sales but, on top of that, it can also play a role in the operational management of logistical processes and tracking.
For example, in the case of a transport company, a mobile app means the client can track their order, but it can also be used to monitor that information internally.
In the logistics sector, there are lots of apps that can help carriers to improve safety, navigation and planning. The Comobity app, developed by the Spanish Directorate-General of Traffic (DGT), is intended to deliver warnings about closed roads and traffic jams to optimise couriers’ waiting times. Volvo developed My Truck, an app to improve the monitoring of doors, the control panel and the cabin temperature.
It’s clear that use of relevant apps in different professional circumstances results in good customer service, prestige and optimum brand positioning. More and more B2B companies are seeing the potential of apps for maximising profitability and encouraging customer loyalty by providing added value.