With the recent passing of Steve Jobs you can’t help but think of how much the world has changed with technology.  It’s amazing that a video can be shot on your cell phone one minute and passed around the world the next.  For B2B companies, search marketing technology has revolutionized the way businesses reach their decision makers, a simple website and traditional marketing is no longer the most effective strategy.

Key decision makers are now researching on-the-go and are connected through many different channels using their mobile devices and online networks to find opportunities.  In order to increase lead generation for the complex sale, search marketers need to reach out with multiple arms to effectively stay in front of the decision makers.

Getting in the Conversation for the Long Haul

The total B2B sales process can be a very long, complex sales process from initial contact to client acquisition. That’s why planning your search marketing strategy requires consideration of the long road ahead and a plan to constantly stay in front of your prospect.  It can start with a simple conversation on a social network, then an article or blog post.  The wonderful thing about search engine marketing, especially in the B2B arena, is that it’s easier than ever to stay in front of the potential lead throughout the various stages of long, complex sales cycles.

Think about all of the networks you have at your fingertips, LinkedIn, Facebook, Twitter, blogging sites and forums that are specific to your industry -and those are just the basics.  These are all potential outlets to keep your leads engaged with your company while the sales cycle continues to move forward.

Getting the Lead When the Boss is on the GO 

Along with multiple channels, B2B marketers need to focus some of their lead generation search marketing efforts on mobile devices.  According to a recent study from emarketer.com, more than half (59%) of business to business decision makers have used a smartphone device to gather purchase information. Business is no longer just conducted during working hours while at a desk.  Potential leads are logging onto a company website, blog, or catalog from anywhere – anytime.

Think about it, how many decision makers are in the office all the time?  Really? They’re cutting deals on the golf course, or over lunch, or while traveling across the country.  They’re everywhere; therefore, you need to be where they are.  How do you get there?  By optimizing your search marketing efforts for smartphones and mobile devices, you’ll have access to your potential client anywhere, and more importantly, they will have access to you.  Consider optimizing your website for mobile, creating an app for them to download, and of course, constantly energize the conversation via social networks to stay on the forefront of your prospect’s mind.

The B2B Highway Speed Limit Has Increased

With so many options and new technology, the speed limit on long B2B transactions has increased. Mobile devices and smartphones allow your prospects to be in contact with your company 24/7.  If you gear your search marketing efforts to increase lead generation for the complex sale appropriately, you’ll have success in the new world of on-the-go decision makers.