In a recent blog post we examined why tablets are the ‘best new content marketing device,’ and how B2B marketers can ensure their content is tablet ready. On a tablet, professionals want to watch, learn, and read. They use tablets for discovery and education, where as smartphones are used more for tactical, day-to-day tasks – emails, scheduling, and quick texts to colleagues.

To deliver a rich and truly engaging mobile marketing experience, B2B marketers must understand and take into account the differences in how professionals use smartphones versus tablets. A recent report from Forrester provides fresh insight into these differences and offers guidance on how to apply them to each mobile tactic. Building off the information presented in this report, and incorporating some additional tips and tricks we have found particularly helpful from experts in the field, we have put together a B2B mobile marketing cheat sheet, including key differences to be aware of when implementing certain tactics, and what they mean for your campaign.


Smartphone:  Useful (read: used) smartphone apps are those that professionals can leverage on the go to help them make better, faster decisions. Calculators, reference tools, or even location-based support all cater to the needs of the smartphone user.

Tablet: The tablet app is the perfect platform for offering access to your firm’s thought leadership. Tablet users want to consume content, so take the opportunity to create an engaging experience that caters to discovery and education. The tablet also offers a truly unique navigation and visual experience. For users that need to monitor and manage large amounts of information remotely, tablet apps, such as dashboards, can be an effective tool.


Smartphone: Context is key! Make sure your ad doesn’t get in the way of the users experience or what they are trying to do. This goes for ads on either device. On smartphone, incorporate geo-targeted offerings when possible to optimize the mobile experience.

Tablet: Users are more likely to watch videos, and other rich media content, on a tablet. In particular, ads that feature information-focused videos or long form content, such as a whitepaper, stand a better chance on this platform.


Smartphone: Given the small size of the smartphone screen and on the go nature of search needs, it’s best to keep it short and simple – and local. The most effective calls to action reflect the unique needs of the mobile searcher, such as click to call, get directions, or even download an app. If you’re going for paid search, keep in mind that anything lower than the first two positions probably won’t get seen. Adding site links, location extensions, and hyper local formats are other strategies for maximizing visibility. For more tips on optimizing mobile search on a tablet vs. smartphone, check out this helpful post from comScore’s Eli Goodman.

Tablet: Given the stationary nature of the environment professionals’ use the tablet – at home, during a long commute to work, at the airport — tablet searchers share more similarities to PC searchers. Given the amount of time tablet users spend consuming content on the tablet, calls to action such as click to download or watch video can be very effective. The larger display screen and gestural navigation also increase the likelihood that positions lower than 1 & 2 will be seen. Two very important things to avoid: 1) Don’t drive tablet traffic to a smartphone-optimized site, use tablet-optimized landing pages or desktop sites, and 2) Don’t use flash. iPads make up over 90 percent of tablet traffic, and they don’t render flash.


Smartphone: Whether you decide to go with a responsive website or completely separate mobile site, it is important that smartphone users are driven to a site optimized for their mobile device. Otherwise, you risk losing them all together.

Tablet: The digital experience on a tablet more closely resembles a PC experience than a smartphone. So make sure tablet users are not driven to a smartphone-optimized site. Leverage the larger display to feature more content and controls to create a truly engaging website experience for the tablet user. And remember to stay away from Flash.

This post was originally posted on BrandEd, a B2B branding and marketing blog from DeSantis Breindel.