starts from the time when the CIO is away from a desktop computer. At that point, his triggers are curiosity and economy. Thus, at that point we should answer “What” and “How much…” questions. Most of these interactions happen during business trips and business-social meetings.
At the stage of (2) Evaluation
a CIO wants to learn about specific features of products, and he's also interested in benefits, white papers and case studies, videos talking about features, reviews, and so on. At this time, the interaction is multi-channeled: mobile, tablet and desktop. The CIO is also looking into competing products and making comparisons.
time for desktop comes later in the journey. That’s the time when the CIO is either converting, or needs a little more encouragement. And that’s the time when we are giving him an opportunity to convert and giving ourselves a second chance. That means make them engaged more by answering FAQs, sharing success stories, showing mini-problems with ways out, showing support by “how-to” videos, etc.
That said, I don’t want to discount the possibility of converting on smartphones. The trend is definitely there and rising quickly, but today’s research shows that most of the B2B purchases on smartphones fall in the range of up to $5,000. Highre-dollar transactions tend to happen on desktop computers.
Everything above translates to the need of having different content strategies and information architecture for desktop and mobile versions. At this time, the mobile version of Apptio.com is an exact replica of the desktop version.
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