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B2B Mobile: 5 Questions Every Marketer Should Be Asking (And Answering)

In the B2C space there's a lot of buzz around mobile marketing, but in the B2B sector it's more likened to a whisper. Yet amid the low level of mobile chatter, B2Bs are missing out on super-sized opportunities for integrating a valuable new brand touch point for their customers while establishing a dynamic new communications channel with their professional audiences.

Make not mistake, mobile is changing how (and where) business professionals communicate with one another and how (and why) they interact with B2B brands. And for B2Bs, mobile's arrival means their marketing must also change if they want to maintain a presence in the media where their audiences have already migrated.

On that imperative, here are five reasons why mobile marketing is prime for B2Bs, along with five key questions that B2B marketers should be asking themselves:

Great B2B Marketing Stats (in a GREAT format!)

As marketers, data, statistics and factoids are our friends. They help to support our arguments, enable us to build our business cases and they shine light on new opportunities and emerging market segments that hold potential for our offerings. And it's even better when a bunch of statistics are aggregated for us in one place!

The segment below, concepted and created by Earnest Agency, provides a bunch of "vital statistics for B2B marketers" and does so in a very engaging format. I want to compliment the folks at Earnest for making this video so entertaining (and downright snappy!). Indeed, content—and the way in which it's presented to its target audience—makes a world of difference in getting... and keeping!... our attention.

Also, for a list of all stats cited and their sources, just go here. RSS and email subscribers, just click here to view the video.

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B2B, Buzz & Brand ROI: Creating Customers That Create (MORE!) Customers.

I recently ran across a positively terrific article on WOM penned by McKinsey's Jacques Bughin, Jonathan Doogan and Ole Jørgen Vetvik. Well worth the read, the authors delineate 3 different types of WOM, propose a new way for measuring it, and explain how the IMPACT of WOM is critical, not just the volume thereof. (I, too, am a BIG advocate of impact/quality over volume/quantity.)

While the article centers on consumer WOM, what struck a chord with this marketer is how the article's findings illuminate several implications for B2Bs (not just B2Cs). Best of all, the piece confirms many of the "buzz essentials" I regularly review with my own clients and colleagues—and it's always nice to have more ammo for my arguments!

So I'm going to work at giving YOU more ammo by highlighting some of the article's findings and tying them to their B2B implications. And then I'll close on a set of suggested action points.

But three things before we get started. First, for those new to WOM, the term stands for "word-of-mouth" and is also commonly referred to as “buzz”, as you'll notice that I use both terms interchangeably. Second, even though offline WOM is as old as the hills, online WOM is quite new due to the advent of social-media technologies. Why? Because now, anyone with a computer and Internet access can share their ideas, opinions, preferences, recommendations and experiences and have their buzz amplified far and wide, and stored forever for future views by the search engines. I personally call this exchange of information, and its profound effects upon the B2B purchasing process, "The Share Economy".

And third, I want to reiterate the most important—and consequently, the most confused!—principle about buzz: Marketers, your goal is not buzz. Your goal is Brand ROI. Buzz certainly helps you to achieve your goal. But it’s not THE goal. Why? Because a goal is an end point, whereas buzz is a connecting point.

As long-term readers might recall (see post here), I posit that it’s best to view buzz as a 'bridge'. It’s not your ultimate destination, but it enables you to get from point A (goal) to point B (Brand ROI). Thus, every time I talk about WOM and buzz—whether through this piece, in speeches or through strategies—I'm viewing it with a sharp eye on increasing Brand ROI.  Because what B2Bs MOST want from WOM is to create customers that—through their "buzz"—create MORE customers.

On that directive, let’s get started as B2B Buzz is a big topic to cover...

Video Q&A: Integrating Mobile Into the B2B Marketing Mix

Between presenting and attending various sessions at the MarketingProfs B2B Forum earlier this month, Jeff Cohen from Social Media B2B (one of the BEST B2B blogs around) interviewed me along with Chris Koch... who is one of the best B2B brains around.

In the discussion we explore 3 key questions around integrating mobile into the B2B marketing mix, namely: (1) Why Mobile for B2Bs? (2) What are the critical success factors for B2Bs in Mobile? and (3) What are some key mobile approaches for B2Bs? Featured below, as well as at Social Media B2B, the piece clocks in right at 13 minutes.

And for more B2B mobile-marketing goodness, an entire archive of slideshows, posts and articles is located right here. (RSS and email subscribers click here to view the video if it doesn't show up in your readers.)

B2B Mobile Marketing from Jeffrey L. Cohen on Vimeo.

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A 3-Point 'Recycling' Framework For B2B Thought Leadership: Repurpose, Repackage, Refine.

Diving into social media and mobile media can be quite daunting for B2Bs. After all, it's an entirely new way of marketing, communicating, engaging and selling. The tools may be easy, but the environment is complex. One-way messaging habits are now moot as these new media call for two-way (and multi-way) communications with our audiences. And programs don’t have finite start-and-end dates. Much to the contrary, they keep going and going... which means a lot of content is needed to cultivate and grow our initiatives.

But, my beloved B2Bs, you have a BIG advantage. It's just a shame that so many marketers have yet to realize it. What B2Bs have—and have TONS of—is thought-leadership content. We need it to move our high-risk, high-ticket offerings. Because we B2Bs aren’t selling two-buck soda pop. We’re selling two-million dollar software systems. So the sales process necessitates content that moves the conversation along by lessening complexity, increasing exposure and improving brand perception among our target audiences.

The result is that between all of our whitepapers, Web sites and Webinars, we B2Bs develop content in droves. And the benefit is that all the blood, sweat and bandwidth you placed into concepting, creating and publishing your past content gives you a huge leg up in the present.

Fact is, your vast archives of data can be "recycled" in new ways across text, audio and video that foster new conversations and spread your ideas to new audiences on a broader scale. But how, you ask? Use this 3-point framework to help you think differently about the thought leadership you've already created, as well as your efforts going forward:

Want ROI From Today's Technologies, Marketers? Don't Just Show Up (participation), Step It Up (innovation).

Many B2B marketers advocate for companies to integrate emerging technologies into the marketing mix. Naturally, I count myself among them. But where I diverge from the pack is in what, precisely, I'm advocating of companies: My message isn't limited to participation in today's media, but one far more focused on innovation from today's B2B marketers.

My argument for integrating these media is rooted in what innovation really means, and why it makes all the difference in levels of ROI. Because, I contend, it’s not that emerging technologies are innovative—it's what marketers CREATE through these emerging technologies that is the true mark of innovation in this era. And in order to increase ROI through social media and mobile media, marketers must be thinking robust programs (innovation) over simple platforms (participation).

Participation in these media keeps your brand relevant. But innovative programs with these media makes your brand unique. Innovative programs differentiate your brand, provide unparalleled value to your audiences, and pull customers to you vs. push more messages at them (that many times serve only to push them further away).

Yet too many marketers view these modern platforms as a veritable 'checklist' of tactical items to incorporate akin to, “Twitter account? Check! Facebook group? Check! Mobile App? Check!” But these tools, technologies and platforms aren't a compilation of items to check off some ever-expanding list. Far from it. They're a set of building blocks with which marketers can architect strategic programs to advance their brands.

Remember, anyone and everyone can use these tools, launch a presence on these channels and sign-up for these platforms. But your brand isn't anyone and everyone. You're not using these technologies to merely make the same moves as others, you're looking to move the ROI needle for your business.

Yes, B2B Marketers: THIS Is The Year Of Mobile (Yes, Really).

A running joke among many marketers is “Yes...Really!...THIS is the year of mobile.” Because, let’s face it, we’ve been hearing and saying it for many years. (In our defense, we’ve genuinely meant it every year that we’ve said it.)

I remember way back in 2000 when I was working with a client on a B2B financial-services application that was truly breakthrough. The problem? We couldn’t break through until 3G was a reality, and readily available, as the data that the application provided was just too in-depth and up-to-the-minute. Like an anxious kid on a long road trip, I just kept asking “Are we there yet... are we there yet... c'mon, how much longer ‘til we get there?”

Ah, to be at the cutting edge and waiting for the world to catch up. Just like Goldilocks, your porridge (marketing) can’t be too hot (too early) or too cold (too late), it’s gotta be “just right”. And insofar as mobile, the time is just right. And the time is right now.

Yes, B2Bs, this very much means YOU. Because if you think the modern-day worker isn’t accessing the Web from magical little devices that fit in the palms of their hands, then we really need to talk, as the world has changed. Your markets have gone mobile and they're not going back. So your marketing must move forward, too.

But just because of silly ringtones, fave fives and zillions of apps that offer more entertainment than efficiency, don’t be remiss in relegating mobile to the consumer corner as this set of media offers super-sized opportunities for B2Bs, too. In fact, there are many approaches and tools that you can leverage to either increase the impact of existing programs, or to create altogether new strategies for interacting with your business-centric prospects and existing customers. And THIS is the year that you should be learning, experimenting and integrating with mobile.

Why, praytel, is THIS the year of mobile? Here's some B2B food for thought:

B2Bs, The Purchasing Patterns of Your Buyers Are Dramatically Changing. Unless You No Longer Want Their Money, This Means That YOU Must Change, Too.

Long-time readers and colleagues well understand that when data is published which vindicates what I've long been saying, blogging, writing, WOMming, tweeting, nudging and all-out urging of B2B marketers... I tend to get a little bold in my advice.

Let's call it 'tough love'. Because I love B2Bs, and I've no hesitation in getting tough about the changes needed from them to better serve their business audiences, and their bottom lines. After all, rallying our businesses to change is a big part of a marketer's job, one might say our reason for being. And where some businesses move more quickly on change imperatives, other companies fail to ever truly adapt—and that never ends well (but certainly makes for many a cautionary tale).

After clocking many years in this profession, I know if there's *one* thing that moves B2Bs to action, it's data that shines a glaring light on the wide chasm between where they presently are vs. where they need to be in relation to their buying audiences. So you can imagine my delight when I came across this new study, conducted by DemandGen Report and Genius.com, titled Inside The Mind Of The New B2B Buyer. Why so delighted am I? Because the findings are proof positive of the vast changes occurring across the B2B business environment and confirmation of how, in particular, social media tools and technologies are driving a new set of purchasing patterns by today's business buyers.

I've highlighted many of the study's data points below, along with giving my take on the implications for today's B2B marketers. But before we start, it's important to note that it's not only the dramatic changes in B2B buying patterns that are remarkable... but the fact that they have occurred in just a *handful* of years. Because if we're already seeing patterns emerge that prove a sea change across many decades-old, staid purchasing processes, I assure you that we're only witnessing the tip of the proverbial iceberg. On that note, let's dig in:

*The Way That B2B Purchases Are Budgeted (And Approved) Is Changing.

Supporting data points:

• Less than ¼ indicated budget was approved/allocated during the beginning of the year
• Nearly half of the respondents indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was un-budgeted.
• 23% noted that budget was allocated after ROI was proven
• 9% indicated budget was taken from another line item

What do these changes signal for B2Bs?

Gone are the days of the set-in-stone budget that doesn't budge until the next fiscal year/calendar year. While buyers are more economically conscious in their spending, they are far more fluid in realizing their needs. Even budgeting has become more real time! This is good news for B2B marketers, because their efforts won't hit up against the "we-didn't-budget-for-that-this-year" objection. But with that said, now more than ever, B2B marketers must be prepared to build a bulletproof ROI case BEFORE the sale: if you can deliver on that data, you'll open a lot of doors and, perhaps, a place in the budget.

Now Contributing To B2B Marketing Online...

I'm pleased to announce that, in addition to publishing over here, I'm now contributing to B2B Marketing Online, the U.K's leading B2B media outlet. Being the Web is world-wide, it's fitting that I am now contributing to a media outlet located "across the pond", eh?

In my first post, titled "Step Aside B2Cs: Social Media is BUSINESS Media", I address the frequently asked question of “How does social media apply to business professionals, and help B2B companies achieve their revenue goals?” by examining the prime motivations of business professionals using social-media tools and platforms and tying those back to the B2B benefits.

The post is located here.

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B2B Mobile Marketing: Why Mobile For B2Bs? (A Slideshow)

Along with my recent discussion around the central question of 'Why do business professionals use social media?' (that slideshow is located here), I was also asked to hold a discussion around the topic of 'Why Mobile for B2Bs?" 

It's a great question given that, unlike B2Cs, many most B2Bs, haven't fully recognized how mobile media poses a robust, ROI-generating channel for their marketing efforts—and they're also not aware of the myriad reasons and sound rationale for integrating mobile into their plans and programs.

To ensure I hit on all the key points and benefits, I used this slideshow as support and want to share it with readers... as the information may be helpful in the discussions you're holding with B2Bs around the exact same topic!

Please view the slideshow below, which is best viewed in FULL-screen format as several slides are text-heavy to ensure an adequate level of explanation for B2Bs who are striving to understand the benefits of mobile marketing.

B2B Mobile Marketing: Why Mobile For B2Bs?

View more presentations from Christina "CK" Kerley.

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