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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.