Looking for mobile marketing information targeted to the *unique* needs, challenges and audiences of B2B marketers? An archive of B2B Mobile Marketing content is featured below. (And if you're looking for my content archive on B2B Social Media Marketing, go here.)
While presenting on The Mobile Revolution & B2B at the MarketingProfs 2011 B2B Forum, marketing strategist Leigh-Duncan Durst created this (very cool!) InfoDoodle capturing the presentation's key points as a fun and insightful takeaway for audience members.
Video clip of CK discussing the core themes of her paper, The Mobile Revolution & B2B, including the unprecendented rates of mobile adoption, the 'real story' on the mobile revolution, how mobile is uniquely prime for B2B and some very impactful attributes intrinsic to mobile media.
Through the video, CK hits on why B2Bs must begin incorporating this unique, ubiquitious medium that is forever changing the business world, and the markets they serve (Run time: 4:23). Access the video here.
In an article for MarketingProfs, CK discusses the revolution that mobile has ignited, explains why mobile media is uniquely prime for B2B, gives examples of B2B mobile-marketing programs, walks through the key steps for B2B marketers in "going mobile" and imparts advice for today's B2B marketers looking to improve their ROI (and ensure relevance) in an anytime-anywhere, always-on world.
Through Paul Gillin's column for BtoB Magazine that features CK's B2B Mobile Marketing Guide, The Mobile Revolution & B2B, she is interviewed on the business case for B2B vs. B2C mobile marketing, provides several examples of B2B mobile programs, discusses mobile apps and mobile websites, and explains metrics for tracking mobile ROI.
Through The Mobile Revolution & B2B: Why Mobile Ignites A Revolution And The Marketing Imperatives For Today’s B2Bs, CK crystallizes the big-picture business case for B2B mobile integration and outlays a5-point framework of marketing imperatives for B2B executives.
Packed with mobile statistics, supported by 10 B2B mobile examples, and featuring 7 lesson-rich video clips, The Mobile Revolution & B2B is a seminal guide—a must-have road map—for B2B companies that need to adjust, align and advance their businesses in a newly mobile planet undergoing a unique revolution. If you're a B2B, give this paper a serious read... if you're a B2B marketer, read it twice. Go to B2BMobileRevolution.com
This feature article, published in the April 2011 edition of Chief Content Officer illuminates several of the themes, implications, opportunities and best practices that B2Bs should be heeding in the rise (and revolution!) of mobile, and the many changes it drives across the way we work, connect and communicate. Read it here (PDF)or here (at the website).
(And for a free subscription to Chief Content Officer Magazine go here)
When you think about it, mobile is an obvious channel to engage hard-to-reach, busy and highly mobile people. Armed with high-spec phones, with an employer that picked up the bill, they were the first to adopt mobile email, mobile Web and SMS alerts, to help them keep their fingers on the pulse of business, news, markets etc.
Yet most mobile marketing gurus seem to have lost sight of this. But is there a more appropriate group to engage with via mobile? Business people are rarely at their desk, in and out of meetings and often traveling, but always have a mobile phone on hand. In this interview guide, mobiThinking features an interview with me that helps to clarify the explosive B2B mobile opportunity while also provides B2Bs with best practices for going mobile. The "Insider's Guide" can be accessed here.
While it seems impossible to avoid the buzz over mobile marketing these days, the fact is that mobile marketing is still very new... and even newer to B2Bs. It's not that B2Bs marketers don't want to innovate around this exciting new set of media. It's just that their executives need to better understand why mobile poses a high-opportunity, high-ROI marketing channel for their businesses.
In other presentations I walk marketers through mobile's remarkable opportunities and tools, and present a road map for how B2Bs should begin integrating mobile into their marketing plans. But this presentation (replete with audio track!) arms B2B marketers with 10 Key Arguments to win over their internal executives—and turn mobile skeptics into mobile supporters. The slideshow can be accessed here.
This audio slideshow explores how mobile is not just driving a dramatic new set of media, but dramatic shifts across B2B audience preferences, habits and expectations... and how those drivers are creating an entirely new set of imperatives for today's B2B marketers.
I call it "The New Normal" as so much has changed in such a short span of time, yet it's altogether commonplace to us now. In fact, I'm not even sure if we notice just how much has changed, and how drastically. To that end, this audio slideshow walks you through those changes, as well as gives some high-level imperatives on how your branding, strategy and thinking must change in order to reach, engage and serve your audiences in this anywhere-anytime-always-on-multi-channel world. What a time to be a marketer! Access the audio slideshow here.
Looking for video clips on mobile marketing, social media and B2B? Look no further! CK conducts presentations, seminars, keynotes, online Webinars and on-site trainings for industry conferences, trade associations, corporate events, executive trainings and university programs. Through her video clips she features short segments of popular speeches across strategy, social media and mobile marketing.
Video clips are available here—and do check back, as this archive is updated frequently.
With 4.6 billion current mobile subscriptions projected to surge to 6.5 billion mobile connections by 2014, there's no denying it, marketers: Mobile has arrived—and it's changing how (and where) business professionals communicate with each other, and how (and WHY!) audiences interact with B2B brands.
But while B2C marketers are tapping mobile tools and technologies in earnest, B2B marketers have not yet fully recognized *WHY* mobile poses a robust, revenue-generating channel for their efforts. The slideshow version is located here. If you prefer the information in post format, it's located here.
This 10-Step Starter Guide walks B2B marketers through the 10 key steps covering WHAT they need to know—and what they need to ask/assess —to get started in mobile marketing, HOW to approach mobile audiences and environments, WHICH tools they can implement to add impact to their existing programs, as well as key proof points to analyze WHEN measuring mobile ROI.
With over HALF THE PLANET already on mobile (3.4 BILLION subscribers and surging higher still) and with mobile set to overtake PCs as the 'first-screen' Web device within 3-5 years, no matter if your target audience are business professionals or consumers, age 16 or 65, located in the U.S. or spread all over the globe... mobile will play a vital role in how you engage and support your buyers and prospects.
But marketers must start aligning their marketing initiatives with their mobile audiences, and start doing so today. To that end, this presentation covers the tremendous opportunities that marketers are now afforded through mobile technology, the range of innovative tools they can integrate within their marketing mix, as well as examples of mobile approaches leveraged by B2B and B2C companies. Access the slideshow here.
Slideshow from a keynote presentation given in October 2010 to Rutgers University graduate students and business executives which focuses on how building competencies in emerging technologies—most notably social and mobile media—gives today's executives a competitive advantage... no matter if they're working in the roles of marketing, public relations, management, R&D, recruiting, customer service or technology. After all, these technologies are not isolated to one department or professional competency, as they are core to the way that we all live, work, buy and communicate now.
This presentation explores not only the dramatic changes in emerging technologies... but how these media are drastically changing how we live, work, communicate and buy. And how, in order to succeed, we must change our companies and our own skills. The slideshow is located here.
It's finally time, marketers. And the time is right now for mobile. And for B2Bs, this very much means YOU. Because if you think the modern-day worker isn’t accessing the Web from magical little mobile devices that fit in the palms of their hands, then we really need to talk as the world has changed.
It’s gone mobile. And it’s not going back. So your marketing must move forward, too.
There are many approaches and tools that you can leverage to either increase the impact of existing programs, or create altogether new strategies to interact and communicate with your prospects and existing customers. And this is the year that you should be learning, experimenting and integrating with them. Find out the (many) reasons why at the post located here.
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 and establishing a dynamic new communications channel with professional audiences.
In this video Q&A produced by Social Media B2B, Chris Koch and I 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?
The piece clocks in right at 13 minutes and is located here.
There are many best practices that have already been established in the mobile marketing sector... and many more that B2B marketers, in particular, will still need to learn and adopt.Why? Because mobile is an emerging new space with entirely new constraints on SPACE. And for complex B2B offerings requiring a lot of explanation for buyers, this is a BIG learning curve for B2B marketers who will need to start thinking "small".
It's not that B2Bs will stop creating text-heavy content, it's that they'll ALSO need to create content that shows more, tells less. The BIG action point here is that B2Bs need to constantly consider the small mobile-viewing experience by developing marketing and sales content that is optimized for handheld screens. Learn why and how at the post located here.
When considering mobile marketing for B2B companies, today's marketers are wrestling with some big questions, namely: How can we use mobile to engage our target audience of business professionals... and where do we even begin to integrate mobile media into our B2B marketing plans?
As with all other media, your mobile strategy and set of marketing programs will be contingent on your B2B's specific goals, offerings, audiences, industry, budget, and competitors. But the best place to start is by auditing your current initiatives to identify opportunities where mobile can increase their impact. In this article created for MarketingProfs (subscription required), I feature 6 ways that B2Bs can integrate mobile into their *existing* plans in order to boost ROI. The article is located here.
In my previous 10-Step (Quick!) Guide I focused on social media for B2Bs... and in this companion piece, created for MarketingProfs (subscription required), I center on the key steps for integrating mobile into the marketing mix to ensure B2Bs start smart, launch strong, and produce mobile programs that deliver high ROI. The article is located here.
In this post created for MarketingProfs (subscription required) I discuss the tremendous opportunities of mobile for B2B marketers. The fact is, consumer and business marketers alike have never witnessed this stunning scale of ubiquitous adoption coupled with a unique communications channel that is at once instantaneous and intimate due to its anywhere-anytime, one-to-one nature.
Mobile will be a game-changer for B2Bs who never want to miss a purchasing opportunity, no matter the marketing channel. But while B2C marketers are tapping mobile tools and technologies in earnest, B2B marketers have not yet fully recognized *WHY* mobile poses a robust, revenue-generating channel for their efforts. Find out more at the post located here.
Whether the goal is to generate leads through a new medium or to retain customers with new benefits, mobile presents B2Bs with a remarkable new inroad to their business audiences. But to win the favor of busy professionals, B2B marketers must heed the call of "better, faster, easier."
In this article created for MarketingProfs (subscription required), I examine why and how B2Bs can leverage mobile in 'better, faster and easier' ways for their buying audiences, so as to increase their bottom lines. The article is located here.
Many B2B marketers advocate for companies to integrate emerging technologies into the marketing mix, and 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.
Because 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). B2b examples and further explanation located at this post.
In Social Media and Mobile Media, your *Goal* with your target audiences is exactly the same: To Get YOUR Brands Into THEIR Worlds. And the way into their worlds—be it online communities (social media) or Web-enabled handheld devices (mobile media)—is through the value you provide.
High levels of value will get you invited, lack thereof will get you ignored. So now the critical success factor becomes that YOUR brands must make THEIR worlds BETTER. Find out more at this post.
And marketers who advocate for social or mobile technologies (or both!) are indeed fighting a common mission, which is to say: Integration of these Disruptive Media into the Marketing Mix. But while the mission is the same for these media, the battles (and obstacles!) are quite different. Learn more at the post located here.