Looking for mobile marketing information targeted to the *unique* needs, challenges and audiences of B2B marketers? Then you've come to the right place. An archive of B2B Mobile Marketing content is featured below... and do check back, as I *frequently* update this section.
(If you're looking for my content archive on B2B Social Media Marketing, go here.)
Why Mobile For *B2B* Companies? (Slideshow & Post)
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.
Access the slideshow here or the downloadble PDF version here.
Yes, B2B Marketers: THIS Is The Year Of Mobile (Yes, Really).
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 piece written for MarketingProfs I highlight 5 reasons *Why* mobile marketing is PRIME for B2Bs and 5 *Questions* that every B2B marketer should be asking.
Video Q&A: Integrating Mobile Into the B2B Marketing Mix.
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.
B2B Mobile Marketing Best Practices: Marketers, Your (Mobile) Audiences Need "More Show, Less Tell."
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.
Six Ways B2Bs Can Increase Their Marketing Impact With Mobile
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.
Start Smart: Step-By-Step Mobile Marketing (Quick!) Guide For B2B Marketers
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.
Better, Faster, Easier: Mobile's Marching Orders For B2B Marketers
How can we make the work activities of our business audience better, faster, and easier through mobile?
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.
Want ROI From Today's Technologies? Don't Just Show Up (participation), Step It Up (innovation).
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.
Integration Amid Disruption: In Social Media and Mobile Media, The Battles May Be Different, But The *Mission* Is Exactly The Same.
There’s a lot to love about marketing in a world where everyone has a voice (Social Media) and everything is accessible from magical little devices that fit in the palms of our hands (Mobile Media).
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.
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