CK's Blog

Audio Slideshow: Mobile's "New Normal" & The New Set Of Marketing Imperatives For B2Bs (Narrated Presentation)

I've created slideshows on the B2B Mobile Business Case, Mobile Marketing Opportunities, and How To "Start Smart" with Mobile. But I wanted to develop a piece that explores how mobile is not just driving a dramatic new set of media, but profound 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. So 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. Whew, what a time to be a marketer!

The below audio slideshow runs through 25 slides in 15 minutes—and you can view the slides in full-screen format by clicking the icon on the bottom right, as well as clicking back and forth between slides at your leisure. And this presentation is optimized to view on your Web-enabled mobile devices.

(For my email subscribers, you can access the audio slideshow here.)

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

Get BIG-Time Smart & Save Money Big Time: 17 Great Online Courses At $200 Savings!

I'm so pleased to announce that I'll be a part of MarketingProfs University's "Content Marketing Crash Course" taking place over 2 weeks in December with 17 courses that you can attend live, or on-demand.

Spanning content strategy, B2B, Lead-gen, Webinars, Mobile, Social, Storytelling, Blogs, Videos and much, much more, the course spans 14 hours of new ideas, new ways to improve existing programs, do's, don'ts and a ton of best practices. All told, it's a terrific way to end the year and get your marketing ready for an even better one.

Let me first give you an overview of the program, then I'll detail the course that I'll be teaching and wrap-up with how to save a whopping $200 off the program fee.

B2B Mobile Marketing: 10 Key Mobile Arguments... Now With Audio!

(Note: Along with the below audio slideshow, much more mobile-marketing content in my archive here and video clips across B2B, social media and mobile marketing can be accessed here.)

I've had several readers ask me to include audio in my slideshows and here goes: This important piece, which answers the "Why Mobile For B2Bs?," provides 10 Key Arguments to Turn Mobile Skeptics Into Mobile Supporters... and it's new and improved with audio! (Enabled by, and with BIG thanks, to my new friends at Brainshark). 

And if you prefer the slideshow without audio? No problem! The slideshow is located here. Look for a lot more slideshows updated with audio coming your way soon, as well as many other B2B marketing goodies in innovative new formats.

The below slideshow and audio runs 26 slides in 26 minutes—and you can view the slides in full-screen format by clicking the icon on the bottom right, as well as clicking back and forth between slides at your leisure. I hope you find that my adding audio is helpful. (For email subscribers, please just view and listen to this slideshow right here.)

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

B2B Mobile Marketing: 2 Speeches Coming Your Way

Just a heads-up on two speeches coming up on B2B Mobile Marketing this week and next. One is an online seminar and the other is being held live in Detroit, Michigan. Details on both are below and we'd love to have you join us!

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5 Ways To Integrate Mobile Into The B2B Marketing Mix

Speech Description: While B2C marketers are tapping mobile technologies in earnest, B2B marketers have not yet fully recognized that mobile represents a remarkable, revenue-driving channel. When it comes to mobile, the majority of today's B2B marketers simply aren't sure what is available to them, which tools to integrate, and where to even start.

In this seminar, we'll replace confusion with clarity by illuminating how mobile is relevant for B2Bs and highlight 5 ways you can leverage mobile across your branding, lead-gen and content-marketing initiatives. You'll learn why mobile is essential for B2B, and how it can boost your current marketing programs. Plus, you'll get key action points for what you could be doing with mobile right now (instead of what you're missing), a packet of implementation tips and a glossary of mobile approaches!

• Date: Thursday, November 4th, 12pmEST (9amPST)
• Format: Online Seminar
• Presented through MarketingProfs: find out more and register here.
  

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B2B Marketers: Go Mobile Or Go Away!

Speech Description: Mobile has arrived with a fury and it changes how B2B buying audiences connect with one another, and how B2B brands need to be connecting with them. This session will explore how mobile is relevant for B2Bs and small businesses and illuminate specific ways how marketers can leverage mobile across their branding, lead-generation and content-marketing initiatives. You'll learn what you could be doing through mobile right now ... instead of what you are missing.

• Date: Monday, November 8th, 12pm-1:15pm
• Format: Live Event
• Sponsored by The Detroit Regional Chamber: find out more and register here.

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

Social Media and Mobile Marketing: Gaining A Career Competitive Advantage (Rutgers University Keynote)

As I announced in early October, I'm tremendously excited (and honored!) to be joining the faculty at The Rutgers University Center for Management Development as an Adjunct Professor for their Mini-MBA Program where I'll be instructing on B2B Social Media and Mobile Marketing for students.

The part-time teaching format works perfectly as it enables me to keep running my business while also keeping a foot in the academic world of which I'm so fond. And it enables me to exercise the philosophy of"always be learning and sharing knowledge" that is so very enriching for me professionally and personally. And in a world of breakneck change and breakthrough technologies, what's not to love about guiding professionals on how best to use these media for company and career advancement?

This past week Rutgers held a beautifully orchestrated Open House, in which I gave the keynote presentation, for graduate-level students and executives. The session focused 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 pervasive and core to the way that we all live, work, buy and communicate now.

These technologies, when used in strategic and unique ways, enable companies more ways to innovate, engage and build relationships with their target audiences than ever before. And as a result, companies are seeking professionals who are versed in the strategies, tools and tactics of social media and mobile marketing. Ergo, in increasing our sophistication around these new media, we increase our value in the broader business environment.

At the event we had a packed house of tremendously smart professionals. And, as I promised attendees, I'm sharing the presentation through my blog. This will also be posted on Rutgers' blog soon... as well as a video of the presentation, so stay tuned! (UPDATE: Access some video footage here)

Best viewed in full-screen format, the slideshow is below (Note: Mobile users, RSS readers and email subscribers, please go here to view).

Heaping amounts of praise to Rutgers for being so forward-thinking in offering these continuing- education programs and for letting me speak on subjects that are so near and dear to my heart. Also, information on the Social Media Mini-MBA Program is available here.

Social And Mobile Media: Gaining A Career Competitive Advantage

View more presentations from Christina "CK" Kerley.

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

Building The B2B Mobile Business Case: 10 Arguments To Turn Mobile Skeptics Into Mobile Supporters. (A Slideshow)

Even though half the planet's population already own cell phones and everywhere you turn there's buzz about mobile, it's still a very new set of media... and even newer to the B2B marketing mix. It's not that B2Bs marketers don't want to innovate around this exciting new set of media, it's just that their B2B executives need to better understand why mobile poses a high-opportunity, high-ROI marketing channel for their businesses, and how mobile can make a significant impact with their professional audiences.

While I've presented on mobile's remarkable opportunities and tools (that slideshow is here), and presented a roadmap for how B2Bs should begin integrating mobile into their marketing plans (that slideshow is here), this presentation takes a different turn.

Because in this presentation I focus squarely on building the B2B business case through highlighting 10 Key Arguments for B2B marketers to use in discussions with their internal executives—and turn mobile skeptics into mobile supporters. A few years back I did the same for B2B social media through a popular presentation that helped many B2B professionals (that slideshow is here).

Best viewed in full-screen format, the slideshow is below (mobile users, RSS readers and email subscribers, please go here to view).

NOTE: If you would prefer to view this slideshow with an audio track, please go here.

B2B Mobile Marketing: Building The B2B Mobile Business Case

View more presentations from Christina "CK" Kerley.

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

Teaching and Speaking At Rutgers University

I'm tremendously excited (and honored!) to announce that I'll be joining the faculty at The Rutgers University Center for Management Development as an Adjunct Professor for their Mini-MBA Program on Social Media. It's a part-time teaching schedule so it works perfectly for my full-time consultancy. And it's a dream come true for this marketer as I love teaching and I'm a huge proponent of "always be learning" as that's how we advance our careers, our businesses and our brains.

My specific module for the program will focus on B2B Social Media (a topic I'm insanely passionate about!) where I'll cover the remarkable opportunities, winning strategies and best practices of these media for business-centric audiences. And of course I'll also be hitting on B2B Mobile Media, too (another topic I'm wild over and too important not to cover for students).

Full information on the program is available here.

And for those who are local to the New York City area, Rutgers is holding an Open House for their "Taking Social Media Mobile" Lecture Series Event on Tuesday, October 26th from 6pm to 8pm where I'll be the featured speaker, and the information is as follows so please join us if you're able:

Gaining A Career Competitive Advantage Through Social Media and Mobile Marketing
Make no mistake, "social" media is business media and with HALF the planet's population already owning cell phones, mobile is on a growth tear of unprecedented scale. It's a fact: In just a handful of years, these modern-day technologies have achieved mainstream status and provide businesses with groundbreaking ways to innovate their marketing, engage new customers and better compete across a now-global landscape.

Forward-thinking executives are embracing these media to revolutionize their businesses, while others are furiously racing to catch up. What does this mean for business professionals? Your job security will increasingly depend upon how you leverage these technologies to develop smart strategies that grow your organization's market share, while simultaneously growing your overall value in the broader job market. 
 
Join us on October 26th from 6pm-8pm for a special event focused on how mastering social media and mobile marketing are vital to today's business success—and why this level of sophistication means a competitive advantage for your own career.

Registration for the Lecture Series is required via email as space is LIMITED (and you'll want to register early for free admittance as tickets at the door are $100 each). R.S.V.P. to openhouse@cmd.rutgers.edu by October 15, 2010.

And, again, information on the Social Media Mini-MBA Program is available here.

Many thanks to Rutgers for involving me in this forward-thinking program!

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• B2B Social Media • B2B Mobile • About CK • CK's Web Site • Services • Contact CK •

B2B Mobile Online Seminar: Learn 5 Ways To Integrate Mobile Into The B2B Marketing Mix (And Much More!)

This Fall I'll be conducting an online seminar for MarketingProfs and wanted to give you a heads-up. The topic "5 Ways To Integrate Mobile Into the B2B Marketing Mix"" is a good one, given that most all of today's coverage and information on mobile marketing is focused on B2C marketing... but not this time, as this session is 100% focused on using these innovative technologies to break through to business professionals.

That's right B2B marketers, this segment is all about your goals, challenges and audiences! Taking place Thursday, November 4th at 12pmEST (9amPST), here's the seminar description:

While B2C marketers are tapping mobile technologies in earnest, B2B marketers have not yet fully recognized that mobile represents a remarkable, revenue-driving channel. When it comes to mobile, the majority of today's B2B marketers simply aren't sure what is available to them, which tools to integrate, and where to even start. 

But with an adoption rate in the billions already, and with analysts from Gartner and Morgan Stanley forecasting mobile to overtake PCs for 'first-screen' Web access in a few short years, there's no denying it: Mobile has arrived and it changes both how B2B buying audiences connect with one another, and how B2B brands need to connect with them.

Looking Forward To "FutureM" In Boston: The Future Of Marketing

I'm pleased to announce that I'll be participating in FutureM, the first-ever week long, collaborative multi-location conference about "what's new and what's next" in Marketing. Taking place during the first week of October, FutureM boasts dozens of events of all types—summits, conferences, panel discusions, parties, meetups and more.

Over 1,000 people (and now it looks like as many as 3,000!) will transcend on greater Boston to share and explore how the newest technologies and insights are changing the way marketers think, create, engage, and measure. The power behind FutureM is that it's open source and collaborative; the hosts are all interested individuals, companies, organizations, venture firms, university groups and clubs who organize marketing-related events during the week.

The panel that I'll be a part, taking place on Tuesday, October 5th, will focus on "The Future of Website Visitor Engagement" and is sponsored by the tremendous folks at Bridgeline Digital. We'll be discussing what engagement really means in today's modern marketing, how integrating social and mobile strategies help in attracting (and keeping!) engaged customers and providing a ton of ideas for optimizing current initiatives as well as all-new programs that marketers might not be thinking of... but don't want to be missing.

Mobile Marketing Slideshow & Guide: Resources To Get Your Marketing Aligned With Your Mobile Audiences.

Last week I had the honor of presenting on both social media and mobile media at Optimization Summits in Dallas and I wanted to take this post to share the mobile marketing presentation I created for the event... as well as a groundbreaking mobile-marketing guide that aired last week from the team at 360i.

But first I should explain, while I'm a HUGE advocate of integrating social media into the marketing mix, I promise you this: with over HALF THE PLANET already on mobile (3.4 BILLION subscribers already) and with mobile set to overtake PCs as the 'first-screen' Web device within 3-5 years, no matter if your target audiences 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 buying audiences.

As with all media and marketing programs, you need a strong value proposition, differentiated strategy and a flawless execution. But first you need to be up-to-speed on these media because your audiences are already mobile. To that end, here are 3 resources to help get your marketing aligned with your mobile audiences:

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:

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:

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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B2B Mobile Marketing: Why Mobile For *B2B* Companies?

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) business 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. After all, with a new set of media comes a brand new learning curve.

As with all emerging technologies (like B2B social media), building the the business case begins with answering the fundamental questions of: "Why Mobile for B2B companies? How do business professionals benefit from mobile marketing programs? And what types of value do B2Bs stand to gain from integrating mobile tools, technologies and approaches into their marketing activities?"

Since there are many answers to those questions (and many reasons to integrate mobile!), it warranted an entire page... which is located here.

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B2B Mobile Marketing: 5 Reasons Why Mobile Is Prime For B2Bs, And 5 Questions B2B Marketers Should Be Asking.

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.

Make no mistake about it, mobile has arrived—and it's changing how (and where) business professionals communicate with one another and how (and why) they interact with B2B brands. 

On that imperative, in my most recent piece for MarketingProfs I'm highlighting 5 reasons *Why* mobile marketing is PRIME for B2Bs and 5 *Questions* that every B2B marketer should be asking.

The content, insights and ideas are free to all... and if you're a B2B Marketer you best be getting on over there as new ways to increase ROI await you: The article is located here.

(Oh, and if you missed my 10-Step Starter Guide for Integrating Mobile Into The Marketing Mix then just go here.)

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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".

Take a look at that mobile device up there. Pretty snazzy, eh? To be sure, it's visually stunning and all sorts of cool. It's also very small. After all, it's designed for mobility. But what our B2B target audience of business executives really need—due to now having to manage larger amounts of information on smaller screens—is for their content to be delivered in ‘bite-sized chunks’ and to be optimized for mobile environments. Whether that content is delivered through text, audio or video formats.

Why?

In Both Social Media and Mobile Media, Your *Goal* Is Exactly The Same: To Get YOUR Brands Into THEIR Worlds.

In my previous post I discussed how we marketers fight different battles in Social Media and Mobile Media, but the *mission* for which we’re fighting is exactly the same, namely: Integration of these Disruptive Media into the Marketing Mix.

That post focused on the battles (and obstacles!) we face as they pertain to acceptance from the corporate community and standards from the industry's players. It was more internally based vs. outwardly, market based. So in this post I want to turn my attention away from captains of industry to focus squarely on CUSTOMERS.

I want to look at marketing goals, not marketers' missions. And while B2B marketing is my preferred focus, I should point out that this advice wholly applies to B2C marketing as well. That said, my advice is this:

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—whether as part of their online communities (social media) or securing a presence on their Web-enabled handheld devices (mobile media)—is through the value your brands provide them. High levels of value will get your brands into their worlds, lack thereof will get your brands ignored.