All of CK’s B2B Mobile Marketing insights, presentations, slideshows and articles are featured below (for CK’s videos go here).
iPad HD A WakeUp Call For B2B Marketers
In this article for Content Marketing Institute, iPad HD A Wakeup Call For B2B Marketers, CK gives myriad pieces of advice across focusing on experiences, not just technologies, as well as outlaying a 3-step framework for integrating mobile into the B2B marketing mix. Throughout the piece, CK urges B2B marketers to deliver high value, create exemplary experiences and leverage mobile to make the lives of busy professionals “better, faster and easier”.
Mobile Marketing and You
In this article for Print Professional Magazine, Mobile Marketing and You, CK gives several insights and best practices across QR codes and SMS marketing to mobile websites and custom-designed apps. Urging marketers to focus on high levels of end-user value and quality over quantity in communications via mobile devices, the article’s content applies to many industries—and many mobile-marketing strategies.
Mobile advertising: Make it engaging
In this BtoB Magazine article, Mobile advertising: Make it engaging, which explores the opportunities and challenges of mobile display advertising, CK urges marketers to focus on engaging advertisements that focus on their customers’ needs, and to get creative in using formats prime for the mobile environment, as with using video not just text and graphics. According to CK “You have to engage the customer and do something that’s uniquely suited to the mobile environment.”
Mobile Set To Be ‘First Screen’ For Customers
Through this BMA article, CK explores three facets of B2B mobile marketing, namely: (#1) Why it’s important for B2B marketers to begin focusing on mobile-marketing opportunities, (#2) Why B2Bs in particular have been slower to move into mobile than their B2C counterparts, and (#3) What should be the top priorities for B2Bs in setting their mobile strategies.
Going Mobile
Through the BtoB Magazine article, Going Mobile, Jon Vanzile addresses the surge of mobile devices, the skyrocketing opportunities of marketing through mobile… and the challenges with which today’s B2B’s are grappling. Interviewed for the piece, CK provides several pointers for B2B companies starting out in mobile, as well as strategies to succeed when marketing to audiences through this unique set of media.
InfoDoodle: The Mobile Revolution & B2B
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 Q&A: The Mobile Revolution & B2B
Video clip of CK discussing the core themes of her paper, The Mobile Revolution & B2B, including the unprecedented 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, ubiquitous medium that is forever changing the business world, and the markets they serve (Run time: 4:23).
Six Key Questions (And Answers!) On B2B Mobile Marketing
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.
Mobile and Social: The Dynamic Duo
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.
The Mobile Revolution & B2B: Must-Have Mobile Roadmap For B2Bs
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.
B2B, The Mobile Revolution Is On (With or Without You.)
A look at the unprecedented opportunity mobile holds for business audiences—and why mobile needs to be elevated to B2B’s brand priority… ASAP.
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.
(And for a free subscription to Chief Content Officer Magazine go here)
Building The B2B Mobile Business Case (Audio Slideshow)
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.
The “New Normal”: How Mobile Drives A New Normal—And A New Set Of Imperatives For B2Bs (Audio Slideshow)
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.
B2B Mobile Marketing: A 10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix (Slideshow & PDF).
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 downloadable PDF version here.
B2B Mobile Marketing: The Insider’s Guide To Engaging Business Customers Through Mobile
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.
Five Reasons *Why* Mobile Marketing Is Prime for B2Bs—And Five *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.
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.
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
Far from being only a B2C marketing approach, mobile provides B2Bs with extraordinary opportunities. But when it comes to mobile, B2B marketers find themselves more confused than confident.
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.
Mobile Has, B2Bs… Has Your Marketing?
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.
