KEO’s Sheila Kloefkorn Speaks on Mobile Marketing Growth at BMA Phoenix
Thought leaders throughout the country gathered in Phoenix in front of nearly 300 B2B marketers during the 4th annual Marketing Technology Summit, part of the BMA’s 2012 Go and Grow Road Show to discuss the latest trends in mobile marketing.
Presentations on the growth and importance of mobile marketing in the B2B space were given by Shlomi Ron, global social media, influencer and mobile lead at IBM Systems and Technology Group, Steve Phillips, CIO at Avnet Inc., Jeff Cummings, director of sales force effectiveness at United Rentals, Greg Olson, partner at Growl Mobile, Eric Keosky-Smith, Arizona regional development manager at Infusionsoft Inc., KEO Marketing’s President Sheila Kloefkorn and Keynote speaker Pedro Moya, head of industry at Google.
The ‘Go and Grow’ presentations resembled the “TED Talks” conferences and focused on how B2B marketers can use mobile for practical purposes. Sheila Kloefkorn, president of KEO Marketing and past president of BMA Phoenix, said that 92% of B2B purchases have some component of that purchasing process initiated online, with absolutely no human interaction.
This shift towards mobile usage has changed the way B2B organizations and making purchase decisions, which means we must change the ways we leverage mobile marketing to influence the buyer’s purchasing decision. Google’s Pedro Moya agreed and during his presentation touched on how a business’s success will be impacted by how they are utilizing mobile marketing.
“Mobile technology has led to the single most significant shift in customer behavior of the past 20 years,” Moya said. “With smartphones already being used by 30% of the population and tablet usage continuing to increase exponentially, we at Google believe that success in mobile will determine the future of businesses of all sizes, in all industries.”