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Mobile Marketing: Access to Tools Often Lacking

Mobile Marketing: Access to Tools Often LackingWe’ve discussed the growing dominance of mobile here several times recently and have shared some stats and studies illustrating the importance of accommodating mobile users. We assume that by this point, most B2B marketers have caught on to the fact that they must make mobile an important part of their marketing discussions and plans.

Realizing it is important to embrace mobile is one thing. Actually having access to the tools and knowledge that will allow you to do that effectively and to a major extent is a totally different issue.

Unfortunately, many marketers who have a strong motivation to step up their mobile efforts can find themselves stuck in a frustrating holding pattern, as they wait for access to the tools or resources necessary to let them enact these plans.

A recent survey by VentureBeat found that while nearly 30 percent of B2B marketers plan to increase their mobile budgets within the next year, many aren’t happy with the tools and solutions available to them in that area. Almost 40 percent cited lack of vendor involvement/integration as a major obstacle holding them back from engaging more with mobile.

One key is to look for tools that are specifically designed for mobile strategies, even if that means you need to figure out how to integrate them with the comprehensive systems you are already using.

Of course, many of those surveyed also admitted that they don’t feel confident in their understanding of mobile, which we suspect is a bigger obstacle (but one that is tougher to accept, so it often may be easier to put the blame on vendors and technology).

For B2B marketers who lack the knowhow, tools or confidence to embark on a mobile strategy on their own, we offer an easy solution. KEO Marketing specializes in mobile marketing strategy for B2B businesses, and we can handle the entire process for you.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.