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Mobile marketing becoming essential for B2B success

B2B firms need to start considering mobile marketing now. While it may not seem like a priority in the face of other lead generation tools, experts project there will be to be 1.75 billion smartphone users around the world in 2014 (1). Mobile devices have fundamentally changed B2B marketing because of the way buyers interact with content on the go. 

While marketers have had a variety of Internet marketing tools at their disposal for the past few years, decision-makers are increasingly searching for content from their smartphones. In addition, buyers are using more than one device before arriving at a decision, which almost certainly means they are relying on mobile for part of their search. It's important to effectively engage with these leads or risk losing them.

In fact, mobile marketing offers the distinct advantage of better segmentation (2). This is especially valuable for firms that cater to multiple customer groups. Mobile allows them to deliver exactly what potential clients are looking for. This channel offers an excellent way to engage customers through relevant industry content, targeted local information and helpful, entertaining videos. Mixing up mobile content leads to a richer marketing strategy

1. "Smartphone Users Worldwide Will Total 1.75 Billion in 2014"
2. "Seven Deadly Sins of Mobile Marketing [Infographic]"

Sheila Kloefkorn

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.