Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement.

Here are the questions to start off this evening’s discussion:

Are Smartphones Making Us Stupid?

Smartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings.

But our attention is rarely complete. Few people schedule smartphone time the way they schedule work time. For intensive tasks, most people still return to their desktop or laptop (ever try building a financial model on a smartphone? I wouldn’t recommend it).

Likewise, the attention mobile devices claim limits the attention we give other activity.

3 Questions For When Mobile is the First Screen

Mobile devices are expected to be the primary mode of internet access in the next three years. This is worth saying again: Your company’s digital experience will be primarily via mobile devices.

The current response from marketing falls woefully short of where they need to be in a few short months.

Discussions of mobile marketing quickly turn to apps, mobile sites and how to make content mobile-friendly. Even when embraced, this response is eerily similar to early websites, which extended brochures to the web by merely converting to HTML and adding hyperlinks.

Five Marketing Changes You Need to Make

If B2B marketing isn’t dead, it is changing very quickly. But the real change isn’t the marketing, it is how marketing has evolved in response to the evolving buyer.

The biggest factor driving the changes in today’s buyers is the accessibility of information technology has enabled. This change has turned demand creation upside down. In the past, your prospect held the budget cards and you held the information cards. Through the sales and negotiation dance, the cards were slowly revealed one at a time, with you and your prospect jockeying for advantage through the entire process.

Three Reasons Mobile Changes Everything in Marketing

The research about mobile usage does not do mobile justice. Sure, 82% of executives have a smartphone. 49% of C-level executives search on a mobile device.

Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing.

Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals.