How to reach B2B Executives? Get mobile!

mobile marketingNew studies of Google and Compete found out that that 28% of US B2B C-level executives used mobile devices to research business purchases.

By the growing use and demand of mobile apps companies also become more dependent of them. Popular services like Facebook, LinkedIn, Twitter, Yelp, Foursquare, Groupon and other are using apps to stay in touch with their audience.

A new way of search has emerged where B2B executives to look out to find future business partners the more efficient way. Mobile devices have spread around the world and statistics show that about 260 million devices are in use actually and this number will grow by 2014 to more than one billion.

The peace of mobile use among B2B executives is much higher compared to consumers, as they are always looking for ways to do their purchasing process easier and cost efficient.

When B2B executives are on their mobile device they do not go to the web browser to research for products and services your business also as to offer!

According to research data from Oracle and Endeca, from November 2011 one-quarter of B2B ecommerce professionals worldwide agreed that mobile is one of the most influential to get in touch with their customers.

By taking into account the complete penetration of mobile devices among B2B marketers, it is logic they use these devices for their purchase decision making process. They use these mobile devices during their purchasing process to save time.

The trend shows that search engine search traffic will decrease and companies who are active on mobile devices, social media and location based services will get an increase of traffic as B2B executives use them preferable.

Here is a great opportunity for businesses to get in touch with these B2B executives to establish a relationship which can help to make business together. Companies should establishing a mobile web presence and optimizing their communication to reach those B2B executives.


Infographic: Mobile Marketing


If you are not active in mobile marketing than you miss a large opportunity to make B2B executives aware of your company. Take action before your competitor does.


What can you do to get in touch with B2B executives the mobile way?

1st Register with all important location based services like Yelp, Foursquare, Neer, Loopt and SCVNGR. Engage here with your audience, build and customize these digital outposts.

2nd Be active in social media sites like Facebook, Linked, Twitter and others important to your audience.

3rd Jump start your mobile marketing the smart way. Collect the mobile phone numbers from your customers. Establish a database where you store all important information about them to later have the ability to custom tailor personalized messages to reach them the right and human way. Look out for a two SMS marketing software which enables you to do and to control your messages.

4th Optimize your website be reachable in mobile devices and give those interested B2B executives the opportunity to get with in touch quick.

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How B2B Marketers can connect to Small Business Owners

In March 2012, marketing agency Cargo and Inc. Magazine found the majority (52%) of US small-business owners felt companies did not market to them effectively.

Moreover 43% – 45% of the small business owners said companies made little effort to understand their individual needs and their business.

Most of the small business owners do the business important tasks them self, as they do their financials, marketing, sales and services. Their time is full stuffed with work and they do not sit behind a computer a whole day long. As they are mostly working their job and are with their employees and customers they are perfect to be reached by mobile devices as laptops and smart phones.

When B2B marketers want to connect with them they need to be where those small business owners are around and there where they can be reach and where they can reach out to the marketer.

As an increasing number of small business owners places importance on wireless communications and smart phones for their business this is the way to get in touch with them.


Infographic: Local Mobile Search

Local Mobile Search, mobile marketing, mobile lead generation


So what marketers need to do to reach small business owners with their brand massage?

  • 1. Make your website mobile friendly. As small business owners love to use mobile devices like smart phones and tables, it makes sense to make it easier for them to consume your content
  • 2. Adjust your email marketing, so it becomes and your email massage can be read on the fly. The most email communication is read from mobile devices
  • 3. Become active in social media. As all known social media sites like Twitter, Facebook and LinkedIn have mobile Apps; you can reach small business owners there through your communication and attract them to your offers
  • 4. Start to create and publish buyer persona “small business owners persona” oriented content on the web and in social media. This will increase your visibility and grow your trust
  • 5. Respond friendly and professionally to every request, no matter if it comes publicly through social media or by email or support ticket.


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How B2B Marketers Can do Social Media Lead Generation the Smart Way

social media marketing roiAny B2B business can use social media as a source of unfiltered information and as powerful business intelligence tool to predict trends, for support and product development. Social media has proved in the past years that it can bring positive ROI when done right.

A recent study from Sagefrog Marketing Group shows how companies have learned to leverage social media.

Leveraging social media for branding and building awareness helps B2B companies.

4 Ways how companies can leverage social media:

  • • Increase brand awareness
  • • Humanize B2B companies
  • • Establish as thought leader
  • • Connecting with customers and prospects


An increasing number of companies like Intuit, Sysco, Cisco, GE Healthcare and AT&T are using social media for effective business lead generation.

What sites, tactics and strategies are B2B marketers including in their social media outreach?

To do their social media outreach B2B marketers include professional networking sites like LinkedIn which have proven to be an effective way to generate business leads. Furthermore they utilize social networks like Facebook, Twitter and YouTube also which are helping them to reach customers in new ways.

Some numbers about Social Media Lead Generation

“67% of B2C and 47% of B2B companies report to have acquired new customers through Facebook.” “47% of companies who use Twitter report to have acquired new customer through it.”

Content marketing social media copywritingOnline Marketing strategies like banner ads have been replaced through proven buyer persona oriented content creation which also brings better ROI than pay per click marketing (PPC).

A corporate blog has become the number one content marketing tool for companies. The importance of blogging is growing and people are adding nearly 3 million blogs per month. [Technorati 2011 State of the Blogosphere Report]

Studies show that companies who operate and update a corporate blog frequently have 55% more website visitors. From those companies 57% which operate a corporate blog report to have acquired new customers through their blog.

There is no question content marketing, corporate blogging connected with social media distribution is definitely a revenue driver for B2B companies.

Infographic: B2B Social Media on the Rise


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Why B2B should use Inbound Marketing to master Social Media a measureable way

Business To Business“According to research from global consulting firm Accenture, almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7% of the survey group felt that their organization was leveraging social media very heavily.”

Due to lack of resources, skills and measurement B2B firms hesitate to step into the opportunity social media offers to their business.

An important evidence for the lack of skills in this area is the wrong thinking that more tools are needed to measure and improve B2B social media practices. Therefore only few B2B companies link social to overall strategy.

But most B2B marketers are very interested to use social media to improve their business.

“B2B marketers told Accenture that technology, tools, metrics and collaboration could be useful to strengthen their social media programs.”

As the biggest barriers for B2B companies is not to know where to start when they want to developed a social media strategy.

As thousands other B2C and B2B businesses globally, B2B companies should utilize “Inbound Marketing”.

Inbound marketing is the marketing strategy that focuses on getting found by customers (B2C / B2B) when they research online for products and services your company also has to offer.

With inbound marketing companies earn their way to the customer (B2C / B2B), by publishing helpful information on a blog, in social media and forums.

Inbound marketing includes Blogging, Social Media, Lead Conversion, Lead Nurturing and Closed-Loop Analysis.

Inbound marketing can help you to:

  • A. Save up to 62% of your marketing budget.
  • B. Stand out of your competition.
  • C. Generate a massive amount of leads.
  • D. Get up to 55% higher lead conversion rates.
  • E. Increase your customers and sales.
  • F. Increase your revenue by up to 13% (MIT Sloan Study)


Watch this Video: Marketing Automation the smart way.


Infographic: Inbound Marketing Rising


–Let me know what you think about this article and leave your comment below.

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