B2B Mobile Tactics If You Still Have a Blackberry Audience

b2b-blackberry-demiseWith the latest news that Blackberry will be taken private and give up the consumer business to focus on the enterprise are signs that Blackberry will never recover their mobile market share, which ComScore reported at 4.3% of the US market as of July 2013. What do these events mean for B2B companies who still have a mobile strategy that is reliant on a Blackberry-using audience?

Many regulated industries like finance, health care and government have stuck with the devices due to compliance issues requiring employers access employees’ communications records. The first question you need to ask is how many of your customers and prospects still use Blackberries. Do your own research of your website with your web analytics program. Google Analytics breaks traffic down by specific devices. Under the audience tab, go to Mobile and choose Devices.
When reviewing this for SocialMediaB2B.com, there was only one Blackberry model (BlackBerry 9900 Dakota) listed among the top 25 devices. Since most of the traffic comes from Apple devices and a small percentage from Samsung devices, we can choose to ignore the Blackberry. But that is our audience. If you find a large number of Blackberries accessing your web site, here are three things to do to make sure your mobile efforts reach your audience.

1. Test Your Mobile Site on a Blackberry Simulator

As more and more people access your website, blog and landing pages on mobile devices, you need to know how they look on those devices. It is never hard to come up with an iPhone, iPad or even the latest Android phones from your co-workers to view your site. Blackberries are harder to come by. But if you have determined that you need to test your site on a Blackberry and you don’t have access to a real device, install a Blackberry simulator to make sure you see what your visitors see. If you have never paid attention to these devices and your site uses incompatible technology, your response depends on how big the audience is and how broken the site is. Also see #3 below before expending significant resources in fixing these problems.

2. Avoid Building Native Blackberry Apps

If you were planning on developing a Blackberry app, no matter how large your Blackberry audience, you need to stop. This audience is shrinking, and for many reasons these people will be switching to other devices. The best option now is to focus on building a mobile web-based app that takes advantage of the latest technology that is compatible with multiple devices. Blackberry provides tools to make sure HTML5 apps are compatible with their devices too.

3. Start Planning for a Move to iOS

As Blackberry stops selling devices to consumers, fewer people will have Blackberries. As more IT departments let people bring in their own devices (iPhones) or provide iPhones to them, there will be fewer Blackberries. Unless you work in an industry where the Blackberry provides something that no other device can provide, which only seems to be a physical keyboard and a blinking red notification light, the majority of your customers and prospects will no longer be using Blackberries. That means it is time to begin optimizing your mobile experience for the iOS. This doesn’t mean create an iPhone app, but test your website, blog and landing pages on an iPhone and iPad. Make sure visitors can do what you expect them to do.

Are you still paying attention to Blackberries in your B2B mobile marketing or has your audience moved on to other devices?

Find a B2B Social Media Internal Champion

As social media finds its way into more B2B marketing plans, being a lone advocate for customer engagement and sharing valuable content online can be a difficult situation. If you are charged with creating the social media part of that plan, it would help if there are others within your company who understand the value of social media and can spread the word. These are not necessarily executive level champions, although those need to exist if you are to be successful, but people in other departments who have begun using social media. Here are some ways you can find other internal champions within your company.

1. Talk to Colleagues
Depending on the size of your company, you may already know who in your company is using Twitter or has an industry blog, however, if you don’t, start by asking others. If someone is using the social web to connect and communicate with others in the industry, it is very likely people in your company are already aware of it. Since a big part of social media is sharing, these bloggers are certainly sharing their posts with colleagues.

2. Host a Lunch and Learn
Company meetings to present information and share the latest topics relevant in your industry are great ways to find other social media advocates. Present a basic social media overview, and those already using it will attend to see what you have to say. It will be obvious by the questions and comments that some people are already adept at using social media, so make sure you seek those people out after the meeting. That is, if they don’t seek you out first.

3. Seek Out Smartphone Users
Keeping up with social networks, especially in a corporate environment, is easily done on a smartphone. While many corporate folks are constantly checking their email on their BlackBerry, look for those who seem to be checking Twitter, Facebook and maybe even checking in using location-based apps on their smartphone.

4. Search Twitter
Use Twitter search tools to find people tweeting about your company and industry. Sometimes it will surprise you to find that there are internal people talking about your company to the industry. They understand the platform and are building an industry network to communicate with. These are people who can assist in the company’s social media success by sharing relevant company information and explaining the value of social media to others within the company.

5. Search Industry Blogs and Forums
In any industry there are people thinking and writing about relevant industry topics. By searching blogs, forums and other online spaces for your company mentions and other key industry terms, you may find a leading industry blogger who works for your company. If they do not identify with your company by name (for example, a leading technology company), don’t assume they will move their blog within the corporate marketing space. There is value for both them and the company to be an independent blogger. You may also find company employees blogging about non-work related topics. As people who understand the platform, they may be willing to start blogging on a company site about industry topics.

6. Ask the Intern
It is a common misconception that younger employees are fully versed in social media, but that is not always the case. Even so, don’t overlook company interns as people who can help execute social media plans, with guidance, of course. They are also a good resource to identify others who are using social platforms.

What are some other ways you have identified social media practitioners within your company?

Time to Plan Your B2B Social Mobile Experience

Many of the posts on this site are for B2B companies looking for advice on getting started in social media, but this one is for those looking a little further out. Remember how long it took the last time you updated your website? And remember how long it took to get enough traction to get started on the project in the first place? And no matter where you are in your social media planning, execution or success, it is time to look ahead at the next major milestone for your company’s online experience. The mobile web. And it’s going to be social too, so start preparing yourself now.

According to a Gartner report from earlier this year, the number of mobile phones that can access the web will exceed the number of PCs by 2013. And it will only take two more years beyond that for mobile phones to become people’s primary device for browsing the web. Take a cue from this report and plan what can be done now and what will be part of your future planning.

View Your Site on a Mobile Device
The first thing to do is visit your company web site or blog on your mobile device. And look at it on a variety of devices. What is the experience like? The first thing you will probably notice is that you spent all that time developing a horizontal, or landscape, website and most phones initially display the web in vertical, or portrait, mode. Many smartphones can rotate the display to show the web in its more familiar orientation. But the report above refers to all phones that can access the web, not just smartphones. Before you go down the wrong path and develop a site that is inappropriate for its target, develop a profile, or persona, of your customers and prospects that includes what kind of mobile device they use to browse the mobile web. You can confirm this with site analytics which tracks how people access your site.

Planning a B2B Social Mobile Experience
Under the guise of a mobile site, you can simplify your company message and hone in on what is really important to your customers and prospects. You can have a totally different site and experience located at mobile.yourdomain.com that loads when visitors browse your site from a mobile device. This simple mobile site needs to be clean and direct, with only one or two levels of content, easy to navigate, connected to your social presences and provide an easy way to contact your company for more information. Don’t ignore lead generation with your mobile approach, as this smaller site will be doing more and more work in the future. This means your message and your content must be even more compelling than ever, as mobile users have less patience waiting for pages to load and will not spend a lot of time looking for the answers to their questions. They will just move on.

Mobile Optimized Blog
An important part of your company presence is your blog. Frequently, blog articles are shared via social media. Since people access social networking sites on their mobile devices more than they do anything else, you can easily assume that if your content is shared in a compelling manner, it will be viewed on a mobile device. These posts need to be easy to access, read and share on a variety of devices. For WordPress blogs, there is a simple plugin called WPTouch that creates a simple mobile version of a blog that feels like an app by focusing on the content, not the design. This is for touch screen phones including iPhones, Android and Blackberry Storm.

Are you planning your mobile experience yet?

Mobile Sites for B2B BlackBerry Users

In previous posts, I explored BlackBerry apps that help B2B marketers, B2B public relations professionals and B2B sales teams better communicate, travel, organize and share information. However, when it comes to the default smartphone many businesspeople are required to use, taking the time to research, find and download useful apps can often be more trouble than they are worth.

Mobile websites designed to work within the confines of a smartphone’s small screen, limited navigation and slower Internet speeds can often be a handy work-around for BlackBerry users frustrated with the phone’s limited selection of apps compared to the iPhone and Droid app stores.

Mobile web usage is expected to overtake desktop usage by 2015, and companies are beginning to make sure their websites provide a comparable experience. B2B BlackBerry users can leverage mobile sites to better utilize their phones’ browsers, with or without a huge selection of apps.

Here are some mobile sites that make the BlackBerry’s lack of apps a little easier to swallow:

1. Video

Of all of the mobile YouTube options that Google offers, the mobile site (m.youtube.com) is the only version that works on BlackBerry. On my BlackBerry Curve, videos open in the BlackBerry media player and can be viewed “full screen,” which doesn’t actually take up the entire screen but still loads at a decent rate. Visitors can search and upload videos as well.

Google has said its mobile versions of YouTube will receive more frequent updates and improvements than its YouTube apps. This challenge to app-based phone models (namely Apple) could be the beginning of a trend that leads to a bigger focus on mobile site features and usability.

2. Travel

On a BlackBerry, mobile sites for airlines such as Southwest (m.southwest.com), American Airlines (m.aa.com) and Delta (mobile.delta.com) allow passengers to modify flights and rental cars, check in at airports and view their flights’ statuses. Hotels.com (m.hotels.com) and Traffic.com (mobi.traffic.com) also provide travelers with mobile versions of their websites.

3. Business news

Almost all major news site now have mobile versions, including business publications. The Wall Street Journal (m.wsj.com), The New York Times’ Business Day (m.nyt.com/business) and Forbes Business (mobile.forbes.com) highlight business news important to B2B professionals in an easy-to-view format.

4. File sharing

While the Dropbox BlackBerry app’s official launch date is still TBD, the file sharing service’s mobile site offers users a clean, simple interface to share documents, photos, videos and more across multiple platforms. Dropbox users can browse files in their accounts, as well as download and view.

Which mobile sites do you have bookedmarked in your BlackBerry browser? How do they compare to the apps on your phone?

BlackBerry Challenges B2B Marketing Manager to Succeed

With last week’s launch of the new iPhone, I have wondered can I truly be a successful electronic marketing manager for a B2B company using a BlackBerry? There are a number of necessary attributes of the job worth examining and how they are influenced by my mobile phone.

Be Creative

At first, not having social media apps or location-based social gaming available for the BlackBerry drove me to read everything I could and absorb as much as possible. Without any available apps, I had to explore creative ways to monitor social media, get involved and stay with the goings-on in the evolving electronic marketing world. Sometimes this meant lugging my laptop to more places than I would have wanted, but you do what you must. In this sense, I learned to not let system limitations hold me back. Instead, I took a deeper look at our organization’s systems and the various social networks we were involved in, and found ways to track our social campaigns and traffic to our sites. I learned to not rely on my mobile device for notifications, and have a much better understanding of our systems, their capabilities, and their shortcomings because of it.

Be Ambitious/Passionate

Here is where the BlackBerry influence may be a little weaker. This is a personal quality or characteristic that I feel is vital to the success of any electronic marketing manager. In an environment this dynamic and ever-evolving if you do not eat, sleep, breathe and live the electronic world you will always be one step behind. I remember the initial struggle I had with social media and Twitter because it was not easily accessible (we are talking November 2007). And that is where as a BlackBerry user you are the 5 foot, 100 pound defensive end trying to walk onto a national powerhouse football team. No one is going to make it easy for you, and your iPhone counterparts will always have a leg up. You must have the heart and drive to go that extra mile to be successful.

Know Your Customer

This is a fundamental key success factor for any marketing professional. We all have such unique demographics of customers that I would never try to generalize any kind of advice on why you can or cannot accurately know your customer because of the platform you use. I will say though, with the ever increasing amount of traffic coming from iPhone and iPad users, can you truly say as a BlackBerry user that you can speak toward the user experience your customers have when they come to your website? How about what your tweets look like on their iPhone Twitter clients? How about Droid? It’s not easy. I have borrowed friends’ iPhones to test new pages or designs on our sites. I’ve even gone as far as driving to Best Buy on my lunch hour to test our site on an iPad.

That being said, my design mentality always has me thinking about design elements and user experiences. What troubles me the most is the environmental influences that lead us to feel more comfortable about one thing over another. We should not only take into account how things render on individual devices, but also how common elements in design lead iPhone users to certain expectations and preferences, while Droid and BlackBerry users may have completely different ones. So, as a BlackBerry user, do I truly know what my mobile users want?

Be Persistent and Persevere

So despite my negative portrayal of the BlackBerry platform and its limitations for electronic marketing managers, there is hope. We all have a network of resources at the tip of our fingers. Get to know the devices in your company. Know that you can walk down the hall and have a user test on this device or on that platform. Know that you can shoot a certain colleague a note to meet over lunch in return for a quick test of that new promotion. Simple. Easy. Cheap. My company president would be proud. Take advantage of features from email service providers that render your email marketing messages in various email clients and on various devices. Make sure your provider has this. It is critical.

Pay attention to your analytics. As a marketer for a high-ticket, once-a-year purchase item for B2B clients, mobile traffic to the sites I manage is sparse. I do, however, know that I expect to see a certain number of iPhone/iPad visits each month and I watch for trends in their traffic. If I see high exits or low site time on a particular page for mobile visitors, I’ll reach out to my networks and test to see if I can determine the problem. Get to know your mobile customers from a distance through analytics and, when combined with some first-hand testing on those various devices, you’ll be in pretty good shape.

Do I believe you can truly be a successful electronic marketing manager as a BlackBerry user…Yes. Do I think it is easy…No!!!

I believe BlackBerry users are highly handicapped by the platform when it comes to truly understanding the electronic marketing environment. We are a minority of the mobile web traffic on the internet and an even smaller minority in the social media world. The lack of apps available for us to fully participate in the social media community is binding and relegates us to outsiders in lots of social media events and conversations If you disagree, try attending an all day social media event and running out of battery with a BlackBerry.

Have you struggled in your marketing position with only a BlackBerry? Let me know in the comments below.

JT Moore is the Electronic Marketing Manager at ASPE, Inc., a national leader in providing skills-based training solutions for the Information Technology, Systems/Software Development Lifecycle, and Financial markets. Follow him on Twitter at @j_t_moore.

Blackberry Apps for Your B2B Sales Force

After covering BlackBerry apps for B2B marketers and PR professionals, this week we’re taking a look at BlackBerry apps that facilitate B2B sales.

B2B salesmen and women are constantly traveling, and their nomadic lifestyles demand mobile support. In the field, even a laptop can be cumbersome, so it’s important to have sales solutions that fit in your pocket.

As the go-to choice for most sales teams, it makes sense BlackBerry has many apps designed to close deals and deliver results:

1. Salesforce Mobile

Customer relationship management (CRM) is an integral part of an organization’s sales strategy. Salesforce.com, one of the most popular solutions, has a mobile version for users to upload customer information in real time, right after important customer calls, e-mails and visits. The app helps to manage sales and prospect data outside of the office, which equals less time at your desk and more time in the field.

Thanks to a recent Salesforce update, the Mobile Lite app is now free for all Salesforce users, including Group customers.

2. Oracle Mobile Sales Assistant

If you use Oracle as your CRM system, its Mobile Edge app will take your CRM data on the road.

Mobile Edge puts all of the traditional CRM account, contact, opportunity, activity, lead and ticket information on your BlackBerry, syncs with your phone’s address book and utilizes custom objects, pre-loading device data, centralized administration and interface mapping. Its latest update in October 2009 introduced support in 12 languages, opening up new opportunities for global B2B companies.

While this free demo will give you a peek into the mobile app’s features, you’ll have to contact your Oracle rep for full installation and connectivity.

3. Kindle

E-book readers have become a part of B2B marketing tool kit, delivering novels, industry e-books and blogs (like Social Media B2B) in one sleek package – but what if that package is still too big for salespeople on the go?

Amazon just released a beta BlackBerry app that puts more than 400,000 books on your smartphone. Kindle owners can access their libraries and notes, and the app automatically synchronizes your last page read and annotations.

While it’s not a replacement – BlackBerry Storm owners will be at an advantage, as Bold, Curve and Tour screens require constant page turning and squinting – the Kindle app for BlackBerry extends the convenience of an e-reader.

4. VQ Mileage Tracker

Tracking mileage and gas on business trips and customer visits can be tedious and time-consuming. There are many mileage tracking apps available for the BlackBerry, but VQ Mileage Tracker (currently discounted from $14.99 to $6.99) goes one step further and does all of the work for you.

The app automatically calculates mileage every time you’re in the car, and stores the data until you generate a report with information on the date and time of each trip, address and miles driven. The app also uses BlackBerry or Google maps to pinpoint each trip.

5. MyCommission

More sales equals more money, and the MyCommission app ($2.99) helps salespeople figure out just how many dollars they’ll take home at the end of the day.

The app allows you to enter the account name and status (committed, in upside or are pipeline) of each deal and calculates the resulting commission.

What BlackBerry apps have you found to be helpful in the sales field?

Blackberry Apps for B2B Public Relations Pros

Building off last week’s BlackBerry apps for B2B marketers, we’re back with more BlackBerry apps for B2B public relations professionals.

As our society becomes more and more mobile, it’s even more important for a PR pro to effectively execute his or her main job responsibilities – press releases, speeches, media relations, social media, press conferences and event planning, to name just a few – on the go.

Many of the apps I wrote about for B2B marketers translate well into the PR industry: A host of Twitter clients help PR pros navigate between client accounts, keep an eye out for journalists looking for article sources and stay on top of industry news; mobile versions of WordPress and TypePad streamline live-blogging; and location-based apps such as Foursquare facilitate peer-to-peer networking and media relations.

Here are a few more BlackBerry apps that help PR pros reach the ultimate goal of connecting organizations and businesses with interested journalists and customers:

1. Evernote

Evernote – billed as an extension of your own mind – allows you to organize tasks and To Do lists, record voice memos and instantly synchronize everything from your phone to the Web to your desktop.

For PR pros, this translates into an easy way to keep up with press clips for clip books, manage inspiration for future blog, newsletter and Web content and organize notes from client meetings.

2. AP Mobile

Media monitoring is a key job function in PR, and AP Mobile makes searching content published by the Associated Press (as well as more than 1,000 outlets of its members) simple.

The app also has a local news option customizable by one or more zip codes, and integrates delicious bookmarks, Facebook and e-mail sharing features that let users send articles to clients and co-workers.

Beyond the Associated Press, BlackBerry users can also keep up with Time, Bloomberg, CBS News and Business Week through their mobile apps.

3. Dictionary.com

Just like a mechanic’s set of wrenches, a key part of a PR pro’s toolkit is a dictionary/thesaurus.

The Dictionary.com app, the only free dictionary app available for the BlackBerry, puts more than 500,000 words at your fingertips, and phonetic and audio pronunciations help to ensure a tricky word in that speech you just crafted for your CEO isn’t mangled beyond comprehension.

4. miTimesheet

For PR pros on the agency side, there is nothing more dreaded (beyond a 4 a.m. wake-up call alerting you to a breaking crisis) than keeping track of billable hours for a variety of clients. Enter the miTimesheet app ($3.99), which allows users to track clients by project, as well as export that info via email.

5. Qik Live Video Streaming

Social media tools have given PR pros more opportunities to disseminate content directly to the end-user. With the Qik app, you can live stream video content directly from your BlackBerry, automatically archive footage and instantly share on Facebook, YouTube and Twitter. This app would be especially handy for press conferences, tweetups, award shows and tradeshows.

What BlackBerry apps have helped you in your role as a public relations professional?

BlackBerry Apps for B2B Marketing

Sometimes, it feels like iPhones get all the app lovin’ – especially when you’re one of the 21 million people using a BlackBerry smartphone for work and/or play.

As the top mobile phone for businesses, it makes sense B2B marketers would be on the hunt for apps that make their jobs – and lives – easier. Unfortunately, as this blogger puts it, the BlackBerry App store can seem like a pawn shop that only sells used 8-track players, as app development for the BlackBerry hasn’t experienced the same fast and furious push as the iPhone.

Still, the BlackBerry was made with businesses in mind, and its applications can make B2B marketers’ jobs more efficient on the go. Here are a few that touch the platforms marketers are already – or should be – using to connect with customers:

1. Twitter

Twitter has changed the way companies market themselves, 140 characters at a time. There are many great examples of savvy B2B marketing campaigns set to the tune of Twitter, but not nearly as many useful apps to help marketers use the microblogging service on the go. Last week’s announcement of an official Twitter for BlackBerry app may change that, but it is not in full release yet. The app many BlackBerry users are familiar with is TwitterBerry, which was recently rebranded as OpenBeak. Despite the rebrand, the service’s clunky features have placed it behind newcomers with more features.

UberTwitter has become the Twitter client of choice for most BlackBerry users, including myself. This client lets you switch between multiple accounts (a plus for those juggling personal and professional accounts), see Twitter users near you and navigate through a clean, uncluttered interface. TwiXtreme earns points for its colorful layout (tagline: The first BlackBerry Twitter client that makes you happy) and Seesmic for BlackBerry is a good choice for users familiar with the Seesmic desktop version.

TweetGenius ($7.99) comes with a hefty price tag, and even heftier features (including a bit.ly URL shortener, extensive options menu and built-in themes) many users have deemed worthy of its cost.

2. Offline to Online Networking

Much has been made about the importance of online to offline networking, but what about taking “real life” encounters and sustaining them online?

After a day’s (or night’s, weekend’s or week’s) worth of meetings, conferences, trade shows and social events, business cards of potential customers can start to add up. CardSnap ($4.99) takes photos of these cards using your phone’s camera and converts them into contacts stored in your phone.

3. Blogging

Whether you write an in-house B2B blog for your business or contribute case studies, commentary and best-practices to a B2B industry blog, there are BlackBerry apps available for many of the most popular blogging platforms.

WordPress for Blackberry allows users to write posts, upload photos and videos, edit pages and manage comments from its mobile interface. Both WordPress.com and self-hosted WordPress (2.7 or higher) sites are supported. TypePad users can blog on its mobile BlackBerry application, while Blogger users are stuck with posting via email or text messages (SMS and MMS).

4. Location-based apps

They’re still a work in progress, but location-based apps and services are poised to be the next must-add to a business’ marketing mix. According to this article, there are now more than 6,000 location-based iPhone apps, 900 Android apps and 300 BlackBerry apps, putting BlackBerry users in the minority when it comes to becoming familiar with the platforms their clients and potential customers may be using. In addition, nearly half of the location-based service apps in the BlackBerry app store are paid clients, keeping adoption rates even lower.

Foursquare, a leader in the location-based app world that was called “the next Twitter” by Mashable, just introduced a free beta version for BlackBerry 8000 and 9000 series users. The service combines location updates with a user point system, and it has attracted the attention of businesses looking to reward and connect with loyal customers.

Loopt, a similar service minus the gaming aspect, also has a BlackBerry mobile version, and, while not an “official” in-house app, myKite for BlackBerry (previously known as BrightBerry) takes Brightkite on the road.

In the coming weeks, we’ll be looking at other BlackBerry apps that help public relations pros and sales teams better compete in the B2B space. What BlackBerry apps have you found helpful when it comes to managing your marketing mix, engaging on social sites or keeping up with the industry and competitors?

Mobile Apps Are The New B2B Web Sites

With the announcement of Apple’s new tablet device mobile applications are now going to take an even greater spotlight. Mobile application stores from Apple, Google, and RIM have led to the development and deployment of mobile applications on a large scale. What does this maturing mobile application market mean for B2B companies and marketers?

The B2B Mobile Application Goldrush
One of the worst things that can happen when it comes to B2B mobile applications is that smart companies are going to revert to behavior that they had in the 1990s. It is likely that you are in planning meetings for 2010 and someone internally or externally is championing the need for mobile applications for the organization. Don’t allow the business to get caught up and pay overblown development charges for an iPhone or BlackBerry application that is only a copy of your corporate Web site. This was the behavior when B2B companies first started to develop web sites in the 1990s. The reaction was “we need a web site now” and they quickly over-paid for one without much clear thinking to its use and purpose.

The Mobile Browser Is The Killer Application

Stop, before you go and develop a full blown mobile application for your customers or employees, and let’s take a minute to think about an application that comes with all smart-phones: a web browser. When it comes to achieving B2B mobile marketing success start with the mobile browser. The browser is on the mobile device out of the box, so you aren’t spending part of your marketing budget getting your customers to download a mobile application. Instead, invest in making sure that your Web sites and customer portals display properly in different mobile web browsers, so that your customer can have a pleasant mobile experience.

It sounds simple, but if I customer clicks a link in an e-mail you sent it is not going to open up your mobile application (supposing that they actually have it). It is going to open up the mobile web browser. Without a mobile optimized web site, the mobile user experience is incomplete.

Mobile Applications Need To Solve Problems
Most early corporate web sites were bad. The issue is that we haven’t improved B2B web sites much in the the past 10-15 years. Many are still boring brochure sites that exist to shout new products, and not to cater to the needs of customers. Many corporate mobile applications will be approached in the same way.

Mobile applications need to solve customer problems. They provide a unique touch point opportunity to B2B companies, not a place to shovel text and images from an outdated Web site. A mobile application has a very different emotion behind it than a traditional desktop application. When you open Facebook and look at your feed, you feel action. It feels like things are happening. Mobile apps are largely about solving a problems on the B2B level. People interrupt their meeting, trip or other aspect of business in an effort to get the answer they need quickly. When someone closes a mobile application they should feel satisfied that they got what they needed.

Consider this my open plea to B2B marketers to approach mobile applications different than corporate web sites. What are the mobile plans for your business?