Lee Odden

B2B Mobile Marketing for Demand Generation? Yes! Examples and Quick Tips

Lee Odden on Jul 29th, 2015     B2B Marketing, Mobile

B2B Mobile MarketingWhen you think of mobile marketing, visions of searches for store hours, maps and getting tips from Facebook friends about good restaurants probably come to mind – all consumer focused. But what about B2B marketing and mobile?

Why mobile marketing for B2B demand generation:
In many countries, including the U.S., more Google searches take place on mobile devices than on computers. (Google). That means B2B demand gen content must be mobile friendly.  Also, 52% of B2B customers are using smartphones to research products for their businesses. (Forrester) so the demand is certainly there.

So which B2B companies using mobile marketing can we learn from?

Here are a few examples:

Fedex Access Mobile Magazine
ACCESS is a FedEx Corp publication available for mobile consumption through iPad, Kindle Fire and Android devices. The ACCESS mobile magazine app offers interactive features designed specifically for tablets and Android smartphones, including videos and dynamic slideshows.

Ashley Zeckman

The Digital Marketer’s Mobile Optimization Checklist

Ashley Zeckman     Mobile, Online Marketing


Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

Ashley Zeckman

Why Digital Marketing Podcasts Belong in Your Learning Routine

Ashley Zeckman     Mobile, Online Marketing


Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

Emily Bacheller

Live Streaming Showdown: Meerkat Versus Periscope

Emily Bacheller     Mobile, Video

live video streaming

Live streaming video services have finally hit the mainstream market, and are beginning to pick up steam. Many might compare their use to Dave Egger’s 2013 novel, “The Circle,” which explores the beginning of a transparent society in which politicians, public servants, and private citizens “go transparent” by wearing body cams and live streaming every moment of their waking life. In the book, this technology is offered by a popular social media platform, and is adopted at an exponential rate.

Egger’s vision of a “live streaming” society is now coming to fruition. Live video streaming services like Meerkat and Periscope allow users to stream and share videos in real time. The overall market for digital video has also experienced explosive growth in the United States, with over 200 million Americans (just under two thirds of the population) watching videos online on a regular basis.

Ashley Zeckman

4 Essential Tips for Content Marketers to Survive Mobilegeddon, Google’s Mobile Friendly Update

Ashley Zeckman     Content Marketing, Mobile, Online Marketing

Accessing content on mobile device

Internet users are spending more time than ever on their smartphones, which means Content Marketers must adjust their strategies to create a better user experience for those drawn to the small screen.

The release of Google’s new mobile-friendly update, aka “mobilegeddon”, has drawn a firestorm of attention to the need for improving website responsiveness and user experience on mobile devices.

There’s a good reason for this: A recent study by ComScore and Millennial Media found that approximately 56% of digital content is now consumed via smartphones. Knowing that a large portion of your audience likely searches, consumes and interacts with content on their mobile device should inform how you execute on your Content Marketing initiatives.

The good news is, despite the apocalyptic headlines on many blogs, Google has stated that the new mobile-friendly update only affects:

Lee Odden

10 Mobile Apps, No Make That 49, That Make Our Day

Lee Odden     Mobile

Mobile Apps

Recently Verizon Wireless asked me to share some of my favorite mobile apps. I sent them a list and 6 of them made the post. But it got me thinking: what mobile apps do other marketing and communications professionals use?

I know mobile phones and apps are an inseperable part of everyone’s life and people are often looking for new apps for both work and especially for fun. So I’ve included a list of my 10 plus 39 more that were suggested by my team mates at TopRank Online Marketing.

1. HootSuite – This is my on the go, social media command central. HootSuite gives me access to multiple Twitter accounts, LinkedIn and even VK (Russian). iTunesGoogle Play

Nick Ehrenberg

How to Create a Mobile Content Marketing Strategy

Nick Ehrenberg     BlogWorld NMX, Content Marketing, Mobile

mobile content strategy, Greg Hickman, #NMXWhen was the last time your checked your mobile device? Ten seconds ago? A minute? An hour? (Wow, you have strong willpower.) Whatever the case, you know that mobile is already a significant influence in our lives. For businesses, it’s fast becoming a necessity for content marketing: 57 percent of mobile users wouldn’t recommend a business with a poorly-designed mobile website.

However, creating an effective mobile content strategy involves more than repurposing desktop content to fit on a smaller screen. The magic formula, according to MobileMixed podcast host Greg Hickman, involves a restructuring of control between businesses and customers.

Eliza Steely

Targeting Your Mobile Audience with Aggregate Data

Mobile Targeting Presentation #SESCHIOver a billion smartphones enter the market every year. They’re everywhere, and users are finding new ways to leverage them every day. Mine is rarely more than 3 feet away from me, and I use it for everything from research, social “creeping”, and shopping to email, an alarm clock, and my camera. One of my biggest pet peeves is when things aren’t mobile compatible. As it turns out, I’m far from alone.

When it comes to websites, 61% of users won’t return to a site if they have a negative experience and 40% will go to a competitor’s site instead. Add on to that the statistic that 90% of all purchasing decisions begin with online research, and it’s understandable why appealing to mobile audiences has become so important. But doing so is very different than appealing to traditional web users.

Eliza Steely

Maximizing Usability and Findability Among Multi-Screen Users

Web ArchitectureRemember the days of just watching TV? Or just working on your computer? How about finding what you needed from one source—like a book, phonebook, or one website? Those days are over. Completely.

Google released a study earlier this year that revealed 90% of people use multiple screens sequentially to accomplish their goals, using up to an average of 3 different screen combinations each day. The key takeaway from their study? Content needs to be optimized for all channels so brands don’t run the risk of losing conversions from any one channel.

This new initiative has posed several challenges to marketers on how to make their site findable, and usable, to multiscreen users in order to retain conversions. Bryson Meunier of Resolution Media and Shari Thurow of Omni Marketing Interactive shared a few best practices and tips on how to create the best website architecture to achieve excellent multiscreen experience.

Miranda Miller

Mobile Marketing Tips from Google, ESPN & Medialets: Connect with Your Audience on the Go

SES New York Mobile MarketingThe afternoon of Day One at SES New York featured a high-level mobile marketing panel  hosted byDana Todd, SVP of Global Marketing at Performics.  Michael Bayle, Senior VP and General Manager at ESPN Mobile, Eric Litman, Chairman & CEO at Medialets and Brendon Kraham, Head of Global Mobile Sales and Product Strategy at Google shared the stage and their extensive knowledge on the current and coming states of mobile marketing.

The following is a collection of mobile marketing tips and takeaways based on today’s presentation, plus liveblog selection from the panel. Note that this is not a verbatim transcript, but the highlights from the panel discussion.

TopRank Online Marketing

Mobile Web Analytics Apps – Measure Web Stats on the Go – Google Analytics & Piwik

TopRank Online Marketing     Mobile, Web Analytics

Staying up to date with your website’s analytics can seem like a full-time job. If you use Google Analytics, this past summer you were forced to adopt the newest version. Google Analytics version 5 brought a new interface and new reports. For some, that meant learning where all the reports moved. Aside from the obvious learning curve, many people had to spend more time to accessing simple metrics.

Today’s fast-moving business sometimes requires you to do a lot more while you are on-the go. Unfortunately, like most Web-based analytics graphs, the graphs in Google Analytics require Flash to render properly. Adobe Flash doesn’t fare so well on mobile browsers, especially those mobile browsers running on Apple mobile devices. So how do you stay connected to your Web analytics while on the go?