B2B marketers must embrace mobile, according to a new whitepaper from the Internet Advertising Bureau (IAB).
Titled Mobile in the B2B Space, the report was put together by the IABs B2B Council, and seeks to challenge the perception that mobile is a largely B2C channel.
Chris Probert, IAB project manager, said: “Through the collation of research, best practice and strategic guidance, the B2B council has produced a timely guide for the B2B industry to help boost confidence within this channel and prove that it is not too late to be early with mobile advertising.”
The whitepaper sets out an eight-point list of best practice rules B2B marketers should follow. These are: 
- Having a mobile website
- Focusing on short, snackable content
- Creating 2-minute video case studies to be consumed on mobile
- Recording audio podcasts
- Offering 160-character SMS alerts
- Developing a mobile social strategy
- Integrating mobile in to the marketing mix
- Simplifying messaging and calls to action
The B2B council is made up of industry figures from companies such as Google, Ernst and Young and Simply Business. Newly elected chair of the group Hanne Tuomisto-Inch, says: “With B2B professionals always on the move and heavily reliant on their mobile devices, now is the time to tap into this growing market, which is why the council has invested significant time into research activity. In my new role, I want to address the gap in B2B digital marketing advice, to help the community drive growth and make sense of the myriad of digital opportunities available.”
You can download the whitepaper here.
The IAB B2B Council says it has additional white papers in the pipeline, which cover social media and video marketing. These will be published in the coming months.
