I think it was five years ago that someone first asked me what the use of mobile was within B2B Marketing. Then I struggled to think of anything worth reporting.
In those dark days before the iPhone transformed our lives, there was little purpose in using SMS or primitive applications within businesses.
However, the tide has turned and now mobile presents a huge number of opportunities for B2B marketers, and as with consumer marketing, those who do not get on board run the risk of falling behind more nimble competitors.
So why is mobile so important?