Fresh From The Sirius Decisions Summit 2012: New Research Says B2B Campaigns Must Be Designed For Mobile Consumption

Marketing ‌• May 25, 2012

 

B2B Marketing campaigns designed in the past 6 months that don’t incorporate mobile device rendering options are – obsolete.  Mobile email open rates increased 34% in the last six months of 2011, according to a study by ReturnPath (1). Compared to mobile, desktop email opens dropped by 9.5%. Similarly, email open rates via webmail decreased by 11%.

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SiriusDecisions, a specialty B2B Research Firm, has a new data that suggests that 2/3 of CXOs read their email on their smartphone devices.  Their same research shows that >60% of lower level executives are also reading their email on their smartphone devices.

With that kind of overwhelming market data at hand, B2B Marketers can no longer design one-size-fits-all campaigns.  If your firm is still using antiquated marketing automation technology that doesn’t allow multi-device rendering, you need to immediately start looking for solutions.  If you would like to learn more or hear how OppSource can help you, contact us here.

Sam McCue
Inbound Marketing guru, avid fisherman, and all-around backcountry enthusiast.

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