I just finished reading a great article by Michael Colombo in Marketing Power magazine. ("Experiencing Information: The New Enterprise Demand," 11/15/11). He makes the case that mobile apps are "the heart of the user experience, whether those users are business customers or sales professionals."

Certainly as users of cloud-based mobile applications, BTB companies have embraced everything from CRM, social marketing, and advertising applications to virtual events. Robust marketing toolsets are available in a range of mobile variants.

But how many BTB enterprises are taking up the challenge to provide mobile applications that create real value for prospective customers, actual customers, or even for internal data users? Many are still not even addressing the need to create mobile-friendly versions of their Websites.

Mobile marketing IS the new marketing. It includes all kinds of company-generated content and user-generated content. Near-field-communications (NFC)-enabled tablets and phones will be the norm in the blink of an eye. Virtual gatherings are morphing and spawning localized networking -- combining human video and avatars in fascinating and innovative ways.