There is no end to the number and type of location-based marketing campaigns and products available—for B2C marketers, that is. B2B companies, though, can also make use of this burgeoning marketing model.
Brian Honigman at LunaMetrics offers several tips in a blog post include the basics—such as listing with Foursquare, Facebook Places and SCVNGR (not doing so is a missed opportunity regardless of the industry, he says), as well as using check in services at networking and conference events and checking in with clients.
Indeed, lead generation is a top goal at events, cited by 83% of B2B marketers heavily invested in events, according to a survey released in January 2012 by BtoB magazine and Marketo.
Also, along those lines–Adam Holden-Bache with Social Media B2B notes that if B2B contacts check-in regularly at certain types of locations, such as entertainment venues or stores, "then you may want to consider potential sponsorships or advertising opportunities with that business or venue."
Other suggestions require more analysis on the part of the B2B company, such as adding Foursquare tips—but only at those places were physical location intersects with the sales funnel. "Think long and hard, where will your customers (other businesses) see these tips and also find them relevant to the location and the products and services you offer," Honigman writes.
Lessons from Other B2C Marketing Conversions
The larger point is that B2B marketers can convert the strategies that work well in the B2C space for these platforms. This has been the case with QR Codes and Twitter and Facebook platforms.
For a more comprehensive look at how B2B and B2C online marketing techniques are intersecting, read our report on the subject.