• by Herb Mitschele , December 26, 2013

It was said that 2013 would be the “Year of the Cloud,” with an increase in the number of companies adopting B2C cloud computing strategies for video and other creative content. And we’ve seen that prediction hold true. The most successful and innovative media companies and corporations are taking advantage of the cloud’s flexible nature for storing and sharing creative content, pushing content to traditional and mobile online platforms, harnessing online data points to track behavioral trends and real-time analytics, and tracking endless amounts of social media conversation statistics.

Companies utilizing the cloud in B2C outreach have countless advantages over their late-adopting competitors including unparalleled access to customer behaviors, mindsets and opinions, and data that enables content marketing and targeted advertisements to capture changing microtrends.

With the success of B2C cloud communication strategies, you would think that businesses would be quick to apply the same techniques for their B2B strategies. However, many companies avoid new B2B strategies because of security and cost fears.  I contend that the cost of avoiding cloud adaptation for B2B engagements will be much higher than the cost of integration.

Historically, companies have been resistant to commit both financial and human resources to make changes to process and infrastructure. However, with the already proven advantages of flexible cloud management services and applications, the long-term rewards far exceed any short-term costs.  

Benefits of the Cloud for B2B

When principles used for B2C cloud-based strategies are applied to B2B engagements, companies establish a holistic understanding of not only consumer behavior, but also trends and behaviors that motivate client decisions. 

If the strategy works on customers, why not apply it to clients and workforces?

In client presentations, imagine being able to pull up any type of content stored in the cloud, in real-time. And afterwards, like a coach breaking down film after a game, having all of the relevant analytic points – like time spent on various slides, types of media used, number and types of questions asked on each slide, etc. – to home in on the most successful pitch, and more importantly, understand the trends that are helping you close more deals.

The cloud is the best solution for managing and sharing content between companies and parties with different software applications and operating systems. Your collaboration efforts should not be restricted because a B2B partner has a different type of operating system or utilizes a different brand of mobile device – especially if those companies institute BYOD (bring your own device) policies. The cloud creates an even playing field for all operating systems, browsers and hardware types.

In today’s world of mobile communication and world-wide collaboration, cloud solutions should act as flexible broadcasting hubs for storing, creating and disbursing digital content while returning qualitative and quantitative analytics from both B2C and B2B perspectives.

Once companies fully embrace cloud-based B2B strategies and applications, a holistic, seamless flow of communication will be created between every employee, client, stakeholder and consumer for the organization.