Kathy Button Bell, VP-CMO, Emerson Electric Co.

“Video streaming, new apps and social net-working are the three major categories we have to concentrate on and try to leverage. The No. 1 interest to me is probably video streaming—we have already had such great success with that. That clearly drives deeper engagement with the prospect. Also, you have to have a sense of urgency of what someone needs on a smartphone. Usually someone is looking for some kind of answer. So we have to design what we put on there—unlike a desktop, where you can meander around—so we can be very helpful.”

Al Maag, chief communications officer, Avnet Inc.

“We have to understand our customers and if they want to be communicated to on a mobile device. Before you start making apps and doing it just because it's cool, you'd better find out if your customers want to be approached that way. That is the stuff we are trying to find out at Avnet.”

Belinda Hudmon, senior director-integrated marketing, Motorola Solutions

“Today it's just making sure you as a marketer understand exactly what the experience is of your customers and partners who are using various devices to access your content and information. As they dive into your websites and various properties from smartphones, tablets and other devices, understand what that experience is end-to-end. You have to make sure you have a fantastic connection at every customer touch point.”