The new data, from a recent report, reveals that the biggest problem holding back B2B mobile marketing is lack of support and integration in the marketing technology tools they use every day. Almost 40 percent cited marketing software tool makers as the key issue:

The second biggest issue — and likely one vendors will point to as more important than marketers care to admit — is that many marketing professionals do not sufficiently understand mobile marketing. That’s been a challenge for years, of course, and will continue to be one as this space evolves rapidly.

Other issues include lack of budget — and a surprising cohort of 15 percent who don’t believe mobile marketing is effective.

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