Marketers interested in exploiting the iPad for B2B campaigns should first customize the collateral intended for it, Rusty Bishop writes. Use short-form video content, but don't ignore basic storytelling skills. Also, find applications that turn the iPad into a great sales tools on the show floor or at a convention. "With marketing automation software, coupled with traditional website analysis tools, you will be able to go beyond pageviews and unique visitor statistics to get real marketing and sales intelligence," Bishop writes.

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