5 areas of B2B email marketing to review
Email is in decline with the next generation of business professionals more likely to rely on SMS and social network messaging. Yet, most B2B companies still use email-based newsletters as a primary way of attempting to communicate with and engaging customers and prospects.
Email statistics
A recent Forrester report titled ‘How US Marketer’s use email’ heaped further concern on business use of email by summarizing:
6 in 10 B2B companies are keeping their marketing spend flat in 2011
71% use email to communicate with customers and prospects on a regular basis
33 % don’t routinely remove bad email addresses from databases
43% of B2B marketers think email will become more important to their marketing activity
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An introduction to selecting the right B2B social media options
Most business-to-business (B2B) companies are already employing some form of social media as part of their marketing mix. But how many B2B marketers really think about their customers, who they are, what they look like, what they like and where they congregate, before selecting and using social media tools? And which are the right tools to use? I think there's a danger that companies feel they have to use everything, but fail to prioritise on the social media networks that matter [Editor's note - you discuss with colleagues what to prioritise with our Digital Marketing Radar].
The social media business conundrum
Using social media and selecting the right tools is the urgent marketing challenge facing B2B marketers. But they are faced with huge challenges that their B2C colleagues are not. The immediate and emotional nature of the B2C purchase compared to the complicated,…
