This post is the Coles-notes version of Brian Walker of Forrester Research’s presentation "Key Trends in B2B eCommerce: From Fulfilling Demand To Creating Demand"

The type of landing experience that’s best for you depends on the situation. Check out these guidelines to make sense out of the options

There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.

seniors aged 65 and older ("Matures") have made the Internet an integral part of their everyday lives. In a recent study, 77% report that they shop online. Matures lead all other generational groups when it comes to online activity, 94% regularly using email, 71% go to the Internet to look up health and medical information, 70% read news, and 59% manage their finances and banking. In addition, 47% of online Matures regularly play free online games.