In this article, Denise Zimmerman explains how B2B marketers can apply B2C email marketing techniques for success.
According to Forrester's Q2 2006 Business-to-Business Marketing Effectiveness Survey, email ranks third as a marketing tactic used by B2B marketers-- right behind public relations and ahead of direct mail. There is clearly a strong move from B2B marketers to embrace interactive more fully and explore a host of different online tactics.
From a features and functionality perspective as it relates to email marketing software there is not much of a difference between B2B and B2C email marketing-- on the front end. There are some companies that may speak to B2B in their marketing, their press releases and even in their strategic relationships but the supporting systems are really not that much different. It appears that B2B marketers are raising their level of sophistication in how they might use these solutions, borrowing to some extent from their B2C brethren marketers yet in consideration of their own unique needs. The great divide between B2C and B2B actually reveals new opportunities for B2B marketers.