B2B Email Marketing Comes of Age

B2B marketers are catching up to their B2C colleagues and, in many cases, surpassing them with the breadth and depth of their email marketing programs. They're finding ways to deliver greater utility and value without risking channel burnout, as we've seen on the consumer side.

These examples show how some B2B companies use email to build better client and prospect relationships and generate greater ROI from their marketing efforts:

1. Upgrading the regular monthly newsletter.
2. Creating dedicated message streams for online resources, including Webinars, white papers and other lead-development tools.
3. Using email as the foundation of a lead-nurturing program.
4. Using email for client retention and penetration.
5. Integrating email with CRM and SFA systems.

Read all the details in the full post:  MediaPost Publications B2B Email Marketing Comes Of Age 07/16/2009