March 2012
Intermediate to advanced
368 pages
9h 13m
English
Content preview from B2B Digital Marketing: Using the Web to Market Directly to BusinessesBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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12. B2B Email Marketing
Email is a central component of many B2B marketing programs. It’s fair to say that email is more important to B2B marketers than it is to their B2C cousins.
Why is B2B email so popular? It’s versatile, of course; you can use email in just about any part of the B2B buying continuum. It’s also relatively low cost, which always has appeal. Bottom line, email marketing is a great way to make contact with both current and potential customers at relatively low cost.
Understanding B2B Email Marketing
If you’re doing any digital marketing at all, chances are that email is part of your mix. That’s how key email marketing is in the B2B community; it’s right up there with website marketing and search engine marketing in terms of ...
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