Email is the dominant marketing channel for both business-to-business and business-to-consumer marketers. But successful marketing via email depends on having an email list full of good-quality addresses. This new guide by Adestra will review winning strategies used by both business-to-business and business-to-consumer colleagues. Having both perspectives in a single document is important, because we believe strongly that each side of the aisle can learn from the other.
B2C marketing historically has been more about quantity – getting more names on the list and sending messages to the widest range of people.
B2B is more about qualifying leads. We want to wash out those who aren’t really interested in our products and services, and focus on the ones who do.
B2B marketers often struggle with something B2C marketers have mastered: adding a human voice to their emails and understand what makes email appealing and valued in the inbox. Conversely, B2C marketers can learn from their B2B colleagues about better marketing through lead generation and qualification and using automation to keep customers moving along on their brand journeys.
There’s plenty for both B2B and B2C marketers in our findings. So, let’s get to them!