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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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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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