Trends Report

How B2B Firms Can Improve Their Email Marketing

October 12th, 2011
With contributors:
Sarah Glass , James McDavid

Summary

B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and business marketers' discomfort with customer insights. To improve email performance, Forrester recommends that B2B email marketers match their email programs to specific sales goals, follow direct marketer best practices, ditch batch and blast delivery tools, and learn to measure email value, not just activity levels.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.