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.
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