We all know that B2B and B2C are totally different animals. What works for selling toilet paper doesn’t really translate to virtual desktop infrastructures. In e-mail marketing, content reigns supreme … which is why we expect corporate blogs to increase in influence through the end of the year and beyond.

According to recent research by MarketingSherpa, 67 percent of B2B marketing professionals use e-mail to deliver “content relevant to segment,” compared to only 61 percent of B2C e-mail marketers.

This makes perfect sense. They’re pushing for a small immediate sale that has an “approval process” within a household. On the B2B side, as we’ve seen in the IT solution provider segment, content is the tool used to get in the door and develop a refined, powerful value proposition that is sufficient to endure the watchful eyes of several executives before the CFO agrees to sign the check.

House list e-mail campaigns are also important in B2B, but only 49 percent of respondents selected this priority, relative to 60 percent for B2C respondents. Event-triggered autoresponder e-mails resonated with only 27 percent of B2B marketers, and the other options registered 10 percent or below.

[Source: MarketingSherpa]