Email has become a part of the way we do business,
communicate and keep up with current events. With more than a
billion messages transmitted daily, email has become a great medium
for marketers, as my example shows.
Land s End. Crate&Barrel. JCPenney. PetsMart. Amazon.
What do all of these online retailers have in common? They all get
what it takes to market their sites to a very important consumer
demographic women.
As BtoB marketers, we´ve adopted a sort of unspoken
"business elitism"–focusing on BtoB resources, publications and
targeting our prospects in their business environments. What we´ve
forgotten, when trying to convince our clients that BtoB marketing
is the best strategy, is that first and foremost BtoB prospects and
customers are consumers.
