B2B Email Solutions

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As a follow-up to the article I wrote for ClickZ the other day, I wanted to talk a bit more about the use of technology and the adoption of best practices in large B2B organizations.

My research for the ClickZ article looked at B2B companies on the Fortune 500* and their adoption of modern marketing tools. But when you look at the raw data, it becomes clear that there are three easy lessons for any B2B marketer.

Lesson 1: Technology is only the beginning

When adopting radical new technologies, the technology itself is often only part of the story. The other part is a shift in thinking or action....

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During a game of trivia the other night, I decided to cheat! I pulled out my phone, and was able to find out “Silent Bob’s” real name in less than 10 seconds.

This availability of information has programmed our society to have very high expectations when it comes to the question-and-answer process. If we have a hard time finding the answer to a question, we often get frustrated and build a negative connotation with brands that make it difficult to find information we seek.  This is not a new concept, so when I went to check out some of the most prolific B2B brands, I was surprised to see how...

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Oakley Signs & Graphics, a 2012 Power of One Award Winner in our B2B category, is a recgnozed leader in the real estate sign business. Oakley Signs uses the power of ExactTarget to drive email communications across multiple "micro-brands" that they managed to help increase their revenue.

THE OAKLEY SIGNS & GRAPHICS STORY

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Vero, a division of Suncorp Group, a leading provider of general insurance, banking, life insurance and wealth management in Australia and New Zealand, is constantly looking for ways to separate themselves from their competition. As a B2B company selling exclusively through brokerage firms, that’s not always easy to do.

Vero wanted to unlock the power of their data housed in salesforce.com to streamline communications across their multiple lines of business and to offer engaging, personalized emails.

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Only 13 weeks remain until 4,000 marketers gather at Connections 2012! We’re gearing up for an inspirational event unlike any other, from October 16-18 at the JW Marriott in Indianapolis, IN.

Day 2 of Connections has something to inspire every marketer, with 40+ breakout sessions following these eight tracks:

• Inspire the Future With sessions like Social 2020, The Inbox Future, and the Mobile Future is Now.
• Beginner With sessions like Intro to Email Design that Pops and Introduction to Reporting & Analytics.
• Advanced With sessions like Get Relevant: Strategy, Preference Centers, Targeting, &...

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Marketing automation is term that is gaining momentum whether you are a B2B or a B2C marketer.  But what does it mean and what impact will have on your email and cross-channel marketing efforts? 

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Many organizations don’t fit squarely into a B2B or B2C bucket. More often, companies have multiple marketing teams, divisions or business units that focus on different marketing and sales objectives. One team may manage vendor or partner relationships; another drives online sales; while yet another supports a lengthy direct sales cycle.

We are in the midst of a transformational shift in the Revenue Performance Management market whereby:

• The buying process has changed; customers now touch dozens of online and offline information sources before they ever talk to a sales representative or buy...

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Each week, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and best practices in the interactive marketing industry.  We call the virtual coffee chat the Nexus Café.

Last week we had the opportunity to speak with Tim Kopp, ExactTarget’s Chief Marketing Officer, on corporate marketing strategy.  In an ever-changing digital marketing environment, Tim shared his thoughts on developing an effective marketing strategy and making adaptations to position for changes in the marketplace.  A summary of the conversation is below:

@ET... Read More »

Volvo Construction Equipment North America sells a variety of multi-purpose machines that are used by companies in many industries including road construction, forestry, mining, and building demolition. To engage customers and provide content that aids the product evaluation and purchase process, Volvo uses email to deliver relevant product information with links to comprehensive product details and video on Volvo websites. Volvo uses its CRM system to track customer details, eMail activities, social interaction, online form submissions, web links and more. This method helps Volvo Construction...Read More »

A client was asking the other day about B2B deliverability, how it differs from B2C, who the big players are, etc.

This isn't the first time the topic of deliverability in the B2B (business-to-business) email realm. Back in June, I answer the question, "Is B2B Deliverability Different?" In a more recent blog post, I link to information from Google about how they've become a very large host of B2B mailboxes.

Clearly, Google is a big player in this space. Meaning, a lot of the B2B mailboxes you send to are going through spam filters run by Google; just as if your recipients were at Gmail.com....Read More »

iLab at ExactTarget is always rolling out new products, solutions, features, and functionalities for your benefit.  Recent innovations include Impression Tracking for Dynamic Content or AMPscript, Outbound Text Messaging with a Shared Short Code, and International Text Messaging.  Some spaces still remain so don't wait any longer to become our newest partner in innovation.

This week, we are excited to release Omniture Test & Target.  And in iLab, it's not just another affordable email marketing solution--it's free! This new feature is a conversion product that allows marketers to test subs...Read More »

The hoopla has started to calm down, but the impact of the iPhone is becoming crystal clear now. The battle between Apple and RIM is shaping up. B2B marketers hoping that business users are only using Blackberries need to take note. Optimizing your email for mobile rendering on the Blackberry is not going to be the long term answer.

Furthermore, other smartphone manufacturers continue to release phones that seem to be a direct response to the iPhone. Samsung's F700 and the LG Voyager are just a couple of the more notable recent releases.

It seems that iPhone’s full support of HTML on the web...

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If you send email to Yahoo subscribers, chances are you’ve heard of the recent rendering issues within Yahoo Classic. The email experience council’s RetailEmail blog helped identify the issue and the workaround to prevent it, while Pivotal Veracity confirmed via their testing that the coding solution listed there is indeed correct (so if you’re looking for the solution, make sure to check out the blog!)

Since we’re primarily a B2B email marketer, only 5% of our list is comprised of Yahoo addresses. However, as we prepared to send the September InSight, we figured it was a significant enough...

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