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EMAIL MARKETING: Is email the new DM?

B2B marketing has a reputation for being austere, traditional, somehow more serious and - dare we say it? - a touch too stuck in its ways. Most of the techniques used, from CRM to DM, incentives to conferences, are well established. Most business-to-business practitioners agree on the best strategies and there exists a happy consensus of opinion.

Frankly, consensus is boring.

With everyone in agreement with each other, the garden may be rosy but it is also terribly dull.