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.