All of our best articles on B2B marketing all in one place.
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Is B2B marketing so different from B2C?
Yes … and no. There are many unique strategies and considerations when marketing to businesses, such as the prevalence of lead scoring and lead nurturing and the handoff of opportunities to sales reps. However, some differences are getting much smaller, such as deliverability concerns, as desktop inbox apps are replaced by web inboxes that share the same spam filtering algorithms as consumer inboxes. That same shift is also allowing brands focused on marketing to business contacts to finally design their emails more like their cutting edge, consumer‑facing counterparts. Here at Oracle Digital Experience Agency, we have industry teams collaborating with strategists, copywriters, and designers bringing the best of both worlds together to drive stellar outcomes for our clients regardless of the recipient. After all, driving cross‑channel engagement and meeting your client or consumer where they are is the ultimate goal.
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Lauren Kimball
Group Vice President,
Oracle Digital Experience Agency
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In this issue:
- Microsoft's new deliverability rules
- 4 key nurture campaigns
- Biggest B2B email opportunities
- How ABM strategies are evolving
- 5 essential retargeting tactics
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Microsoft’s new deliverability requirement will have an outsized effect on B2B marketers, with other additional recommendations also likely to impact them more than their B2C counterparts.
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1. Traditional lead nurture campaigns
2. Post‑purchase nurture campaigns
3. Non‑buying path nurture campaigns
4. Mini‑nurture campaigns
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B2B brands significantly trail their B2C peers in the use of most email marketing tactics and technologies, according to the inaugural State of Email Trends report from Litmus and Oracle Digital Experience Agency.
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What has worked for account‑based marketing programs in the past isn’t necessarily working today.
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Retargeting involves using a variety of channels to remind or incentivize customers and prospects to return to your site or app and convert.
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More about B2B marketing:
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Say Hello
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Oct. 13-16, Las Vegas
Oracle Digital Experience Agency’s experts will be doing multiple sessions about a range of digital marketing topics at
Oracle CloudWorld.
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Our award‑winning marketing and communications experts are ready to help every Oracle customer create stronger connections with their customers, employees, and partners, even if they’re not using an Oracle platform as the foundation of that experience. Handling everything from creative and strategy to content planning and project management, we consistently exceed our clients’ expectations, earning an NPS of 66.
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Additional Resources
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