Many marketers want to expand from email marketing
According to a recent survey conducted by BtoB magazine and Bizo, 59 percent of marketers view email marketing as their most effective channel, while 88 percent said they are using email to promote their business over the internet. Despite these numbers, many marketers are looking to integrate other channels into their business-to-business campaigns.
The survey showed that email's explosive growth is slowing, and the technology is plateauing in terms of its effectiveness as a marketing tool. Other types of online marketing lag well behind email in terms of their popularity: 19 percent of marketers seeing paid search marketing as a mature marketing program, while 12 percent are confident in display ads.
"We have moved from a push environment, to pull style messaging, to finally the permission economy," said John DiStefano, research director of BtoB Magazine. "While this contextualizing of the sales funnel presents challenges for some marketers, others are leveraging the new tools to reach their audiences online and drive more targeted, effective campaigns."
Web-to-print marketing may be another strategy marketers would want to use. A recent blog post from a marketing company outlined the pros and cons of web-to print marketing in business to business interactions. One of the main advantages of the marketing strategy is that it is low-risk and low-resource, allowing marketers to create campaigns in very little time using web tools, and get materials out the door efficiently, using a streamlined printing process that can handle even low-volume jobs economically.