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B-to-B Marketing Predictions for 2013

November 23, 2012
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Change, innovation, progress ... while these terms should always be associated with the positive, for marketers entrenched in their current methodologies, the future can seem downright scary as the lines blur. The ways in which consumers can now discover, consume and engage products and services makes it a challenge for marketing professionals to keep up. It only makes sense that with dynamic change, some concepts fall by the wayside, while others emerge to further our goals. Here are some pertinent predictions for 2013:

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In B-to-B marketing, it's conventional wisdom that contacts with personal email addresses (e.g., Gmail, Hotmail, Yahoo Mail) are somehow less valuable than those with corporate email addresses. To bust this myth, we looked at our own database and evaluated basic metrics such as email opens, website visits, form submissions and creation of leads to see if there were differences in relative engagement between the two groups. What we found was quite surprising.

 
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