5 Tips to Be Successful with B2B Email Marketing   Why do so many industrial and B2B companies fail with email marketing? In my opinion, it’s because they do not understand the proper role of email in the B2B marketing mix. All too often, companies make the mistake of treating email as a prospecting tool — sending unsolicited emails to people they don’t know, about products that are of no interest to them. In other words, they are spammers. Another shortcoming occurs when companies use broadcast email only as a sales tool — blasting offers and promotions to customers, often in a non-targeted way. While this may produce a few sales hits here and there, it’s not the best way to build relationships with customers. To be truly successful with email ma [...]