BtoB Marketers Face Challenges

BtoB marketers are facing a number of challenges including limited email list, cost of lists and legal issues. A small number of list managers have lowered their email prices from where they were a year ago, according to BtoB’s annual List Managers chart.

BtoB marketers are facing a number of challenges including limited email list, cost of lists and legal issues. A small number of list managers have lowered their email prices from where they were a year ago, according to BtoB’s annual List Managers chart.

Eric Snider, exec VP at SkillPath, said: “From a list management standpoint, there aren’t too many e-mail lists out there in the marketplace. A lot of list marketers would like to play a role in it, but the e-mail names to rent are pretty limited”. [source]

Email marketing is affected by ongoing problems with spam and phishing. BtoB marketers are finding it difficult to cope with federal laws.

Deb Goldstein, president of IDG List Services, said: “There’s no question there’s a lot of negotiation. It’s across the board. The biggest reason is ultimately we’re in the business of ROI. Response rates are very challenged, and the list has to work for the price that you pay for it”. [source]