MarketingSherpa passed over all submissions for an e-mail marketing innovation award again this year, giving rise to questions about whether that section of B2B marketing is stagnant or becoming less effective. E-mail's maturity as a tactic makes it harder to innovate, Adam Sutton argues. "[Y]ou have to be more creative to reach the fruit that’s higher on the tree," he says, adding that B2B marketers can learn from their B2C brethren in how they use triggered e-mail as part of campaigns.

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