What differences exist between producing a B2B vs. a B2C newsletter?
Anne: It helps to define the difference between B2B and B2C. A B2B company typically sells products or services that have a longer, more complex sales cycle; higher product/service pricing; and a sales team to educate and inform their customers. A B2C company sells products/services that have short sales cycles; lower and more competitive pricing; and are typically retail or non-profit organizations. Good B2B newsletters focus on business problems that their fairly limited audience of roughly four to five thousand readers faces. The newsletters should work in conjunction with a sales team. Think of them as a tool for a sales person, that helps identify qualified leads. Involve your sales team by asking them for information to put into newsletter to ensure that the stories are what the prospect wants to read. Once the prospects become customers, move them over to a client newsletter. B2B to large companies should be text-based because of Lotus Notes. Also HTML says “salesy.” It’s too mu
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