1. B2C and B2B are both B2C as the subscriber is a human (not a company) and humans like dealing with humans. (B2C and B2B are really both H2H.)
2. The B2B subscriber has more stakeholders to satisfy and will be your partner in selling your solution.
3. Maintenance/support is far more important (and lucrative) than acquisition.
If acquisition and retention aren't both broader cross-channel goals for the entire organization, run away.
4. Success breeds success.
What does this mean for email marketing?
1. Acquisition is tricky:
2. Most effort should be on retention (keep wooing, not selling)
Everyone reading an email is a human.
B2C and B2B are really H2H