Matt Leonard

As the lines between business and consumer transactions continue to blur, B-to-B marketers need to start thinking about spam legislation. Going forward, "there will be little differentiation between how we market to consumers and businesses, here and abroad, and between channels," says Matt Leonard, customer information and EDGE policy and privacy, IBM. Leonard spells out how he sees the B-to-B e-mail and online marketing environment changing, and offers some practices companies should engage in now. When thinking about your customers, says Leonard, remember that: They may be more technically savvy than you. There will be hell to pay for boilerplate trickery on the

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