Abridged and reprinted with permission from her blog, Marketing Interactions.

When a prospective buyer tries to choose among sellers, going after a reduction in price is the easiest option on which to focus. With the commodity status of many products, differentiating by price seems the easiest way to choose when the belief is that all the options enable the same outcomes.

And therein lies the rub. Even though many products look alike, the outcomes that buyers can gain from them can be wholly different based on their unique circumstances and the expertise of the company providing the product.

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By Ardath Albee. Abridged and reprinted with permission from her blog Marketing Interactions.

Newsletters delivered via email are a staple for many B2B companies. These e-newsletters usually contain titles, descriptions, and links to several articles, perhaps an executive column, a customer spotlight, an invitation to a webinar or a white paper download, and any product or company news at hand.

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