Selling directly to consumers has been a growing trend amongst B2B sellers for some time, and the pandemic has only accelerated the trend. It takes more than just opening an online sales channel to succeed. To win and retain new customers, it’s critical to adapt your approach to digital marketing, in particular email marketing. Marketing to businesses who expect a more B2C-like ecommerce experience requires some considerations, as well.

On this webinar, we’ll discuss the marketing strategies and tactics to implement when selling direct to consumers and B2B online, including:

  • Approach to content
  • Segmentation and personalization
  • Behavior-based campaigns



Sarah Sams, Digital Director, SCOUT

Sarah Sams is Digital Director of the fast-growing Washington DC-based SCOUT brand. At SCOUT, she’s responsible for driving and growing direct-to-consumer ecommerce revenue across all online and mobile platforms using email marketing, content personalization and segmentation, paid search, CRM, social media, UX, and other digital marketing strategies. Under her direction, email marketing revenue is up 50% year-over-year, and the brand’s opt-in email list has grown by 35%. Prior to SCOUT, Sarah held marketing and sales positions with brands including Octagon, CEB/Gartner, and Seven Hills Global.

Becky Hayes, Solution Principal, Oracle NetSuite

Becky Hayes is currently a Solution Principal with Oracle NetSuite focused on helping companies drive revenue through ecommerce and email marketing. Becky has 20+ years experience in IT Strategy, Software Implementations, Professional Services, Training Delivery, and SaaS in the ecommerce and marketing space.

Mark Brohan, Vice President and Director of B2B Research, Digital Commerce 360

Mark Brohan is director of B2B research for Vertical Web Media and author of many of its upcoming research reports. Previously he was vice president of research for Internet Retailer and editor of Internet Retailer’s Top 500 Guide and related research publications. Prior to re-joining Internet Retailer in 2005, Mark was managing director of The Brohan Group, a full-service business publishing consulting company. He also held leadership positions in print and web product business development for Faulkner & Gray, a subsidiary of Thomson Corp., as web publisher and editorial director for DM Review magazine and its two web sites, and as founding editor of Faulkner & Gray technology magazines including Internet Retailer.

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