According to a recent report sponsored by Bronto Software, 18 percent of marketers planned to increase spending on B2B email marketing in 2012, Thomsonlocal reports.

And as the phases of email marketing maturity tactics become more complex and comprehensive, some companies – typically larger ones with a greater scope of email initiatives – turn to advanced web-based solutions and email service providers to conduct their campaigns.

Specifically, a recent study from MarketingSherpa of more than 1,000 organizations found that 40 percent of respondents use advanced solutions – such as those that are customizable, use advanced reporting and have a dedicated IP address.

In addition, 32 percent stated that they utilized a full service or outsourced email service provider (ESP). However, it should be noted that B2C organizations are more than twice as likely to use an ESP than B2B channel marketers.

Simpler solutions were less frequent. Researchers found that just 20 percent use a basic, web-based solution with limited features, templates and reduced price. Also, 18 percent turned to their own in-house product while 8 percent turned to common email services such as Gmail or Outlook.  

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