The Essential Role of Email in B2B Marketing

Email Is Neglected as a Key Channel. It’s Time to Reengage.

Executive Summary

Email is a staple in B2B marketing, but it’s too often taken for granted. Improvements to email strategies can yield better engagement and ROI. Email can also help build value, differentiation, and trust among prospects and clients alike.

Key Question: How can marketing executives maximize email, one of the most important, scalable, and reliable channels in B2B marketing?

KEY STAT: Eighty-three percent of B2B marketers use email engagement to track content performance. But many marketers focus on the wrong metrics to gauge the success of their email campaigns.

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    Table of Contents

    1. Executive Summary
    2. B2B marketers face significant email marketing challenges.
    3. Email metrics should center around engagement.
    4. Today’s B2B buyer has higher expectations for email.
    1. Email engagement supports the bigger picture.
    2. Email requires investments in data.
    3. AI is emerging as a tool for email automation and more.
    4. B2B firms should rethink their email strategies to take full advantage of the channel.
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Matt Heinz
    Heinz Marketing Inc
    Interviewed January 5, 2023
    Margaret Molloy
    Global CMO
    Interviewed January 9, 2023
    Drew Neisser
    Renegade, LLC
    Founder and CEO
    Interviewed January 6, 2023
    Christopher Penn
    Co-Founder and Chief Data Scientist
    Interviewed February 8, 2023
    Robert Rose
    The Content Advisory
    Interviewed January 11, 2023

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    Kelsey Voss


    Debra Aho Williamson
    Principal Analyst
    Jasmine Enberg
    Principal Analyst
    Tracy Tang
    Senior Researcher

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