The Essential Role of Email in B2B Marketing

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

Report by Kelsey Voss  | Mar 2, 2023
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Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.
Topics
B2B Marketing
Email
United States
Table of Contents
Executive Summary
B2B marketers face significant email marketing challenges.
Email metrics should center around engagement.
Today’s B2B buyer has higher expectations for email.
Email engagement supports the bigger picture.
Email requires investments in data.
AI is emerging as a tool for email automation and more.
B2B firms should rethink their email strategies to take full advantage of the channel.
Insider Intelligence Interviews
Sources
Media Gallery

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?

Metrics B2B Marketers Worldwide Have Used to Track Content Performance, July 2022 (% of respondents)
E-Mail ChartDownload

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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6charts

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5expert perspectives

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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

    Charts in This Report

    Metrics B2B Marketers Worldwide Have Used to Track Content Performance, July 2022 (% of respondents)Leading Challenges to the Success of Their Email Marketing Program According to US Marketing Professionals, July 2022 (% of respondents)
    Where It Is Most Effective to Use Personalization in the Digital Experience According to Marketers Worldwide, 2022 & 2023 (% of respondents)Challenges US B2B Marketers Face in Measuring and Demonstrating Marketing Performance, May 2022 (% of respondents)
    Data Clean Room Use Cases by US B2B Data Decision-Makers, Nov 2022 (% of respondents)B2B Sales and Marketing Strategies US Marketing Professionals Will Explore in 2023 (% of respondents, Aug 2022)

    Interviewed for This Report

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

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    Download
    Report
    The One-Pager
    Deck
    Share
    Table of Contents
    Executive Summary
    B2B marketers face significant email marketing challenges.
    Email metrics should center around engagement.
    Today’s B2B buyer has higher expectations for email.
    Email engagement supports the bigger picture.
    Email requires investments in data.
    AI is emerging as a tool for email automation and more.
    B2B firms should rethink their email strategies to take full advantage of the channel.
    Insider Intelligence Interviews
    Sources
    Media Gallery
    About This Report
    B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.
    Topics
    B2B Marketing
    Email
    United States
    Table of Contents
    Executive Summary
    B2B marketers face significant email marketing challenges.
    Email metrics should center around engagement.
    Today’s B2B buyer has higher expectations for email.
    Email engagement supports the bigger picture.
    Email requires investments in data.
    AI is emerging as a tool for email automation and more.
    B2B firms should rethink their email strategies to take full advantage of the channel.
    Insider Intelligence Interviews
    Sources
    Media Gallery
    Download PDF

    authors

    Kelsey Voss

    Contributors

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