B2B marketers: Do you really know where your emails are going?

Presented by

Richard Evans, EMEA marketing director, Silverpop

About this talk

A common misconception among B2B marketers is that they don’t have to worry about email deliverability with the same intensity as their B2C counterparts do. B2B marketers, often feel they are immune to deliverability challenges since they often send email in small batches or, ideally, one-at-a-time through dynamic or triggered nurturing campaigns. Unfortunately, many are viewing email deliverability through the wrong lens – it isn’t a technical issue, it’s a business issue. Successful lead management depends on it. Conversions depend on it. Revenue depends on it. In fact, email deliverability is a critical element of success in your B2B marketing activities — touching several aspects of our demand generation programs. Still not convinced? This session will help B2B marketers consider some important points in hopes of avoiding a deliverability disaster: • Low deliverability rates can significantly impact top-line revenues and bottom-line profitability. • For email-based B2B marketing campaigns are becoming more popular – increasing clutter and opportunities for mistakes. • With long buying cycles email deliverability problems can take you out of the buyer’s consideration set at a critical time. • Corporate barriers to deliverability can be more challenging than those in consumer marketing. • Many marketing automation vendors lack best practices and many B2B marketers are aiming too low when it comes to deliverability.

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