Part XI: The Truth About B2B and International Email Programs
Truth 46. Delivering on business-to-business (B2B) email campaigns
The goal of most B2B emails is to acquire leads, but most miss the mark and do more damage than good.
B2B email campaigns generally look and feel the same to me. Many show up looking like long-winded, copy-heavy, direct-mail solicitations. Some have one giant image with marketing-type jargon. Most don't understand what may attract the right buyer and how to deliver real value and relevancy to the inbox.
The goal of most B2B email campaigns is to acquire leads, often accomplished by a white paper, Webinar, or case study, all of which require registration to obtain or attend. Make the path to the registration page an ...