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The Changing Landscape of B2B email marketing


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The increasing use of content marketing and marketing automation is pushing scaled Account Based Marketing (ABM) strategies to the fore. How does email marketing fit into this new world?

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The Changing Landscape of B2B email marketing

  1. 1. Changing Landscape of B2B Email Marketing Riaz Kanani(@riazkanani)
  2. 2. The B2B Buying Process is changing Source: McKinsey
  3. 3. 6.8 Source: HBR
  4. 4. Influencers are more important 62% of companies are using testimonials in their email marketing 53% rely on peer recommendations before making a purchasing decision Trust levels are decreasing
  5. 5. 86% of professionals prefer email for business communication Source: Hubspot (2017)
  6. 6. • ddd Marketing Automation and Content Marketing Email still leading way to nurture
  7. 7. 01 Increase Personalisation
  8. 8. 02 Increase Automation Take it step by step
  9. 9. A journey: slow and steady
  10. 10. Firmographic Data Industry Location Size Status Performance
  11. 11. Understand persona •Seniority •Function •Timeframe
  12. 12. Use Behaviour
  13. 13. Content Marketing
  14. 14. Integration
  15. 15. Timing
  16. 16. Insights
  17. 17. Thank you! Riaz Kanani (@riazkanani) @radiateb2b