B2B Articles - August 31, 2013
Email can play a big part in conversion for B2B marketing. Whether the email mechanism is part of a marketing automation solution or the marketer sends out email, depends more on the size, scale and aggressiveness of the campaign--than the desire to improve conversion rates.
Email can be used for a variety of purposes. Certainly email marketing can play a central role in lead nurturing, product/service education, have conversations, solicit information from prospects/leads, share premium content, send promotions and improve conversion rates for B2B marketing.
An email best-practice, B2B marketers should practice email list segmentation and ensure that the recipients are receptive to email communications. "Blasting" out an email is a sub-par strategy that, at best, gets little response. At worst, broad, unwanted email blasts can result in blacklisting and customer resentment.
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