Paula Chiocchi, CEO of Outward Media, Inc., emphasizes the enduring importance of email in B2B marketing, despite a 29% decline in leads from email-only campaigns. Modern marketers must pivot towards a more integrated strategy, employing AI and intent data to personalize interactions and enhance lead generation efforts. Chiocchi outlines multiple key strategies, such as multichannel retargeting and leveraging AI for real-time adjustments in messaging, to foster better engagement with prospects and ensure sustained growth in today's complex B2B landscape.
Email is still the cornerstone of B2B marketing, with 73% of buyers preferring it, yet reliance on email-only campaigns is resulting in fewer leads.
Modern B2B buyers demand personalized, timely, and cross-channel engagement, necessitating a smarter, connected strategy for effective lead generation.
AI and intent data are critical for creating personalized lead generation strategies, resulting in more efficient engagement and higher-quality conversations with leads.
Multichannel marketing is essential; buyers now require 12 to 15 touchpoints to convert, highlighting the need for comprehensive engagement strategies.
Collection
[
|
...
]