"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."
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.
Read at Forbes
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