Top 10 marketing automation platforms in 2025 Blog

Of course, we’d love to send you our next Litmus News newsletter, where you can find our regular news and #emailgeek tidbits! Use the data you have on hand to figure out what content types are most popular and play those up for your newsletter. Work with the main event sponsor for the email list. For big-ticket events, your speakers are everything. Partially because there’s already a great theme going, and partially because we want our fellow #emailgeeks to feel like they’re already immersed in the experience of the event.

About the client company Founded as a tech start-up in 2009, San Jose-based Nutanix is now a global leader With the sector taking a huge hit, B2B marketing agency, Omne, teamed up with McCain Foods to deliver an exceptional street food focused campaign. In this week’s episode of the B2B Marketing Podcast, David Rowlands sits down with Jason Bradwell, Founder of B2B Better – a podcast marketing agency focused on turning podcasts into pipeline. Welcome to the third edition of our Commercial Marketer Skill Series where we share tangible tips to becoming commercial marketers.

As previously mentioned, 42% of B2B marketers identify email as their most effective lead generation channel, making it the cornerstone of most B2B digital strategies. Unlike consumer marketing, B2B email typically targets professional decision-makers with content focused on business challenges, solutions, and ROI. B2B email marketing encompasses all strategic email communication between businesses, designed to generate demand, accelerate pipeline, nurture accounts, and drive revenue growth. Ensure deliverability by verifying lists, monitoring bounce rates, avoiding risky contacts, and proper authentication. This comprehensive guide explores proven B2B email marketing best practices covering strategic foundations, advanced personalization, and automation techniques. With 42% of B2B marketers claiming email as the most effective distribution channel according to Content Marketing Institute, mastering this marketing channel has never been more critical.

Pair it with compelling preview text that sets the tone and motivates the recipient to open the email. Start by building detailed buyer personas for each audience segment. In 2025, personalization is no longer optional—it’s expected by B2B buyers who demand relevance in every interaction.

Segmentation for Success

Sending your most liked content to your new newsletter sign ups is a great content distribution strategy as it kicks off your relationship on a positive note. I got in touch with Robin Nichols (the managing editor at 360Learning) to understand how they adapt a light and playful tone in their newsletters. Are you interested in using a “substack newsletter” like a personal tone in your B2B email messages? Their approach has merit, as people might be surprised by a friendly tone in B2B email communication. After their onboarding series, Buzzsprout (a podcast hosting platform) automatically added me to their newsletter.

It’s a direct connection

By prioritizing mobile-first design and streamlined formatting, you can make your campaigns more effective, improve engagement, and ensure that valuable content reaches prospects in the moments that matter most. Done well, personalization improves engagement, builds trust, and increases conversions. Clearly defining the goal for each email campaign means you can identify the right people to target and tailor your email content, offers, and messaging accordingly. Email is a powerful channel for B2B marketers, delivering direct access to decision-makers, building long-term relationships, and consistently driving measurable results.

• A great example of B2B email marketing because it helps you get more eyes on the content.
• Below are five ways to transform segmentation insights into marketing impact.
• A strong B2B email strategy helps businesses educate leads, nurture relationships, and guide prospects through the funnel.
• With more professionals checking email on mobile, responsive design is a must.
• More than two-thirds (78%) of B2B marketers report allocating budget to experiential marketing.

The company can use the answers to discover why the customer didn’t sign up for the product after the trial. Zapier sends a survey when a free trial ends and the user hasn’t upgraded. For example, you could ask what their biggest pain point is and then add people to different groups based on their answers.

) Create a Tagging System to Segment Your List Based on Engagement

Snov.io also offers a email marketing b2b Chrome Extension, like our top two B2B email list providers, Cognism and Kaspr. It also automates email campaigns but doesn’t offer direct dials or intent data. While its GDPR status is unclear, this tool does offer intent data. If you’re looking for email lists for sales, D&B Hoovers™ is a good option because of its customisable list building. ZoomInfo’s database offers extensive email addresses and firmographics. Having access to accurate and reliable email lists is crucial for building connections, driving sales, and growing your business.

This post explains how audience segmentation can turn generic marketing into personalized communication that drives real results. You can create a referral program with special incentives for people who refer new customers or reward loyal followers for engaging with you on social media. Your advocates can share their experiences with your brand, post promotional content and messages or even host live streams to engage with other customers and prospects. You can also use email newsletters to keep contacts up-to-date on new products and services.

You’re going to want to get as much data as possible to fuel this—but remember, you don’t need a creepy hook like, “I saw you checking out xyz…” to make someone read your email. So much of our efforts as email marketers goes into acquisition, when it’s not your only growth lever to pull. For next steps, they include an invitation to a demo, which is a great product CTA for prospects or existing customers.

Why do you need a B2B email marketing strategy?

I know this sounds strange, but once you‘ve set your revenue goals, you’re going to want to start from the end. It's crucial that marketers understand that email marketing b2b lead generation is more than just a broadcast tool whose worth can be measured solely in opens and clicks. It's all about building trust and providing value at every stage of that lengthy journey, which is precisely why email remains such a powerful channel for B2B marketers. When crafting educational content for an email marketing campaign, it’s essential to focus on topics that are relevant to your customers and which offer real value. So, it’s worthwhile to focus on anything that helps to improve your trustworthiness. Although getting people to open your B2B email marketing content is never going to be an exact science, sending it at the right time does help your email message get into the right hands.

This not only encourages people to share product information but also to become active participants in the marketing process by finding potential leads and providing referrals. For example, a company may offer a discount or special promotion to customers who successfully refer their products to someone else. Referral marketing is a form of advertising in which businesses encourage customers to recommend their services, products or experiences to other people. By tapping into your customers’ networks, you can quickly reach potential prospects who are eager to learn about your business. And you’ve probably told a handful of other people about it, too.