Inbox Insider: Consumer e-mail marketing can learn from the relationship building in b-to-b

Share this content:

E-mail is an important channel for b-to-b marketers looking to build prospective leads. B-to-b marketing is all about building leads and turning those leads into clients. According to a new study by e-mail services firm Silverpop, 24% of b-to-b marketers said that they are using e-mail to ensure “qualified leads are converting into appropriate sales opportunities,” and 22% are “nurturing and converting initial inquires into qualified leads.”

To take advantage of e-mail as a potential channel to build leads, Silverpop is hosting an educational series called B2B Marketing University. The series, which will take place in various cities across the country including Atlanta, Boston, Palo Alto and Seattle, will focus on how to create a lead program strategy and how to incorporate e-mail into this strategy.

Adam Needles, Silverpop's new director of field marketing, will be leading the sessions and teach about using e-mail to build b-to-b leads. Interestingly, Silverpop's strategy when it comes to e-mail marketing is to try out lead generation tactics in its b-to-b e-mail products and then apply the findings to its business-to-consumer offerings.

This is an interesting take, but as Needles told me, in business you don't get a second chance. He said that you have to really focus on building a relationship to help close a deal, so good communications are very intrinsic.


Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here