Assessing Email Triggers For B2B Demand Creation

January 1st, 2018

Summary

B2B buyers send multiple signals throughout the buyer’s journey, and rarely close after the first touch. Using contact behaviors as signals in triggered email marketing, integrated with other program tactics, allows B2B marketers to deliver highly personalized, relevant, and timely email communications that reel buyers and customers in and guide them to the next stage of their journey. This report provides guidance for sourcing and classifying buyer signals in the context of the individual buyer’s journey, focusing on the email delivery mechanism as a key component of a holistic trigger-based marketing approach.

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