If you follow the latest in the B2B marketing world, you will have seen a fierce debate going around the digital space about whether email is dead. Marketing automation company Pardot recently conducted a survey, aiming to find out if there’s any life left in good-old email… for B2B marketers, at least.
Well, it turns out there is. But what’s a more significant finding is that with the advent of inbound marketing and social media, email has evolved. Once a tool primarily used for lead generation, it now finds a more effective application in nurturing already acquired leads.
Pardot’s co-founder and COO, Adam Blitzer, explains these findings with the fact marketers now use a greater variety of lead generation tactics to capture prospect information, such as landing pages, forms, social media and paid search ads. “Email marketing is then used to move new leads through the sales process or to re-engage dormant leads,” Blitzer adds.
Invitation to a webinar wins hands on as the most effective offer to include in an email (and generate responses), followed by white papers and case studies. Check out this Pardot infographic for more survey findings.
Embedded from the Pardot Blog
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