Email marketing is a mature marketing tactic, yet I don’t believe B2B organizations are capitalizing on its potential to generate leads.
I realized this when I read MarketingSherpa’s just-released 2013 Email Marketing Benchmark Report. They surveyed 594 B2B and B2G marketers, of which just about half send out 10,000 to 10 million emails every month. The top priority for the entire group is to deliver highly relevant emails — it ranks above even driving website traffic and revenue.
This makes sense, considering highly relevant email will achieve the other two goals.
But, I wonder how easily they can create highly relevant emails when only 15% reported they have dedicated resources to produce content for each stage of the buying process, as you can see in the below chart.
Source: B2B Lead Blog