While email marketing remains a powerful tool for B2B marketers, a new B2B Email Marketing Survey released by Pardot shows email is better suited as a lead nurturing channel rather than lead acquisition. Pardot conducted an online survey of 100 U.S. B2B marketers in June of 2012 to determine the role of email in B2B marketing strategies.
The survey results show that 70 percent of B2B marketers do not consider email marketing to be a primary lead generation tactic, and just 9 percent are devoting more than 50 percent of their budgets to email efforts. While email may not be significant for lead generation, 60 percent of B2B marketers are using the channel for drip nurturing, 65 percent of which are using targeted messaging based on prospect responses to personalize messages.
“Instead of using email, most marketers are using a variety of other lead generation tactics to get that initial prospect information into their systems,” explains Adam Blitzer, co-founder and COO of Pardot. “Email marketing is then used to move new leads through the sales process or to re-engage dormant leads.”
A related Clickz article also speaks to the importance of using email to nurture leads. Keeping a clean list and delivering targeted messages could not only bring in increased revenue, but could save significant marketing dollars as well.
Email marketing will remain a large player in the B2B space, but its role is evolving. Lead nurturing is vital for B2B marketers, and email seems to be one of the most powerful vehicles for today’s B2B marketers.