Email marketing: Most (if not all) B2B marketers are leveraging it. But are they doing it right? It depends on who you ask. When done properly, email is still a very strong channel for engaging with B2B buyers. Companies such as Uberflip, with email open rates that range from 34% to 53%, can attest to it.
According to Salesforce’s 2016 State Of Marketing Report, 80% of marketers agree that email is core to their business; and nearly half (49%) of those marketers say email is directly linked to their business’ primary revenue source.
Marketing automation provider SharpSpring announced the launch of a landing page builder and blog builder. The capabilities will enable users to use existing lead data captured in SharpSpring and build pages and emails that adapt to visitors by displaying different text, images and calls-to-action based on their attributes and interests.
Traditional B2B marketing was about awareness. Digital marketing is about attraction. We no longer can afford to focus on a large, undifferentiated audience. We want — and need — to speak to those who are predisposed to listen to us. That means we need to know about them. Know about their interests. This way we can talk directly to them. Personalization has come to marketing in ways that were never possible with ads in trade publications.
Marketo has entered into a definitive agreement to be acquired by Vista Equity Partners, a software and data private equity firm. Vista will buy all outstanding shares of Marketo common stock for a total value of $1.79 billion, taking the marketing automation company private once again. The transaction is set to close in the third quarter of 2016. The move ends weeks of speculation in the marketplace that Marketo was on the block; several industry analysts pointed to Microsoft and SAP as potential suitors.