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Targeting, Predictive Tools & Intent Data Are Key Trends In Email Marketing Evolution

Email is the core channel for B2B marketing messaging, but, many marketers still lack effective targeting processes to offer buyers truly relevant messages. Predictive analysis and personalization tools are beginning to enable marketers to enhance email marketing strategy.

Demand Gen Report's 2016 Demand Generation Benchmark Report shows that 77% of B2B marketers consider email the top channel for driving leads.

While targeting and segmentation are considered a necessity in today's digital marketing landscape, research from Smart Insights shows that 42% of marketers send everyone on their list the same email. B2B marketers that are lacking effective targeting capabilities are missing out on opportunities to personalize their messaging and keep their brand top-of-mind among their target audience.

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