B2B Marketing

The global email marketing market continues to climb and is projected to reach nearly $17 billion by 2027.

For B2B marketers, this means bigger budgets, sharper competition for the inbox, and higher expectations from decision-makers who’ve seen it all.

But most B2B email copy still badly underperforms: average open rates hover around 20% and click rates 2–3%, despite email remaining one of the highest-ROI channels. 

According to Experian, targeted emails generate roughly 58% of all email revenue, yet close to 9 in 10 marketers still send the same generic content to their entire list. The gap between mediocre and exceptional is almost entirely about execution, not knowledge.

This guide shows how to craft B2B email campaigns that actually work.

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B2B email marketing is not one channel. It’s five or six different programs that happen to share an inbox: a newsletter, lead nurture, lifecycle and product emails, event campaigns and, usually run by sales, outbound sequences. Most B2B teams underperform with email because they treat all of these as “campaigns”, send them to everyone, and judge them by one number (usually open rate, which stopped meaning much in 2021).

This guide covers the strategy layer of B2B email marketing: which programs to run, who gets them, how often, how to make sure they reach the inbox, and how to measure them. For the copywriting side (subject lines, body copy, CTAs), see our guide to writing B2B emails that get read.

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B2B marketers are drowning their prospects in generic content: white papers that could apply to any industry, case studies written by people who’ve never spoken to a customer, and blog posts that recycle the same tired talking points.

Your subject matter experts (SMEs), who actually solve customer problems, could bring about the needed change. And they’re already in-house.

Product engineers, consultants, and project managers understand the technical nuances, industry constraints, and real-world applications that your prospects actually care about.

Yet instead of leveraging this knowledge, most companies seem to be oblivious to the benefits of SME content for demand generation.

This blog focuses on why expert-driven content matters in B2B demand generation, and how you can start using it to build trust faster, shorten sales cycles, and drive higher-quality leads.

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Buyers no longer move through conventional stages in a neat, predictable order.

They’re smarter, more informed, and frankly, far less patient.

The old funnel (gated content, MQLs, nurture emails, and sales outreach) assumes that downloading an ebook signals intent.

It doesn’t.

You might generate a flood of “leads” chasing those metrics, but most aren’t anywhere near ready to buy.

This model no longer works. You want to focus on revenue-driving B2B demand generation strategies.

B2B marketing should measure progress by meaningful engagement and real buying signals.

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Most Account-Based Marketing (ABM) courses fail. Despite 94% of B2B marketing teams running ABM programs in 2020, only 22% were deemed successful as of 2023. Four out of five programs crash because ABM isn’t just another tactic—it’s organizational change. It demands sales  and  marketing alignment, dedicated resources, clear measurement frameworks, and smart targeting. But how do you achieve this?

We’ve analyzed today’s top ABM courses not by their marketing claims, but by one simple test: Would this actually help me launch a live, revenue-generating ABM program?

Here’s what’s worth your time and money.

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Level up your B2B Content Strategy Framework

Most B2B content strategies fail because they’re built on hope, not data. Recent industry research reveals that nearly 60% of B2B marketers consider their content strategy only “moderately effective” at best. When surveyed about the primary challenges, almost half pointed to a lack of clear goals and measurable objectives.

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What Happens When You Rethink SEO Testing

Your SEO strategy is probably failing. Not because you’re not working hard enough, but because you’re working on the wrong things.

Most companies spend months creating content, optimizing pages, and building links without knowing if any of it actually works. They implement random tactics based on “best practices” from 2018 and hope Google rewards them eventually. This is madness.

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Account-based marketing is nearly universal now. But ubiquity hasn’t translated into impact. 

90% of B2B organisations have an ABM strategy in place, yet only 39% can prove it’s working. The majority of ABM leaders aren’t fully leveraging account intelligence, the capability most closely tied to strong ROI, leaving them stuck in execution limbo.

That gap explains the contradiction at the heart of modern ABM.

Because when ABM works, it really works.

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