B2B marketers strive to deliver relevant content through e-mail

05/21/2013 | eMarketer

Lead nurturing and customer acquisition are tied atop the list of most important purposes for B2B e-mail marketing, according to BtoB Magazine. The ability to deliver relevant content to the segment was cited most often as the tactic or factor that would improve e-mail efforts, followed by lead-nurturing programs and the content's quality and volume. B2B marketers also see the click-thru rate as the most important metric to examine.

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