Now that First-party data we’ve cleared up confusion around the differences between B2C and B2B marketing, and addressed some of the misunderstandings, let’s get to the B2B email marketing best practices.
Here’s some advice on what you should do to nail your B2B email marketing strategy:
1. Collect zero- and first-party data
The more you know about your B2B customers and prospects, the stronger your email program has the potential to be. Subscriber data provides the China Business Fax List intelligence you need to get much more strategic. But not all data is created equal. The best stuff is and first-party data.
Zero-party data is information contacts tell you about themselves voluntarily. It’s what they want you to know about them. This could include details you obtain when someone fills out an online form or creates an account for your application or website. Preference centers are another way to get more zero-party data for email marketing.
First-party data is information you collect about customers
and prospects from observing their digital behaviors on properties you own. That includes what web pages they visit, past purchases, and how they engage with your emails.
What about second- and third-party data? Second-party data is information you may obtain from co-marketing partners – or first-party data someone shares with your company. Third-party data comes from a variety of sources and is typically offered to businesses from a data aggregator for a fee.
You will no doubt get cold sales emails
from companies promising to sell you “audience insights” such as info about your competitors’ customers. That’s Aero Leads third-party data and it’s less accurate and less reliable than zero- and first-party data.
Be strategic about how you The fields you require new contacts to fill out will dictate a lot of the data you’ll use for email segmentation and personalization.
