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Blog post By Paula Chiocchi on 2016-05-11
Scientists recently discovered three new Earth-sized planets orbiting at an ideal distance around a dwarf star. Even more interesting, they learned that these planets may harbor the key element to sustaining life: water – which makes human habitation a possibility.
Meanwhile, a bit closer to home, B2B marketers have come across an equally insightful discovery. It seems that while they boldly explore (with varying success) emerging digital and social marketing tactics, the center of their marketing galaxy – around which all other marketing initiatives revolve – still continues to be email.
Indeed, as marketing evolves from influencing prospects and customers to tracking which messages resonate best with them and where they are in their buying journeys, email resides firmly central to the marketing process. Facebook’s recent alliance with Dunnhumby (a U.K.-based customer analytics and insights provider) underlines the importance of using email to identify and track prospects from digital channels (like Facebook) to paying customers.
If a tacit endorsement by Facebook isn’t enough, here are six reasons why email remains at the center of the B2B marketing galaxy:
It seems email should not only remain at the center of the B2B marketing universe, it could be the central element in sustaining marketing campaigns (and careers) for years to come.
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