Roses are red, violets are blue, Valentine’s Day is coming … and you should do this one through in email marketing too.

Insight will no longer be an option, but a necessity when trying to generate and nurture your business prospects to fruition. If the email you’re sending doesn’t relate to a business prospect or C-level personally, it’s will never be that effective. But don’t worry, there is a solution, and it’s one that marketers will agree of. During the Valentine’s Day, a romance has blossomed and bloomed between email and data in the result of B2B marketing automation. B2B Marketing automation helps B2B marketers address their need to use personalization at scale by using data collected from prospective businesses to send the right message, to the right decision makers, at the right time in the purchase cycle.

Email + Data, A match made in heaven

Considering the approach to email marketing, think about how you would deal with the first impression on a first date. On the first date, you wouldn’t just talk about the things you demand out of a relationship without having any idea of what the other person want and needs. While this example is a generalization, it highlights that you wouldn’t get you the response you want. Instead, in developing a new relationship, you need to approach it as a learning experience. Just like a great date, you need to listen to the behavior of your business prospects and use this insight to carve a personalized lead nurturing strategy (next text message, email, or date).

A Whirlwind Romance between Data and Email

B2B Marketing automation will give us powerful insight in developing personalized lead nurture strategy that’s needed when shaping a successful B2B email campaign. Through B2B marketing automation, you can successfully court your business contacts by:


  • Implementing triggered cross-channel behavior emails when a prospect electronically interacts with your brand to show your business prospects that you fully understand their needs and can satisfy them
  • Making an automated workflows that start by sending introduction emails to make your business prospects feel appreciated and continue to nurture them until conversion
  • Sending personalized emails at scale so that the recipients feel a more individually connected to your brand
  • Implementing lead scoring to capture on what’s the prospect’s actions are saying and respond to them accordingly

As a matter of fact, out of those who successfully nurtured their scontacts with personalized emails via a marketing automation platform, 77% got through those “first dates” (first emails) and saw an increase in their conversions, according to VB Insight. So there’s no need to keep sending emails blindly when there are such promising alternatives.