B2B marketers are used to wearing a bunch of different hats, from planning journeys to building out first-party data and account-based marketing (ABM) strategies. If that sounds like a lot, it’s because it is. Every marketer we know could use a personal assistant, but with budget restrictions and reduced resources, that’s not always feasible. The good news is that artificial intelligence (AI) in B2B marketing can deliver the productivity boost you need. Our research has found that marketers estimate AI will save them an average of five hours a week. However, nearly 40% of marketers say they do ..read more

Hear from the experts How should you consider email open metrics? How can you make the most of your click data? Why is personalized content important? What are the next steps for email engagement? When I first got into the email marketing space in 2010, the term “batch and blast” was still used to describe email strategy — not exactly focusing on email engagement. AOL was still a player in the mailbox provider game. And despite being six years old at that point, DomainKeys Identified Mail (DKIM) authentication still hadn’t been widely adopted.  Things have changed a lot with email engag ..read more

Every line of business is competitive, but in sports the line of business literally is competition. However, winning isn’t only about putting great players on the field. It’s also about building passion for the team and sport. This is why great sports marketing is crucial for connecting with new fans, understanding what existing fans want, delivering the content they need when they need it, and getting them to engage. Does that sound familiar? Sports marketing has adapted to the same changing technology and customer expectations as in other industries. Though in some ways, the expectations ar ..read more

What you’ll learn about Gen Alpha What is Generation Alpha? Altruistic life goals and concerns Fiercely individualistic and prioritizes being themselves They value both authentic digital relationships and nostalgia brands Interested in, and more receptive to, new technology like AI Gen Alpha lives on different platforms than Gen Z and engages with them differently The world today belongs to Generation Z, but tomorrow is coming fast — and it belongs to Generation Alpha.  Already showing signs of being a uniquely global and progressive group, marketers will need to figure out how to conne ..read more

What you’ll learn What is lead generation? What are the most effective lead generation strategies? How do lead qualification and nurturing work? What are some methods for nurturing leads? What are the current trends in lead generation? How do you measure the success of your lead gen strategy? What are the best practices for lead generation? It’s no secret that people are inundated with countless messages and offers daily. Marketers have to find a way to capture attention and build genuine interest in their products and services. According to our research, chief marketing officers (CMOs) cite ..read more

Personalize, personalize, personalize. We all know it’s the key to great email marketing, but it’s one thing to know it and another to do it. That’s where email segmentation comes in. By grouping your email list properly, you set yourself up for targeting the right people with the right content.  But what exactly is segmentation in practice, and how do you make sure you’re doing it correctly? Let’s break it down.  What you’ll learn What is email segmentation? Why is email segmentation important? What are the primary types of email segmentation? What are the key tools for email segme ..read more

You may recognize our CEO, our friendly characters, or our cloud logo, but you’re probably here because you want to know, what does Salesforce do? In short: We offer technology and services to help you build strong, lasting customer relationships. Table of contents What does Salesforce do? How does Salesforce work? What is the ROI of Salesforce? Salesforce for sales Salesforce for customer service Salesforce for marketing Salesforce for B2C and B2B shopping and commerce Salesforce for IT See an example of Salesforce in action in this global customer story What is Salesforce best known for? Wh ..read more

It’s not a stretch to say generative AI in email marketing is a hot-button topic. You’ve probably heard some version of the following about how the tool is transforming the field: “Welcome to the future of email marketing.”  “Where creativity meets innovation and personalization takes center stage.”  “Say hello to generative AI, the game-changing technology redefining how brands connect with their audiences through email campaigns.” But what do marketers want to know about generative AI and email marketing? We asked the best and coolest experts we know: our Marketing Trailblazer Comm ..read more

Small businesses tend to have a more intimate relationship with their customers than enterprise-level brands. This closeness can lead to increased customer loyalty, but it can also amp up increased customer expectations. That’s where email marketing for small business really comes into play. According to research at Gartner, 64% of consumers and B2B buyers report feeling overwhelmed by brand communications. For small businesses, this is an opportunity to design email marketing campaigns that truly connect with customers.  Small biz, big results You don’t need a big budget or a team of ma ..read more

Ask and you shall receive. It’s an easy way to think about opt-in email marketing. No one appreciates an unsolicited email. So when you give your customers the chance to sign up, or “opt in,” you’re asking for their consent — a sign of respect. When you ask for permission to send a customer your marketing messaging, you’ll usually find a more receptive audience. When someone is willing to read more about your offers, they’re less likely to feel overwhelmed, annoyed, or distrustful. The basics of opt-in email marketing are pretty simple, but as with all inbound email marketing, there are good ..read more