The key to a true 360-degree customer view is linking a person’s professional and personal data profiles. This allows B2B marketers to overcome low match rates on consumer platforms like Instagram or CTV by targeting prospects' personal accounts, reaching them where they actually spend their time.

Dig In developed a clever B2B lead generation tactic by filtering their main customer email list to identify those using work domains (excluding gmail.com, etc.). They then offered these individuals free food in exchange for a referral to their company's catering decision-maker.

B2B marketers typically target corporate emails, which are transient. LinkedIn newsletters are often sent to a user's personal, long-term email address associated with their account. This provides a durable and direct line of communication to a highly-guarded inbox that is difficult to access through other means.

Instead of presenting all form fields at once, use a two-step process. The first step asks only for an email address, a low-friction action. This allows you to capture a lead for remarketing even if the user abandons the second step.

Brands often view email and paid ads in silos. Analysis shows a direct correlation: on days an email campaign is sent to the non-customer list, the blended Customer Acquisition Cost (CAC) from paid channels drops by 10-11%, proving email's value in warming audiences for paid conversion.

Start with a single field asking only for an email address. This low-friction entry point secures a lead for retargeting even if the user abandons the form. Subsequent, more detailed fields are presented only after the initial, low-commitment step is complete.

Unlike typical B2B marketing which targets corporate domains, LinkedIn newsletters are delivered to the primary email address on a user's profile. This is often a long-held personal email, providing marketers a rare opportunity to access a highly-guarded inbox that is difficult to reach through other channels.

Many brands waste ad spend by neglecting their on-site email capture. With a typical 2% conversion rate, optimizing the email capture form from the 3% average to 10%+ provides significantly more shots on goal via automated flows, making the entire acquisition funnel more efficient.

For B2B companies with sales cycles lasting 12-18 months, email marketing's primary goal isn't immediate conversion. The focus should be on maintaining subscriber engagement through timely, relevant content. This builds long-term trust and ensures your brand is top-of-mind when the prospect finally enters a buying cycle.