The ABCs of B2B Email Marketing—Live at MarketingProfs B2B Forum

Hello from Boston!

Guy and Danielle were thrilled to meet up for the first time in person to record this live podcast episode at MarketingProfs B2B Forum!

B2B email sending comes with its own unique challenges, including high list churn, strict filtering, and long buying cycles. In this episode, we explore these obstacles and share actionable strategies to overcome them—all in front of a packed audience!

…and more!

Danielle Gallant is an Email Strategist at Validity with 12 years of hands-on experience in email marketing and deliverability optimization. Specializing in B2B email challenges, list hygiene, and mailbox provider filtering systems, Danielle translates complex technical concepts into actionable strategies for senders of all levels. In this episode, Danielle provides critical insights into spam folder mechanics, authentication failures, and the hidden costs of reputation degradation across enterprise platforms. Her expertise in measuring performance at the mailbox provider level and navigating privacy-driven limitations makes her a trusted resource for email marketing managers and operations professionals looking to maximize inbox placement rates and campaign ROI.

Danielle on LinkedIn: https://www.linkedin.com/in/danielle-gallant-6443a248/

Guy Hanson is a Customer Engagement Specialist at Validity with 25 years of experience in email marketing. Known for his deep expertise in email deliverability, authentication protocols, and B2B sender reputation management, Guy brings practical insights into the technical complexities that plague modern email programs. In this episode, Guy breaks down the critical differences between delivery rates and inbox placement rates, offering B2B marketers essential strategies for navigating corporate mailbox providers like Microsoft 365 and Google Workspace. His real-world examples and forward-thinking approach make this conversation invaluable for email marketing managers and deliverability professionals seeking to improve campaign performance and sender reputation.

Guy on LinkedIn: https://www.linkedin.com/in/guyhanson/

Topics we discuss:

[00:00] Intro

[00:06] Welcome to Email After Hours

[00:43] Understanding B2B Email Deliverability Challenges

[00:57] The Email After Hours Podcast

[02:48] Delivered vs. Inbox Placement: The Critical Difference

[03:47] The True Cost of B2B Inbox Placement Rates

[06:21] List Churn and Reputation Degradation in B2B

[07:20] Attribution Challenges in Longer Sales Cycles

[09:12] Google Workspace and Corporate Admin Controls

[12:01] Microsoft Office 365's Multi-Layered Filtering System

[15:41] Proofpoint Enterprise vs. Essential: A Two-Tier Delivery System

[16:32] How Proofpoint's Scoring System Works

[18:09] Quarantine Rates and Hidden Message Placement

[20:15] Broken Authentication and ARC Records

[22:34] SDR Prospecting and IP Reputation Damage

[23:50] Why You Should Never Use Snowshoe Spamming

[25:57] Holiday Email Campaigns: B2B Best Practices

[26:26] Monitoring Performance During Peak Sending Seasons

[27:56] How to View and Track Email Reputation Metrics

[28:58] Key Takeaways and Final Thoughts

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