The ChangeOver | by Weidert Ep 21: How Smart B2B Marketers Win with Email, Personalization, and AI
7 snips
May 2, 2025 
Greg Linnemanstons chats with Dave Charest, Director of Small Business Success at Constant Contact. They dive into the enduring power of email marketing for B2B, emphasizing its role as the 'glue' for multichannel campaigns. Dave reveals how personalization, driven by AI, makes customer engagement more effective while preserving a human touch. Listeners will learn the importance of focusing on meaningful performance metrics rather than vanity ones, and why empathetic communication remains crucial in automated interactions.
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Episode notes
Email Marketing's Enduring Power
- Email marketing remains a vital channel, especially for driving real business results beyond social media. - Consistency in value-driven communication builds trust over time in longer B2B sales cycles.
Start Small and Automate
- Start email marketing where you are and build gradually by segmenting your audience for relevance. - Use automation triggered by user actions to send targeted follow-ups and improve engagement.
AI Transforms Email Personalization
- AI and predictive analytics allow marketers to anticipate and personalize next best email actions at scale. - This technology learns and adapts to changing customer behavior, revealing insights previously unattainable.