As a marketer, you need to be where your customers are. In the B2B space, that narrows your channels to just a few…targeted web searches, LinkedIn for social media and email marketing.

Of those three, I can tell you every person in a B2B space is going to open their email pretty much every day of the week.

I don't know if they're going to go to LinkedIn. They probably will at some point, but not necessarily every day. I also don't know how many Google searches they're going to do. They will, of course, but when and how much? That’s harder to answer. 

I know for absolute sure that they're going to open their email. So if you are in their inbox on a regular basis, then you will be where they are so that they can find you when they need you. 

The other channels are, of course, still valuable. They are great for top of funnel activities that help to build your email list. But at the end of the day, business deals don’t happen (yet) on TikTok, but they happen every day via email.

Ready to get more from your email program? We’re Mailchimp Pro Partners and email experts. Contact us to find out how we can help.