B2Bs were also lagging when it came to responding to incoming leads; 40.5% of respondents didn’t employ an auto-responder, which means prospects weren’t getting the immediate attention many demand.
January 2015 research by Regalix highlighted the effectiveness of email during early stages. According to B2B marketing execs worldwide, email was most effective during the awareness and consideration stages of the buying process, at 72% and 69% of respondents. Once the purchase stage came about, the number dropped to 36%.
B2Bs who get their email marketing in tip-top shape stand a good chance at seeing returns. November 2014 polling by Webmarketing123 found that email was the No. 1 channel for which US B2B marketers could prove clear return on investment, cited by 66% of respondents, vs. 37% who called out second-place paid search.