The Case for Email: Why Executive Attention is Crucial

Revenue Rehab

This week our host Brandi Starr is flying solo for National Email Week. It’s all about understanding the unparalleled potential of email in B2B marketing.

Brandi Starr, a visionary in B2B marketing and Chief Operating Officer at Tegrita, dives deep into why executive attention towards email strategy is crucial. Email is often underrated in B2B due to its low cost and perceived difficulty in measurement. In this insightful solo episode, Brandi unveils how email, when done right, can significantly impact lead generation, opportunity creation, customer retention, and more.

She'll share data-driven case studies showcasing how strategic email campaigns can drive revenue, improve deal velocity, and bolster long-term customer relationships. Brandi stresses the importance of accurate measurement and attribution of email campaign success and advocates for a coordinated approach across multiple marketing channels.

Join Brandi on Revenue Rehab as she breaks down the essential role email plays in a comprehensive B2B marketing strategy, and how marketing leaders can tap into this resource to transform their approach.

Bullet Points of Key Topics + Chapter Markers:

Topic #1 Leveraging Multiple Channels with Email [08:24]

"I really see email as the backbone of our multi-channel strategy," Brandi Starr states. "When a contact engages but doesn't convert, we’ve found tremendous success in using LinkedIn ads to re-engage. The beauty of email in this approach is its scalability and ability to sustain engagement over a longer period." She adds, "By complementing email with social campaigns and nurturing through thought leadership webinars, we're tapping into different touchpoints that continue to drive interest and interaction."

Topic #2 Optimizing Email Engagement Through Data [14:17]

Brandi emphasizes the importance of utilizing data from email campaigns to steer broader marketing strategies. "The insights from your email data are gold. They can inform everything from which content to syndicate to how to word your messaging for higher registration rates," she says. "It's not just about open or click rates; it's about understanding the journey and using that data to refine our approach across all channels."

Topic #3 Email’s Role in Long-Term Customer Retention [32:45]

"Email is invaluable beyond just lead gen—it's a key player in customer retention and product engagement," Brandi notes. "By identifying accounts at risk and deploying targeted email campaigns, we've been able to re-engage and retain customers who might otherwise have been lost." She explains, "Effective communication, especially during the transition from sales to customer success, is critical. Emails, if done right, provide those necessary touchpoints that keep the customer journey smooth and consistent."

So, What’s the One Thing You Can Do Today?

Brandi’s “One Thing” is to have a conversation with all of the email stakeholders. If the person responsible for email is the only one thinking about email, then you're not doing it right. The full marketing team needs to consider the use of email in all aspects of the business and how they can leverage the data. “This is a place where if you, as the leader of the marketing team, give it the proper attention, not that you need to stay in the weeds, but take a moment to get in the weeds with your team to really understand how do you unlock the potential of email. Because again, email is low cost and high impact if done well.”

Links:

Get in touch with Brandi on LinkedIn.

Connect with Revenue Rehab on LinkedIn.

Follow Tegrita on LinkedIn.

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