Ed Weatherall & Richard Hartshorne

Welcome to Episode 25 of The B2B Marketing Podcast, brought to you by Voices in Business.

Today’s show is all about e-mail marketing, one of the most effective forms of B2B marketing when used well, but so often misused and badly done.

Greg Grimer of Voices in Business discusses the subject in depth with Edward Weatherall, Managing Director and Richard Hartshorne, Business Development Director at Concep Global, a firm that provides marketing services and technology globally, helping firms build, manage and deliver digital communication programs.

Show notes for this episode:

00:15 – Introduction
01:06 – Start of interview
01:22 – Concep background (Richard)
01:52 - The current state of affairs with B2B e-mails (Ed)
04:16 – Trade show follow-up & human interaction
07:00 – What can actually be sent via e-mail?
08:48 – The autoplay mistake
09:38 – “Clever” e-mails that encourage interaction
11:20 – The importance of doing research first
11:54 – Important steps to follow when e-mail marketing
14:01 – Integrating the e-mail with the website
16:08 – E-mail etiquette and personalisation
17:40 – Dealing with third parties, list brokers & solution vendors
19:30 – Acquiring registration details
21:15 – Cost/time issues
23:15 – Selling vs “facilitating a buying decision”
24:24 – Having multiple touch points
25:18 – Permission-based communications
27:05 – Summary of points discussed
31:00 – Some final thoughts on e-mail length & subject relevance
33:29 – End of interview and wrap-up

We welcome all feedback, so please leave a comment here on the website, call us to leave an audio comment on +44 (0) 20 7193 1295, or send a message to comments@voicesinbusiness.com

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