The High-Tech Marketer’s Guide to B2B Email Marketing

November 28, 2023

ViB Editorial Team


Topics we'll cover

Reaching your niche target audience successfully is an ongoing challenge. You’re not alone. If you’re a marketer in SaaS, cybersecurity, AI, and similar industries, I’m sure you know how tedious it is to break through the noise and connect with the right people. That’s where B2B email marketing comes in. 

Email marketing helps you communicate directly with your target audience, drive qualified leads, nurture relationships, and get more sales.

In this guide, I’ll talk about everything you need to know about B2B email marketing for tech marketers, including:

  • Why it’s such a crucial strategy for tech marketers
  • Insights and statistics to help you get started
  • Email marketing lead generation and lead nurturing
  • Examples of successful B2B email marketing campaigns
  • Best practices of B2B email marketing to help you succeed

Tech professionals don’t like to give up their contact information. That’s why Lauren from OffSec works closely with ViB for targeted demand generation — that exceeds her goals on repeat.

Why is email marketing crucial for tech marketers?

Tech marketers know that email marketing remains one of the most powerful ways to connect with your niche target audience and build relationships with potential customers.

Case in point: a recent study found that 77% of B2B buyers believe email is their preferred channel for receiving marketing communications — that’s over twice more than any other channel, including social media.

On the flipside, tech marketers love email too. 83% of B2B marketers consider email marketing their most important marketing channel, putting it at the top of the list.

Graph of Importance of marketing channels - B2B Marketing Trends Report ViB

Here are just a few of the benefits of B2B email marketing for tech marketers:

Targeted reach: Emails grant direct access to your target audience, bypassing the need for communicating through social media and search engines.

Personalized communication: As a tech marketer, email lets you personalize your communication with your audience in powerful ways. You can organize your email lists by age, gender, interests, lifestyle, education, and other factors, allowing you to send targeted and relevant emails. 

Measurable results: Email marketing offers unprecedented visibility into campaign performance. This allows marketers to track key metrics such as open rates, click-through rates (CTR), conversion rates, and return on investments (ROI) to optimize their strategies. Marketers can optimize their strategies by tracking key metrics like open and click-through rates.

B2B email marketing statistics and trends to know today

As we mentioned above, email remains the top marketing channel for businesses. Around 79% of marketers consider email marketing the most successful mode for content distribution.

Here are some other cool B2B email marketing statistics and trends you should know about:

  • According to reports by OptinMonster, 59% of respondents believe marketing emails have a big influence on their purchase decision-making. Roughly 1 in 3 subscribers of retail email lists have bought something from a brand that sends them emails.
  • Around 80% of marketers also believe that email marketers result in customer retention and longer-lasting customer relationships and loyalty.
  • Prepare to be stunned — a successful email marketing campaign has an ROI of $36 for every dollar spent! In fact, in the retail and e-commerce industry, the ROI can increase to a whopping $45 for $1.
  • Approximately 42.3% of American subscribers opt for email newsletters to receive discounts, promotions, coupons, and savings.
  • The global email marketing revenue stood at a cool $7.5 billion in 2020. If it keeps growing at the same rate, it is expected to reach $11 billion by the end of 2023.
  • However, the average email open rate in 2022 for the B2B tech industry is hovering around 14%, much lower than other industries, and from previous years.
Graph of Average email open rate 2022 - B2B Marketing Trends Report ViB and b2b lead generation statistics

Email marketing is full of potential, but it’s not without its limits. 

With more misappropriation of contact information, higher bounces, and lower opens, there must be ways for us to improve our email marketing tactics.

The twin pillars of B2B email marketing strategy: lead generation & lead nurturing

I know what you’re thinking. B2B email marketing is broad. And so improving the strategy can feel a little overwhelming. That’s why I find it helpful to break it up to these two pillars:

  • Email marketing lead generation
  • Email marketing lead nurturing 

By mastering these two phases, you can attract and convert more customers, build stronger and longer relationships, and achieve your business goals.

So what is lead generation in email marketing?

Email marketing is a powerful strategy for tech marketers, but it’s only as effective as the quality of your initial lead list. That’s why I’m a huge advocate for prioritizing generating targeted and warm B2B leads.

So what is email marketing lead generation? 

The primary goal of email marketing lead generation is to attract potential customers and gather their email information. It’s the first step in the email marketing funnel where the goal is to expand your audience base.

You can do this by capturing the contact information of potential customers who seem interested in your products and services, usually by

  • offering prospects valuable content, in exchange for contact information.
  • offering other lead magnets, such as free trials, demos, or discounts, in exchange for contact information.
  • running paid advertising campaigns to amplify the reach of your offers
  • partnering with other businesses or data providers to acquire B2B data lists
  • attending industry events, hosting webinars and other online events that offer valuable information and advice.

See the 10 B2B data providers we trust

The ultimate goal? Database growth.

The more valuable content and experiences you offer (to attract and engage potential leads), the higher-quality your resulting email list.

I talk about 8 different B2B email marketing lead-generation techniques high-tech marketers can use in a separate blog. 

But for now, here’s a quick rundown of my top techniques for email marketing lead generation:

1. Buy the right B2B email marketing lists

When done correctly, purchasing email lists can be a quick and effective way to boost your database growth. However, it’s important to choose reputable B2B data providers and to follow all applicable laws and regulations.

Here are a few tips for buying B2B email marketing lists:

  • Make sure the data provider offers a guarantee of the accuracy of their data.
  • Ask about their compliance with anti-spam laws and regulations.
  • Only buy targeted email lists that are relevant to your ideal customer profile.
  • Clean the list before you use it to remove any invalid or outdated email addresses.

I know it can be a little tricky to spot areas of noncompliance, so a neat trick is to question the source of the contact data provided by an agency or platform.

Now let’s look at the 4 main sources of data:

graph of zero-party data first-party data second-party data and third-party data - B2B email marketing lead generation techniques

By studying how far the point of collection is from the original contact, you can make a wise guess of the reliability of the data. The nearer it is (i.e. the contact pretty much hands you their email address), the better.

That’s called zero party data, and is a core part of ViB’s approach to lead generation. 

All our leads come from a millions-strong community of tech professionals.  They voluntarily give their information to us, so that we can match them with the right solution providers in their market.

2. Use irresistible content for lead generation

Content marketing is an excellent way to captivate and engage potential leads. You can create and distribute value-adding content to position yourself as a thought leader in your industry and build trust with potential customers. 

More importantly, you can earn their contact information, and be sure that the leads that are coming in are genuinely interested in your message.

Tips for using content marketing to generate leads:

  • Craft engaging, high-value, and relevant content for your target audience. This could include videos, blog posts, infographics, ebooks, and whitepapers. To really stand out, consider original research.
  • Increase organic visibility on various channels, promote your content on social media and other online platforms.
  • Run paid strategies, like advertising campaigns or paid content syndication platforms (like ViB Syndication, which has a pay per lead guarantee) to promote your content to a wider audience.

Here, you should be gating your content to require contact information in exchange for access.

3. Optimize your email campaign and cadence

A strategic nurture sequence is crucial if you’re generating leads through a cold email campaign. However, this type of email campaign can be quite tricky.

Why? because these potential leads aren’t familiar with your brand. 

And if you don’t work smart, your emails could be chucked into the spam folder — or even be banned or blocklisted.

How to craft and execute effective B2B cold email campaigns:

  • Keep your emails to the point. Get to the point quickly and avoid using too much jargon. No one has time to read through big blocks of text these days.
  • Still offer something of value. Even though you already have their information, your email should offer something valuable to the recipient, such as a free ebook, whitepaper, or consultation — or, the best,– an introductory discount on a coveted product.
  • Make it easy for the recipient to respond. Include a clear call to action in your email, such as “Click here to learn more” or “Schedule a call.”
  • Consistently monitor your domain reputation. This one goes hand in hand with using only compliant lead lists. Keep tracking your domain reputation, to make sure your emails are getting to your recipients.
  • Find a cadence that works. Look at your data, and make tiny tweaks until you find the right pace and channels to push your message. It’s all about trial and error.
💡 We also recently published a tutorial, led by a special guest Shay Berman, if you want to explore further into how to create the perfect cold email strategy.

The perfect cold email campaign and cadence do exist.

Hear how Shay finds the right balance between what to say in each email, how frequently to touch base with your cold prospects, and more tips to optimize for conversions, in this on-demand webinar.

Bonus tips for you

Just wrapping up quickly. When generating leads for tech marketing campaigns, it’s important to keep the following in mind:

  • Focus on your target audience. Who are you trying to reach? What are their needs and pain points? Gain a better understanding of your audience to craft an optimized lead generation strategy.
  • Use data to drive your decisions. Track and monitor your email campaigns and optimize them for improved results.
  • Be patient and persistent. It takes time to generate high-quality leads. Don’t expect to see results overnight.

By following these B2B lead generation campaign tips, you can generate high-quality and qualified leads to help you achieve your tech marketing goals.

What is lead nurturing in email marketing?

Once you’ve captured leads, the next step is to nurture them through a well-planned journey.

Lead nurturing in email marketing is all about converting prospects into buying customers by building a long-lasting relationship and keeping them interested in the brand until they are ready to make a purchase.

What are some key steps and strategies in this process?

1. Make your emails conversion-focused, yet human

Your copy, message, tone, offer, all take center stage here. Writing B2B emails to grab recipients’ attention, engage them, and lead to the desired actions is the balancing act to master here. 

What are some areas you must focus on?

  • Write clear and concise subject lines. Subject lines are the first thing people see, so make sure they’re attention-grabbing, informative, and highly relevant.
  • Use a conversational tone. Avoid using jargon and technical language. Instead, write in a conversational tone that is easy to read and understand.
  • Add fun and color. Humor, memes, and animations, gifs and all that fun stuff can elevate your engagement. These kinds of content delight, so don’t be fearful about adding more playfulness.

2. Match your email content to the conversion journey

Your B2B email marketing content must be designed to guide your leads from initial interest to conversion. 

Resist the temptation to write your emails according to your range of solutions, or positioning statements. 

Instead, really think carefully about your ICP and their thoughts, actions and feelings, to anticipate how they would best slowly understand your brand and the value of what you’re selling.

Some specific tips:

  • Understand the different stages of the conversion journey. The conversion journey typically consists of three stages: awareness, consideration, and decision. Each stage requires different types of content.
  • Understand the persona or ICP. The role, maturity, responsibilities, and decision making ability of your prospect all determine the kinds of messaging that resonates with them. Going deeper into the more qualitative segments, beyond the usual firmographic data points, will really show in your email copy.
  • Create content that nurtures at each stage. For example, in the awareness stage, you might focus on providing educational content that positions you as a thought leader in your industry. In the consideration stage, you might focus on providing customer reviews and success stories that show the value of your products or services. In the decision stage, you might focus on providing free trials or demos.
Thumbnail of ViB guide: Enhance your marketing results in 2024
Conquer B2B email marketing like a pro! In this guide, you’ll understand the factors that may be impacting your email performance, and get tips and frameworks for email marketing success.

3. Design and automate drip campaigns

Using email sequences to deliver timely and relevant content will give you a better chance of engaging leads. You can plan drip campaigns, and map out how each lead should move through your conversion journey. 

I’m talking about automating your email marketing lead nurturing with drip campaigns, which send targeted and personalized emails to leads based on their behavior. For instance, consider setting up a drip marketing campaign for leads who have downloaded an ebook from your website.

This allows you to nurture leads at scale and deliver the right content at the right time, moving them closer to conversion. And also save yourself more time for other engagement strategies!

4. Segment and personalize

Yup, I saved the best tip for the end. 

It’s a classic, but segmentation and personalization are essential for effective lead nurturing. 

By segmenting your B2B contacts and personalizing your messages, you can ensure that your leads receive the most relevant and engaging content possible.

Here are a few tips for segmenting and personalizing your email marketing campaigns:

  • Segment your email list into hyper-targeted groups to send personalized emails that resonate with each subscriber’s unique preferences, stage of the journey, or persona. Prepare these segments strategically, based on what works for your target audience and industry..
  • Use personalization tokens to address your subscribers by name and to include other relevant information in your emails. People are more likely to open and engage with emails that are addressed to them by name and that are relevant to their interests.
  • Tailor your content for every individual segment of your email list. Include the right messaging for the prospect’s pain points and interests. This will help you ensure that your leads are receiving the most relevant content possible.

Customer segmentation is the first step in any campaign. But is it just us, or there’s way too many ways to define segments? 

Hear how Mariah pinpoints only the most valuable segments to target with her practical framework – all in this on-demand webinar.

Real-life successful B2B email marketing examples

Need some inspo or an idea of what metrics to set as your KPIs?

Here are a few real-life examples of successful B2B email marketing campaigns that ViB Tech has witnessed:

AtScale’s challenge: getting leads with brand familiarity

As AtScale’s marketing specialist, Mary O’Hara’s responsibilities included managing paid media promotions, increasing evergreen content downloads, and driving webinar registrations. 

Mary partnered with B2B demand generation service providers to deliver qualified leads via email, newsletters, and webinars.

However, usually when working with marketing vendors, you’ll have your content hosted on the vendors’ sites and channels.

That’s where it became an issue for AtsSale. The leads generated by external vendors lacked brand familiarity and often led to confusion when the sales team followed up. In essence, the promised leads were unqualified and rarely translated into meetings.

Mary found a solution in ViB’s B2B email marketing service, which offered a seamless branded experience for target audiences. 

With ViB Emails, we take an existing email of yours — in your brand and with links to your conversion pages. We then simply amplify your email through our email domain that our audiences already know and trust.

By driving leads to AtScale’s landing page, leads developed familiarity with the brand, and also expected follow-up calls, resulting in more conversions into meetings.

The results were remarkable. Mary doubled her ViB Emails credits, doubling the impact, and generated 519 net new leads, including elusive ABM prospects. Content fatigue was nonexistent, and ViB provided exceptional customer service.

There’s an easy way to get guaranteed (and targeted) leads to your webinars, on repeat.

DataCore Software’s challenge: expansion of their lead database

In the quest to enhance their lead database, DataCore Software faced the challenge of nurturing and expanding its existing database. This was a critical need for DataCore, as they aimed to boost brand recognition and business growth in the highly competitive market

To fix that, DataCore turned to ViB Emails.

DataCore leveraged ViB’s active community to push out email marketing campaigns, targeting their specified audience with high response rates. 

The results were remarkable. In just a few months, DataCore significantly increased its database, adding nearly 2,000 engaged, net new names

Specifically, each email campaign added 30-75 new names, enabling DataCore to nurture this fresh audience effectively. More importantly, these were active respondents who clicked through the email and engaged with DataCore’s conversion pages.

ViB’s nurtured community, consisting of millions of professionals, is the secret to that engagement. It helped DataCore to rapidly grow and nurture its database while achieving higher webinar attendance and content downloads.

B2B email marketing best practices for high-tech marketers

What else should we keep in mind when developing and executing killer B2B email marketing campaigns?

On top of the tips I weaved in just now, here are more best practices I always abide by. 

And if you want more depth, check out the blog on B2B email marketing best practices to keep in mind:

  • Give your target audience what they want: Start with your audience, not your needs! Identify your prospects and understand their wants and pain points. Once you determine your audience, you can craft messages that resonate and drive results.
  • Create hooks in subject lines: Your subject line makes the first impression, so make sure it’s attention-grabbing and informative. Avoid using excessive punctuation, bolded words, or all caps.
  • Keep it short: People are very busy these days and do not want to go through thick blocks of text. Get to the point quickly and avoid using jargon. Your email body should have bite-sized pieces that increase readability, like subheadings and bullet points. The ideal email copy is around 50 to 125 words, but it varies from case to case.
  • Use a compelling but clear call to action: Tell your subscribers what you want them to do, whether it’s clicking a link, downloading a white paper, or signing up for a free trial. But remember, you don’t have to make the CTA overly smart. Instead, focus on clarity.
  • Test and adjust your campaigns: A/B test your email campaigns to discover what makes your subscribers tick. Track your open rates, click-through rates, conversion rates, unsubscribe rates, and even your domain reputation score, to make adjustments as needed.
Screenshot of Google postmaster tool to monitor domain reputation - B2B email marketing lead generation techniques
  • Prioritize mobile optimization: Over 1.7 billion people check their emails on smartphones, so ensure your emails are responsive and thumb-friendly. Use mobile-optimized designs so your emails look good and have high readability on all devices.
  • Use high-quality visuals: Visuals can help to make your emails more engaging and visually appealing. Use relevant images, videos, and GIFs in your emails.
  • Give people the option to unsubscribe: Some marketers avoid adding the unsubscribe option to their emails for fear their prospects would opt out of the emailing list. However, this can backfire on you. If the recipient does not find the unsubscribe option, they may send your email to the spam folder, which can reduce your email reputation and deliverability. So, remember that the larger goal is to keep your list clean and engaged..
  • Fix your frequency: Avoid overwhelming your subscribers with too many emails in a short period. Finding the right sending frequency is important to maintain engagement while preventing email fatigue. Monitoring engagement and using automation to pace your email sends can help strike the right balance.
  • Ensure compliance with relevant data protection regulations: Data protection regulations are becoming increasingly important as data breaches and cyberattacks become increasingly common. As such, it is critical to ensure you are complying with all applicable regulations, such as GDPR and CCPA. This includes obtaining permission from your subscribers before sending them emails and deleting their data when requested.
B2B Email Marketing Best Practices

Keep this image somewhere you can find (my Slack DMs are full with resources like these). By following these best practices, you can create impactful email marketing campaigns to help you achieve your business goals.

What B2B email marketing services can help high-tech marketers?

If you’re in tech, managing B2B email marketing campaigns is usually time-consuming and exhausting work. 

If your company has a dedicated in-house marketing team dedicated to email marketing, lucky you! They can do most of the heavy-lifting to create successful email marketing campaigns for you. 

But, I’m guessing you’re here because you’ve lean resources for email marketing, and need support, maybe from external partners.

Many companies, particularly startups and small businesses, only have a small budget for dedicated professionals for every digital marketing niche. Lots of marketing teams are already stretched thin, so they may not be able to provide the level of support that you need.

The good news is that there are several B2B email marketing services or companies to outsource your email campaigns to

These professional services with some or a combination of tasks like

  • B2B email list segmentation
  • Email personalization and copywriting
  • Full campaign management
  • Lead list rental


Basically, anywhere from helping you with the day-to-day tasks of running your campaigns, to developing and implementing a full B2B email marketing strategy.

There’s a lot to look out for to make sure you’ve got the right partner.

Check out more on this with the blog, Choosing the Right B2B Lead Generation Agency, or the guide below.

Bombarded with cold emails and ads from all kinds of lead generation service providers? Or digging through websites and case studies to search for the perfect one? 

Make a confident decision and pick only the best lead generation agency with these 5 simple steps.

Here’s the best-kept secret in lead generation

This is actually how a few of our customers describe ViB Emailsthe best kept secret in lead gen.

ViB Emails is a campaign-based solution that leverages our opted-in community of targeted and engaged contacts. It’s a cost-effective lead generation service to exceed your top-of-funnel goals, such as 

  • database growth, 
  • event sign-ups, and 
  • content downloads


And ViB Emails can also help you avoid database decay and deliverability snags.

Let me show you how it works to achieve all that good results:

How Vib Email Service Works

In other words, ViB Emails addresses challenges like these, head on.

Challenges that ViB Emails can solve:

  • Data quality concerns
  • Lengthy cold contact nurturing
  • Limitations of broad targeting
  • Meeting and exceeding lead generation goals
  • Obtaining critical contact information
  • Underperforming campaigns
  • Preserving brand consistency
  • Addressing the need for agile goal achievement


Catch a video demo of ViB Emails that you can watch on your own pace 👇

Discover everything you need to know about ViB Emails, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.

Score a free trial for ViB Emails

I’m here to help you make only the most informed decision, so take our unique email marketing solution for a spin, risk free.

Try a single ViB Emails send — to up to 75,000 targeted prospects — and see how ViB Emails can help improve your B2B email marketing results by:

  • Connecting with your prospects: ViB’s community-driven approach empowers you to engage with our millions-strong community who have willingly opted in to hear from you and us. Precision targeting and suppression options ensure your campaigns are finely tuned.
  • Acquiring actively engaged contacts: Leverage ViB Emails to skip the nurturing phase, and generate active new prospects who’ve engaged with your email and conversion pages..
  • Amplifying any campaign: Elevate the impact of your messages, campaigns, and content using ViB Emails. Whether it’s boosting brand visibility, enhancing content engagement, or driving event participation, ViB delivers results.
  • Maintaining complete message control: Safeguard your brand identity and communication. ViB ensures results are delivered directly to your email and landing page.
  • Guaranteeing rapid setup: ViB’s straightforward setup gets your campaigns up and running within a week, making it ideal for meeting tight deadlines. And if you’re really time-pressured, we have a rush-send option for delivery within 48 hours.

There’s a better alternative to buying lead lists and tedious list cleaning. Try ViB Emails’ unique community-based approach to lead generation — and reach up to 75,000 contacts with a low-cost trial.

If you want to know more, grab the ViB Emails datasheet or shoot us a question! We’d love to help you see better lead generation results.

What is ViB Emails datasheet - B2B demand generation services

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