The ABCs of B2B Email Marketing—Live at MarketingProfs B2B Forum

Hello from Boston!

Guy and Danielle were thrilled to meet up for the first time in person to record this live podcast episode at MarketingProfs B2B Forum!

B2B email sending comes with its own unique challenges, including high list churn, strict filtering, and long buying cycles. In this episode, we explore these obstacles and share actionable strategies to overcome them—all in front of a packed audience!

What You’ll Learn:

• How to distinguish between delivery rate and inbox placement rate
• Why B2B consent quality directly impacts your sender reputation
• Keeping your lists up to date in the high-churn B2B space
• How to navigate Microsoft’s reputation scoring system
• Avoiding snowshoe spamming
• The actionable framework for holiday season B2B sends that make sense

…and more!

Are you an email marketing expert with bold opinions on the industry? Come chat with Guy and Danielle on a future episode! Drop a comment, ping us on LinkedIn, or simply fill out this guest form.

SOME EPISODE HIGHLIGHTS:

• [00:43] Understanding B2B email deliverability challenge
• [00:57] The Email After Hours podcast
• [02:48] Delivered vs. inbox placement: The critical difference
• [03:47] The true cost of B2B inbox placement rates
• [06:21] List churn and reputation degradation in B2B
• [07:20] Attribution challenges in longer sales cycles
• [09:12] Google Workspace and corporate admin controls
• [12:01] Microsoft Office 365’s multi-layered filtering system
• [15:41] Proofpoint enterprise vs. essential: A two-tier delivery system
• [16:32] How Proofpoint’s scoring system works
• [18:09] Quarantine rates and hidden message placement
• [20:15] Broken authentication and ARC records
• [22:34] SDR prospecting and IP reputation damage
• [23:50] Why you should never use snowshoe spamming
• [25:57] Holiday email campaigns: B2B best practices
• [26:26] Monitoring performance during peak sending seasons
• [27:56] How to view and track email reputation metrics
• [28:58] Key takeaways and final thoughts