Can AI deliver better returns for B2B email marketing?

The enthusiasm among B2B firms to include AI in their email campaigns shouldn’t obscure some sticky challenges. The number of B2B marketing channels continues to proliferate at a rapid clip, from social media platforms to long-form video to podcasts. But despite the growing array of platforms in which B2B marketers can place their bets, email remains the king of the castle when it comes to keeping existing customers satisfied and bringing in new ones. Indeed, 73 percent of B2B buyers say they prefer to hear from sellers via email, far outpacing telephone (49 percent) and in-person events (38 percent). That’s according to “ The State of Prospecting 2025,” released by the B2B marketing company Sopro. The report, based on the responses of 400-plus B2B senior decision-makers and billions of data points throughout 10 years of prospecting campaigns, also found that 75 percent of businesses say that email produces “good to excellent” ROI.