The Real ROI of Staying Top of Mind
Most B2B brands judge email marketing solely by short-term metrics:
Opens. Clicks. Immediate revenue.
But in B2B, that’s rarely the full story. Buyers don’t always purchase the moment an email hits their inbox.
They buy when something breaks. When a deadline hits.
Or…when their usual supplier can’t deliver.
That’s why we believe email’s real job in B2B is simple: be the company buyers think of when it matters most.
For six months, we helped one client show up consistently in their customers’ inboxes. Not with flashy promos or constant discounts…but with clear, useful campaigns that:
- reinforced their differentiators and unique selling points
- highlighted key product categories and use cases
- reminded buyers why they were a reliable, easy partner to work with
Then December hit.
A major competitor ran into a technical issue.
Buyers who would normally order there suddenly had to look elsewhere.
And when they did, the first company that came to mind was our client.
The result?
→ 30% year-over-year revenue growth in December
No last-minute scramble. No emergency campaign.
(We didn’t even know about the issues until after the fact!)
Just the payoff from months of staying visible, relevant, and trusted.
Because in B2B, marketing isn’t just about who sells today. It’s about who gets remembered when someone else drops the ball.
