As with everything in B2B marketing, taking action in email marketing should be preceded by a strategy and setting clear goals. Only if you define in advance what you want to achieve can you plan precise measures.

Email marketing enables a wide range of use cases. Focusing on specific objectives helps avoid wasting time on use cases that may be exciting, innovative, or challenging but ultimately don’t pay off in achieving your business goals.

There are various methods for formulating objectives in marketing, or in business management in general. The S.M.A.R.T. method is widely used. Goals are S.M.A.R.T. when they are:


  • S pecific:   They are precise, concise and on topic.
  • M easurable:   With clear KPIs. Learn more about KPIs in email marketing in our checklist:   The 25 Most Important Email Marketing KPIs   (
  • A ccepted:   All involved parties have accepted the goals and are on board.
  • R ealistic:   The goal is achievable in regards to the available resources.
  • T ime-bound:   With a clear Deadline.

Perhaps the most important goals of email marketing in B2B companies include among others:


  • acquisition of leads
  • further development of leads in the sales funnel
  • increasing the quality of data
  • acquiring new customers
  • reduction of effort in communicating with leads and customers
  • increase in sales •activation of partners in indirect sales
  • increase in the intensity of use of your products prevention of service cases

Although there are many worthwhile goals, it is important not to take on too much at once. It’s best to focus on three goals first.

9 more tips for B2B email marketing

In our free checklist 10 tips for B2B email marketing we have compiled 10 tips for better email marketing specifically for B2B companies.

Click on the cover and fill out the form to get the download.

Please enter your data

Please fill out this field.
Please fill out this field.
Please fill out this field.
Please fill out this field. Little note: This looks like a private email-adress. Would you like to state your business email-adress?
Please fill out this field. Little note: Are you sure that this is your correct telephone number?
Please fill out this field.
Please select at least one field.
Your data will not be transferred to third parties. You can revoke your agreement with a click in every email. If you don't want to be contacted electronically, you can also request the chosen documents via mail.

* Required fields