Lead-generation forms and promotional email signups are a value exchange between B2B marketers and their intended audiences. In exchange for research and other content, B2B brands hope to:
- Improve how form-completers think of their brand, hopefully nudging them toward an eventual conversion
- Identify the form-completer and the company they represent, and then connect this form completion to other actions to understand their level of interest through lead scoring
- Form an ongoing relationship with the form-completer, if they opt-in to receive promotional messages from the brand
However, when people enter a non-corporate email address into a lead-gen or email signup form, that can undermine those last two goals. That puts B2B marketers in the position of having to decide if it’s still worth enough to them to accept those email addresses. Some have decided that it’s not, and that camp is likely to grow as Apple rolls out a new and improved Hide My Email feature this fall.
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