Sapro surveyed 359 marketing decision makers, and analyzed nearly 50 million emails. 77% of B2B buyers prefer to be contacted by email, more than double any other channel. Of the companies polled, 32% do not do any form of email prospecting. Overall, 88% of UK companies expect a recession.
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by Ray Schultz , 7 hours ago Email is the most popular B2B marketing channel for both senders and recipients in the UK, according to The State of Prospecting 2023, a new study from Sopro.Among marketers, 59% believe email is more than twice as effective at generating leads than PPC and paid social media. Next are referrals (42%) and webinars or face-to-face events (24%)Moreover, 77% of B2B buyers prefer to be contacted by email, more than double any other channel. Perhaps alarmingly, 23% utilize bought lists to conduct prospecting, although Sopro cautions against it.