The digital space is constantly growing and changing. Given that constantly changing landscape, the “batch and blast” approach to email marketing is being rendered less and less effective. Putting out a message and hoping it finds its way to the inbox of future customers just doesn’t work anymore.

As the average Internet user becomes exposed to more advertising and marketing, messages need to become more targeted and personal in order to break through the noise.

So what does it take to bring your communication above the fray and reach highly qualified leads in a way that fosters engagement? The Canadian Marketing Association outlined a few growing trends. The short version? B2B companies will need to better identify who and where their customers are online, what they’re looking for, and what kind of messaging they are receptive to; and then design a response system that takes this information into account to deliver highly targeted and personal messages to your leads.