The world of B2B commerce is more complex than ever before. With multiple stakeholders, more competition and shrinking corporate budgets, the modern-day enterprise sales process has become increasingly challenging.

In today’s ever-present buzz of chatbots, messaging apps, and social inboxes, it’s easy to overlook the mother of all (modern) business and marketing communication: the humble email.

Every digital marketeer understands the fundamentals of traditional email marketing. But many are yet to tap into the valuable and plentiful marketing real estate found within the humble corporate email signature and email signature marketing.

Just a few months into 2020 and our collective worlds, both personal and business, had been disrupted beyond imagination. 57% of companies in North America and Europe had to rework their business models, eCommerce saw a huge bump when online orders shot up by 108%, Facebook’s daily usage surged by 27%, 63% of users became more reliant on digital technologies, and 42% of consumers had irreversibly changed their bricks-and-mortar shopping habits.

Branding is agile. It develops with the times. Well-branded companies recognize that what served them once will no longer suit audiences living in a different time with different priorities. And as a concept that is so necessarily adaptable to the changing trends in the world around them, it makes sense that branding keeps up with technology developments. And that’s why automation and AI are so important to branding.

Now that social media and instant messaging platforms are an entrenched part of everyday life, it’s easy to think the world of digital communications belongs to Mark Zuckerberg and co. However, recent studies in both B2B and B2C markets have proven the continued growth and value of emails, highlighting the need for businesses to continue to maximize efforts in these channels.