From Inbox to Impact: Leveraging email signatures for B2B success with Exclaimer Global Chief Marketing Officer, Carol Howley – Episode 33

📩 Did you know that while 68% of marketers actively engage in email marketing campaigns, only half have ever considered harnessing the valuable real estate at the bottom of their emails? 🤔


Yes, we’re talking about email signatures – those tiny yet mighty spaces that often go overlooked. 


And with thousands of emails sent a day across an organisation, marketers are missing out on a gold mine of opportunities by neglecting this crucial channel. 


But fear not, the clever people over at Exclaimer have now enabled these to feed into other marketing channels such as your Facebook Feed, and updated across your organisation at just the click of a button. 


And this week’s Marketing in the Madness podcast guest is just the person to help you uncover this untapped potential. 🎙🎥


Carol Howley is the Global Chief Marketing Officer at Exclaimer, a Forbes Member AND a Founding Member of Chief – a private network built to drive more women into positions of power and keep them there! 💁🏽‍♀️


There is so much juicy stuff in this episode, as Katie and Carol also amplify the lack of businesses creating cool, compelling, fun, interesting content and remembering the people behind the businesses that they are trying to engage with. 


They also reveal the exact places that marketers should be investing when building a customer-centric business, and you’ll find out why community marketing and review sites are game changers for B2B Marketing in 2024. 🚀




🌟How Carol transformed Exclaimer’s marketing from traditional tactics to cutting-edge demand-gen strategies. 


👫 How to strengthen brand awareness, foster trust and nurture customer relationships through content marketing. 


📩The secrets to leveraging email signatures as a unique lead generation channel.


 📈 Strategies to improve alignment between sales and marketing teams through collaboration and data sharing. 


Tune in now to join the conversation and unlock the full potential of email signatures in your marketing! 📩 🚀

Episode highlights


“We found that 68% of marketers are using email as a promotional tool but only about 50% had ever thought that you could add email signatures to your marketing.” – 7:13 – Carol Howley


“You’re communicating with them anyway, so why not leverage this channel to communicate with them. You’ve got complete deliverability, there’s no risk, there’s no challenges and we see on average, between 3 and 7% click through on all the adverts. That’s much higher than your average couple of percent that you’d see on advertising messages.” 9:11 – Carol Howley


“It’s like an engagement, it’s like a marriage, especially when you’re building a customer centric business, you want to be investing in actually doing things right, making sure that journey is seamless, people get to experience you and your brand and everything you do lives up to the promises you make.” – 18:28 – Carol Howley


“In the B2B world, we have a tougher but almost easier job, because the ability for brilliant B2B businesses that are marketing themselves well is huge, because there’s so many who are not doing a great job.” – 23:46 – Katie Street 


“You can’t do everything, we don’t have infinite budgets, the economy is super challenging at the minute. So it’s about being really strict with ourselves and saying “yes, we could do all of this but if we do we won’t actually move the needle as quickly as we have to” because we have investors and we have growth targets and we all want to see results.” – 25:04 – Carol Howley


We used to get better results through email than we did LinkedIn, and we’ve seen a huge shift in the last six months to a year. LinkedIn and our social media strategies are now delivering more leads than email. ” – 28:28 – Katie Street


Links & references


Carol Howley






Katie Street


Street Agency