• by Ray Schultz , Columnist, Yesterday

B2B marketers face many challenges, from building their tech stacks to bringing in leads. Here is one approach that might help them. 

AveryClicks, a B2B consultancy based in Calgary, Canada, has developed what it calls a "Growth Program" based on email and data. This is less a product than a strategic way of approaching B2B. 

"Companies invest heavily in CRM platforms and marketing automation, yet their pipelines remain unpredictable," says founder Avery Chi in a statement. "The missing element isn't more technology, it's strategic integration of what they already have, combined with messaging that treats prospects like humans, not database entries." 

The program consists of two integrated components that can work within existing client infrastructures, the company says in its announcement. 

The first step is The Marketing and Tech-Stack Audit. This examines:

• CRM configurations 
• Email service provider setups 
• DNS authentication protocols 
• Audience segmentation structures, and campaign performance metrics

The purpose of this analysis is to identify technical bottlenecks that hamper deliverability, inefficient workflows and missed revenue opportunities. 

The program utilizes artificial intelligence to accelerate research, and for pattern recognition in audience data, optimal timing identification and quality assurance workflows, AveryClicks says. 

Following the audit, marketers create targeted campaigns built on data-driven insights. The "Email Growth System" deploys nurture sequences designed to re-engage dormant prospects and launch micro-segmented outbound initiatives. This step in the program focuses on sender reputation protection, sustainable list health and alongside conversion metrics.

And AI? the program enhances, but does replace, human judgment.

"AI excels at processing signals humans would miss and executing repetitive tasks with precision," Chi explains. "But empathy, strategic thinking, and authentic relationship-building remain distinctly human capabilities. Our methodology combines both." 

Chi adds that B2B brands must rely on email. 

"Email represents the only major marketing channel businesses truly own and independent of platform policy changes or paid media volatility," she notes. "When managed strategically, an email list becomes appreciating digital real estate that compounds in value over time."