• by Ray Schultz , Columnist, over 1 hour ago

Brands say their biggest challenge is standing out in a crowded marketplace. A recent Forbes survey found that 47% feel this way, while 30% cite rising customer acquisition costs.

Breaker is trying to help them by launching TruSend, a tool designed to transform B2B email into a precision engagement engine.

"With increased competition, tightening margins, and rapid technological change, marketers must prioritize efficiency over broad appeal," says Ben Billups, founder and CEO of Breaker. "The goal has always been reaching the right person at the right time with the right message. The shift from scale to quality is a natural response to rising costs and higher expectations."

Billups adds, "Your total addressable market is probably smaller than you think. Focus on customers who resemble your highest-value buyers. Prioritize value over volume."

How to achieve these goals?

According to Breaker, TruSend’s benefits include: 

• 2bReal-time visibility into performance, enabling faster decisions, and continual optimization.
• Hyper-targeted campaigns based on enhanced audience precision. 
• Measurable ROI—clients report increased revenue, community memberships and return on investment.
• Easy integration with CRMs including HubSpot and Salesforce and other tools via Zapier. 
• Trust and compliance, strengthening permission-based engagement while reducing AI-generated noise. 

The company notes that dual-screening behavior gives marketers more chances to connect. But it is more complex.

"Differentiation within markets is increasingly important, but distribution is still king," Billups contends. "Even if you have carbon-copy competitors, the brands with the most awareness are growing with the wind at their back."