B2B platform Handshake adds services with Mailchimp link

Email marketing in B2B is always evolving

Handshake, a B2B commerce technology provider, is integrating its platform with MailChimp’s ecommerce solution to increase its service offering, the company announced this week.

Handshake clients can now use MailChimp’s technology to send targeted emails based on order volume, previous purchase and other attributes, the company says.

The integration will facilitate in-person and online services, states Handshake CMO Mike Elmgreen.

MailChimp's ecommerce 3.0 API, cloud-to-cloud integration facilitates automatic syncing of data from Handshake to MailChimp, including customers, products, orders, and inventory, according to Handshake.

B2B firms can deploy the combined technologies to market their entire product lines through personalized emails, the company adds.

"As B2B eCommerce continues to grow and mature, we've noticed our customers becoming more marketing driven, adopting the email marketing best practices of leading B2C eCommerce brands," Elmgreen said. "With the integration to MailChimp, we've made it even easier to market their entire product line to their customers, delight them with targeted, personalized recommendations, and send beautiful emails."

"MailChimp is designed for businesses just like the ones that use Handshake," Elmgreen said. "We're excited to integrate with MailChimp to deliver these sophisticated marketing automation capabilities for B2B Commerce."

Handshake also offers a mobile sales order entry app called Handshake Rep.

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