Managed services · Email marketing
Email marketing as a managed service:
strategy, production, and pipeline attribution in your MAP
Email is the highest-ROI channel in B2B marketing when it is operated as a revenue channel rather than a broadcast tool. TPG's managed email marketing service runs inside your existing marketing automation platform (HubSpot, Marketo, Eloqua, Pardot, or Salesforce Marketing Cloud), covering every component of the email function: program strategy, campaign production, segmentation architecture, deliverability governance, nurture design, personalization, A/B testing, compliance, and pipeline attribution reporting. The difference between email programs that produce pipeline and those that produce open rates is design intent, platform expertise, and revenue measurement. TPG builds all three into every engagement.
Starting at $5,000 per month · 12-month engagement
What TPG's email marketing service covers
Email marketing that connects to the revenue funnel, not just the inbox
Most B2B email programs are measured in opens, clicks, and unsubscribes. These metrics describe email activity. They do not describe email revenue contribution. TPG's managed email marketing service is designed around a different question: which email programs are advancing buyers through the Revenue Loop Acquisition arc, and which are producing engagement that never converts to pipeline? The difference in how that question is answered changes every design decision: which segments receive which sends, what behavioral triggers advance contacts into different sequences, how content is matched to buyer stage rather than editorial calendar, and how the MAP is configured to create the attribution records that connect email engagement to closed revenue in Salesforce or HubSpot.
TPG operates email programs inside your existing MAP. There is no separate email platform to implement, no contact database to migrate, and no new integration to build. The service team is certified on your specific platform and builds email programs that run natively within your existing automation infrastructure, which means deliverability history, contact data quality, and existing campaign attribution all carry forward rather than starting from zero with an external tool.
Comcast Business transformed their lead management and email automation with TPG, contributing to $1 billion in revenue. The mechanism is not complicated: the right message to the right segment at the right stage of the buyer journey, measured against pipeline outcomes rather than email activity metrics.
The TPG guarantee. If you are unsatisfied with our work for any reason, we will do it again at no charge. If you are still not satisfied, you will not pay for it. Every email managed service engagement is backed by this commitment.
Platform-agnostic expertise
We operate inside your MAP, not alongside it
TPG's email managed service runs natively inside whichever marketing automation platform you already use. The service team is certified on your specific platform, preserving your deliverability history, contact data, and attribution configuration.
HubSpot
Platinum Partner, 100+ certifications, and a seat on the AI Partner Advisory Board. Marketing Hub email, workflows, lifecycle stages, and deal attribution.
Marketo Engage
Three-time Partner of the Year, 10+ Adobe Certified Master Architects, and 28 Revvie Award-winning clients. Smart Campaign and Engagement Program architecture.
Oracle Eloqua
Principal Partner, Eloqua Partner of the Year, and 400+ clients served. Campaign Canvas design, shared filters, and Contact Washing Machine configuration.
Salesforce Pardot
Certified Silver Partner with 40+ certifications. Engagement Studio, completion actions, Connected Campaigns, and Einstein-ready scoring.
Salesforce Marketing Cloud
Email Studio, Journey Builder, and AMPscript personalization, with Marketing Cloud Connect attribution back to Sales Cloud.
Section 01
Email marketing strategy and program design
How TPG builds the email marketing program strategy, from quarterly calendar planning to Revenue Loop stage mapping, before any campaign is produced.
Why email strategy that starts with the calendar produces activity, and email strategy that starts with the buyer journey produces pipeline
Most B2B email programs are planned around a content calendar: the marketing team has assets to promote, a product launch to announce, and a webinar to drive registrations for, so those become the email sends for the month. The program is built around what the marketing team has to say rather than around what the buyer needs to hear at their current stage in the evaluation process. The result is a program that produces consistent send volume and inconsistent pipeline contribution, because the emails that happen to reach buyers at the right moment in their evaluation produce results, and the emails that reach buyers at the wrong moment or before they are in an active evaluation produce opens and clicks that never convert. TPG's email strategy process begins with the Revenue Loop Acquisition arc, mapping the stages from Unaware through Decision, and designing the program calendar backward from what a buyer at each stage needs to advance to the next stage, rather than forward from what the marketing team produced this quarter.
TPG's quarterly email program strategy process covers four components: audience analysis (reviewing current database composition by lifecycle stage, ICP fit, and engagement history to understand which segments have the highest pipeline potential and are under-engaged by the current program), program architecture (defining which campaign types should be running simultaneously and at what frequency for each segment), content calendar design (mapping sends to Revenue Loop stages so each email serves a defined buyer journey purpose rather than a general awareness purpose), and goal definition (establishing the specific pipeline and revenue metrics the email program should contribute to and the reporting framework that will track contribution over time). The strategy output is a quarterly program plan that the service team executes against, reviewed in weekly advisory sessions and adjusted monthly based on performance data.
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Section 02
Campaign production and platform operations
How TPG's managed service handles end-to-end campaign production, from brief through build, QA, and deployment, operating natively inside the client's existing MAP.
What end-to-end campaign production inside your MAP includes
Email campaign production in a managed service context covers more than writing copy and designing a template. It covers the full operational chain from brief to inbox: campaign brief review and alignment with the quarterly strategy, copy development and creative direction, HTML template build within the existing template library or new template development where needed, platform configuration (building the email in the MAP, setting up dynamic content rules, configuring UTM parameters for attribution tracking, connecting the campaign to the correct Salesforce campaign or HubSpot deal pipeline for attribution), QA testing across email clients and devices, list build and suppression confirmation, send scheduling, deployment monitoring, and immediate post-send deliverability review. The operational value of the managed service is not just capacity. It is the expertise to catch the configuration errors that generate attribution gaps, the deliverability issues that suppress inbox placement, and the content problems that drive unsubscribes, all before they happen rather than after.
TPG's campaign production workflow includes platform-specific expertise on your MAP, which means every campaign is built to the technical standard of the platform rather than to a generic email production standard. In Marketo, that means Smart Campaign architecture with correct scoring and lifecycle stage updates embedded in the campaign flow. In HubSpot, that means contact lifecycle stage management, deal attribution touch recording, and proper enrollment criteria to prevent duplicate sends. In Eloqua, that means Campaign Canvas design with correct shared filter configuration and Contact Washing Machine settings. In Pardot, that means completion action configuration, Connected Campaign linkage, and Salesforce campaign member record creation for attribution. These platform-specific details determine whether the campaign produces attribution data or produces a gap in the revenue reporting.
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Section 03
Segmentation and audience architecture
How TPG designs and maintains the segmentation model that determines which contacts receive which emails, built from ICP fit, lifecycle stage, and behavioral signals rather than static list pulls.
The difference between list-based email sending and segment-based email programs
List-based email sending assigns contacts to campaigns based on static criteria: job title equals VP of Marketing, industry equals technology, geography equals North America. The list was probably accurate when it was built. It degrades over time as contacts change jobs, companies change industries, and the ICP evolves. More importantly, a static list does not reflect the buyer’s current journey stage or recent engagement behavior, so the same contact who just visited the pricing page and downloaded a competitive comparison guide gets the same email as the contact who last engaged six months ago and has shown no recent activity. Segment-based email programs replace static lists with dynamic audience definitions that incorporate ICP fit, lifecycle stage, and real-time behavioral signals. The high-intent active buyer gets a different sequence than the dormant high-fit contact, and both get different content than the engaged-but-outside-ICP contact who should be in a different nurture path or suppressed from sales-focused sends entirely.
TPG's segmentation architecture for managed email engagements is built around three tiers: ICP fit scoring (using the MAP's grading model or a custom scoring framework to classify contacts as high-fit, medium-fit, and low-fit based on firmographic attributes and account-level data), lifecycle stage classification (mapping contacts to Revenue Loop stages based on engagement history and explicit qualification criteria, so program enrollment reflects buyer journey position rather than database age), and behavioral segment overlays (dynamic list rules that capture high-intent signals and automatically enroll contacts in stage-appropriate fast-track sequences while removing them from generic nurture). The segmentation model is maintained on an ongoing basis: list health reviews monthly, ICP criteria updates quarterly as the target market evolves, and behavioral trigger tuning as new content and new engagement patterns emerge from program performance data.
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Section 04
Email nurture programs and lifecycle automation
How TPG designs and operates multi-step nurture programs that advance buyers through the Revenue Loop, moving from time-based drip sequences to behavior-driven programs that respond to what buyers actually do.
The structural difference between email drips and nurture programs that produce pipeline
An email drip sends a pre-defined sequence of emails at scheduled intervals, regardless of what the recipient does between sends. A nurture program responds to recipient behavior: when a contact clicks a product-specific link, the next send is a product-focused case study; when a contact visits the pricing page, the sequence advances to a decision-stage track; when a contact goes dark for 14 days, they exit the active nurture and enter a re-engagement program. The behavioral branching that distinguishes a revenue-producing nurture program from a drip is not a design complexity. It is a design intention. Building nurture programs with branching logic requires the program designer to think through what each behavioral signal means about the buyer’s position and intent, and to design a content response that is appropriate for that signal rather than for the schedule. This is the design work that most email programs skip, which is why most email programs produce a steady open rate and an unpredictable pipeline contribution.
TPG designs nurture programs in three stages: buyer journey mapping (defining what a buyer at each Revenue Loop acquisition stage needs to see and do to advance, which determines the content strategy and trigger logic), Engagement Studio or workflow architecture (building the program logic in the client's MAP with explicit entry criteria, behavioral branching, stage progression triggers, MQL threshold handoffs to sales, exit criteria for qualified contacts, and recycling logic for contacts who complete the program without qualifying), and program governance (establishing the review cadence for active programs, the process for updating content as the program ages, and the performance benchmarks that trigger a program redesign). Every nurture program TPG designs is connected to the lead scoring model: behavioral engagement advances a contact's score, and the MQL threshold triggers the transition from marketing automation to sales engagement with a notification in the sales representative's CRM queue rather than a passive list view.
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Section 05
Email deliverability governance and list health
How TPG monitors and maintains the technical and operational components that determine whether sent emails reach their intended recipients' inboxes.
What deliverability governance covers and why it requires continuous management rather than a one-time configuration
Email deliverability degrades silently. A sender domain that maintained a 95% inbox placement rate in January may be delivering to 70% of inboxes by June without generating any visible alert in the MAP's send reports. The degradation accumulates from a combination of factors: bounce rates creeping above the ISP tolerance thresholds as the contact database ages without regular hygiene, complaint rates rising as disengaged contacts hit the spam button instead of unsubscribing, engagement rates declining as the active segment of the database becomes a smaller proportion of total sends, and sending frequency problems creating inbox fatigue that trains Gmail and Outlook filters to route the domain's messages away from the primary inbox. By the time deliverability problems become visible as dramatically lower open rates, the sender domain's reputation has already degraded in the ISP scoring models that determine inbox placement, and reputation recovery takes months of disciplined sending behavior to rebuild.
TPG's deliverability governance program covers four operational layers: technical configuration (SPF, DKIM, and DMARC authentication verification and maintenance; dedicated IP setup and warming protocol for high-volume senders above 50,000 weekly emails; separate domain and subdomain configuration for marketing, transactional, and corporate email streams), list hygiene operations (monthly hard bounce suppression, soft bounce management with escalating suppression rules, inactive subscriber identification and re-engagement enrollment before suppression, and complaint rate monitoring with automatic suppression), sending behavior governance (frequency optimization by segment to prevent inbox fatigue, send time testing, and engagement-based sending where the most active contacts receive more frequent sends), and deliverability monitoring (weekly inbox placement testing, domain reputation score tracking, and sender score monitoring with alert thresholds that trigger intervention before reputation degradation reaches a visible impact level).
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Section 06
Personalization and dynamic content
How TPG designs and implements email personalization that goes beyond first-name tokens, using persona-based copy variants, behavioral dynamic content, and account-level personalization for ABM programs.
The personalization levels that actually move pipeline vs. the levels that produce the appearance of relevance
First-name personalization in email subject lines is table stakes and has been for a decade. It produces a marginal lift in open rates that disappears quickly as recipients recognize the pattern. The personalization that produces material pipeline improvement operates at a different level: persona-specific message architecture that addresses the specific concerns of the economic buyer versus the technical evaluator versus the end user; behavioral dynamic content that surfaces the case study most relevant to the recipient's industry or the content most aligned to what they have already engaged with; stage-appropriate offers that recognize the buyer's current position in the evaluation process; and account-level personalization for Tier 1 ABM targets where the email references specific account intelligence and speaks to the account's known use case rather than to a generic segment. The ROI of these personalization levels compounds: each additional level of relevance increases engagement rates, which improves the behavioral signals feeding the scoring model, which produces more accurate MQL qualification, which improves sales conversion rates from email-sourced leads.
TPG implements personalization in managed email programs at three levels: segment-based content variants (different copy blocks, social proof, and calls to action rendered by MAP dynamic content rules for different audience segments), behavioral dynamic content (content blocks that render based on a contact's recent activity, surfacing the relevant case study for a contact who just visited a specific product page, or displaying a pricing-focused message for a contact who has visited the pricing page in the last 30 days), and account-level personalization for ABM programs (Tier 1 account-specific content that references the account's industry, use case, and organizational context). All personalization is built as reusable content blocks in the MAP's template library rather than as one-off configurations, so the logic can be applied consistently across multiple sends and updated when content needs refreshing without rebuilding the email architecture from scratch.
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Section 07
Email reporting and pipeline attribution
How TPG builds the reporting framework that connects email campaign engagement to pipeline creation and revenue, moving beyond open and click metrics to the attribution data that answers the CFO's question.
Why most email programs cannot connect their results to pipeline, and what it takes to fix that
The inability to connect email performance to pipeline contribution is not a data problem. It is a configuration problem. The data exists in the MAP and the CRM. The attribution connection is either not built, built incorrectly, or built correctly but measured against the wrong metrics. In Salesforce-connected MAP environments (Marketo, Eloqua, Pardot), pipeline attribution from email requires Connected Campaigns configuration that creates Salesforce campaign member records for email program touches, campaign influence model configuration that applies credit to email-originated touches when opportunities are created, and a reporting framework that surfaces email-influenced pipeline alongside the email performance metrics in a unified dashboard. In HubSpot, it requires attribution report configuration that connects email engagement to contact lifecycle stage advancement, deal association to marketing-sourced contacts, and revenue attribution dashboards that show email contribution to marketing-sourced and marketing-influenced pipeline by program type and segment. Most email managed services skip this infrastructure because it requires platform expertise beyond production, and report on open rates and click rates instead.
TPG's email reporting framework covers three layers: engagement metrics (open rate, click-through rate, click-to-open rate, unsubscribe rate, and complaint rate by campaign, segment, and send type, measured as diagnostic indicators of program health rather than primary success criteria), funnel contribution metrics (email-influenced MQL volume, email-to-MQL conversion rate by program type and segment, and lead-to-opportunity conversion rate for contacts who entered the pipeline from email programs), and pipeline attribution metrics (marketing-sourced pipeline from email programs, marketing-influenced pipeline where email was a contributing touch, cost-per-opportunity from email, and email program ROI measured as pipeline value generated per dollar of program investment). These metrics are reported in weekly advisory sessions, monthly program reviews, and quarterly business reviews using dashboards built in the client's CRM or BI tool rather than in platform-native email reports that are not visible to sales and finance stakeholders.
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Section 08
A/B testing and continuous optimization
How TPG structures the A/B testing program that produces compound performance improvement over the engagement period, testing the variables that affect pipeline outcomes rather than just email activity metrics.
Which A/B tests improve pipeline and which improve open rates
A/B testing subject lines is the most common email optimization activity and the least valuable in terms of pipeline impact. Subject line tests produce statistically meaningful open rate lifts when run at sufficient scale, but open rate improvement does not compound into pipeline improvement unless the email content and call to action that the opened email delivers are also optimized for conversion. TPG's A/B testing program is sequenced to test the variables that most directly affect pipeline outcomes first: call-to-action type and placement (which CTA produces the highest-intent click behavior, whether demo request, content download, or webinar registration), offer stage alignment (which content offer produces the highest lead-to-MQL conversion rate for each segment at each Revenue Loop stage), and personalization variant performance (which persona-specific content block produces better conversion for the economic buyer segment versus the technical evaluator segment). Subject line and send-time tests are run continuously as a secondary optimization layer after the higher-impact variables are addressed.
TPG's weekly advisory sessions include A/B testing review as a standing agenda item: reviewing active test results, determining statistical significance, promoting winning variants as the default experience, and planning the next test in the optimization queue. The testing queue is prioritized by estimated pipeline impact per test: a CTA test that could improve lead-to-MQL conversion by 5% across the full program is prioritized above a subject line test that could improve open rates by 2% on a single campaign. All test results are documented in a testing log that accumulates over the engagement period, producing an institutional knowledge base of what works for the specific audience, platform, and program type rather than generic email best practices.
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Section 09
Email compliance and data governance
How TPG manages regulatory compliance (CAN-SPAM, GDPR, CASL) and data enrichment for the email database as part of the managed service engagement.
Why compliance management in email marketing is an ongoing operational function, not a one-time setup
Email compliance requirements vary by geography and change over time. The US CAN-SPAM Act, the EU GDPR, Canada's CASL, and California's CCPA all have different requirements for consent, suppression, unsubscribe processing, and data retention, and the compliance posture that was correct two years ago may not reflect current requirements or current enforcement interpretations. Organizations that send to international contact databases need to maintain compliance frameworks that reflect the most stringent requirements applicable to their sending patterns, not just the requirements of their home jurisdiction. Beyond regulatory compliance, the data quality of the email database directly determines the effectiveness of every other component of the managed service. A segmentation model built on unreliable data produces unreliable segment definitions. A personalization framework built on incomplete contact records produces content errors. Data governance is the operational prerequisite that makes everything else in the email program work at the quality level it was designed for.
TPG manages email compliance and data governance as a defined component of the managed service engagement: unsubscribe processing verification (ensuring MAP unsubscribe handling is functioning correctly and suppression lists are updated in real time), preference center management (building and maintaining email preference centers where contacts can manage subscription status and communication preferences), GDPR consent documentation (for EU contact databases, documenting and maintaining consent records, consent withdrawal processing, and data subject request handling), data enrichment campaigns (structured re-permission and enrichment programs that update ICP fields, lifecycle stage criteria, and contact-level segmentation attributes on a defined cadence), and compliance documentation (maintaining the record of sending practices, consent mechanisms, and suppression procedures). Data enrichment campaigns are available as an additional service component outside the standard agreement for organizations with significant data quality gaps.
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Section 10
Email marketing as a managed service: how to engage
How the engagement is structured, what the onboarding process covers, and what the ongoing service cadence looks like.
What the first 90 days of a TPG email managed service engagement delivers
The first 90 days are structured to establish the infrastructure that makes the ongoing service effective: the segmentation model, the deliverability baseline, the attribution configuration, and the program strategy. Day 1 through 30 covers discovery and current-state assessment: MAP audit, contact database health assessment, deliverability baseline measurement, current program inventory and performance review, attribution gap analysis, and ICP and persona documentation review. Days 31 through 60 cover foundation build: segmentation architecture design and implementation, deliverability configuration review and remediation, attribution infrastructure build in the MAP and CRM, email template library review and standardization, and program strategy development for the next quarter. Days 61 through 90 cover program activation: first campaign sends under the new segmentation and attribution framework, nurture program launch or relaunch with behavior-based branching, A/B testing program activation, and weekly advisory cadence establishment. By the end of 90 days, the program is producing performance data from the new framework, and the weekly advisory sessions are reviewing metrics that connect email activity to pipeline contribution.
The ongoing engagement cadence covers: weekly advisory sessions (A/B testing review, performance data review, optimization recommendations, and strategic adjustments to the program calendar), monthly campaign production (end-to-end management of the monthly campaign calendar including brief review, production, QA, deployment, and post-send review), monthly program reports (performance dashboards showing engagement metrics, funnel contribution, and pipeline attribution with commentary and recommendations), quarterly strategy reviews (program calendar planning for the next quarter, ICP and segmentation model review, deliverability health review, and optimization priority setting), and annual engagement review (full-year performance assessment, program architecture review, and engagement scope discussion for the renewal period). The service starts at $5,000 per month on a 12-month minimum contract. Scope adjustments for higher send volume, additional program types, or expanded data enrichment services are available at defined incremental pricing.
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Email marketing managed service: frequently asked questions
Direct answers to the most common questions about TPG's email marketing managed service, pricing, platform support, and what distinguishes the service from a standard email agency.
What does TPG's email marketing managed service include?
TPG's email marketing managed service covers the complete operational function: quarterly program strategy and calendar planning, campaign design and copy production, segmentation architecture and audience building, platform operations in your MAP, deliverability monitoring and list health management, A/B testing and optimization, pipeline attribution reporting, weekly advisory sessions, and compliance management.
The service runs inside your existing MAP, whether HubSpot, Marketo, Eloqua, Pardot, or Salesforce Marketing Cloud, rather than adding a separate email tool. The service team is certified on your specific platform.
How much does TPG's email marketing service cost?
TPG's email marketing managed service starts at $5,000 per month with a minimum 12-month contract. Scope is calibrated to the organization's monthly send volume, number of active programs, platform complexity, and reporting requirements.
Every engagement is backed by the TPG guarantee: if the work is unsatisfactory for any reason, TPG will do it again at no charge. If still not satisfied, the client does not pay.
Which email platforms does TPG support?
TPG operates email programs inside all major B2B marketing automation platforms: HubSpot Marketing Hub (Platinum Partner, 100+ certifications), Marketo Engage (three-time Partner of the Year, 10+ Master Architects), Oracle Eloqua (Principal Partner, Partner of the Year, 400+ clients), Salesforce Pardot/Account Engagement (Certified Silver Partner, 40+ certifications), and Salesforce Marketing Cloud.
The service team is certified on your specific platform, not generalists learning the platform during the engagement.
How is TPG's email service different from a standard email agency?
A standard email agency produces campaign assets and may manage deployment. TPG's managed service covers the operational function continuously: strategy, segmentation architecture, platform operations, deliverability governance, pipeline measurement, and the weekly optimization cadence that improves performance over time.
The critical distinction is accountability. An agency delivers assets. A managed service is accountable for outcomes: pipeline influenced by email programs, deliverability health, and revenue attribution. TPG builds the attribution infrastructure as a standard component of every email engagement.
Can TPG connect email performance to pipeline and revenue attribution?
Yes. TPG configures campaign attribution in the MAP and CRM so email touches create campaign member records in Salesforce (for Pardot, Marketo, and Eloqua environments) or deal attribution touchpoints in HubSpot. These feed the multi-touch attribution model connecting email engagement to opportunity creation and closed revenue.
The result is a reporting framework that answers the CFO's question: which email programs produced pipeline, how much, and at what cost per opportunity? TPG builds this infrastructure as a standard component of every engagement.
How does TPG manage email deliverability?
TPG's deliverability governance covers technical configuration (SPF, DKIM, DMARC authentication; dedicated IP setup and warming for high-volume senders), list hygiene (monthly hard bounce suppression, soft bounce management, inactive subscriber handling, complaint rate monitoring), sending behavior governance (frequency optimization by segment, send time testing, engagement-based sending), and continuous deliverability monitoring with alert thresholds.
Deliverability is monitored weekly, not only when visible problems appear. The goal is to maintain sender reputation proactively rather than rebuild it after degradation.
What does the onboarding process look like?
The first 90 days establish the foundation. Days 1 to 30: MAP audit, database health assessment, deliverability baseline, current program inventory, attribution gap analysis, and ICP documentation. Days 31 to 60: segmentation architecture build, deliverability remediation, attribution infrastructure configuration, template library review, and program strategy development. Days 61 to 90: first campaign sends under the new framework, nurture program launch, A/B testing activation, and weekly advisory cadence.
By day 90, the program is producing performance data from the segmentation and attribution framework, and weekly advisory sessions are reviewing pipeline contribution metrics.
Run email marketing as a revenue channel, not a broadcast tool
Starting at $5,000 per month. Strategy, production, segmentation, deliverability, personalization, and pipeline attribution, run inside your existing MAP by a team certified on your specific platform. Backed by the TPG guarantee: if you are not satisfied, we do it again at no charge. If still not satisfied, you do not pay.