Best Email Platforms for B2B SaaS

B2B SaaS email is different from B2C. You're often dealing with multiple users per account, company-level decisions, longer sales cycles, and team dynamics. Your email platform needs to understand these relationships.

What Makes B2B SaaS Email Different

Company/Account Awareness

B2B platforms need to understand that users belong to companies:

• Multiple users per account/company
• Company-level attributes (size, industry, plan)
• Account-level engagement tracking
• Team activity aggregation

Multi-Stakeholder Communication

Different people need different messages:

• Admins/buyers vs regular users
• Decision makers vs practitioners
• Billing contacts vs technical users
• New invites vs account veterans

Account-Based Triggers

Trigger emails based on account behavior, not just individual:

• First team member completes onboarding
• Account hits usage threshold
• No active users for X days
• Account-level feature adoption

Sales and Marketing Alignment

B2B often involves sales teams:

• CRM integration for handoffs
• Sales sequence coordination
• Lead scoring and qualification
• Deal-stage aware messaging

Key B2B Email Sequences

Team Onboarding

Beyond individual onboarding:

• Admin setup sequence (billing, settings, integrations)
• Team invite prompts
• New member welcome (different from admin)
• Team adoption milestones

Account Expansion

Grow revenue within accounts:

• Seat limit approaching
• Usage-based upgrade triggers
• Feature upsell based on usage patterns
• Annual upgrade offers

Multi-Seat Trial Conversion

Convert the whole team:

• Track team activity, not just individual
• Different messaging for active vs inactive accounts
• Admin vs user conversion paths
• Team value demonstration

Account Health and Retention

Monitor and intervene at account level:

• Declining team engagement
• Key user churn risk
• Contract renewal sequences
• QBR and check-in cadences

Our Recommendations

Best Overall: Sequenzy

Sequenzy combines SaaS-specific features with B2B awareness:

• Native billing integration for accurate account data
• Account-level tracking and segmentation
• Revenue attribution at account level
• Works for PLG and sales-assisted motions

Best for Complex B2B: Userlist

If B2B complexity is your primary challenge:

• Purpose-built company/user data model
• Team-aware sequences out of the box
• Strong B2B template library

Best for Sales-Heavy: Encharge or HubSpot

If sales involvement is significant:

• CRM integration as core feature
• Lead scoring and qualification
• Sales/marketing coordination tools

Data Model Considerations

For B2B email, your data model should include:

Company Level

• Company ID and name
• Plan and billing status
• Total seats and active seats
• Industry and company size
• Account health score

User Level

• User ID and email
• Role within company (admin, member)
• Individual activity metrics
• Invite status and history

Ensure your email platform can handle both levels and their relationship.