Often marketers say B2B is boring, as it is only the emails. Well, they are not telling a lie. But emails in B2B are like an extraordinary opportunity to generate and nurture leads.
With a strong email marketing strategy, you can acquire and convert quality B2B leads for your business.
What you need to do here is a properly targeted email campaigning strategy, clarified content and CTA, and an emphasis on personalization. And to get the results measured, you can go for A/B testing and optimization.
Let’s start with this blog to understand the core reason for starting email marketing to generate more B2B leads.
Reasons to include email marketing for lead generation
Can you guess the ROI of the emails that you sent for business purposes?
For your knowledge, for every $1, you can expect a return of $40 if you strategize your email marketing plan. In the B2B vertical, the use of email is unexpectedly higher than in any other business vertical. Hence, the need for a solid email marketing plan is crucial here. Businesses are building brand recognition, generating more leads, and driving more conversions in B2B with the help of email campaigns.
Apart from the extended benefits, here are a few reasons why you must start email marketing ASAP!
Email Provides the Best ROI
The cost of sending emails to your prospect is less than promoting your website on any platform. Plus, emails provide more value to B2B customers than any other medium of communication. Many successful marketers often accept that sending emails to their prospects has helped them achieve their goals.
The email open rate (the number of emails opened / total number of emails sent) in B2B is the highest. This higher open rate also indicates that emails intrigue the B2B audience much better than any other. The scope is quite high here to engage with the audience. Plus, the audience here is more receptive to promotional offers and lead-nurturing email sequences. Hence, it automatically increases conversions and the ROI of B2B email marketing efforts.
Integrated Automation Opportunities
With the help of some applications, most email tasks can be automated. It means that you can chuck off the manual tasks to send emails to each prospect and wait for their reply to send another email. You can figure out a whole email marketing plan and automate most of its components.
Automation also costs less than any traditional path of email marketing. All you need to do is put the list of emails that you want to target in the application, and the rest will be done automatically.
Direct Connection Building
Emails build a one-to-one connection, which other forms of social promotion cannot. Emails directly established connections between prospects and the company. Sending personalized emails builds connections with your prospects. After social media, emails rank in the top position for promotions. Thus, utilize it for your business purpose and gain maximum benefit from it.
Personalized and Targeted Messaging
Email marketing lead generation activities have exclusive benefits to convert leads across your sales funnel. Often, B2B marketers consider email newsletters as their best-performing platform that helps them nurture leads. Also, they can run an A/B test on it, just like other marketing channels, to check their response.
Work on the content of your email
Once you get the email list built, you need to focus on the content immediately afterwards. Here, you need to remember one thing —- content is the king. When an email hits the inbox of your prospect, you won’t be there, only your brand will be there. Therefore, you have to make every email personalized to make an impression. For that, you need to plan for the content.
Three things you need to remember when it comes to content for your email strategy;
✔ Always position your brand as a trusted person
✔ Develop a feeling of assurance that your brand is there to help
✔ Add a personalized touch to your brand
Ideally, you have to study your sales funnels well before strategizing your content game. You have to step into your prospects’ shoes in order to understand their issues. Only then you can address their problems with your solutions.
For the best email ROI, plan your content based on your sales funnel needs. For example, B2B decision-makers demand more for case reports, price comparisons, etc. While the executives are more into the feature exploration side. Hence, you need to have a separate approach and a separate targeted list when you initiate email marketing campaigns.
Elements of B2B email marketing strategy
A perfect email marketing strategy for B2B operation must include the following things:
✎ A well-defined set of segmented leads
✎ Automated email sending and management options
✎ Separate strategies for email deliverability
✎ Custom content template (well-balanced and researched)
✎ Personalization-driven approach
Win leads with the right data and the right strategy
To get the best leads from email marketing tactics, you need to work with good data. You have to ensure that you’re working with the right kind of datasets for your operations. Having the best class of data processing strategies can help you do so. Top companies in B2B sectors still rely on data processing companies to get their email leads. They prefer outsourcing the process for the best returns and targeted email campaigns.
