• Sun. Feb 28th, 2021

B2B Email Marketing: A Strategic Approach for Lead Generation

Hello and welcome to Lead Forensics Focus:
Elevating your Marketing and Sales Success. Educational insights brought to you by marketing
and sales leaders. In this video, I’ll discuss B2B Email marketing
uncovering the most strategic approach for the ultimate lead generation success! Email marketing, alongside being one of the
older online channels for B2B marketing, it’s also the 3rd most trusted source of information
for B2B buyers. However with constant advancements in technologies,
nailing down a solid strategy for your email marketing channel can prove challenging. So let’s look at a strategic approach that
works; some organizations see their email marketing provide business leads that account
for 58% of all revenue, here’s how they do it Sort your data
Every email campaign starts with a set of data, and campaign success hinges on the management
and sorting of this data.

Start by building lists of targeted data, so
you know where they’ve come from and they’ve entered your sales pipeline before. Use this as a chance to check on the quality
of your data, so you can ensure the email addresses are valid, and the additional information
you have is appropriate and usable. Now we get to the segmentation. This is where your email marketing erupts
into the 21st century and appeals heavily to the modern buyer. Segment your data in a way that allows different
lists to receive personalized, targeted messages that apply your use cases and promote
maximum product value.

A great way of doing this is by job title;
you wouldn’t use the same vocabulary or tone for a marketing director as you would a sales manager, so split your data by department, seniority or even industry so
you can send them appropriate copy. This enables you to construct highly targeted
campaigns, with a message that’s far more specific to that person receiving it. Get automated
Automation for B2B marketing in general is considered “above average importance”
for 48% of B2B organizations, and it’s easy to see why, when it can help you generate
twice the amount of business leads! However only 13% of B2B organizations are
currently using automation to help with their marketing It all starts with a solid ESP that allows
for automation; all the best ones do, so get yourself one that’s good to go! Then choose what you want to automate.

The best sorts of emails to automate are responsive-
when someone fulfills a certain action, they automatically receive an email. This enables you to set up workflows, so if
you send an email campaign, a prospect opens it and clicks through, an automated email
following that click continues the conversation and persuades conversion. Automation takes time to set up, and needs
to be checked on a fairly regular basis, to ensure subject lines and copy remain enticing
for the reader, but once the initial hard work is done, you’ll save plenty of time
and resources thanks to automation! Don’t expect it all at once
As Jordie van Rijn rightfully points out- “nobody ever bought an airplane after reading
one email”.

This is where B2B marketing truly differs
from B2C. For a vast majority of B2B organizations,
a business transaction isn’t like popping to the shop, seeing something new and grabbing
it. 70% of B2B buyers purchase to solve a problem,
and 30% purchase just to gain something so the majority of people reading your emails
will only engage with you if they’re aware of a problem within their business and your
business can help them. An average of 7 decision makers are involved
in a B2B purchasing process, so one of them won’t come to you unless they’re in desperate
need, or they’re sure at least a few others will agree with them. This means that your email marketing has to
be strategically planned in waves that reflect a journey.

The first is received and acknowledged, and
from there, referencing the previous contact and offering something further or new, you’ll
then begin the nurturing process. Although some may come forward after the first
email, there’s a chance they haven’t really thought about their needs, and they won’t
go on to a sale. The biggest take home from this is quality over
quantity. Email marketing isn’t about slamming the
send button as much as humanly possible, it’s about explaining to people how you can help
them and why they need you, in detail. Use your assets
Almost 70% of B2B buyers prefer rich text email copies, but don’t just fill them with
sales-y fluff about how great you are Give them something to enjoy! These are
proven to be as valuable as in-person referrals; or let them know about downloadable content,
or a webinar that you have coming up. This not only makes you look like a more trustworthy
source, but it also gives something back to them The average buyer consumes 3-5 pieces of content
before enquiring So help them along the path Mobile friendly
Even in the world of B2B, mobile is seriously on the up, with 80.8% of business professionals
using their phone to access email as well as PC Google also found that 50% of B2B searches
are mobile searches, so it’s paramount to keep it all mobile friendly.

From the templated email format, to any attachments
or images, make sure your email is properly formatted for mobile use. Ensure this is carried through to your landing
page and website too! Always analyse
This really is what makes or breaks a B2B email marketing strategy. If you send a campaign, and get the result
you want- that’s great! But why? You need to analyse an email campaign whether
you succeed or fail. You need to know what didn’t work, so you
can avoid it, but also what did work- so you can replicate it! The easiest way to do is to set up email marketing
KPIs which carry numerical value that can be measured every send. These include:
Delivery rate, open rate, click through rate, landing page hits, landing page conversions,
unsubscribe rate, response rate, bounce rate, leads generated, leads qualified and leads converted.
These are just a few, but by measuring these KPIs, you can start to gain insight into the
reasons behind your results. If the delivery rate was high, but the open
rate was low then your subject line wasn’t right. If the open rate was good, but the leads generated
and click through rate was low, then the copy or formatting needs work and so on.

Don’t be afraid to test
If your analysis provides unclear results, then don’t be afraid to run a 10% test! If you’re testing a subject line for example,
then take 10% of your data, and send 5% one subject line, and 5% another. Then see which group had better open rates. Use the results to plan your send to the other
90%. This is a sure-fire way to run the most successful
B2B email marketing campaign, however less than 50% of B2B organizations are conducting
tests.

Don’t be afraid- it’s a good thing to
do. Just make sure you’re testing one variable
at a time- just subject line, or just copy. If you change two things at once, then you’ll
never know the exact reason your campaign did or didn’t work. A strategic email marketing approach may take
time to set up and maintain, but the rewards will show the benefits. B2B email marketing is known to produce high
quality leads that result in sales, and over 75% of businesses saw email marketing generate
“good” or “very good” ROI. I hope you have found this video helpful,
and you feel ready to develop your marketing strategy into a plan for success! If you have any questions, please feel free
to comment below and one of our expert team will come back to you. Please give this video a thumbs up, comment
below and share! Also don’t forget to follow us on all social
media @Lead Forensics Follow the links below! See you next time.

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