HOW B2B EMAIL MARKETING CAN TURN LEADS INTO SALES
Chasing straight to the point is not always beneficial and so before jumping to how b2b email marketing can turn leads into sales, we find it important for some of our newcomers to know what the term b2b marketing means first. So b2b marketing i.e. business to business marketing is basically when Apple is trying to sell more iPhones to Walmart. This means this is just businesses (buying, selling) directed towards and dealing with business customers as opposed to end consumers such as yourself. And they can do this in a lot of different ways including b2b email marketing which will be discussed next. Email marketing, alongside being one of the older online channels for B2B marketing, is 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 get into the strategic ways of B2B email marketing that can turn your leads into sales!
Reorganize 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 if they’ve entered your sales pipelines before. Use this chance to check on the quality of your data making sure that the email addresses are valid and that the additional information you have is appropriate and usable. Reorganizing your data also includes removing emails and members who are no longer interested in your email. This step gives you more space and closure to maintain a high-quality list and utilize the saved space and time to develop an email strategy that gives your viewer a reason to view your email.
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 won’t find yourself using the same vocabulary or tone for a marketing director as you would for a sales manager. So split your data by department, seniority, or even industry so you can send them an appropriate copy. This enables you to construct highly targeted campaigns, with a message that’s far more specific to the person receiving it.
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! 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, and 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 a copy remains enticing for the reader. But once the initial hard work is done, you’ll save plenty of time and resources thanks to automation!
Patience is key:
Don’t expect it all at once as success has no secrets but hard work, time, and patience. This is where B2B marketing truly differs from B2C marketing. For a vast majority of B2B organizations, a business transaction isn’t like going to a shop, seeing something new, and getting 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 the journey.
Quality Over Quantity:
The biggest take-home from this is quality overall quantity. Email marketing isn’t about slamming the send button as much as possible, it’s about explaining to people how you can help them, and why they need you, in detail. You can have thousands of emails lining up that won’t be in your favor and that’s where you have to think smart and jot down your potential clients and stick to making them content with your services first.
Use your assets:
Almost 70% of B2B buyers prefer rich text email copies, but that doesn’t mean you fill those with sales stuff and about how great you are. Content is crucial so 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; or a program 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 keep in mind to help them along the path by keeping your content customer friendly and more connecting.
Cell phone friendly:
Even in the world of B2B, mobile is seriously on the top, with 80% of business professionals using their phones to access emails as well as PC. Google also found that 50% of B2B searches are mobile searches, so it’s beneficial and essential to keep it all mobile-friendly. From the template email format to any attachments or images, make sure your email is properly formatted for mobile use. You also have to make sure this is carried through your landing page and website too!
This really is what makes or breaks a B2B email marketing strategy. If you send a campaign and get the result you want- good for you! But why always analyze? You need to analyze an email campaign whether you succeed or fail. You need to know what didn’t work, so you can avoid it. But you also need to know what worked, so you can replicate it.
The easiest way to do this is to set up email marketing KPIs which carry a numerical value that can be measured through 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.
Don’t be afraid to test. If your analysis provides unclear results, don’t be afraid to run a 10% test. Remember you are in control of your leads, your content, and your strategy. With these tactics, you have a high chance to run the most successful email marketing campaign!