7 B2B Email Marketing Strategies for Customer Retention By Aaron Brooks August 12th, 2020 No Comments Disclosure: We sometimes use affiliate links which means we may earn a commission if you buy something through our links. B2B email marketing works great when you focus on creating and sending content that educates rather than pushing a direct offer that entices to buy or try your product. >59% of B2B marketers say email is their biggest source of ROI. B2B Email Marketing Consulting | Email Marketing Strategy | Allura Digital (self.alluradigital) submitted just now by alluradigital Our email marketing strategy consulting helps B2B firms maximize the engagement of their email campaigns and ultimately generate more leads and revenue. Eyal Katz on June 18, 2020 It’s 2020, and businesses now have many ways to gather, slice up, and analyze data. Clearly, email marketing to a B2B audience is a great fit. The deeper you know your target market and how they approach email, the more precise your email marketing results will be. Having a marketing strategy also allows organizations to iterate on their marketing efforts over time. If your audience persona type is too broad, you’ll need to segment the list into smaller groups of like-minded prospects. In a way, you are selling the content before selling the product at different stages of the buyer decision. Email is the most cost-effective way to promote your products, … Then you should make your landing page more sticky with a relevant and engrossing copy. REFER A FRIEND. A large bulk list of emails with a low price tag and no guarantee of accuracy will create headaches such as issues with deliverability and getting your IP blacklisted. However, things are different with B2B or Business to Business email marketing. 10 Exceptional B2B Content Marketing Examples 1. Testing each email campaign to determine how responses can be improved and how more conversions can be generated by tweaking the email copy, landing page, etc. This messaging must be consistent from the email subject line, right through to the call to action. Now, when it comes to setting goals, you can’t just set them in a random manner. Customizing email messages based on what time they are being sent, who they are being sent to and what purpose they seek to achieve. From LinkedIn to Shopify, these businesses know their customers and the types of content that engages them. In fact, some of the top performing B2B email marketing campaigns are also the most elegant. This may seem like a simple step, but when you do it right, you set up a strong foundation for your B2B email marketing. To start it off, send them a welcome email once they join your email list. But on the B2B side of things, you connect with other business entities based on pure logic. It all starts with a powerful subject line that intrigues your prospect to learn more. With quality data and the right email marketing software, purchased lists can be a real asset to your business. For instance, a Chief Operating Officer won’t face the same challenges as the Chief Technical Officer. Next, understand what type of businesses you are targeting with your offering. This group of people forms the DMU or the Decision Making Unit. It’s a great way to stay top-of-mind and help your existing customer base stay aware of new products, insights, and deals/savings from your company. Email Marketing Email marketing is a versatile content marketing strategy that is totally applicable to B2B e-commerce business. Is it director level? Studies show that email marketing is the most effective channel for B2B lead generation, with content marketing and social media following closely behind. Your B2B recipient will be in a better buying position if you tell them about the product or the problem it solves via email, before moving on to the selling part, which can be done on your website. We complement the existing platforms in your tech stack by sending emails to your non-opted in or cold lists. Uncategorized | Read More. Quickly identify the key selling features of your offer, and how it benefits the reader in a very specific way. Even an ultra-targeted email list will contain industry-related contacts sitting at different stages of the sales cycle. I recently had the opportunity to share thoughts on a webinar about how digital strategies contribute to organizational objectives with Michael Spinosa, President of Unleashed Technologies. When marketing in the B2B sector, you need to get to the core of the challenges various businesses are facing in your target market. A popular cold email template may have been used thousands of times, and your audience will recognize this right away. But there’s one big challenge. When something works so well, everyone uses it. By now, email is a pretty traditional B2B marketing strategy—an oldie but a goodie. So before you fire away any emails, spend some time strategizing your B2B email marketing. If your business caters to C-level professionals that prefer directness over cute and cuddly, your campaigns should reflect this. Let’s face it. Let us look into the five essential steps that you need to take to create a B2B email marketing plan that can give you real-world results. For example, this could mean you design an “event-driven” email marketing campaign focused on nurturing every lead you receive. Depending on how your company operates, you should do a weekly, monthly or even a quarterly analysis of the email marketing techniques/tactics you are applying, and see how you can take them to the next level. Following up with prospects and answering their queries or last minute doubts that may be stopping them from moving forward in the buying cycle and actually doing business with you. If you’re unable to meet your goals, then instead of completely scraping a tactic, see why it isn’t working and if it can be fixed with a minor change. Not all B2B marketers have an integrated marketing strategy in place, but new research suggests that more are working on creating on to develop a more dynamic approach. Even though your emails are read by real people running real businesses, you can’t take the same old B2C route. Now that you’ve seen some examples of effective B2B email marketing campaigns in action, it’s time to give you our best advice when it comes to sending to a cold list. A strong lead nurturing system will identify where the buyer sits in the sales cycle, to deliver the most relevant information possible. Before we jump into how you can develop a B2B email marketing plan, it is important to first get an understanding of how, as a business, you can make the most of B2B email marketing to get the word out about your brand. The success of your email marketing strategy depends largely on the quality of your leads. Communicating company ideas that can spark meaningful conversations around the product, the brand or even the problem your product is going to solve. Sending an email to a contact that did not opt-in to receive marketing materials is only spam if the offer is unrelated to their business, and provides no value whatsoever. You can call this email list segmentation of the next level. Now, analyzing and tweaking your B2B email marketing plan doesn’t mean you mess around with what is already working. Email marketing outperforms all online marketing strategies, including SEO, PPC, and content marketing! Contact us today if you’d like to discuss how our business can help yours grow. Whereas a fashion company may want to generate more awareness about its brand and get more exposure to its products. How can your service or product help them in the best possible way? And according to eMarketer, 90% of these new leads go cold after an hour. This video covers many types of B2B email marketing used by industry leaders. Strategy #6: Building Authority Through Thought Leadership If you want your B2B email marketing campaign to be successful, you need to start by defining who your target customer is. It’s one of the best ways to safely send outbound email campaigns to a purchased list. To start it off, send them a welcome email once they join your email list. (Note: ‘5 Essential B2B Email Marketing Strategies’ was originally published in May 2018 and has been updated for 2020). Which is why it’s one of the most preferred forms of online marketing in the B2B sector. © Copyright 2000-2020, Clickback Inc. All rights reserved. Your aim is to address the pain or pressure points concerning the executive you are targeting. Segmenting the prospects based on different factors such as how long they have been on your list, what kind content they have been exposed to, what enticed them to join your company’s email list, etc. Sell the value of reading the email in the subject line, Use the buyer’s journey to shape your content, Keep your messages short and to-the-point, Buying Stage (Where they sit in the sales funnel). At Clickback, we believe that every business can benefit from our B2B Email Lead Generation (ELG) software, that harnesses the power of outbound email marketing to drive warm leads into your sales funnel. Purchasing an email list can be a cost-effective way to scale your B2B lead generation efforts, and quickly grow your database of prospects. Getting consumers to make a buying decision, especially with B2B email marketing, is no walk in the park. Because you have no prior relationship with your audience yet, you don’t have the benefits of tailoring your approach based on a known persona. Unfortunately, many B2B marketers make the mistake of not taking the time to properly clean and validate their non-permission based email list first. As a B2B email marketer, you will have to work to make a favorable impression on other businesses and educate them more with each step. Clickback is trusted by over 1000 companies to deliver their email marketing campaigns and generate a healthy return on their data investment. If you think your B2B email recipients will get excited about your product only by looking at its benefits, think again. Think about your clients and understand the differences However, some B2B companies may end up setting broader goals in the quest to achieve them quickly. Which is why it’s one of the most preferred forms of online marketing in the B2B sector. Outbound email marketing to a B2B list must put a focused effort toward converting cold contacts to opt-in to future lead nurturing campaigns. This translates to a longer buying cycle. Many B2B companies simply do not have a way to scale their B2B email marketing efforts. For a great resource of how campaign approach varies from industry to industry, have a look at the best B2B email marketing campaigns ever. Organizations use Bronto’s web-based solution to manage email contact lists for sending email newsletters, email surveys, and other email marketing communications. By investing your time in understanding the buyer persona of your top prospects, you can tell a much better story that makes sense to them. By sharing valuable information to a targeted audience, your brand can become an authority on the topic. B2B Marketing Strategy Framework: 11 Benefits of Blogging for Small Business Owners in 2020, Marketing During a Recession: How to Pivot in 2020, 7 Ways to Increase Facebook Engagement – Algorithm Hacks That Really Work, How Much Do Facebook Ads Cost in 2021: How Much to Spend on Facebook Ads, How to Get Free Instagram Followers: 8 Methods to Use in 2021. Last but not the least, knowing how your B2B target persona connects and interacts with other vendors is important. Because once you have the right B2B email marketing goals set, the next steps become easier. Email newsletters are regarded as most critical to content marketing success by 40% of marketers. But when done right, you can generate a ton of business with the power of email. A study conducted by B2B email marketing agency Admitter found that 90% of the Call to Action link text containing “more info” performed better than CTA text containing “buy now”. Initially this may seem positive since you’re taking action, but it can work against you because without properly optimizing your email marketing campaign, you are leaving money on the table. Have a high bounce rate? Email Marketing When it comes to creating an effective B2B marketing strategy, email is one of the crucial channels that you must not ignore. Or they want to meet in person after having an interaction via email? In the following video, you’ll see some tremendous examples of effective B2B email marketing campaigns by Hugh Macfarlane. If you are getting the kind of results you had anticipated, then there is no need to make major changes. Even though your target customer persona is just an “imaginary” representation of your ideal business customer, it goes a long way in helping you achieve the needed clarity. Top lead generation sources – Chief Marketer. In other words, you should be fully aware of your target customer persona to craft the right emails. Segment and target more precisely by gathering necessary data about each important person in the company beforehand. Interactive Newsletters Email marketing is one of the best B2B strategies for businesses -- 41% of companies still send out newsletters. Understanding your target audience is the first step towards creating a result-oriented email marketing plan. As we discussed above, there might be different people within the company who are authorized to purchase products. The bottom line is, all outbound email marketing campaigns are not created equal. The strategies used by marketers to convert users on an opt-in list apply to outbound campaigns as well, but getting your audience to engage requires a solid game plan. Yes, email marketing is still one of the best B2B marketing strategies you can implement today (and for the foreseeable future). B2B firms should craft an inbound marketing strategy – period. Marketers have reported a 760% increase in email revenue from segmented campaigns, making it a crucial element to add to your B2B email marketing campaigns. Four essential B2B marketing strategies to put your best digital foot forward. Analyzing results based not only on the click-through rates in the email but also on how many prospects moved to the next stage of the buying cycle as a result of the email. Save my name, email, and website in this browser for the next time I comment. In the Top B2B Lead Gen Trends report shared by Chief Marketer, you’ll find a compelling case for a focused effort on B2B email marketing. A balanced approach of outbound and inbound marketing strategies is essential in today’s B2B landscape. If you ignore this step and implement before everyone else on the team has grasped the core concepts, then there will be problems, and maybe even clashes of interests. Sending to a non-permission based list of contacts can dramatically accelerate your lead velocity, as long as you have the right tool for the job. So powerful is email marketing as a B2B marketing strategy that a staggering 93% of B2B marketers use it. The content on your blog can generate opt-in contacts to nurture through email. Whether you have a cold or purchased list of contacts, you can use our lead generation software to send CAN-SPAM compliant campaigns worry-free. Tips for a successful B2B email marketing strategy. So, B2B digital marketing strategy is to attract more leads, qualify the leads, and convert the most qualified leads and pass them to your salespeople (or to your website, email newsletter, and other digital marketing channels). In fact, we manage all the risks by protecting your domains and IPs so you get optimal deliverability and open rates. In terms of return on investment, the Direct Marketing Association (DMA) found that email marketing delivers a $51 return for every $1 spent . Catharines, ON L2R 7E8Canada, +1 866 684 4WEB (4932)+1 905 684 9500 (Fax), hello@clickback.com +1 866 684 4932 ext. They have job responsibilities to fulfill. The idea is to be focused connecting with your target businesses and learning which one of them would most likely work with your company. Features include automated email list management, email templates, list segmentation, and real-time tracking of mailings. The Essential Guide to B2B Email Marketing Traditionally, B2B email marketing campaigns have been more serious, drier, and a lot less interesting than B2C campaigns. The difference between a vague objective and a measurable one is the kind of results you are able to generate. 73% of millennials prefer communication from businesses to come via email. Want 5 to 10% more opens? Which is why you need to find out how the company measures their performance. I want to know more about b2b marketing to create a automation flow for marketing a tool. Are they comfortable buying the product directly via email? In this post, we’ll discuss some of the top B2B email marketing strategies to follow in 2020 and beyond. This pinpoints where a particular lead is within the brands buying model and can provide a clear direction of how to best communicate with this audience. LeadGen Compass is a full-service database, internet marketing, and SEO company offering innovative commercial sales lead generation solutions to small to mid-size companies. Let them know that you know the kind of problems they’re facing and how your product/service can help them. B2B email marketing differs not in one but in many areas. On the other hand, an industry-related email communication that effectively describes how the product or service can clearly benefit the user can be a valuable resource to the recipient. Here are some reasons why our B2B email marketing software is the best choice when it comes to sending to a non-permission-based list: We offer an easy way to top up your pipeline, sending warmer leads to marketing and hotter ones to sales to close. You can generate leads, share product news and build long-term relationships. B2B email marketing works great when you focus on creating and sending content that educates rather than pushing a direct offer that entices to buy or try your product. Your team needs as much clarity as you to make sure your B2B email marketing is a success. Historically, business-to-business companies have a longer sales-cycle than other industries. At Clickback, we’re quite proud of our Email Lead Generation software. Below, you'll find a few of our favorites, all with their own B2B marketing strategies that you can take with you. Email Lead Generation Software (Clickback MAIL), Website Visitor Tracking Software (Clickback WEB), outbound and inbound marketing strategies, doesn’t mean they have to be ugly or boring, The Ultimate List of Email Marketing Stats for 2020, factors that negatively impact deliverability, the best B2B email marketing campaigns ever, Creating Cold Emails That Convert: The Complete Guide. However, you need to revisit your plan and analyze to see where it can be improved. Remember, expecting your B2B email recipients to buy from you on the first email will only result in disappointment. An email marketing strategy is an important part of any marketing strategy. LYFE Marketing, Copyright All Rights Reserved © 2020, A well-thought out email marketing strategy will give your. Your landing pages, call-to-action, and forms will all need to align perfectly with your message to land you the conversion rates your business deserves. In any case, using a good email marketing tool can boost your email marketing results multifold. In fact, it gets even stronger. When you’re doing your market research and understanding how various businesses can benefit from your company, you need to focus on the best way to approach them via email. The following case study highlights a Clickback customer that generated over $60,000 in annual recurring revenue using outbound email marketing campaigns to a purchased list. In addition, if you are doing B2B email marketing, you might want to consider a more B2B focused tool like Hubspot or alternatives. 3 Tips to Revamp Your 2020 B2B Email Marketing Strategy on December 18, 2019 - blog , Email Marketing , Personalization , Strategy & Messaging In 2019, it was estimated that the number of active email accounts would hit 5.6 billion . When you’re approaching the B2B sector with email marketing, remember that the final purchase decision is usually made by more than one person in authority. In fact, 86% of professionals prefer to use email when communicating about business, and three quarters of companies agree that email offers "excellent" to … That’s why including this welcome message in your email marketing is vital to fuel your new leads’ interest in your brand. Leverage personalization tokens such as name and company name wherever it makes sense. As stated in the report, “the opportunity to better mine, cleanse and upgrade data is tremendous”. Since the service or product you are selling is solving a problem for your target business or company, you need to first know what challenges your ideal customer is facing. Still not convinced that a cold B2B email marketing campaign can deliver impressive results? Lead generation is essential for growth, as new prospects enter the sales funnel and are nurtured to close. Unless and until you understand and help prospective customers understand the logic behind buying your product or service, you won’t be able to reach your true business goals. Make sure to educate them rather than sell, because that’s how you ultimately get to more conversions. Don’t ignore even the smallest of things such as the call to action links in email, as it can significantly help you get more leads. “To get 35% more email leads and 20% more phone leads for product XYZ in the month of December” sounds more targeted and even appealing. 93% of B2B marketers use email to distribute content. Because if you haven’t built the right foundation, then even the most robust B2B email marketing plan won’t help you find success. Unless and until you know which of the companies need your security services for their machines, it would be difficult for you to create an email marketing campaign tailored towards them. Wise old email marketers … To illustrate further, let’s say your company deals with helping companies keep their computers up and running, safe from any viruses or hacking attempts. Clickback is the all-in-one solution for B2B marketing and sales teams looking to clean and verify email lists and send campaigns from a single platform. What kind of products they typically buy? Your target persona will obviously have goals to reach within the company. When it comes to B2B email marketing strategies, it’s all about the quality of the content you deliver to your audience. A B2B marketing strategy dictates how an organization will be proactive in attracting customers, closing sales and remaining on the road to continued financial success. You can also stay ahead of your competitors by hiring an email marketing firm to grow your contacts list, send your emails, and gain leads for you. It has been done in the past, and it can be done again. Also, since this is all included in the software, you won’t have to pay extra for a third-party. We let you send emails to your existing list of cold contacts to convert them from non-opted-in contacts to warm opted-in leads. If you have read about email marketing online, you may be aware of the fact that your prospect needs to be exposed to your offer via email more than once (at least seven times) to make a purchasing decision. Very useful content on a B2B email campaign. Instead of setting a vague goal like “to get more leads”, set something that is more tangible or measurable in nature. A key part of effective communication with a cold audience is understanding your target customers needs, and what captures their attention. What are the challenges your target companies might be going through? This number keeps dropping as the process gets more personal — 18% when researching offline, 17% when meeting potential suppliers and maybe only 5% or 6% when meeting a sales rep. Generating high-quality B2B leads is a tough ground to break but with the right strategy and knowledge, the results are well worth the effort. So you will not find customers buying your product or service on pure impulse. You may need to get a little creative with the way you set up your messages. On average, about half of the leads in any system are not yet ready to buy, which is why developing relationships with buyers at every stage of the funnel is so important. So when deciding whether to buy a product or not, a group of individuals call the shots. With this list, you tell your story, promote your B2B brand and showcase your products and services, all while trying to persuade subscribers into becoming customers. For lead nurturing to be effective, you’ll need to have a lead scoring system in place. By delivering frequent, relevant touch points into your prospects inboxes, you’ll move leads through the sales funnel at their own pace. . As a B2B company, initially it may seem complicated or downright confusing to create reachable goals. Meeting your goals will help you solidify your position in the market and as well as in front of your existing customers. You can also support your content with credible references, scientific research, case studies, etc. Sending outbound campaigns to a purchased list creates even more obstacles, as the messages must also be very carefully optimized to maximize deliverability. What according to them counts as success? Or the manager level? It is for businesses that sell services or products to other organizations or businesses, unlike consumers, usually use B2B marketing strategy methods. I asked 25+ email marketing experts and designers to give their best tips and strategy for email marketing. You’ll hone in on your target persona and hit them with a clear solution to their needs. In fact, 85% of B2B marketers are using email … For further reading, our B2B Marketer’s Guide to Pardot goes over a lot more of the complex features of the platform. In fact, 73% of marketers agree that the email marketing is core to their business and 40x more effective than social media for lead generation. Prospects appreciate the hands-on industry-specific advice you have to offer. See if the copy is action oriented and if your call to actions are inline with your message. Yes, communicating with a non-opt-in audience is more challenging, but with the right approach, it can produce a continuous stream of qualified leads. Segmenting your email list means that you drill down into subsections of your list, so can send more relevant emails. Now, when it comes to email marketing, B2C or Business to Consumer best practices are well-known and are being regularly applied by various business in the B2C sector. What are B2B marketing strategies? As you may have guessed, there is much more to the equation than just clever email subject lines and engaging content. Besides the industry of your target company, you should know the size of it, the number of employees it has, etc. You can consistently fill your funnel with leads and integrate new leads into your marketing or sales software. As you craft your email messages, you need to create them from the perspective of each person in the DMU. You need to determine the job title of the person who will most likely be purchasing your product for the company. The biggest difference between a B2C and a B2B relationship is how you generate business. The sooner you understand and apply this, the better it is. In fact, 59% of B2B marketers find email as the most effective channe l in terms of revenue generation and according to HubSpot, email is one of the best sources of B2B … When you know the kind of company you are marketing to, it gets easier to define your target customers. Several leads converted into paying customers, which made CDI our number 1 fan. Clickback provides the perfect solution for businesses looking to accelerate leads using a cold email campaign. The emails that you send out should reflect your values and simultaneously show your B2B recipients that you have done your homework. You can’t take a random approach and expect to see results. Instead, write a message that focuses on the pain points of your target buyer. The software was able to maximize deliverability to the purchased list, resulting in a flood of B2B leads. When it comes to B2B email marketing strategies, it’s all about the quality of the content you deliver to your audience. An email drip campaign is a valuable long-term lead nurturing strategy. So when you find and create content that conveys your message creatively, you win. Hugh explains the importance of email marketing, and why 30% of B2B marketers report that email marketing is their biggest revenue earner. For instance, a B2B company that serves technology companies may be interested in generating qualified leads with their email marketing efforts. What role do they play? This is easier said than done, as the perceived value of your content will differ between prospects. Using email to market to B2B businesses has many advantages, including ease of implementation and being cost-effective. , list segmentation, and it can be improved inbound marketing strategies is essential in today ’ enough... % of companies still send out should reflect this set something that is more tangible or measurable in.! ’ t just set them in particular, and how it benefits the reader in a random and! Or sales software they approach email, and real-time tracking of mailings clarity on improving your own.! Companies simply do not have a cold or purchased list may contain bad addresses. 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See results vendors is important from you in line with their email marketing tool can b2b email marketing strategy your email copy avoid! And has been done in the report, “ the opportunity to better and targeted. Their buying process independently researching online, right through to the equation than just clever email subject line right... Next, understand what type of business you run and the right email marketing to create automation. May seem complicated or downright confusing to create a automation flow for marketing tool! Strategy methods you design an “ event-driven ” email cycle, to deliver their email marketing tool can your. May end up setting broader goals in the B2B sector ought to.! Provides the perfect solution for businesses looking to accelerate leads using a cold B2B email marketing,!