Let’s explore how B2B email marketing clients can skyrocket your B2B lead generation process
Lead generation is the lifeblood of any marketing strategy, without a steady stream of qualified leads, even the most well-crafted product or service would fail
With the limited B2B clients available in a given market, generating qualified leads is essential for any B2B marketing strategy to be successful
A B2B email marketing strategy is a cost-effective tool due to its direct and personalized approach to reaching business clients
Email marketing allows for precise targeting and customization at a low cost, which results in an increased return on investment (ROI)
You can use automated tools to track the performance of your B2B email marketing campaign and help in nurturing your leads
Strategies to Skyrocket Your B2B Email Marketing Lead Generation
1. Segmenting Your B2B Email Marketing Target List
Segmenting will allow you to deliver highly targeted and personalized content, which will increase the open rate and conversion
You can segment your list on the following:
- Industry eg IT, Pharma, Finance, etc., Company size, Company location
- Job titles eg. CEO, CFO, VPs, Department heads, End users, etc.
- Stages of interaction eg. Prospect, qualified lead, negotiation, after-sales
- Existing customers, prospective customers, churned customer
“Segmented emails drive 30% more opens and 50% more clicksthroughs than unsegmented ones” : Source
2. Crafting Compelling Subject Lines
Crafting compelling subject lines is a pivotal element in the success of any email marketing campaign
Your prospective clients receive lots of emails through out the day, most of these emails are not relevant and are put into the spam folder or trash by your prospects
Crafting a unique subject line can increase the chances of your audience opening your email, since your email stands out from the rest of the generic email subject lines
“The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient’s interests.” Source
Elements for a compelling subject line:
1. Clarity
Your subject line should reflect the content of your email
The message you want to convey along with the content should be clear from your subject line, and it should not be vague or hard to understand
2. Relevance
The subject line should be relevant to the recipient’s needs and business interests
3. Curiosity
You can increase the curiosity by just teasing about the benefit the recipient will get from your offer in the subject line
4. Urgency
Creating urgency in the mind of your recipient can also help in increasing the open rate
Urgency can be in the form of limited-time offers, limited inventory, approaching deadlines, etc.
5. Brevity
Keep it short so that the recipient can read the entire subject line
3. Personalizing Email Campaigns to Target B2B Clients
Personalize your email campaign according to the preferences and behavior of the recipient, so that they can stay engaged with your email marketing campaign
When you provide personalized information, products, or services to the prospective client, it results in increased open or click-through rate
To personalize your B2B email marketing campaign you should:
- Tailor your subject line and address the recipient personally
- Provide Industry, Role, Department content
- Event invitations e.g.- webinars, networking events
- Reference the achievements of the organization or recipient
4. Utilizing Automation and Drip Campaigns
Automating the sequence of email workflow will help in increasing interaction with your prospective client
A drip campaign is a part of email marketing automation, it involves a series of pre-written emails that are sent automatically to a specific audience based on predefined intervals or triggers
Automation can improve lead nurturing by providing relevant and valuable information to the recipient to improve engagement over time
5. Offering Valuable Content To B2B clients
Valuable content will keep your recipient engaged
You can create valuable content for your audience, such as sharing whitepapers, ebooks, case studies, industry insights, how-to guides, and best practices
With the content, your aim should help your B2B clients improve their business performance
Examples of valuable content can relate to how your B2B client can reduce cost, increase profit, increase efficiency, industry trend reports, whitepapers, product updates, expert interviews and insights, educational videos, etc.
“B2B marketers say that new product and feature announcement marketing emails have the highest click-through rate.” : Source
6. Implementing A/B Testing
A/B testing is a method to compare different versions of email to identify which version has a better open or click-through rate
To implement it, you have to send 2 different versions of the email i.e- A and B versions to a different set of recipients in the same segment and analyze the results, so that you can identify the better version
It’s a fantastic method to use in B2B email marketing organizations as you can test the subject line, content, and call-to-action and improve them to get a higher click-through rate
7. Encouraging Clear Calls-to-Action (CTAs)
Clear call-to-action (CTA) can increase the conversion of leads into prospects and ultimately sales conversion
You have to frame your CTA in such a way that it guides the recipient to the next step in the sales process effortlessly, since B2B sales process require a lot of steps, clear CTA can help you gauge the interest of your prospect
To increase clarity, the CTA should be in tandem with the content and the subject line
You should not provide informational content and then provide a transactional CTA
Some examples of CTA are as follows:
- Start Your Free Trial
- Schedule a Demo Today
- Unlock Your Exclusive Deal
- Download This Detailed Report
- Get Your Free Consultation
- Join Our Expert Webinar
8. Analyzing Email Campaign Performance
Analysis of the campaign performance will help you refine your strategy to increase open and click-through rate
Analysis can provide insights related to:
- Data-driven insights into what works and what doesn’t
- Content optimization
- Refinement of segment
- Segment specific insight
- Timing optimization
- Behavioral triggers
- Conversion path understanding
The above insights will also help you improve your strategy when you enter a new industry or target a new segment
9. Cold Calling and In-person Meeting
Cold calling can be a great way to interact and engage your prospective clients
Using email marketing campaign to build authority and provide engaging content to make cold calling easier
A cold call will help you understand your prospect’s needs and problems in a better way so that you can provide highly customized solutions that can increase conversion
Along with cold calling, in-person meetings, whether formal or informal can help you build a strong relationship with the prospective client
In conclusion, there are multiple strategies that you can use to boost the success of your email marketing campaign, use them and refine your strategies accordingly to get the highest conversion