- January 16, 2020
- Posted by: robert
- Category: Article
Email marketing plays an important role in B2B lead generation.
Email marketing and B2B marketing are companions always. A B2B marketer would never miss opting for Email marketing as his strategy of marketing. B2B email marketing is known for producing high-quality leads that result in sales, ROI of the business. Over 75% of businesses have experienced email marketing generate a healthy ROI.
We can say it’s a great way to maximize b2b lead generation from the email marketing campaign. 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.
This article will help you get insights into each major channel for B2B lead generation, including social media, blogging, and email. Best of all, we’ll show you effective strategies and impressive real-world examples for each. While technologies come and go with the introduction of new technology, email crisscrossed the technological revolution effectively. It’s still growing in popularity.
Let’s have a look at the history of email and email marketing;
The first electronic mail was sent in 1971 by Ray Tomlinson (Source).
Tomlinson was a programmer working on applications for MIT’s Arpanet project He doesn’t quite recall what the message he sent was but says it was likely “Test123” or “QWERTYUIOP.” While Hotmail sparked the explosion of email marketing. When the internet went live in 1991, email was primarily used by universities or for corporate communications.
One of the most famous email marketing campaigns in history is also considered the “world’s largest spam.” (Source) In December 1996, web-hosting company Xoom sent a marketing email to 6 million internet users to advertise their “Email Robot” — an anti-spam filtering tool.
According to Xoom founder Laurent Massa, the campaign was meant to be a joke. Massa said, “You hate junk mail, and therefore we’re sending you junk mail, telling you to get our free product so you can stop it.”
The No. 1 reason people unsubscribe from emails is they simply get too many.
The second reason most people unsubscribe from emails is the lack of relevancy, followed by too many emails received from a particular company.
Email marketing turns 23+ by this year in 2020 (January). Being one of the older online channels for B2B marketing, it’s also the third most trusted source of information for B2B buyers. However constant advancements in technologies and digital world, B2B buyer’s inclinations shifting with the pace, hence your marketing strategy becomes challenging. But leading organizations see their email marketing provide leads that account for 58% of all revenue, how they do it! Let’s see.
Every email campaign starts with a set of data or called a database, and campaign success pivots on the management and sorting of this data. Check on the quality of your data. You need to whether the email addresses are valid, and the additional information you have (names, business, location) is appropriate and responsive.
This is where your email marketing lacks most of the time. Segment your data in a way that allows different lists to receive individualized, targeted messages that apply your use cases and promote maximum product value. You can also segment data by industry if you have a broad buyer persona.
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. However, only 13% of B2B organizations are currently using automation to help with their email marketing. (Source)
It all starts with a solid ESP that allows for automation. 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.
This is where B2B marketing truly differs from B2C; for a vast majority of B2B organizations, a business transaction is nothing 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.
This means that your email marketing has to be strategically planned in waves that reflect a journey. After some time, you’ll notice leads come forward and ask for more, and these nurtured leads will be far more likely to move through your sales pipeline successfully. It’s quality over quantity.
Use your assets:
Almost 70% of B2B buyers prefer rich text email copies, but don’t just fill them with sales-y words, make them understand what you are offering and also understand their needs and issues! Sending customer testimonial is proven to be as valuable as in-person referrals. May also try with informing about downloadable content, or a webinar you have coming up. This not only makes you look like a more trustworthy source, but it also gives something back to them.
A mobile phone is omnipresent, even in the world of B2B. 80.8% of business professionals using their phones to access email as well as a 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- there’s not much point having a wonderfully exciting email promoting a click-through.
This is what makes or breaks a B2B email marketing strategy. If you send out a campaign and get the result you want- that’s great! But why? 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 also what did work- so you can replicate it!
Set up email marketing KPIs (key performance indicators) which carry numerical values that can be measured with 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
- Leads converted
These are just a few, but by measuring these KPIs, you can start to gain insight into the reasons behind results. If the delivery rate was high, but the open rate low- then your subject line wasn’t right. If the open rate was good, but the leads generated and click through rates low, then the copy or formatting needs work and so on.
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- Verified and responsive email database suiting your business
- It will also assist you in Database management like email appending, customer profiling and data cleansing.
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