Everybody might be talking about social media presence, how-to videos, and memorable memes, but there is one marketing tool for B2B businesses that have remained relevant after all these years is email prospecting. When it comes to adapting different strategies or approaches for lead generation it can become overwhelming for businesses.
While it is true that every email account certainly won’t be a part of your target audience. However, the rising number of active email accounts reinforce email’s viability as a marketing channel for connecting with prospective customers and spreading brand awareness across a wide user pool.
Chances are, when businesses simply send out direct sales offers rather than cold email prospecting, this leads the mails to be marked as spam and forever left unopened. The challenge for the marketers is to develop an email campaign that is as appealing and informative as the other marketing tools are heavily consumed in this digital age which is social media and apps but not limited to it.
Being in business you would probably know that B2B is all about buying and selling products/services or exchanging information between multiple business entities. This should reflect in the email campaigns as times have changed and so have email marketing trends. You simply can’t take a random approach and expect to see the results. A well-thought out B2B email prospecting will give your business a real boost, here is a round up of effective tactics that everyone should be aware of in 2020:
Uber essential is aligning your sales funnel
Before starting any lead generation activities the very first and most essential thing for businesses is defining their sales funnel because after your potential client receives your email it is not like they will make the purchase then and there. So businesses must establish a sales funnel in the early stages as the typical sales cycle goes like this:
- Attract: This starts when they receive your mail and visit your website. At this initial stage, it is important to build awareness and trust, so your mail should not be a direct sales offer.
- Engage: This is the stage where they have known about your business and the visitors will probably convert into leads. Just leverage your marketing research and find the pain points of your leads and address them.
- Convert: It’s time for sales. This stage is tailored by specialists to get your prospects to purchase.
The ‘personalized’ approach
Buyers and audiences always look for marketing communication from businesses that feels tailored to their concerns. This is the main reason your email efforts should cater to your target audience’s unique interests and provide them with value. A simple and effective way to segment your emails is to divide them by personas and create content that is specific to the needs and requirements that you want to reach and target.
Know your audience and focus on the existing Email List
Assembling all the listings can be difficult, which is why businesses take the help of email outreach companies to get access to all the major databases that is valuable, accurate, detailed, and catering to current email data lists. Far from being just a database of names and email addresses, though, tread carefully to avoid low-quality data, you need a respectable number of prospects along with other necessary information to reach them.
Educate instead of sell
When consumers know about the product or service or the problem it solves via email, they will be in a better buying position. Call to action when referred to as ‘more info’ would always perform better than a CTA text containing ‘buy now’, focus on creating and sending content that educates rather than pushes them to buy on the first go.