08 December 2015
With B2B sales, you often deal with long buying cycles, so even if your email recipients aren’t ready to jump on a purchase, it’s best to keep buyers engaged throughout the process with B2B email marketing.
With the impending holidays and potential vacation days coming up, your marketing is probably in full swing. You want to contact your leads now before you start getting those pesky, automated “out-of-office” emails. With B2B sales, you often deal with long buying cycles, so even if your email recipients aren’t ready to jump on a purchase, it’s best to keep buyers engaged throughout the process with B2B email marketing.
Successful B2B email marketing means carefully nurturing your leads and moving them towards a purchase. Because of the bureaucracy of decision-making, B2B buyers don’t just jump on the first offer made via email. Effective email campaigns spread out emails over time and provide the right content at the right time as your recipients move along the funnel.
With the length of the B2B sales cycle in mind, here are three tips you must use for B2B email marketing success:
1. Personalization. Targeting your customers is how you deliver the right content at the right time. You want to use the information and data they provide you to gain deeper insights into what their exact needs and pain points are, as well as where they are in the buying process.
With an integrated ecommerce/online marketing solution that also integrates with the data in your Customer Relationship Management (CRM), you gain a wide and deep view into your customer. Determining who they are, what they need, and when they are ready to buy is critical to lead nurturing with B2B email marketing.
2. Content Instead of Deals. We know, we know… you want to sell. But lead nurturing is important and takes time. Especially for B2B leads who are not yet ready to buy, reading content or following a link to read content is much, much, much lower commitment than clicking on a link with the expectation of a purchase.
If your call to action (CTA) is to “Click here for more info,” that’s much less intimidating than “Buy now!” Carefully curated compelling content (surprisingly no acronym) is essential to informing and engaging your future customers about your products and company during their research and discovery phases of the buying cycle. Relevant content is a necessary component of successful B2B email marketing.
3. Split testing. Whether you send tens, hundreds, or thousands of emails a week, you want those emails to be their absolute best. Email isn’t the goal; it’s a tool to reach the goal. And like every tool, it can be sharpened. Split testing, also known as A/B testing, is how you sharpen your emails.
Split testing gives you the ability to take two versions of the same email with minor (or major) differences between them and test to see which one is more effective. Let’s say you have two messages offering a white paper for those on your email list. One has a CTA that says “Download now!” with a bright orange button and the other says “Learn more!” superimposed on a picture. Split testing lets you test those among a wide sample size and gives you the data on which one is more effective for future use.
So just before the holidays roll around, optimize your B2B email marketing tips with these three tips.