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Unlocking the full potential of B2B email marketing Unlocking the full potential of B2B email marketing 0 A lot has been written about persuading consumers to click and buy.
You probably know of some of the popular B2C Business to Consumer best practices. But Business to Business email marketing is different in many ways.
Yes, there is a person on the other side reading your email, granted. So what does a strong B2B email campaign make? Especially when tapping into the strengths of B2B email marketing to promote your products and services, it is important to strike the right chord.
Often you will deal with long buying cycles, so realize that B2B recipients will not buy B2b direct marketing instant you email them. Marketing automation forms the core of this process. In most cases the recipients want to be informed about options, read helpful or entertaining content, or see references in the form of cases.
This shows that you must find creative ways to convey the message. Adding to that, each stage of the buyer descision asks for his own type of content as the table below illustrates. Brainrider There is no such thing as a CEO In targeting your B2B email marketing newsletters, a selection based on function title seems attractive.
For instance, targeting all managing directors. They call the shots, right? But there is no such thing as a CEO. But these CEOs have completely different profiles.
There is a huge difference in behavior and a gigantic gap in the type of information they seek.
On its own, company size turns out to be a much bigger predictor of reaching the right person in your target group. Using data, means prioritizing data sources A lot of the data inside and in external sources can help to get a better image of your customers and leads profile.
To do it is important to bring together the different sources. A group of people is involved with the purchase of your product or services; together they form the Decision Making Unit DMU. Targeting your email only to the influencers or only the final decision makers is a common pitfall, because both groups play an important role in making the final purchase.
So it is crucial to adapt your message accordingly.
All marketers say they would like to segment more both more often and deeperbut in B2B email marketing this is even more prudent.We Are Experienced In B2B Social Media + Digital Marketing Training.
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