6 Steps For B2B Email Marketing Lead Generation Success

Written by Team EMB

February 22, 2022

Digital Marketing | Email Marketing | Performance Marketing
email marketing lead generation

Email marketing lead generation is one of the most effective B2B digital marketing strategies for generating new business. Marketers often acknowledge it as the channel that provides the highest return on investment (ROI). As a result of this incredible power to bring about actual social change. The chances for the development of best practises, and gold standards for success are almost limitless, as are the opportunities for innovation. To ensure your success, I’m going to walk you through six key steps that you must follow exactly as they are written in this post. Mentioned below are the six practical suggestions that you can take into account for boosting your business prospects and ensuring success with email marketing.

Is email marketing for B2B effective?

When it comes to business-to-business email marketing, according to surveys, 70% of corporate professionals believe effective email marketing enhances customer retention. Furthermore, qualifying B2B prospects and converting them into potential clients takes a longer period of time.

What is the ideal length of a B2B marketing email?

Email subject lines may be better by adhering to a few general guidelines. However, the interests and personalities of your target audience will play a crucial role in determining which subject lines are effective and which are not. To avoid being seen as spam, any words or symbols that appear in your title should be avoided. You should aim for a character count that is between 16 and 23 characters. Make sure your subject line is no more than three to five words long.

6 Techniques to Generate B2B Leads and Expand Your Organisation

Specifically, we’ll be discussing six primary techniques for generating business-to-business leads and expanding your company’s reach.

  • Optimise your processes
  • Organise your data according to its importance
  • User-friendly on mobile devices
  • Benefit from your resources
  • Don’t expect everything to happen at the same time
  • Never stop analysing things.

1. Optimise your processes

Almost half of B2B companies believe that automation for B2B marketing is of above-average significance. In addition, it’s easy to see why it may help you generate twice as many leads. When it comes to email marketing automation, only 13% of B2B companies are using it.

The sooner you have an Email Service Provider capable of being automatic, the better. Make a list of the processes you’d want to automate. Emails that are automatically sent out after a user completes a given activity or trip are great for automation. If a prospective customer has taken a certain action, they may be brought into a particular email flow that is handmade to their needs.

Someone in your database may have downloaded an article from your website. Keep the conversation continuing and boost your chances of a sale by using automatic follow-up content or messages. Due to automation, it takes little time to set up your work. Email marketing is well worth the resources and time you dedicate in the long run, as it saves you both time and money.

2. Organise your data according to its importance

Success in email marketing is highly dependent on the organisation and management of information. A smart place to start is by creating lists of attaching a label to data. This will allow you to monitor where leads are coming from and if they have already come into your sales funnel. Before sending out any emails, make sure that all of the information you have is correct, including email addresses, names, firms, and locations. This will guarantee that the information you have is usable. To reach today’s clients, your email marketing strategy must be efficient to reflect the current technological environment. Adapted messages will be sent to your customers created on their specific use cases and the value they get from your solution. Instead of speaking in the same tone and using the same vocabulary with everyone, try to personalise with your audience by understanding and serving their specific needs. Categorise your contacts based on the level of association with your business. It is possible that you will be able to separate the data by industry in certain circumstances if your client persona is sufficiently wide. Segmentation is hence the key to the success of your email marketing efforts. It helps in ensuring that relevant emails are sent to relevant contacts improving your chance of open rate.

3. User-friendly on mobile devices

For business professionals, using their phone in addition to a computer to access email while doing business with other firm’s accounts for 8% of all users. In light of this fact, ensure, according to Google, 50% of all B2B searches are done on mobile devices. It is critical to ensure everything you do is mobile-friendly. Starting with the usage of a framework and progressing to the inclusion of any big files or images. You should make sure your email is correctly prepared for mobile consumption. Using time and money to send out an enticing email when your landing page and the website design are not up to par will be a complete waste of time and money.

4. Benefit from your resources

Several B2B clients like rich text emails, so don’t simply spam them with sales pitches. Instead, include something engaging for them to read. It is possible to communicate with customers in various ways. You can send in emails informing your readers about your customer testimonial or by informing them about a downloadable resource or a webinar that you will be hosting shortly. As a result, you not only increase your credibility as a source, and you also benefit the other party by doing so. Not only will you win their confidence, but you’ll also pique their curiosity. This helps you in boosting the possibility that they’ll visit your website and read more of your material. Make sure you assist them along the way, as the typical customer reads between three and five pieces of material before dealing with a sales representative.

5. Don’t expect everything to happen at the same time

Purchasing a product from a retailer is not the same as doing business with a different organisation. A large number of people must put up a significant amount of effort for a decision to be made. Business-to-business buyers are most capable of recognising a solution to a problem. With just 30% intending to merely get something in exchange for their purchase. People who read your emails are more likely to interact if they are experiencing an issue at work and feel you can assist them in resolving it. A B2B buyer will not approach you unless there is a strong need for your product or service. Especially unless they are certain at least a few other people would agree with their decision. Consequently, your email marketing strategy should be tight in such a way that now the progression of events is shown. You should mention the earlier contact and give something fresh or different in response to a certain communication. Continue nurturing the prospects to come forward and ask for more information in your sales funnel to get the best possible outcomes from your sales funnel. After receiving the first email, there’s a good probability they haven’t taken the time to consider their options and are thus less likely to purchase. To summarise, the most important lesson to take away from this is to place a higher value on quality than quantity. There is a difference between bragging about your achievements and demonstrating to someone how much you care about them and how you can assist them.

Therefore, they may be able to recognise a current or potential issue that you may assist them in resolving as a consequence of this. Keep the end aim of producing new consumers in mind, and make sure your leads are eager and knowledgeable enough to purchase on your behalf.

6. Never stop analysing things

When you’re still working on your research, a test isn’t something to be fretful about. By changing the subject line of 10% of your emails, you may see an increase in the number of them being undone. Observe how each group performs in terms of open and lead generation. Aim for the other 90% of your target audience with your message. However, despite this, many B2B organisations aren’t testing their email marketing to discover which ones work the best. Don’t be afraid to start. One variable should be tested at a time. When you modify two things at the same time, it’s difficult to know why a campaign succeeds. A well-executed email marketing plan may provide enormous benefits. B2B email marketing is well-known for its ability to produce high-quality leads that ultimately result in transactions.

This information will help you maximise the effectiveness of your email marketing campaign. A lot can be learned about the consumers based on their online behaviours and the people who make regular visits to your website. You may learn which organisations go to your website and the email addresses of key decision-makers after sending an email.

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