Email marketing provides the best return on your investment (ROI), period. For every $1 spent, email marketing generates $38 in ROI. This is a pretty powerful statistic. Now, while the majority of email marketing is directed towards consumers (B2C), the B2B market is just as important to those companies that provide products and services to other companies. So how does email marketing differ when it comes to B2B? Let’s take a look at that relationship and how it pertains to B2B email marketing, as they really are quite different.
When we discuss marketing best practices of B2C, we do so with an emphasis on deeper connections…evoking an emotional response from the audience. With B2B, it’s about logic. You need to reach them on a level that reveals their business needs as they are thinking in a business context rather that a personal one. Think about who is on the receiving end of your emails and target accordingly. Below are some strategies and tactics that we employ when creating a B2B email marketing campaign.
Marketing Automation is Key
This recipient isn’t going to buy your product or service with just one email. With a business customer it’s more about nurturing these leads. This means that a string of emails over a period of time will be most productive. Each email should reveal more about how your product or service can solve their problem.
Content is More Important than Credentials
The B2B audience still craves engaging content, but on a logical level, as we noted before. They want to know how you’re going to help them, but in an entertaining and thought provoking manner. This graphic from Brainrider explains how to accomplish that with more detail.
Depending on the size of the companies you are targeting the titles won’t necessarily line up with the larger corporation decision makers. Your target decision makers are going to run the gamut when it comes to job titles, so you will need to be flexible and test the waters.
Email really is the best method of reaching your B2B contacts. It’s proven to bring in leads and conversions when done right. In fact, email marketing is 40 times more effective in customer acquisition than social media.
If you need help creating and/or implementing an email campaign, either B2B or B2C, contact Marketing Relevance. We can help with both the strategy and tactics to get you more leads. Call 847-259-7312 or visit our website.