Role of Email Marketing in B2B Business.

Scarlett Madison November 12, 2022
Updated 2022/11/12 at 3:14 PM
B2B Email Marketing

Taking business to profitability is synonymous to coping with the rising stakes. A concerned business owner would like to make sure that all the necessary checks are being performed sequentially. Email Marketing is one such milestone one shouldn’t be skipping while performing business growth checks. As emails are the most convenient way to approach new prospects.

 

In this blog, we’ll learn how to use email as a tool to influence business growth. We’ll do this while understanding the psychological aspects of timely and consistent prospect targeting.. Keep reading as we manuavour you, step by step, through all the important check points to be considered while approaching prospects or customers.

Right Objective of Sending Emails

We’ve all been there when our mail accounts get spammed by unnecessary emails from unknown senders. Oftentimes, we don’t even bother ourselves by taking a look at some following the fear of cyber attack or viruses. As a business owner or a responsible representative, our job is to make sure that the emails sent by us don’t end up being unopened. 

 

To be on the primary tab of a user email account, we need to have the right objective, which is to start a fresh conversation with the prospect. This in order to establish a healthy professional relationship with them as a company.

 

Email targeting is done on the basis of our understanding of consumer needs. It is quintessential to have some information on the user requirements before heading them out an email. This brings to the need of profiling the target customers. 

 

Our first email to a new prospect is an important step and requires us to be prepared beforehand. A bit of research on consumer behavior using various analytical tools can give us an insight on how to structure our first email. Following are a few scenarios we need to study to get a clear understanding over conducting user research for this purpose.

Fresh Approach with Fresh Intent for Fresh Subscribers

Getting into the email accounts of new prospects and not getting marked as spam is indeed a tedious job. There are a few proven ways we can get things going safely into the mailbox of new users through outreach. The most prolific one being collaborating with emerging platforms who have similar sales intent. Essentially, to get access into the user mailbox through their existing subscriptions in the form of a hyperlink or a coupon in the email being sent by the subscription mailer.

 

This will enable the trust button among prospects and they might end up subscribing directly either through purchase or curiosity. This approach is better for businesses that have sufficient budget for their advertising and marketing expenditure. Down we’ve listed organic ways of getting privileged access into stranger email accounts.

1. Lead Magnet Approach to Attract Strangers

A stranger gets converted as a lead when they get interested in a product/service marketed by the business. Lead magnetting is one among many B2B strategies utilized to make strangers comfortable to visit the website or blog. Essentially, through the means of attractive writing and presentation skills that offers authenticity to the piece. Having come across such an amazing blog or video presentation, our stranger might get interested in the business and sign up for email subscription.

 

There are free as well as paid means to attract fresh leads. The only difference is that we didn’t leverage a popular friend to get recommended. Rather, we did our job well to attract a total stranger and gain their trust. Plus, we didn’t have to shell out as much money we’d otherwise end up paying our popular friend.

2. Nurturing Fresh Leads to Make Informed Buying Decisions

Once we have our new lead on board wherein the prospect is now an email subscriber, it’s time we give them exactly what they might not expect to get them hooked for more emails. This is done in order to build a healthy relationship with the prospect to whom we are strangers and who’s stranger for us. Mostly info shared over email will be an educator that will help the lead make an informed buying decision.

 

Each email content can accompany some marketing material to accommodate sales at the end of one. Asking the prospect to try out the product/service being offered can take the relationship to a new height. Right email sequencing can help effectively at this point as the frequency of the user trying to engage with emails out of curiosity or genuine interest is more.

3. Converting Leads into Customers and Celebrating the Win

Marketing emails are not always about promoting products or services in the email. It is more about capturing interest of people on the internet who might be in need of the products/services sold by the business. Which means, the prime intention of sending out emails is not of selling but of concern to solve their problem. Therefore, at this point, it is important that we look back and check on our email intent again.

 

Conversion is a process and we need to be quite vigilant at each step. A think like a buyer approach gets us to the slightest of the clues required to understand user behavior. Such as, the frequency of email opening and the ratio of total emails read can be counted as tiny conversion steps. We’ll talk about tiny conversions here to understand in detail how the prospect is actually interacting with us.

 

The first ever conversion leap happened when the prospect chose to be a potential lead by subscribing to marketing emails. The next conversion took place when the lead got nurtured with informative emails and made a decision to click on the CTA. Which means, they might’ve gone through the product/service page, logged in and added products in cart for checkout, even if they haven’t purchased yet. 

 

That’s a potential customer! A very interesting lead who was converted from being a stranger to a potential customer. This person needs just a push mail to make a buying decision.

Consistent Emails are Great for Keeping in Touch

Having read through the whole approach of interacting for the first time with the prospect until getting them to buy what they need, we’ve understood the importance of email marketing at each step. However, to build a long lasting relationship with the new customer, it is peculiar to keep in touch through consistent emails.

 

We need to make sure that the emails are solely being sent in the interest of the customer. While ensuring that our intent is not to spam their mailbox. This new relationship needs to be conversational in nature rather than just being commercial. 

 

Educating the customer on the purchase process in case of abandoned carts, helping them with adding associated products, sending them reminders on checking out for faster delivery can be some of the genuine intentions of email targeting. Post purchase and recommendation emails can always keep the customer up to date with their purchase.

 

While we are busy pampering our newly joined customers, it is also important to keep a check on the old ones who haven’t returned for a while. Implementing marketing automation can be of best help in the long run. The only aspect to be checked once in a while would be the intent and frequency of emails. Right intent leads to right opportunities!

Scarlett Madison

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