How B2b marketing leads to more profitable outcomes

As a sales and marketing outsourcing company with over 13 years of experience, we have executed countless email marketing campaigns for both ourselves and our clients. During those years, we have learned what works and what doesn’t in terms of B2B lead generation and conversion.

Here are 3 tips to improve your email lead generation:

  1. Offer value and make it highly visible.

The key to using email to turn prospects into leads is offering value. For B2B products and services, the value offered is usually some form of content. This is known as email content marketing. The content you send can vary greatly, but should generally be educational in tone. You can send short blog articles, important industry news, webinar invitations, video links, industry reports, white papers, etc. By sending your prospects content that has some type of value for them, they start to think of you as an expert in your field and will eventually turn to you when they are ready to make a purchase.

When offering value in your B2B marketing emails, make sure it is the focal point of the entire message. People love getting gifts, and that is essentially what you are doing by offering your content. Make this obvious, and your prospects will thank you in the form of conversion.

2.  Think about how emails are viewed.

Think about your own inbox. It is likely that when you open many of your emails, a notice appears telling you the certain images have been blocked. Most email applications (including Outlook) now have the default setting to not display images, so you need to think about this when crafting your marketing emails. Make sure any information that is critical does not appear exclusively in an image.

It is also helpful to think about the display window you view your emails in. For most of us, we view our emails in a preview window, and therefore only see a small portion of the message at a time.  Many people only scan the first line of an email before deciding whether or not to delete it, and if your prospect does not see anything of value immediately, you might end up in the trash. Make sure that the value you are offering in your email (whether it is an announcement about a sale, an educational webcast, a new blog post, etc.) is immediately obvious and is visible within the small preview frame of most email applications.

3.  Analyze and refine constantly.

Once you have created your email for lead generation, make sure it stands out. Open it up and compare it side by side with your competitors’ emails that have similar goals or calls to action.  Are your graphics sharp enough or do they look dated in comparison? Is your overall messaging aligned with theirs? Is your differentiator clear and immediately obvious? What is it about your email that makes it better than all of the others? If you don’t know, it is time to back to the drawing board.

If you would like more information on email lead generation or using email for B2B marketing, click here. If you would like to know more about content marketing in relation to the new rules of buying and selling in the digital era, you can download our white paper here.

If you have any questions, please feel free to contact us.