Do you really want to know the best strategies on how to do a B2B email marketing campaign and reach your target brand?
All I can say here is you've just landed on the right page where you gonna find the ultimate guide on B2B email marketing, and I will also tell you the differences between B2B and B2C marketing.
Now, before we dive into the main topic, we need to know the meaning of B2B and B2C marketing. We will then return to our focus discussion on B2B email marketing.
What is B2B & B2C Marketing?
B2B marketing simply means Business-To-Business marketing or let me say it this way, B2B is company-to-company marketing. This describes any marketing plan or piece of content targeted at a company or organization.
B2B marketing methods are often used by companies that offer their products or services to other companies or organizations instead of directly to a single customer.
The goal of B2B marketing is to increase brand awareness among other businesses, sell them the benefits of their service or product and turn them into clients.
For example, HubSpot is a business that specializes in B2B marketing. Other businesses, not individual consumers are HubSpot's clients. So, their entire marketing strategy can be categorized as B2B.
But there are many companies that do B2B marketing out there, I am just giving you an example with Hubspot.
B2C marketing focuses on the requirements, passions, and difficulties of particular customers who are buying on their own behalf or for themselves, making them the client. Here are a few B2C company's examples:
- A retailer of t-shirts and other items of clothes and accessories (like Target).
- A website for selling streaming subscriptions (like Spotify), etc.
I believed you are clear if it happens you are curious about B2B & B2C marketing. Now let's proceed to the core area of the post.
What Is B2B Email Marketing?
A tried-and-true strategy for interacting with both individual customers and company customers is email marketing. 93 percent of B2B marketers use email, did you know that? Do you count among them? You need to be.
Emails encourage interaction, which transforms subscribers into leads, then into customers.
B2B clients want reason and a profitable return on investment (ROI), as opposed to B2C customers who respond best to emotions and pleasure.
In essence, they are asking: How might your company assist in the expansion of my company? That is the mentality of B2B clients or customers.
As a result, your email marketing needs to regularly connect with your business clients and concentrate on issues that are important to them, such as time, money, and resources.
Email marketing is a useful force for spreading information about your brand. Email newsletters are used by 83% of B2B companies as part of their content marketing strategy, and according to 40% of B2B marketers, the success of their content marketing depends most heavily on these newsletters.
Today's continual barrage of emails that arrive in our inboxes makes it more crucial than ever to write and distribute efficient marketing emails.
Now, we've known what B2B email marketing is all about. Then we gonna move to the next section to see how to do B2B email marketing.
How To Do B2B Email Marketing?
For you to do B2B email marketing and avoid your campaigns on deaf ears inbox, you need to put the following into consideration:
1. Compose a compelling subject line
Think of your email subject lines like a Netflix trailer: if you can't capture their interest in a two-minute clip (or, in this example, a few dozen characters), don't count on them to open the email and watch (or read) the entire thing.
I advise investing almost as much work to the subject lines of your emails as you do to the body copy.
2. Gum to one call-to-action (CTA)
Take a look at the CTAs in those emails if you think you receive a lot of emails.
Some have two, three, and perhaps even many CTAs. Avoid making that error, which could leave your recipients confused and clicking nothing after asking "What should I click on first?"
A nice break from today's constant decision-making and analysis paralysis is provided by having only one CTA for every email, which allows your readers to concentrate on the email's content and eventually take one action.
3. Categorize your email to reach the most relevant audience
I think it doesn't make sense to send emails to everyone on your list. Your subscribers can be in different stages of the buying process or looking for various kinds of answers. Email list segmentation is useful in this situation.
Additionally to improving your ability to communicate to your audience, doing this offers your emails a more personal touch that conveys the message, "Hey, I'm listening and I know what you'd want to see." People always favor high-quality email over bulk email.
So to me, I suggested you should segment your email list based on the topic you'd obtained your subscribers' email addresses.
4. Create a responsive email design
More than 80% of email users check their inboxes via a mobile device, and emails that don't display properly on these platforms are often discarded within three seconds. Ugh! Don't allow your email to fall into that category.
So this tells us we should design everything about our email perfectly so that will catches the eye of the recipient.
5. Do not be afraid of cold email
Despite how uncomfortable it is, the perfect email can convince prospects to buy. For instance, if you check on the HubSpot site you can see some ideas that will add value to you.
Tip: You need recipients to send marketing emails because your lists wouldn't exist without them. There are many simple strategies to increase the size of your email list. Start by adding opt-in forms to your blog, about page, and website homepage.
Here are a few more top tips to get you started with B2B email marketing in case you're still unclear about how to go:
- Master your subscribers' aims
Many businesses forget that email marketing involves more than merely solving problems. Yes, it's a crucial component. But you also need to take the bright side. Help your recipient become better, not just solve problems.
- Create a customer journey that is specific to your audience
Consider what your recipients will require at each point along the way to assist in guiding them to conversion. To accomplish this, your email must have a compelling subject line, engaging email content, and a compelling call to action (CTA).
I think I've given some little clues on how to do B2B email marketing. Now let's proceed to see the next section which is email marketing strategies to adopt to your B2B email marketing campaign.
Best B2B Email Marketing Strategies
In this section, I will point out some powerful tips that will help your B2B email marketing campaign reaches your target:
1. Describe your target audience in detail
In reality, when you target a specific B2B company, you're really targeting that company's buying center—the individuals who decide whether or not the company will buy your product.
The buying center consists of six primary roles:
- The company's initiators are the first employees to learn about and show interest in your product.
- Users are those who, after the company agrees to buy, will use your product on a daily basis.
- Buyers are the personnel who handle the administrative and logistical parts of a possible acquisition, such as budgeting, contract terms, renewals, etc.
- Deciders are those who make the final call on whether to permit customers to proceed with a purchase or not.
- Gatekeepers are the individuals (often administrators) that manage the information flow to and from other buying center participants.
- Influencers refer to a broad category that includes everyone who, within a company, has an impact on the choices and viewpoints of other buyers. (Or, everyone else at the business.)
The ideal customer profile (ICP), or audience vignette made by summarizing your potential customers' demographics, behaviors, qualities, issues, and needs, may be familiar to you if you've done any marketing in the past.
Your ICP needs to be expanded to include additional columns for each of the various roles in the target company's buying center because your B2B targets are groups.
2. Think like a buyer
You may better understand what kinds of emails suit each position by putting yourself in the shoes of each member of your target client's buying center with the use of a customer profile matrix.
An Initiator or User, for instance, will probably be interested in a how-to guide that relates to the duty of the User. The same email would undoubtedly be deleted immediately if it were sent to a customer, who dealt more with the purchase and renewal of a product than with its real use.
Your emails will be more successful and generate fewer spam complaints or unsubscribes if they are more specifically tailored to the demands of your intended recipients.
3. Stage-by-stage campaign planning
The B2B customer journey should be mostly reflected in the B2B email marketing cycle.
You can make sure that your emails are related to both who your target is and where they are at any given time by organizing your campaign around the stages of the customer journey.
The buyer journey has five primary stages, and different kinds of content work best for each stage.
The target is becoming more familiar with your company and its offerings but is not yet seriously considering buying anything. The target can become more familiar with your brand by reading how-to guides, eBooks, thought leadership, and other instructional content.
Although the target is particularly interested in your product, they won't make a decision until they have more information. Case studies, client recommendations, and product demonstrations can all add to the value of your offering and persuade potential customers to buy.
The target is examining factors like budget and returns on investment in order to decide whether they are prepared to buy your product. The target is interested in purchasing or testing your product. Free trials, incentive offers, and price quotes can persuade your target to make a buy.
Once a prospect becomes a client, you want them to keep using your product, renew their subscription, or engage you in other ways. High-quality educational content and product tutorials can assist your target audience make the most of your product's advantages and persuade them to buy more.
Loyal customers can support your marketing efforts by spreading the word about your products and bringing in new customers, which will help you reach more targets. Customers can become more active brand advocates by participating in surveys and referral programs.
4. Make use of template
Another useful tool to have in your toolbox for working smarter, not harder, are email templates.
It takes effort to build a strong library of top-notch templates, but you'll be glad you did it when you can send hundreds of emails in a day and still be done by five.
The secret to using templates is to make sure the recipient of the email cannot detect that it is a template.
Create a library of templates for each sort of email you send frequently, utilizing the same brand aspects everywhere while making sure each template retains its own visual identity.
There are fitted templates for each email campaign you decide to send, such as:
- Locked content delivery emails
- Curated content round-up emails
- Educational & thought leadership emails
- Newsletter & what's new emails
- Report & case study emails
Maintaining a template collection will streamline your workflow and give you the confidence that whoever covers for you will have ready-to-use email templates when you need to take a break.
5. Automate to save time
You can complete intricate tasks with email marketing automation that would take far too long to complete manually.
For instance, you could program automation to tag email contacts with any new information you learn about them, such as their job description and demographics.
With just a few sort filters and a powerful tagging system, you can target incredibly niche audiences like "previous attendees in the California area" or "female executives in the biotech field."
The sequencing feature of your email marketing software will also let you put up drip campaigns that will be distributed over a number of weeks. That is a fairly typical illustration, but there are many others as well:
- Add and update contacts based on form responses on your website.
- Categorize your subscribers into various lists based on their behaviors (e.g., event attendance).
- Inform coworkers appropriately about new email subscribers, email lists, and sales leads.
Also read:
B2B Email Marketing FAQs
Here, in this section, I will bring some questions and answers that will give you more value and understand more about B2B email marketing.
Q: How do you attract a B2B customer?
If you really want to attract customers you need to adopt the followings:
- Bring an innovative service or product.
- Make the most of your CRM's potential.
- Try out digital marketing.
- Get referrals from your present customers.
- For local businesses, use Facebook and SEO.
- Make a statement with direct mail.
- Reserve a space at a trade show.
Q: How do I generate more B2B leads?
If you want to generate more B2B leads and sales, I suggest you should apply the followings:
- Participate in as many chats as you can.
- Create a tailored contact list for your business.
- Lead nurturing via Marketing Automation.
- Set up a live chat option on your website.
- Add a promotion to your email signature update.
Q: What makes a good B2B salesperson?
A successful B2B salesperson can network, consult, and create connections through developing rapport. They are adept at estimating the worth of their offering to each customer. This is because they are able to put themselves in the client's position and comprehend what they require.
Q: Is email marketing good for B2B?
Sharing your brand's content through email marketing is another effective strategy. Email newsletters are used by 83% of B2B businesses as part of their content marketing strategy, and according to 40% of B2B marketers, these newsletters are essential to the success of their content marketing efforts.
Conclusion
Your audience is the main factor in efficient marketing. While some businesses cater to single customers, others do so for businesses and groups.
Compared to marketing to individual customers, marketing to businesses is significantly different. Because of this, there is a completely distinct marketing strategy called B2B marketing. It's also the reason I wrote this guide.
Let me know your opinion in the comment section, whether you have a question or something to contribute.
