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6 Top Email Marketing Strategies for B2B Lead Generation

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What are the guaranteed email marketing strategies for generating huge B2B leads in a space of time? It’s pretty simple when you use the right lead magnet, automate your campaigns using an effective email service provider and use a call-to-action in every email you send out.

Email marketing has become one of the biggest strategies in lead generation for B2B (business-to-business) services.

Today, email marketing has become one of the world’s most reliable sources of information when key decision-makers in B2B service companies are making a purchase decision.

If you run a B2B service company or you are looking for the best email marketing strategies to generate more leads for your business, we’ve got an interesting article that will teach you some of the most important strategies when it comes to using email marketing to generate tons of leads and subsequently sales for your B2B service company.

There are other ways to generate leads for your B2B company. Many of them are already known to you, like, paid advertising, social media, promotional campaigns, etc. 

However, email marketing tops the list, any day, any time!

With numerous people relying on email marketing as a huge source of lead generation, it has become interestingly important that we consider not just how B2B companies can hook into email marketing, but the best strategies to use since your client persona is slightly different from the regular client persona that B2C (business-to-customer) businesses work with.

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With this said, B2B companies are not supposed to randomly approach email marketing like a stand-alone affiliate marketer or an e-commerce agent would.

Let’s dive right in and find out some of the best strategies to employ for a productive email marketing campaign but first, let us take a second look at your current marketing strategy.

How Effective is Your Current Lead Generation Strategy?

For you to still be in business, you have a marketing or a lead generation strategy that is working (however less effective).

What are your marketing strategies? How effective are they?

According to HubSpot, emails generate about $38 for every $1 spent, which accounts for about 3,800% ROI.

Whatever your current lead generation strategy is, you can generate even more B2B leads and nurture them into raving clients when you turn to email marketing as it is one of the most effective ways for businesses to be exposed to deals, products, or services they might be interested in.

For instance, say, you run a security outfit out of Chicago. One of the surest ways of closing a deal with Water Tower Place in Michigan Ave. is through email marketing. 

What security gadget would you like to sell to them? How would your product make their already effective security system even more effective? 

An answer to those and more questions right in their inbox would definitely spark a conversation when done right. You must learn how to write effective emails that can make a busy business owner pause and read yours among all the numerous emails they receive per day.

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Why You Should Consider Email Marketing for B2B Lead Generation

Email Marketing is one of the oldest forms of marketing there is and is also counted as one of the cheapest and most effective ways to generate leads and drive sales.

Statista reported that 293.6 billion emails were sent and received each day in 2019 alone. This figure is expected to skyrocket to over 347.3 billion in daily emails in 2022. Why shouldn’t you use email marketing to grow your B2B service company?

Getting customers to buy from you is becoming increasingly difficult, especially with B2B but when done with the right set of strategies, you could 3X your entire revenue with tons of deals and orders for products or services, and for sure, have a huge percentage in your Email Marketing return on investment.

The question then, should be, what are those top strategies I should employ to get me into the inbox of proposed clients, and how do I get them to consider my offer and strike a business deal with me?

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Let us look at a few of the most effective email marketing strategies below.

Email Marketing Strategies for B2B Lead Generation

1. Use Effective Lead Magnet

A clear understanding of what B2B really is would help you shape your lead magnet. A lead magnet is an attractive offer you give out to enable your leads to willingly give you their contact details, and in this case, email addresses.

The lead magnets you should use are supposed to be different from a regular lead magnet. It is your duty to first figure out who your target audience or market is and what problems they are facing.

To create a profitable B2B relationship, your lead magnet must be very helpful and resourceful to your target audience, if not you would not reach your desired outcome.

Lead generation strategies for B2B service companies are carefully thought out and executed. A lead magnet could be an exclusive invitation to a trade fair you are organizing, or a highly discounted holiday ticket if you are in the hospitality industry.

Your choice of a lead magnet must not really cost you an arm and a leg to give out in exchange for contact details. 

People in the hospitality industry could give out a brochure for a resort, or anything that helps them solve a problem in their industry.

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2. Automate Your Campaign Using Effective E.S.P

If you want your emails delivered directly into your clients’ inbox consider using an effective Email Service Provider (ESP). 

While so many of the ESPs promise so much, it is your solemn duty to find out which works for you. Some of the most effective email service providers include Constant Contact, GetResponse, Moosend, among others.

The autoresponder you choose to use is totally up to you.

You stand a better chance of having an increased email open rate when you use the right email service provider. No company usually has enough time to scroll through their Junk/promotions folder in search of any mail that would interest them.

You have every reason to be strategic about email marketing when dealing with B2B. 

Also, take ample time to automate and segment your campaign so that you send emails that align with every client’s buyer stage with you. 

A client who has purchased a product or service should not receive emails asking him to purchase the same product or service they already have. They should receive emails for upsells or even a little guidance on how to get the most out of the product or service they purchased.

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3. Analyze Return Statistics

For every email campaign, some statistics are returned by your email service provider.

Take your time to study and understand statistics like your “Open rate”, “Click-through rate”, “Delivery rate”, “Bounce Rate” and others. These statistics help you figure out what is working and what is not working. 

With proper analyses of your email campaigns, you would quickly discover what to adjust or eliminate from your campaign entirely.

4. Create Referral Campaigns to 3X Your Leads

How do you feel when you receive a mail after a purchase saying that you can make money by inviting your friends and contacts to buy the same product you already purchased? It is an exciting feeling, right?

Everyone wants more money and if you can pull this off, your sales would triple if not more.

This exciting concept is the pillar of affiliate marketing where people sell other people’s products or services for a stipulated commission. Emenike Emmanuel recently published an article on the differences and similarities between dropshipping and affiliate marketing. You may need to check out that interesting article.

B2Bs are not left out. 

You can make even more money when you reward your clients to “spread your word” among their sister companies or even other businesses that may need your services or products. 

Creating a referral campaign is not too difficult to execute. All you need to do is to give them something in return for using word-of-mouth marketing to promote your business.

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5. Use Strategic C.T.A

The best call to action button for effective lead generation via emails

People enjoy being told what to do. 

Everyone wants to follow or take instructions at some point. 

What do you want them to do after reading your email? Whip out their credit cards to pay for a service or to click on a specified link or button? Since 61% of regular American buyers have at least a credit card, you should convince them enough to whip it out and cut you a piece.

Take them by the hand and tell them what to do.

Do not, however, shove it right to their faces. 

Learn the best places to put links in your emails for better “click-throughs” or the best places to place a button on your landing pages. A look at these 50+ call-to-action words will guide you in pulling the right psychological triggers that will make people take your desired action without delays.

A recent publication, The Magic Headline Hooks by Emenike Emmanuel proves that your choice of email copy headline can play a key role in increasing your conversion rate.

6. Consistency in Emailing Your Subscribers Count

How often do you push out emails? At what time of the day? How many times in a week? These are questions you should answer.

The trick is that clients get used to these things and subconsciously expect your emails to arrive at those times, and when it doesn’t they feel something is off!

Every day, I receive mail by 10:00 am, and on days I don’t, I feel like something is wrong somewhere. I remember sending a mail to ask if everything was well and why I did not receive their scheduled email. Funny right? I know, but I have become fond of them.

You know you have succeeded when clients expect your mails at intervals and those who expect them are people who would continuously buy from you once they have broken the duck to make their first purchase.

Consistency and quality content cuts it to the chase!

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Conclusion 

Email marketing is and would continue to be one of the best marketing and lead generation strategies for individuals and businesses alike.

The results they bring in are enormous and it even goes a step further to spread your word across all levels without your notice.

Use email marketing in your B2B lead generation beginning from now. If you are already using email marketing, seek to incorporate some or all of the above-listed strategies as they have proven to be highly effective.

So which of those email marketing strategies are you following in ensuring that you have a perfect B2B lead generation?

You should share your thoughts or questions in the comment section now. We are waiting to hear from you and probably learn a few things from your thoughts.

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Noble Cyril
Noble Cyril is a passionate Brand Specialist, Business Leader, Blogger, and Owner of an international business blog - www.buildgoodbusiness.com.

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