Wrongly accused of belonging to a bygone era, emailing is however far from having given up the ghost to the detriment of social networks or blogging. Even if the latter represent key elements of any effective inbound marketing strategy, it must nevertheless be emphasized that email is always a means of news. Moreover, a BtoB email campaign generates almost 40 times more efficiency than Facebook or Twitter in converting new leads. Indeed, email puts you directly in contact with your customers just as with your prospects if you know how to run a B2B email campaign. A company will be able to reap many substantial benefits from this. So, how can you set up such an initiative to achieve your goals?
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If you want to establish an commercial strategy , using B2B prospecting emails will be of immense benefit to you. These are among the most effective marketing tools and allow, on the one hand, to optimize the traffic of your site, thus offering your sales teams the possibility of directly reaching a larger range of qualified prospects. With an emailing campaign , you will be able to enjoy great selectivity, obtain more flexibility, and be able to better personalize. Emailing is also less expensive and most of the time quick to initiate. However, in emailing, it is important to avoid sending unwanted emails in order to maximize the performance of the prospecting emails you send.
In B2B, the decision-maker today carries out the majority of his or her reflection on a purchase alone. Where 90% of B2B decision-makers do not respond to a commercial prospecting call, we will see 66% launch their purchase considerations from a search engine. We must therefore understand that the decision-maker no longer wants to be sold offers and prefers support in their purchasing considerations.
It is at this stage that emailing takes on its full reason for existing. Emailing therefore stands as the channel that allows you to send your prospects content with great added value and which answers the questions that come to mind during their purchasing journey. With emailing, you will therefore be able to lead your prospects through the purchasing process and thus convert them quickly. This is the role of emailing.
Another particularity of B2B emailing lies in customer loyalty. With emailing , take the opportunity to maintain contact with your customers while improving their user experience in the same context. It can also serve as an interesting tool for you to maximize your sales.
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You cannot set up an email campaign just any way. As said above, you will absolutely have to be careful of certain traps, especially to avoid falling into spamming. Here is the process to follow to make your campaign successful.
The initial step in your email marketing is to know what you are looking for. Think as much as possible about what you want to get out of your email campaign. Do you want a conversion of more or less active leads who can follow you for many years? Do you want to build a community focused on a key topic related to your field of activity? Do you just want to generate a pipeline of inbound leads that will be qualified and processed in commercial form? Obviously, with these objectives, you will be able to determine your target, the email campaign mode that you will send, the content and form of your emails, as well as the parameters for measuring the success of your marketing campaign.
Today, the B2B email marketing market is becoming more and more crowded. So, the concept itself must evolve. In fact, the number of unread emails has increased drastically over a period of 4 years, reaching almost 300%. In similar conditions, the major challenge remains a singular approach by email. The latter will increase the chances of your emails not ending up in a “Promotions” graveyard. For this, the personalization of email and the development of a lasting relationship with customers who are now perceived as individuals are becoming a real trend. Although it is important to collect data, know that the leads you want to convert should not appear as simple numbers on a file.
The mistake not to make would be to send a mass email or emails from your electronic mailbox. Important thing to know: to carry out an email marketing campaign, you will need to use appropriate software. Within SaaS software dedicated to sending email campaigns, we find the services provided by Pure360 and InfusionSoft. In any case, a suitable tool can allow you better management where professionalism and precision combine in the long term.
The B2B database is an essential that gives meaning to everything. So take the time necessary to build a healthy and healthy email list for a correct marketing method. This will mean not purchasing an already designed base. This step should not be omitted, because you must find out as much as possible about your customers and prospects to better target them later. Everyone is constantly inundated with marketing emails, and only those that attract attention will be considered and therefore read. So don't hesitate to send an automatic welcome email each time a new prospect joins your list. Be sure to find out where they come from and what their interests are through your email. Finally, clean your database frequently to get rid of addresses that have never responded to your emails over an extended period of time.
Most email marketing software offers you formats that adapt to various types of views. Make sure the whole thing is visually appealing to encourage action. Even if your text is very attractive, most of your recipients will not read your email if they are in the habit of closing emails for reasons related to poor design. Also, “call-to-action” in B2B will be popular and your illustrations must improve the way your email is presented. The contrasts of the colors used will be chosen carefully, because they represent the main essence of the readability of your email campaigns.
Recipients with disabilities benefit from a series of rules concerning the web content made available to them. You must apply them, because it is a salutary action. Also, it may happen that potential future customers are affected by certain difficulties. As a tangible example, you can arrange for each of the images to be followed by an “alt text”. This action allows recipients suffering from a visual acuity disability not to feel left out.
Your B2B commercial prospecting method must therefore be very refined in order to eliminate all of the unnecessary words that are found in your electronic message. However, make sure that the turns of phrase make for pleasant reading. Your B2B marketing strategy will be more effective if you remain in a spirit of synthesis and in turn, your potential customers will take you more seriously and will be called to action.
It is important to know how to demonstrate good faith and respect the rules that apply to a B2B email campaign. This mainly concerns giving the possibility to unsubscribe from your site. Do not hesitate to use, for example, a site which provides useful and easy-to-understand summaries of the rules which vary depending on the country, an excellent guide.
The first contact that your recipients will have with the email will be through the subject of the latter. It is therefore necessary to know how to leave the too classic framework of the “newsletter of the month” genre. So turn to a more authentic message that will increase the chances that the email will be opened. Today, knowing how to place an emoticon in the subject of the email is even acceptable if you do it without exaggeration. To do this, be not only brief, but also precise in your message. Ask yourself what interest the recipient of your email will get. Also, it would be interesting to vary certain terms in your subject. Why not personalize your object by specifying the name of each recipient or by opting for various synonyms? Many possibilities are available to you for creating the subject of an impactful email campaign.
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Cold emailing or calling 2.0 is an email marketing technique. It is integrated into digital prospecting plans in order to generate new leads. Can be translated as "cold email", this method translates a contact without any contact interaction already made in the past. Here, you send an email to a prospect with whom no virtual or physical contact had been made. This technique is particularly dedicated to B2B. The goal here is to be able to obtain a response message from the recipient in order to break the ice.
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It is important to know how to demonstrate professional skills and seriousness on digital channels. Expertise and transparency are at the heart of an inbound B2B marketing strategy. For this, creating a blog or a site is essential. The latter plays a crucial role for SEO. So find the right keywords to optimize your articles on your sites. Another inbound marketing method is to share your expertise in several forms. These can be white papers, e-books, webinars and others.
All this helps you generate leads and integrates the SEO of your site. Implementing inbound marketing requires good emailing software like Hubspot and its marketing automation. You can use it to automate customer support processes. Inbound marketing governs the internet, and is taken into account for all activities. Finally, integrating social networks into your inbound marketing methodology is becoming essential these days for emailing. The buyer must be able to contact you directly instead of being solicited by your company's advertising. This is the real objective of inbound marketing.
Business leaders face many challenges every day, including aligning sales on their site, SEO and BtoB marketing, effectively implementing the digital transformation of their business, new uses and new behaviors of consumers, etc. Fortunately, among the marketing automation tools available, Hubspot stands out. The latter allows you to create a single client file, thus putting an end to tons of Excel files that no one really understands anything except the owner.
With Hubspot's CRM, for example, you can centralize all of your data. This centralization takes into account the marketing team, the sales team or the after-sales service, and others. In all cases, Hubspot brings together all the tools and processes that work to capture, process and analyze the desires and expectations linked to customers or prospects with the aim of retaining them and meeting their needs. The most interesting thing is that the tool allows you to grant different rights to users so that their confidential data is protected. In addition, Hubspot offers easy marketing automation, precisely segments your contacts and integrates a CRM composed of powerful Sales Automation tools. You can also fully manage all your social networks, run your email campaign, etc.
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The MagiLeads automation solution allows you to very easily create automated scenarios to send personalized messages to your leads.
With automation, you know precisely how prospects interact with your content. You collect information about their behavior. This way, you can better qualify your leads.
Finally, with the lead scoring functionality, you can automate the transmission of hot leads to sales teams to initiate a first commercial contact at the right time.
Email marketing is still a channel of choice in commercial prospecting. But, to remain efficient, we must now gain finesse in the creation of sequences, the content of messages and the analysis of results. Adopting an email automation solution like that of Magileads will help you optimize your campaigns.
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