If you’re looking to grow your business via email, then you’ve probably considered trying out a B2B email marketing service. These services provide you with all the tools necessary to target, engage and convert potential customers into paying customers – all from within a single, integrated platform.
But what is B2B email marketing, and why should you consider using it? Let’s take a quick look at how email marketing for business-to-businesses (B2B) differs from that for consumer-to-consumer (C2C) marketing.
B2B Is Different
When you’re emailing potential customers who are already part of your contact list, you’re essentially doing B2B email marketing. That means you’re reaching out to a business contact or buyer in order to stimulate sales activity. As the name suggests, B2B marketing is all about marketing goods or services to other businesses. Therefore, the content of your emails will reflect this focus. For example, you might use email marketing to promote a new product or service geared toward business executives.
B2B email marketing is a common, yet effective tactic for marketers. According to HubSpot Blogs research, 79% of respondents said they used email to keep in touch with customers. What’s more is 29% said they used email to follow up with customers after a sale.
B2B marketers use email to connect with and learn from qualified leads, engage them in conversation, and eventually gain their trust—ultimately persuading them to make a purchase or become a lead.
One of the reasons businesses are turning to email marketing is due to the ease with which they can track the results of their campaign. Because email marketing is typically done from a central email marketing platform, it’s much easier to measure the effectiveness of each individual email. With a growing number of email marketing platforms offering analytics tools, business owners can gain valuable insight into the performance of their campaigns.
B2B Email Marketing Is A Win-WIN
The nice thing about B2B email marketing is that the winning side is readily visible. Since your aim is to turn customers into paying customers, you’re most interested in results. But even if you’re not, you’ll be able to track the growth of your business thanks to email marketing.
On the other side of the coin, you have the risk of wasting your time with unsubscribe and opt-out emails. While it’s important to maintain a good relationship with past, present, and potential customers, you shouldn’t have to send these kinds of emails frequently.
Instead, you can set up automated email campaigns that will regularly communicate with your customers with information about new products and discounts—increasing the chances of them coming back for more.
How Is B2B Email Marketing Different From Other Marketing Tactics?
Because of its focus on generating revenue, some people also compare B2B email marketing to salesy campaigns, like a flashy TV ad or a crowded social media platform. But while those tactics certainly work well—particularly when used together—they are quite different from the way business owners and executives think about marketing.
First off, the purpose of these other tactics is to attract attention. Whether it’s an ad campaign on social media or a splash page on a major website, these tactics are designed to ‘sell’ a product or service without fear of losing a single customer. In other words, they are more ‘sell-focused’ than ‘buy-focused’.
B2B marketing, on the other hand, is all about building trust. When someone decides to do business with you, the last thing you want to do is scare them away by coming up with a salesy pitch. That’s what leads to ‘buyer’s remorse’ and the eventual cancellation of the contract.
In order to gain trust, you must demonstrate that you have their best interests in mind. This means that you must enter the process with honesty, transparency, and a clear plan. It also means that you must follow through on your promises, offer quality services, and respond quickly to any questions or doubts.
The truth is, B2B email marketing can be remarkably effective, provided you use it wisely and with careful consideration of the business and marketing objectives you have in mind.
Top Tips For Getting The Best Out Of Your B2B Email Marketing Campaign
With all that said, let’s take a quick look at some tips for getting the best out of your B2B email marketing campaign.
Measure What Is Actually Happening
You must start by setting a benchmark for the amount of marketing activity you’re planning on implementing. Unless you have a clear idea of what’s happening, it’s difficult to determine whether or not your campaigns are actually having an impact. This is why it’s so important to track the results of your campaigns regularly and accurately. With all the different metrics available, it’s extremely easy to track the progress of your email marketing program.
It’s also important to measure the effect of every campaign, regardless of whether or not you had set a specific goal. Just because a specific goal wasn’t set for a campaign doesn’t mean that we should discount its results. The truth is, you can’t measure the success of a marketing campaign until you’ve conducted it—and that means you need to be measuring the results of all your campaigns regularly.
One crucial step in this process is to track the reactions to your emails. This means taking the time to regularly monitor the activity of your audience on social media platforms like Facebook and Twitter. Not only does this allow you to track the effectiveness of your campaign, but it also provides you with the opportunity to engage with your audience and find out what they’re thinking and feeling—which in turn, allows you to determine what might be useful for your next campaign.
Another important step is providing analysis of the results of your campaign. Just because a specific goal wasn’t met doesn’t mean that the campaign was a failure. In fact, it might mean that you’ve discovered a new goal or even a new approach to marketing that will prove more successful in the long run.
For example, consider the case of Nestle. The Swiss company decided to enter the Indian market by launching a milk product line. In order to do this, they needed to gain the trust of the Indian consumers. To gain this trust, they conducted extensive market research, sending out over 150,000 emails to potential customers about the new product.
But instead of relying on bulk emailing to gain trust, the company used a combination of techniques, including personalized emails, videos, and offers from local businesses to encourage the purchase of their milk.
While traditional marketing might have focused on getting as many people as possible to see their ad, digital marketing—which includes email marketing—allows for much more precise targeting. With a little bit of research and a lot of good intentions, you can certainly hit your target audience and get the results you’re looking for.
One of the distinguishing factors of digital marketing is the sheer volume of data that makes it possible to target and engage with potential customers. Thanks to the ever-growing power of the internet and technological innovations, businesses can gain a much better understanding of their customers’ interests and behaviors. This makes it possible to send personalized emails—or ‘snack packs’ as they’re often called—to users.
The rise of the ‘influencer’, or someone who is in some way connected to or associated with a brand or business, has made it possible for people to get much more personal with their brand interaction. When someone interacts with your brand on social media, they’re often doing so because they have a personal tie to your brand. This means it’s possible to have much more meaningful conversations with your users on social media than you could ever have on a website.
By communicating with your customers on social media, you have the opportunity to build a relationship with them on a personal level. And while that might not seem like a good thing at first, it can ultimately lead to increased sales and higher engagement. According to HubSpot Blogs research, 83% of respondents said they learned something new about the brand or product that they were promoting.
Video Content Is On The Rise
Thanks to platforms like Facebook and YouTube, which are owned by the biggest tech companies in the world, it’s now easier for businesses of all sizes to get video content online.
This is likely why you see so many business owners turning to video content for website and social media. According to HubSpot Blogs research, 75% of digital marketers said they’d used video content in their campaign—and that number is expected to rise.