Making Email a Priority for B2B Lead Generation

Making Email a Priority for B2B Lead Generation

Making Email a Priority for B2B Lead Generation

B2B companies that come up with a successful lead generation strategy thrive, and email marketing is a major part of modern lead gen. How major? According to more than 600 marketing masterminds on LinkedIn, it’s in the top five most effective lead generation tools, and it’s second only to company websites as the most common channel for finding new leads.

A Lasting Impact

One of the most remarkable things about email marketing is its longevity. As B2B marketers adjust to changing audiences and a wealth of new media, email has retained its importance for decades – an eternity in digital marketing terms. It’s long been a preferred method for customer retention programs and retargeting, but this research shows how vital it is for lead generation. Four out of five marketing directors polled on LinkedIn rated email as an effective lead gen tool, and 92 percent use it regularly as part of a lead generation campaign.

Top Techniques for Lead Generation with Email Marketing

Prioritizing email as a means of generating leads, not just maintaining your connection with existing customers, opens the door to sophisticated lead nurturing strategies too. It isn’t enough to capture prospects’ interest initially; email marketing can also hold onto and increase that interest. The marketing experts on LinkedIn had something to say about which tactics they found most effective for lead gen. Some of these are:

  • Compelling content tailored to leads’ needs and sales readiness
  • Offers of more in-depth downloadable content
  • Behavioral and demographic audience segmentation
  • Triggered email, including autoresponse messages
  • Dynamic personalization that ensures content relevance
  • Preference pages that give email recipients greater control
  • Interactive content such as surveys, games, and polls
  • Multimedia email that contains animation, video, and/or audio
  • Loyalty programs that reward new and returning customers

Size Matters for Email Lead Generation

While email marketing ranked fourth overall among B2B organizations, it excelled as a lead generation tool for marketing directors of small to mid-sized businesses. For these companies, email was consistently ranked as the most effective lead-gen tool – even higher than tradeshows and SEO. Email’s cost effectiveness is one of its key selling points for mid-sized businesses; a dollar spent on email marketing goes farther than with any other lead generation tool. Larger businesses also benefit from a great ROI, but for smaller organizations, email’s efficiency is critical.

With its relatively low cost, ease of use, and high value, email makes sense as a primary B2B lead generation tool.

How to Sell to Manufacturing Professionals

reachbaselogo1

From independent small to mid-size businesses to global corporations, manufacturing professionals guide every step of the supply chain from raw materials to end-user products. Working in research and development, work process design, consultancy, distribution, customer service, and executive capacities, manufacturing professionals are a large and diverse group. Continue reading

Infographic – Testing, Testing – Is Your Email Marketing On?

How do you know what works in your email marketing campaigns? Testing elements within your email can tell you what your audience prefers, leading directly to higher open and click-through rates. Discover how much of a difference split-variable testing can make to your email campaign’s success and explore some testing possibilities in our latest infographic. Continue reading

Smarter Email Marketing with Behavioral Targeting

char_pig

As important as it is to understand who your customers are, it’s even more useful to know how they behave. By knowing how your customers and prospects interact with your email, a marketing automation team can help you pinpoint what drives buying decisions and find more audience members who want what you have to offer. With behavioral targeting, you also gain predictive insight into what your prospects will do in the future. Continue reading

“One Weird Tip” – Creating Compelling Email Subject Lines Without Tricking Your Readers

emailpic

If you’ve ever wondered what that “one weird tip” is, you aren’t alone. Those little ads for anything from financial planning to tooth whitening to weight loss have been phenomenally successful at attracting clicks. They’ve also become a victim of their own success because they rarely have the content to back up their promises, but that doesn’t mean the ads themselves don’t have plenty to teach. Businesses can still learn some important takeaways from these ads, especially for email marketing subject lines. Continue reading

Engineering Strategy News Subscriber List

engineer_strategy_logo

With the Engineering Strategy News list, you connect with the people who keep industry running – engineers. Subscribers to this monthly newsletter include established engineers and the up-and-coming leaders who will make up the next generation of influencers. Electrical, environmental, petrochemical, civil and software engineering specialists stay current with Engineering Strategy News; with this list, you’re able to keep up with them too. Continue reading

Infographic – Personalizing Your Marketing Message

Your audience is more than a collection of data points; they’re people, and they respond best when they’re treated that way. Customized content that appeals to specific audience segments, personalized email and targeted campaigns put you in touch with the people who comprise your data. When you customize, you let your prospects know that you’re working as a team to find solutions for their pain points. This week’s infographic shows you why getting to know the people who make up your audience matters for marketers. Continue reading

How to Ruin Relationships with Email

email_marketing_hundred

Whether they’re new leads or long-time brand loyalists, customers take work to maintain. You have to score leads according to sales readiness, nurture leads who aren’t yet ready for your sales team, adapt to shifting markets, segment your audience, supply steady streams of content and use A/B testing regularly to stay relevant to your prospective customers. Marketing automation eliminates most of this work for you by turning complex campaign creation and organization tasks into a few clicks, but you have another option: driving away your leads. Continue reading

Focus: Advertising Age Masterfile

With the Advertising Age Masterfile, you will gain access to some of the most influential and creative people in business today. Advertising executives, marketing professionals, digital content specialists and media directors have trusted Ad Age and its companion mastheads for nearly a century, and this database includes more than 430,000 of these media moguls. adagecovers1b Continue reading

Content

Contact Us

NOT market page