Successful B2B Email Marketing
Email marketing is an extremely effective marketing medium in B2B business scenarios. Unlike consumer marketing where customers are innumerable, customers are easily identified and limited in any B2B. Since the number of people to be addressed is limited, and contact details obtained relatively easily, Email marketing can be leveraged with potent benefits to the organization.
In B2B Email marketing the fundamental principles of marketing continue to be relevant. It definitely pays to spend some time thinking,formulating and documenting an Email marketing strategy prior to initiating any customer communication.
Who is the customer?
The first step is to map the customer purchase process. Mapping reveals the user, influencers, opinion leaders, decision makers and likely decision breakers too. They are likely to come from different departments of the organization: Users department, Procurement, Finance, Senior management (depending on deal size). Each of them has a role to play in making the purchase, and each of them needs to be marketed to.
Email Marketing Accountants Email Database campaigns sometime need to be customized for each of the participants of the purchase process. Not every person in the decision making process would be a potential recipient for the same email marketing campaign. For example, while the CEO of an organization could be one making the final sign-off on a high value sale, it’s unlikely that the CEO would like to receive periodical
product catalogues from you (indispensable for procurement). However the CEO needs to be aware of your business. Depending on the nature of your business and the size of the customer organization, you could definitely get Accountants Email Database the attention of the CEO with a specially addressed email annually or semi-annually.
Messaging Senior Management: Launch of a new product/service Invites to special events that you could be hosting Seasonal greetings Any Industry news that you possess and could be of business interest to the CEO/Top management Messaging Users, Procurement, and Technical evaluators:
You must look at addressing Procurement, Users and technical personnel at frequent time intervals. These people initiate the purchase, are present through all the critical decision points of the purchase process, and quite often have veto power to negative a supplier.
They are very important Accountants Email Database people and Email marketing needs to ensure that your business is top of mind and viewed favorably in their minds.
Regular communications addressing details of new products or services added to your business, technical features, special promotions, discounts could be your subjects – staying top of mind, and at the same time educating.
Subjects for addressing procurement professionals could be: Your product/Services catalogue (at the same frequency that you update it)
Deals and promotions that you may be offering Advance information about price hikes that you anticipate
Technical information about your products or services (If you are a dealer/distributor, this may not be of much interest since this information may be funneled directly by the manufacturer)
Invitations Accountants Email Database l events (Seminars/Product launches) that you are organizing Information about any training programs on your products New products or services launches Intimation of price changes (advance and/or post increase) Season greetings Birthday/Anniversary greetings Designing the communication
Much has been written about the structure and design of email communications – so much that it looks a science by itself and a highly complex subject. I however would like to take a simple approach. Lets consider a few pertinent points
You must have a communication message that is of interest and relevance to your customer. Do not generate content at random without first considering whether your customer would be interested in the content. If interest is in doubt – do not send the email. Always keep the interest of the customer in mind.
Keep the message short and simple. If there is a lot that you need to communicate, redirect them to a webpage with additional content
Call for Action Let your message always have a call for action. Possible action triggers could be:
Meeting with a sales rep – or asking for a telephone call from your business Request for additional information