Email Marketing Benefits and Challenges for B2B Businesses – Expert Insights

 High Quality Research, Copywriting and Targeting Equals Email Marketing Success

 Automation of B2B email marketing using various software tools can save you time, and bring back leads from the dead. Creating a nice drip campaign is an incredible way to keep people opening your emails, warm prospects, and turn a subscriber into a customer. Beyond that, even when you are very new you can hone your messaging 10x faster using automated B2B outreach. If you don’t know how, DM me on Instagram @andrewstartups.

 The main challenge facing B2B businesses looking to execute high-quality email marketing is the attention span of readers! Creative content is a must and email marketers should spend time focussing on story telling rather than “marketing” – our job is to educate and amplify that education and well considered email marketing is vital to that.

 Cold email & LinkedIn multi touch success

 An email greeting with “Hi Everyone” will engage no one. Think of one person and write to him. Realise he’s a human who is constantly asking, “What’s in it for me?” Answer his question succinctly. And your message will resonate with him and others like him.

 Benefit: increase trust and reduce scepticism over time to facilitate the user journey and increase conversions. Challenge: Setting this up + Getting it right once setup.

 Cold email is a great way to connect with your ideal prospects if you do it with intention and you acknowledge where you are on the trust-o-metre. Remember, if you are a stranger it means danger, so going from cold outreach to pitching your services is NOT usually a great idea. You might find that 1-3% of the marketplace responds with being interested in your offer, however, the remaining 97% doesn’t like it. In fact, I’d even argue that it creates a lot of negative reputation on your and your company’s brand to do cold outreach this way. However, if you build a dream 120 ideal client list (120 because that is 10 companies per month) which is a more doable outreach campaign for any company, then you can take your time to do the research necessary to send a really good cold email that gets responses. You don’t need to spray and pray when you lead with care. If you sprinkle in the offer to feature your ideal clients on a magazine, podcast, etc you’ll get much better results and you’ll have your ideal clients helping you create your content. Much like this round-up post. 😉 What is a podcast interview, it’s really just a really good discovery call without the sales pressure. When you approach outbound with this kind of love and care, it works well. If you spray and pray, you are really just a dirty rotten spammer.

 With 2022 right around the corner, I think that the ongoing challenge for increased brand personalization is still on, with content that reflects the voice of the target audience, that catches their attention, is relatable and stands out. Prioritisation of user experience is also an ongoing must, making sure user intent and what you wish your target to do is considered. This can be done, for example, by making sure conversion points are obvious. Interactivity is also an element that can contribute to enhancing that overall experience, which can easily be done by sharing downloadable links. B2B content marketers must continue to integrate marketing collaterals in their email initiatives, such as visually appealing infographics, brochures or e-books. The benefit of integrating email automation in B2B sales and marketing efforts is also a great way to gain productivity and to engage with prospects. Unfortunately, many businesses don’t have the resources for an internal marketing team. They can definitely reach out to agencies that can fill that gap, and outsource that work to an extended team that shares their vision and goals.