Email Marketing in B2B
Posted: Sun Jan 19, 2025 6:09 am
The content of email messages should be adjusted as the prospect moves through the sales funnel. The following types of messages can be used for B2B marketing:
Invitation, welcome letter. Sent to a potential client in response to a completed application form or after a conversation with a manager. The main goal of the mailing is to introduce the recipient to the company, tell about its advantages, the benefits of cooperation. Such messages usually include certificates, diplomas, gratitude, awards, etc. The terms of cooperation, guarantees, and deadlines for fulfilling obligations are also described.
Educational and informational rich people data package letters. Such mailings tell directly about the product, demonstrate examples of its practical use. Cases, links to video materials, etc. are added to the letter.
Trigger emails. The trigger may be the purchase of a subscription or the completion of a previous transaction. The recipient is sent a thank you, a reminder about the deadline for making the next payment, and informed about other opportunities.
Regular mailings. They ensure that customers maintain their interest in the brand and indirectly influence the purchase decision. They include useful information and news. This can also include surveys, invitations to seminars, and messages about ongoing promotions.
To conduct email marketing in the B2B sphere, you can use mailing services specially designed for this purpose.
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CRM Marketing for B2B
In marketing for B2B companies, CRM (Customer Relationship Management) is not used very often, since there is no transactional marketing. The customer base is much narrower in comparison with B2C, and the company has to go a long way to concluding a deal with each potential partner and then maintain partnership relations.
When distributing complex products and large lots of them in B2B marketing, it is difficult to develop universal sales scripts and track the frequency of interaction. CRM marketing can be used by organizations that have regular points of contact with consumers (subscription renewal, warranty service, equipment improvement, regular deliveries of new lots of goods).
CRM Marketing in Segments
Source: shutterstock.com
B2B capabilities in CRM:
Creating a company's client base and segmenting them.
Sending out advertising messages.
Automation of sales department.
Marketing automation.
Automation of standard operations.
Search for leads (potential clients).
Concluding repeat transactions.
Reporting on B2B marketing implementation.
Marketing analytics.
Invitation, welcome letter. Sent to a potential client in response to a completed application form or after a conversation with a manager. The main goal of the mailing is to introduce the recipient to the company, tell about its advantages, the benefits of cooperation. Such messages usually include certificates, diplomas, gratitude, awards, etc. The terms of cooperation, guarantees, and deadlines for fulfilling obligations are also described.
Educational and informational rich people data package letters. Such mailings tell directly about the product, demonstrate examples of its practical use. Cases, links to video materials, etc. are added to the letter.
Trigger emails. The trigger may be the purchase of a subscription or the completion of a previous transaction. The recipient is sent a thank you, a reminder about the deadline for making the next payment, and informed about other opportunities.
Regular mailings. They ensure that customers maintain their interest in the brand and indirectly influence the purchase decision. They include useful information and news. This can also include surveys, invitations to seminars, and messages about ongoing promotions.
To conduct email marketing in the B2B sphere, you can use mailing services specially designed for this purpose.
Recommended articles on this topic:
Company Marketing Plan: Short and Detailed Versions
Marketer's KPI - Key Indicators and Accurate Calculation
Absolutely Free Internet Advertising: 19 Options
CRM Marketing for B2B
In marketing for B2B companies, CRM (Customer Relationship Management) is not used very often, since there is no transactional marketing. The customer base is much narrower in comparison with B2C, and the company has to go a long way to concluding a deal with each potential partner and then maintain partnership relations.
When distributing complex products and large lots of them in B2B marketing, it is difficult to develop universal sales scripts and track the frequency of interaction. CRM marketing can be used by organizations that have regular points of contact with consumers (subscription renewal, warranty service, equipment improvement, regular deliveries of new lots of goods).
CRM Marketing in Segments
Source: shutterstock.com
B2B capabilities in CRM:
Creating a company's client base and segmenting them.
Sending out advertising messages.
Automation of sales department.
Marketing automation.
Automation of standard operations.
Search for leads (potential clients).
Concluding repeat transactions.
Reporting on B2B marketing implementation.
Marketing analytics.