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5 B2B Email Marketing Tips That Will Help You Get More Leads

Michal Leszczyński
Michal Leszczyński
Sep 26, 2023
5 B2B Email Marketing Tips That Will Help You Get More Leads
5 B2B Email Marketing Tips That Will Help You Get More Leads

If you're transitioning from being consumer-oriented to B2B (business-to-business) email marketing, either because you've decided to sell exclusively to businesses or have added new products/services for businesses, it's essential to adapt your email strategies for effective and profitable B2B campaigns.

Successful B2B campaigns thrive on personalized email marketing tactics that cater to businesses, each with unique needs. Unlike B2C campaigns that can require a broader approach to include everyone, B2B strategies demand a more tailored approach.

Not to worry, though. Here are five B2B email marketing tips you can follow to enhance your marketing efforts and generate more leads or convert businesses into paying customers:

1. Identify and Profile Your Target Clients

B2B campaigns may target multiple individuals with different roles and responsibilities in a company. For this reason, the first email marketing best practice is to create a customer persona, profiling your target clients. Consider their values and what they do in the company.Unlike B2C campaigns, B2B email marketing appeals to a business frame of mind by targeting the needs and interests of business executives purchasing products to impact their company’s bottom line. To identify and profile the right clients, first, create your target market and include the following data in your buyer persona: 

  • Firmographics: These are descriptive attributes of your buyers’ organizations, including company size, years of operation, annual revenue, etc. 
  • Geographic location: The value prospects place on different aspects of products or services varies by geography, resources, and industry focus. 
  • Needs and behaviors of ideal buyers: In a typical B2B buying process, you’ll need to profile the people involved and their roles to influence buying decisions. Are they the influencers, decision-makers, or technical buyers? What key talking points or touch points need to be addressed? 

Remember, business clients are clear on what they need from the start and will make rational buying decisions based on the quality versus price ratio. Therefore, consider the different B2B buyer profiles involved in the buying process and expand your ideal customer profile to include the roles each target client plays.With this in mind and the help of email newsletter platforms, which we’ll discuss in a moment, you can create a more tailored email marketing plan.

email targeting for the b2b buying center

2. Write a Compelling Subject Line

According to Invesp, 69% of email recipients report emails as spam based on the subject line. That’s why it’s so important to get your subject line right. Business people skim through emails daily. The only way to get them to notice yours is to make your email subject line catchy, compelling, and straight to the point.Keep your titles short and state the purpose of the email upfront. Depending on the target profile you’re messaging, you can write a non-clickbait, teaser subject line like this example below. 

B2B email from Vero with the compelling subject line "did you know you've got 6575 customers you could email"

Personalization is a great way to increase your subject line's relevance. Strong subject lines tap into the prospect’s intent to build curiosity and help improve email open rates and the overall success of your campaign.Generative AI tools are great for writing compelling subject lines. AI can give you a great starting point with tons of subject line ideas based on simple prompts related to your email campaign. 

3. Include a Clear CTA and other vital elements

A strong call-to-action (CTA) helps to eliminate confusion in your emails. CTAs serve as a beacon of clarity within your emails, providing direction to your B2B audience on the next steps to take after engaging with your message.For a CTA to be effective, we recommend keeping it concise and straightforward. Something as simple as “click here,” “sign up,” or even “watch the video,” can be enough to entice action. However, avoid using multiple CTAs within your email. Ideally, one or two should be fine. This ensures that your audience can fully concentrate on your email's content and, most importantly, the specific action aligned with your campaign's objectives.See how Zendesk does it.

Zendesk straightforward CTA example "click here"

In the Zendesk example above, the email copy has two CTAs that call the recipient to action — “click here to verify your email address” and “sign in to your Zendesk.” These CTAs are friendly and accurately reflect what the marketer wants the client to do.

Another vital email marketing tip is to avoid using a sense of urgency in your B2B outreach campaigns. This sounds counterintuitive, but it makes sense. Unlike B2C email marketing, B2B emails should be professional and respectful of your recipient’s time. Use skimmable email content. Go straight to the point. This is so much better than trying to trick your audience with urgency triggers.

Remember, B2B customers tend to be more logical and less emotional.

4. Segment Your Audience

Segmentation is another B2B email marketing tip you shouldn’t overlook. Segmentation allows you to group B2B subscribers, business prospects, and customers into smaller groups based on specific criteria or where they are in the buyer journey. 

Most email service providers have built-in segmentation tools that let you create segmented lists and target each group with tailored content. This ensures you only send out highly customized or personalized emails based on user activity or interest, not generic email content. Here are some ways to segment your audience based on their engagement with your business: Start by gauging your audience's interest level. For example, if they respond well to a particular email campaign, then there’s reason to believe they’re interested in that offering.

  • Prospects with fewer engagements could receive free e-books and white papers with zero marketing language.
  • The most engaged group could receive full-on marketing emails that address their unique needs.

Of course, you can also use other criteria to segment your audience. The bottom line is you must put your audience into subgroups based on each individual’s interest or activity and tailor email content to suit them. 

5. Tap Into Automation

Email automation takes your B2B email marketing campaign to the next level. For starters, it guarantees that your emails are dispatched at the optimal moments. For instance, you can choose the specific triggers that deploy particular email campaigns. This can be configured based on factors such as firmographics, buyer behaviors, or specific actions taken by your audience.This is an example of how Hubspot uses automated bulk emails to welcome new businesses using their CRM: 

HubSpot onboarding email

Marketing automation platforms allow you to get even more nuanced with email automation. With platforms like GetResponse, for example, you could set up an automatic email campaign to be deployed when customers hit a particular milestone. This not only fosters stronger customer relationships but also enhances conversion rates, ultimately amplifying the return on investment (ROI) of your email marketing efforts.

Time to put our B2B email marketing tips to the test 

The B2B email marketing tips in this article are only as effective as you make them. It might take some time and effort to get the engines rolling, but it’s worth it. First, understand and segment your target market. That will ensure your ideal customer profile is well aligned with industry standards and satisfies the pain points of big players in the market. Improve your chances of conversion by tailoring each email to suit a specific target profile in an organization. Pair this with a clear CTA and a compelling subject line and use automation tools to optimize your ROI.

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If you’re using Salesforce Account Engagement (formerly Pardot), you’ve likely hit a wall with its native email editor. Whether you’re a nonprofit, a growing SaaS company, or an enterprise with multiple brands, the common complaint is the same:

"Pardot is just way too restrictive for our needs."

"The collaboration part just isn’t happening smoothly. It is too hard to involve writers and designers effectively."

 "It isn’t like we were doing anything overly creative—it just doesn’t give us the flexibility we needed."

Let’s face it: as powerful as Pardot is on the automation side, its design capabilities often fall short. And Salesforce doesn’t seem in a rush to improve them. If you’ve been trying to get more from your marketing emails—faster, better, more on-brand—it’s time to consider a better way.

Beefree isn’t a replacement. It’s the perfect addition to your workflow

The good news is that you don’t have to abandon Pardot. It is excellent at what it’s built for—automation, CRM integration, lead scoring, and financial compliance. 

But when it comes to design and collaboration, the limitations start to pile up. Whether it’s because of its clunky editor, lack of customization, or the time spent fixing buttons and web fonts (insert eye roll). 

Pairing Beefree with Pardot doesn’t just improve how your emails look, it transforms how your team works. This pair is especially perfect for: 

  • Healthcare & Financial Services: where compliance and approvals are non-negotiable.
  • SaaS, Consumer Brands, and Professional Services: where keeping brand consistency across touchpoints is critical.
  • Higher Ed, Manufacturing, Real Estate: where teams juggle multiple departments, audiences, and localizations.
  • Nonprofits: where lean teams need to move fast 

Teams from all walks of life all come to Beefree looking for the same thing: a fast and flexible email design solution that seamlessly integrates with their tech stack (without slowing their team down).

(source)

From chaos to control: Why teams choose Beefree

Now that you know what Beefree is, it’s time to talk about how it can help. 

When email production feels scattered (we’re talking files everywhere, last-minute edits, branding inconsistencies), it’s not just frustrating, it’s risky. It opens the door to real mistakes: off-brand messaging, broken layouts, missed approvals, or worse, emails that get flagged for non-compliance.   

1. Keeps your team organized with Workspaces

Instead of one cluttered space where everyone shares the same templates and folders, Workspaces allows you to manage email assets across brands, departments, and regions in unique environments. 

  • Create separation without silos: Marketing ops can manage everything in one platform, while individual teams work independently within their own workspace. It’s the best of both worlds.
  • Prevent cross-team mixups: With workspace-specific templates and permissions, there’s no risk of someone accidentally launching a healthcare email from the real estate workspace.

2. Allows you to move faster without sacrificing brand integrity

Beefree empowers teams to scale production while keeping every email perfectly on-brand.

  • Style Kits: Automatically apply your brand’s fonts, colors, and design settings to every email in a workspace
  • Saved Rows: Save your most-used content blocks (like hero sections, testimonials, or product features) and reuse them across campaigns.
  • Synced Rows: Make a global update, like changing your holiday promo footer or legal disclaimer, and Beefree automatically applies it to every email using that row. 

3. Helps you catch mistakes before they go live

Beefree helps your team build error-resistant emails with features designed to catch issues before they go live. 

  • Smart check: Beefree’s Smart Check automatically checks your designs and alerts you of any red flags, such as missing links, heavy images, and large HTML files, so you can fix them before they cost you. 
  • Built-in approval flows: Ensure the right eyes are on every email. No more chasing approvals in Slack or email threads.

Learn more about sending error-free emails with Beefree: https://beefree.io/blog/error-free-emails-beefree

4. One click export from Beefree to Pardot

With Beefree’s native Pardot integration, your team can export emails with confidence. What you see in Beefree is exactly what your audience gets in Pardot. No weird spacing. No layout issues. No surprises.

Real results: How USC Marshall scaled campaign production with Beefree

In 2020, Dwayne Rice, Senior Associate Director of CRM Management at USC Marshall, was juggling comms for 11 graduate programs. Each had its own drip campaigns, deadlines, and unique audiences.

“I needed an efficient process to crank out emails,” he said.“But Pardot’s editor was slowing us down.”

By switching to Beefree, Dwayne’s team was able to build reusable templates and modular elements—cutting production time and removing the need for third-party vendors.

“Beefree has enabled us to create content efficiently enough to bring multiple processes in-house and discontinue relationships with several vendors, saving time and money.”— Dwayne Rice, USC Marshall

Read the full case study

Stop letting Pardot’s email builder hold you back

From higher ed to healthcare, SaaS to nonprofits—teams across industries are making the switch to Beefree not to replace Pardot, but to complete it. With Beefree you can:

  • Design polished, responsive emails in minutes
  • Collaborate seamlessly with writers, designers, and stakeholders
  • Export to Pardot with full confidence

Start building better emails for Pardot today — Try Beefree for free

Or if you're a non-profit, apply for a $1,000 annual credit!

(source)

Frequently asked questions about using Beefree with Pardot

1. How does Beefree integrate with Pardot?

Beefree serves as an external email design tool that integrates seamlessly with Pardot. Users can design emails in Beefree and export them directly to Pardot as new templates or update existing ones. This integration streamlines the email creation process by allowing for more flexible and visually appealing designs than Pardot's native editor.

2. Does Beefree provide analytics for email performance?

Beefree focuses primarily on email design and does not offer built-in analytics. However, once emails are exported to Pardot, users can leverage Pardot's robust analytics and reporting tools to track performance metrics such as open rates, click-through rates, and conversion rates.

3. How does Beefree enhance email design capabilities for Pardot users?

Beefree offers a no-code, drag-and-drop email builder that allows users to create visually appealing emails without HTML knowledge. It integrates seamlessly with Pardot, enabling users to export their designs directly into the platform, thereby overcoming Pardot's design limitations .​

4. What collaboration features does Beefree offer compared to Pardot?

Beefree offers robust collaboration features that surpass those in Pardot, including:

  • real-time design-specific comments
  • role-based permissions
  • approval workflows

all available directly within the email design environment. These tools make it easier for teams to co-create and review content without switching platforms. In contrast, Pardot’s collaboration tools are more limited and typically rely on Salesforce’s broader ecosystem for team coordination.

5. Does Beefree support features like AI copywriting or mobile optimization?

​Yes, Beefree supports both AI-driven copywriting and mobile optimization features. Its AI Writing Assistant enables users to:

  • generate email and landing page content or revise existing copy
  • create alt text for images
  • translate content to different languages

Additionally, Beefree's Mobile Design Mode allows for editing of mobile-specific styles, such as:

  • text alignment
  • padding
  • font size
  • and more

to ensure responsive and user-friendly designs across devices.

6. Can Beefree help maintain brand consistency better than Pardot?

Yes, Beefree helps maintain brand consistency more effectively than Pardot through its Brand Style Guidelines feature, which lets teams lock in brand colors, fonts, and content blocks across all email designs.

Users can also create reusable templates and design systems that ensure uniformity, even across multiple teams or clients. While Pardot offers some branding controls, it lacks the same level of built-in visual governance and flexibility found in Beefree’s design-focused environment.

Send Error-Free Emails with Confidence Using Beefree

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We’ve all been there: You craft the perfect email, hit “send”, and just as you settle into the satisfaction of a job well done, someone slacks you: “Hey, something doesn’t look right with that campaign.” 

If this sounds familiar, you should know that you’re not alone: According to the 2025 Really Good Email Survey “90% of email marketers say they have a history of noticing mistakes in their emails after they’ve hit the send button.

This becomes especially common when your team constantly juggles multiple campaigns or makes edits until the last minute. Sadly, even the smallest mistakes don’t just slip through the cracks; they cost you.

Luckily for us all, mistakes can be avoided. And no, not by lighting a Pre-Send Protection Candles™ and hoping for the best. But rather by equipping your team with the right tools that work with your team – not slow them down. Let’s talk about it!

Building your team’s safety net for mistake-free emails with Beefree 

When everyone involved in the email creation process is aligned and supported by smart systems, executing mistake-free emails becomes second nature. Instead of scrambling to do damage control, you’ll want to set up the tools and processes that help your team focus on what they do best: creating emails that connect, convert, and confidently represent the brand.

In this article, we’ll discuss how you can use Beefree to: 

  • Reduce human errors 
  • Implement systems of checks and balances 
  • Establish guardrails & frameworks for on-brand email design

1. Catch mistakes before they happen with Smart Check

Missing links that lead nowhere? Forgotten subject lines? HTML emails that get clipped in Gmail? It’s easy to make little mistakes that derail your campaign’s performance. 

Learn more about Smart Check → 

Beefree’s Smart Check automatically checks your designs and alerts you of any red flags so you can fix them before they cost you opens, clicks, or conversions. Think of Smart Check as your built-in QA partner who will catch:

  • Missing links
  • Heavy images that could slow down email load times
  • Missing subjects & preheaders that impact engagement
  • Missing alt text on images that hurt your email’s accessibility
  • Large HTML files that might affect deliverability (or get clipped in Gmail)

2. Keep every email on-brand with built-in guardrails 

Most of us don’t nail the perfect campaign on the first try. Great emails are a team effort. However, when multiple teams are involved in the email creation process, branding can quickly go off the rails. 

A misused font, clashing colors, or buttons that are too small to click don’t just make emails look disjointed—they can damage your brand’s credibility.

With Beefree’s Advanced Style Kit, you can set clear, predefined guidelines for fonts, colors, spacing, and more—so every design starts on the right foot. Once configured, all new emails automatically inherit your brand styles, reducing the need for constant oversight and minimizing errors.

Advanced user permissions let you lock down specific design elements, giving you full control over what can (and can’t) be edited. That means anyone on your team—regardless of design expertise—can confidently create emails that look and feel like your brand.

3. Empower your team to create with confidence with reusable content

When your team isn’t bogged down by the cumbersome process of creating content from scratch (or fear of going off-brand), they can move faster—and with far more confidence.

With Saved and Synced Rows, you can provide your team with pre-approved content blocks—like headers, footers, and other commonly used design elements—that they can use in their designs without creating them from scratch. That ensures design consistency, eliminates redundant work, and makes email creation a lot faster.

Learn more about Saved Rows → 

4. Ensure your team is aligned with centralized reviews and approvals:

Creating the perfect email often takes a team of designers, copywriters, marketers, and other team members working together. But when multiple people are involved, endless back-and-forth and feedback scattered across multiple conversations and channels can slow things down, lead to miscommunication, and ultimately cause mistakes. 

With Beefree’s built-in commenting, your team can collaborate and share feedback where the work is actually happening—right inside the builder. And if you’d like to involve external reviewers into the review process, you can do that as well. 

Learn more about commenting → 

Plus, with Beefree’s built-in Approval flow, you can ensure your designs are reviewed and approved by the right stakeholders. Stay aligned with real-time notifications on design changes, lock edits on approved content, and get a clear view of project status for smoother team collaboration and high-quality results.

Learn more about Approvals →

5. Need an additional pair of eyes? Use the power of AI to support your team

Take some weight off your team's shoulders and use AI to support them in the final stretch. Whether it’s catching typos, flagging inconsistencies, or suggesting optimization, AI can be a saving grace when deadlines are creeping in.

For those times when you can’t remember the difference between “there, their, and they’re,  Beefree’s  AI Writing Assistant is there to help. This eager-to-learn helper can  review your copy for grammatical errors, tone of voice, and even share suggestions for making it just a bit more compelling. Our AI Writing Assistant can also seamlessly translate content or automatically generate ALT text for images to enhance the accessibility of your emails. 

Learn more about AI-powered content creation in Beefree →

The tangible cost of email mistakes

Mistakes don’t just impact performance; they slowly erode credibility. What starts as a small oversight can be a massive inconvenience for your readers, sending them straight to the unsubscribe button. As for your team, mistakes chip away at their confidence. Instead of brainstorming for the next campaign, they’re scrambling trying to figure out how to do damage control.   

When done right, email is a powerful tool for connecting with your audience. But a single mistake can unravel that connection and undermine trust.

  • A missing or broken links can interrupt your subscribers’ journey to conversion, negatively impacting campaign performance.
  • A missing subject lines means your emails won't stand out in the inbox, hurting your open rate
  • An awkward typo might signal a lack of attention to detail
  • An off-brand design can make your brand look disorganized
  • An email that gets clipped in Gmail because it’s too big means some subscribers might never see the full email content.

Design error-free emails and send with confidence with Beefree 

Beefree helps teams of all sizes create polished, on-brand emails—without the risk of costly errors. With built-in safeguards, streamlined approval flows, and collaboration tools that keep everyone aligned, Beefree acts as your team’s system of checks and balances. From first draft to final sign-off, you’ll have everything you need to send with confidence, build trust, and get results.

Try Beefree's Business for free for 15 days and get access to all of Beefree’s tools that help you catch mistakes, streamline collaboration, and send with confidence every time. Or schedule a call with one of our experts to discover everything Beefree can support your team.

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