If your B2B company isn’t already heavily focused on email marketing, now is the time to start. More than 30% of B2B marketers say that email is the channel with the biggest impact on their revenue — making it clear that a strong B2B email marketing strategy is essential.A B2B strategy is going to look different from a B2C email marketing strategy. If your target audience is other businesses, you’ll need to plan your email marketing with their needs in mind. Focusing your efforts on the needs of your audience can boost your customer acquisition significantly.Ready to get started? Take a look at this top-to-bottom guide to help inform your B2B email marketing strategy and drum up more business for your brand.
Start with lead gen
Your B2B email marketing strategy should start at the very beginning: with lead generation. All of your lead gen should be done with your B2B audience in mind. Chances are, that audience is hanging out on platforms like LinkedIn. Stats back this up, showing that 65% of B2B companies succeeded with lead generation from LinkedIn. Strategic landing pages, blogs and SEO are also helpful in acquiring more B2B leads.
Segment and customize
As your email list starts to grow, segment that list into different categories so you can send personalized emails to each one. You can segment a B2B email list the same way you’d split up any list, using determinants such as geographic location, activity and purchase history to divide your customers. Add additional segments by sending out a survey email that asks questions relevant to your business. Then create segments based on the responses.(Pictured: Discover Your Users by designer Hector Titus Ruiz.)
Send relevant content
One of the best B2B email marketing tips is to focus on sending helpful pieces of content (as Userlike does below). B2B email marketing relies more heavily on educational content than B2C does: 90% of top-performing B2B content marketers put their audiences’ informational needs first. When you send high-quality content, you’re sending what your B2B readers want to hear. Over time, you’ll establish your credibility by helping them solve their business problems. When you do go for the hard sell, they’ll be more likely to listen.Subject line: 6 tips for transparency in business ?
Your audience is other companies. But who exactly are you speaking to? Put a face to your audience by looking at helpful B2B email marketing statistics. For example, 46% of all B2B researchers and buyers are millennials. This means that you can boost conversions by shaping your tone of voice, references and other elements of your marketing emails to appeal to millennials.
Create emails that are mobile responsive
More and more B2B employees are using smartphones. Over 50% of B2B searches take place on smartphones, with mobile driving or influencing an average of 40% of revenue in leading B2B organizations. That’s why it’s essential that your B2B email marketing templates are mobile responsive. Pick email templates that perform equally as well on desktop and mobile, easily adapting to the device where they’re being read so your B2B customers can take in the information at a glance.
Share company updates
Any time you have company news, share it! Research has shown that many B2B email subscribers sign up because they want to stay updated on company news. News items you could share include:
- New employees joining the team
- Winning an award
- Introducing new products or pricing
Promote a webinar or event
If you have a webinar or event coming up, promote it to your B2B email list. You have an audience that wants to continue to learn and grow. So as long as the topic of your event is tailored to them, your event promotion emails are likely to get a lot of opens.In this B2B email marketing example, digital product design platform InVision shared a brief list of information an upcoming webinar would include. InVision also acknowledged that its customers had busy schedules and promised a recording after the event.Subject line: Will you be joining us? “How Animation Brings Products to Life” webinar
Wrap-up: Rinse and repeat these B2B email marketing tips
Now you’re ready to launch your B2B email marketing strategy — from the first step in the lead generation process, all the way to your signature for business email. Make things easier on yourself by using B2B email marketing templates to create your emails. BEE templates are mobile responsive, visually attractive and easy to customize. Use our templates to give these B2B email marketing tips a try and help your email strategy get off the ground!