B2B lead generation: How email gets you there faster

B2B lead generation is a very novel concept in a constantly evolving environment where new practices are continuously improved upon to improve conversion rates. Here’s a glimpse of how one can use the world’s biggest (pseudo) social network, i.e., emails, to reach out to customers and boost sales.

•          For the success of any B2B lead generation campaign, there are 3 key ingredients for the email marketing campaign – a compelling subject line, an interesting offer and an invigorating call to action. One can’t just encourage the audience to take action. It’s necessary to tell them how it will affect them. This can help one focus on the specific business needs of customers and consequently, get better results
•           If one has different products or services to offer, segmenting the database into relevant audiences as per the different offerings is better than going with an all-out assault on the inboxes of all prospects. This would probably bring in the same number of results, but would take longer and make the non-targeted prospects seem averse to future B2B lead generation campaigns, none of which is a profitable proposition for any brand. In case one has just a couple of offerings, the need for segmentation takes a new form, as one needs to sell as quickly as possible in any case
•            One might think that they know the buyer. But the fact is that even though one has spent time listening in on social media conversations and analyzed feedback received regarding prospect reactions, when it comes to defining the user profile of an ideal customer, there is a group of individuals to consider. Obviously, one can’t afford the please everyone in the B2B lead generation process, and the most efficient way to do so is to understand the roles of influencers in the sales cycle. For instance, if one is selling a web conversion optimization tool, an ROI calculator is the perfect way to interest prospects.
•            Customizing emails as per the buying cycle is another essential step. The B2B buying cycle is incessantly long and during the early stages, buyers are only interested in researching or becoming aware of the options that lie before them. Offering gated content means they won’t respond, or may even shut out the brand completely. Hence, it’s necessary to understand what’s needed at which stage

Following these simple guidelines, one can very easily achieve the desired outcome and get better results out of B2B lead generation campaigns.