While B2B email marketing sometimes gets a bad rap and is trash-talked by self-serving purveyors of communications alternatives, email marketing remains a vital part of the go-to-market strategy for companies that sell to other businesses (B2B).
Approached correctly with thoughtful customer insight, especially buyer personas, buyer’s journey mapping, and the jobs-to-be-done framework, email marketing does a lot of the heavy lifting when accelerating leads into sales opportunities and new customers into promoters.
300% Lift When B2B Email Marketing Gets Triggered by an Action (Behavioral Email)
Traditional email marketing leans on lead nurturing, often known as drip campaigns, to educate and build trust with prospects -- with the goal of sales cycle acceleration.
That said, when you combine marketing automation, a marketing automation-enabled content management system (CMS), and behavioral email marketing, you'll be able to automatically send very specific emails in response to very specific actions.
For example, when a known lead visits a case study page or pricing page, you have clear signs of intent worthy of a specific internal and external email response.
When this happens, expect these emails triggered by actions performed three times better than ordinary lead nurturing emails.
Email Still the Primary Communications Channel by Professionals
Most teams became remote teams during the pandemic, where default communications shifted to collaboration tools like Microsoft Teams, Slack, and Zoom.
Heading into the lockdowns, 86% of professionals still ranked email first as their preferred communications channel.
B2B Email Marketing Enjoys Comparatively Higher Click-Through Rates (CTR’s)
And finally, when B2B email gets built on top of sound strategy - including buyer personas, segmentation, and personalization, B2B emails perform significantly better than B2C emails, other things being equal.
How much better?
B2B email marketing gets 47% higher click-through rates.
What are your top email marketing priorities? Let me know in the comments.