marketing requires powerful tools that will convince the buyer about the
usability of the product. In B2B, the buyer signifies a group of people who
will take a collective decision for purchasing. This collective decision has to
be influenced by B2B marketers so that the buying team chooses their product.
Some of the powerful ways of B2B marketing include social media, emails, paid
advertising and offline events. In this article email marketing has been
Email marketing is a powerful and popular
marketing tool for B2B lead generation. Email marketing services are usually preferred by B2B enterprises
as it is low cost and an effective means to reach a wide range of targeted audiences.
B2B email marketing can be viewed as a process of
building a relationship with prospects or past and present customers by sending
newsletters, brochures and information updates about products/services/offers
Success of Email Marketing
The success of any marketing campaign depends on
delivering the right message to the right people at the right time. Marketers
need to send personalized emails that will make them curious and make them
reach out to the company’s website for more information.
For this to materialize marketers must first know
the intent of the prospect which would make it simpler to run targeted email
marketing message to him. This is where marketing automation solutions step in
to intensify email marketing efforts of the marketer.
Intelligent marketing automation solution help companies achieve their marketing goals by identifying the
“website visitor intent”. By revealing the prospect identity the sales and the
marketing teams can run targeted email campaigns based on intent.
Using Marketing Automation Tools for Email Marketing
Marketing automation tools help email marketing
efforts to multiple by creating campaigns easily based on identified leads ad
tracking email campaigns based on intent and website activity. It can be used
to enrich the understanding about the prospect and his buying interest and
engage the prospect with relevant content to sustain the interest shown.
Marketers can assess generic information like
opens and clicks and getting detailed information on the intent of the users
and, achieve higher conversions from email marketing efforts.
Email marketing can also be used to nurture
prospects. Marketers can send out follow up emails with information based on
intent and also share their success stories with links. By sending out
invitations to technology events or online seminars/webinars marketers can
invite them to read content collaterals that may be of interest to prospects.
Nurturing prospects through email marketing in
real time helps understand prospects and his current buying stage. Sales and
marketing teams can make the right move and a faster closure of deals can be
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