B2B 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 discussed.
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
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 via email.
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
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 expected.
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