In any case, even if a company is buying from us, the decision-makers are people; they are driven by emotions and interests, which usually refer to levers that work in a different way than they do in their bulk sms service in sri lanka private environment. Thus, in many cases, managers in an organization look for guaranteed options or solutions that save them work , even at the cost of a higher price; after all, the benefits of selling a “lower” price internally do not usually compensate for the risk of “screwing up.”
These considerations must be reflected in a B2B Email Marketing strategy: the offer that we prepare in our Email Marketing campaigns and landing pages. Let's try giving a personal gift for each order, setting up a survey to qualify our leads or implementing a Lead Nurturing strategy. The tactics to use are very diverse, but in any case, success in your B2B Email Marketing strategy is based on paying attention to the following 5 general principles :
Focus on the benefits. You are certainly selling a product or service, but you need to focus on what your market wants to buy: a solution, a set of benefits for your reader. Each quality of your offer must translate into a benefit for your customers, and it is important that you summarise this in the subject of your email .
Interactivity. You must understand that Email Marketing is not a loudspeaker but an interactive channel, that is, with several directions . A channel in which you need to give (a free whitepaper, a relevant news item for your reader...) and then ask for small responses from your reader until you build a relationship of trust. If you commit your reader to make small responses, it will be easier for them to commit to more difficult ones, such as hiring your services.
Time management. Within this interactive process resulting from the two previous points, you should not approach your prospect and tell them how wonderful you are and that they have to buy from you now. As we mentioned before, B2B sales are not usually impulsive and looking for the sale too soon is one of the most common mistakes . You have to work patiently to make the sale hot. That does not mean that time does not matter, it is crucial, in the business world it is usually worth more than money. If we answer immediately upon receiving a form or an email with a request for a new lead, we will see how the conversion rates skyrocket. The response generates trust, silence generates uncertainty, and that is fatal in B2B businesses. When the response to a completed form is answered in the next 5 minutes instead of 10 minutes, the conversion rate of leads was 900% higher according to InsideSales. If it cannot be a call, at least establish automatic transactional emails that guide and inform the user and in which you can include cross-selling opportunities.
Multichannel. Your clients are not online or offline. Sometimes they prefer to write you an email and in other cases you prefer to call them and speak to them person to person. You must enable all the channels of contact with the client. Likewise, the use of multichannel efforts in your inbound strategy will multiply your results. At DataCentric, some of our clients have already seen how the response rate multiplied when, in addition to the emails for a DirectivosPLUS business segment, they added telemarketing follow-up to the part of the database that we knew had opened the offer.
