Email marketing is alive, no matter How to Get a Steady what anyone says. With its help, including in B2B, you can effectively communicate with clients and build long-term cooperation with them.
Maria Ageeva, head of email marketing at Completo , told us how to get a stable flow of leads using email tools and shared an algorithm for developing an effective email strategy.
Email Marketing: How the Sales Funnel Works
Email marketing is a digital tool that helps build direct and targeted communication between companies and clients, both current and potential.
This is a kind of “mammoth” among promotion mechanics, which has existed for several decades and brings the necessary results to business.
Email marketing allows you to convey to your audience the benefits of a product that meets their needs and pain points and solves important tasks, and not to lose communication. This is especially important in the B2B segment with its long transaction cycle: according to statistics, 74.6% of B2B sales take at least four months, and 46.4% of deals take about seven months to close.
The email marketing strategy is built specifically for the long term, so that you are constantly within the information field of your clients.
When a Business Needs to Implement Email Marketing
In an ideal world, this would be vp quality email lists right away, but as practice shows, B2B companies often collect user contacts and do not communicate with them in any way other than through correspondence between sales managers and business representatives.
It’s time to develop an email marketing strategy if:
- a customer base has been accumulated ;
- there is a low conversion from lead to sale . Even if the company has email communication set up, but the when choosing the right digital marketing method conversion of interaction is low, then it is worth analyzing your actions, identifying weak spots and implementing effective email marketing;
- no understanding of the customer journey . A clear example of a communication failure is the disjointed use of a large pool of tools without a properly defined and digitized customer journey;
- there is a low flow of applications ;
- a large budget is spent on attracting . One of the main “pains” in the B2B segment;
- there are no upsells or repeat requests . Of course, the human factor can also play a role: the manager missed a call, forgot to set a “reminder”, but it is impossible to justify everything solely to them.
Correct communication is the path to success and achieving goals
Email marketing is important for businesses because it:
- helps automate lead generation and subsequent lead processing;
- reduces the workload on staff . Not only on sales managers, but also on technical support specialists;
- saves time and money . After proper implementation, the main task is to maintain the implemented schemes and chains, analyze and implement adjustments if necessary;
- accelerates the customer’s progress through the sales funnel . With a proper understanding of the customer’s path, you can move them to the next stage of communication through individual letters and targeted communications;
- contributes to the improvement of customer service . Constant interaction with the client helps to find weak points of the product and service and to level them out;