5 Powerful Strategies for Email Marketing B2B Lead Generation

Email marketing has been around for a long time. Despite many experts saying that it’s “dead” or “lost its edge”, it has continued to remain an effective tool in the digital world. There are many businesses that utilize it even today for various purposes.

One of them is lead generation. If you are a B2B business, you know how important it is to get in touch with prospective buyers. This guide will provide you with five powerful strategies for email marketing B2B lead generation.

Now, let’s get started with everything you can do to help your business grow.

1. Make Segmentation a Priority

Here’s the thing: one-size-fits-all is not always the viable solution. Especially when it comes to B2B lead generation and email marketing. That’s why you want to make sure segmentation is a priority for every campaign you put together.

Segmentation involves categorizing your email list. You can send emails specifically sent to a list of people that fit a category. Meaning those people will get that email and not everyone else on your list.

For example, interested leads may be a segment. You can send them specialized emails that will “warm them up” to become buyers that want your product or service. These emails shouldn’t be sent out to everyone else on your list or it will cause confusion and a colossal mess.

What are some other ideas for segmentation for B2B leads? This can be based on industry, geographical location, the size of the company, and more. When done effectively, your segmentation approach can lead to better engagement and conversions.

From there, you’ll also be able to craft compelling messages that will address specific concerns that your leads in the right segments face. 

2. Create Compelling Content

When it comes to writing an email for marketing purposes, it has to be compelling. But you also need to understand that it’s part of the objective. Because the purpose of the email is presenting the right offer in front of the right people.

The compelling content should be enough to get someone to take a certain action. Whether it’s purchasing a product or service, downloading a valuable guide, or something else - you want the content to educate and inform someone about a certain problem they’re looking to solve.

Plus, you want to give them that quick win that is your solution. If you want to create compelling content, one of the best ways is to get to know your target audience better. Ask them some of the following questions:

• What is their number one challenge with (desired goal)?
• What have they tried but didn’t work for them?
• What results are they looking to achieve in a certain period of time?

These are some surface questions you can ask. You can ask deeper questions if you so choose. The more answers you get from your target audience, the more content fodder you can create for compelling B2B emails.

The most compelling content isn’t created from thin air. It’s actually created based on listening to the people you want to help out. They don’t care about the features and benefits of something you offer. They care about the results they want to achieve.

They care about getting rid of a nagging, burning problem that has been bothering them for a period of time. So make sure your content is not only compelling, but relating to them in some way.

3. Automate your Drip Campaigns

Nurturing your leads via email is key. However, automation can take care of that so you don’t have to do all the heavy lifting. This game-changing method can allow you to lead them through the sales funnel with messages that are personalized and timely.

The campaigns you create are specifically tailored to specific buyer personas and stages in the customer journey. So you’ll make sure that your leads get those emails at the times you have scheduled.

You can program automated campaigns that can be triggered based on certain actions a lead takes. For example, if a lead opens an email but doesn’t click on the link, that can allow an email to be sent to someone who took that specific action.

The next email can address any potential concerns or provide the lead with additional information to encourage further engagement. Automation maintains consistent and personalized communication flow with interested leads and increases the chances of converting them into paying customers.

4. A/B Testing: Fine-Tune for Optimal Performance

A/B testing is often considered one of the common practices of email marketing. You want to test which marketing message will resonate with your audience more. Thus, it would make sense to experiment with different subject lines, the message itself, and more.

Of course, the offer should remain the same. If it is relevant to the people you are reaching out to, there is no need to change it. By continuously split testing and analyzing the results, it will give you data that can help you optimize your email campaigns in the future, paving the way for a more refined approach for maximum impact.

5. Make It Mobile Optimized

In today’s digital age, mobile device use is common. Many people see emails, notifications, and everything else on smartphones and tablets. So it will make a lot of sense if you make sure your emails are mobile optimized.

This means not only the design should be responsive, but the subject lines can be short enough to where it can get the attention of mobile users and get them to click. Mobile optimization will increase open rates because it’s not only them that will open the email, but also those who are on desktop computers.

Let LeadArm Work With Your B2B Lead Generation Needs

LeadArm knows that it takes to generate the leads your business needs. This also includes email marketing B2B lead generation that can be effective - even for years to come. Email has been around for a long time and continues to remain strong to this day.

Ready to get started? Contact LeadArm today and let’s discuss your B2B lead generation needs.