Email marketing has become an influential channel to reach business to business prospects and nurture leads as they progress through the buying cycle. In fact, according to Forrester Research (2010) spending on email marketing in the United States is expected to expand to $ 2 billion by 2014, at an annual compound growth rate of almost 11%.
Why Email Marketing
Many companies in the marketing field spend a lot of time and money in generating leads that create sales, but in most cases their efforts do not result in the outcomes they desire. Why? The answer lies in the fact that not all leads are sales ready. It has been estimated that only 25% of new leads are sales ready, 25% are straight away disqualified and the remaining 50% require constant nurturing. This is where an effective email marketing strategy can help marketers seek out fresh leads based on their target audience criteria and gradually nurture these leads till they become sales ready.
Marketers can use email communication to send out direct promotional material to obtain new customers or influence already existing customers for repeat business or to promote online customer loyalty programs to enhance customer relationships, and much more.
Email Marketing – Doing it Right
In order to accomplish B2B lead generation goals,marketers must establish and follow through a clearly defined strategy.
However, there is no single right way of doing email marketing. The most appropriate strategy for your business depends essentially on your objectives, your market, and the nature of your business.
Begin the process by initiating an email marketing campaign that offers your prospects a lucrative offer that holds high perceived value for them.
Follow it with a trail of emails to those prospects who do not click-through or download your offer in the first go.
For those who do, send a thank you email that links back to your website. Here it becomes vital that you have an unambiguous, effective and well optimized landing page that funnels your prospect’s attention to a specific call to action that is easily executable.
When done right, B2B email marketing is an efficient and cost effective tool to attract and nurture leads till they are sales-ready. Today numerous automated email marketing solutions are available that make it simple for B2B marketers to create, send and track email marketing communication, and effectively engage both existing and prospective customers.
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