Eight Benefits of Email Marketing for B2B Businesses

Ruthie Careyby Ruthie Carey

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Email is one of the most potent marketing modalities available. This is because, in part, it is an excellent means of earning and maintaining a customer’s trust.

This is particularly true for B2B organizations.

Where B2B email marketing strategies are concerned, there are tons of potential benefits to be reaped for those who have yet to optimize their eCommerce email marketing campaigns.

The truth is that B2B email marketing is quite possibly even more effective of a tactic than it is for B2C retailers. The reason for this is that the messages sent via email campaigns help B2B merchants to cultivate knowledge in their audience and build sustainable relationships with their subscribers.

While there is no doubt that email marketing is vital to B2C brands, effective B2B email marketing strategies are critical to online success given the dynamic between this industry and its consumers.

That said, today, we will be taking a look at the various benefits provided by compelling and competent B2B email marketing strategies, as well as why those perks are generated from this type of customer engagement.

Let’s begin by taking a look at why email marketing is vital to B2B organizations and their success.

The Importance of B2B Email Marketing Strategies

The truth is that much like B2B eCommerce marketing strategies and B2C marketing tactics, their respective email methodologies differ drastically.

Nonetheless, each is critical in the buying cycles of their customers.

As far as B2B email marketing is concerned, the reason why this modality is so important to such brands is that:

B2B Buying Cycles Are Longer

One of the main divergences between B2B and B2C email marketing strategies is that the former aims to try and get customers to purchase based on emotional triggers, whereas the latter utilizes logic as a driver.

The reality of the matter is that just about everyone makes impulse purchases on shoes or t-shirts. However, no one really impulsively purchases a several-thousand-dollar customer enterprise resource planning software subscriptions.

Because of the higher price tag that typically accompanies B2B purchases, consumers tend to take their time learning about the capabilities of the offering (be it a product or service), weighing and balancing it against the competition and generally contemplating if the thing is suitable for their brand.

Again, while B2C consumers might decide to buy something on a whim, B2B sales cycles are much longer. As Marketing Charts explains:

“The results indicate that three-quarters (74.6 percent) of B2B sales to new customers take at least four months to close, with almost half (46.4 percent) taking seven months or more.”

Given this timeline, it is critical for B2B sellers to consistently nurture leads over a more extended period of time. This means that regularly surfacing in subscribers’ inboxes with informative information is critical to the sales process.

The “informative information” part of that last sentence is key, which leads us to our next point.

Email as a Vehicle for Content

Since B2B purchases are primarily rooted in logic, those who are considering buying want to be as informed as possible about the product or services that they are considering. Therefore, they demand content as a means of providing them with the necessary knowledge.

This content might come in the form of blogs, videos, specification guides, comparison charts, infographics, tables, graphs or a myriad of other content types. Nonetheless, the best way for sellers to deliver this information and stay top-of-mind with leads is through email marketing.

That said, while email is the best way to get this kind of information to potential buyers, B2B email marketing strategies dictate that retailers should closely monitor email marketing metrics to get a clear picture of the types of content that perform best and resonate most with leads.

The Ability to Reach Multiple Decision-Makers

When retailers are targeting their content to subscribers, it is essential to remember that those emails are likely not just reaching a single individual. The reason for that is that B2B purchases typically involve multiple decision-makers.

With B2B transactions, there is typically deliberation between various departments, managers, and business leaders. Moreover, these folks will all have different profiles and be looking for various bits of information.

Therefore, retailers can utilize B2B email marketing strategies to essentially target the company as a whole, highlighting various features and benefits for different departments.

Alternatively, retailers can also opt to employ audience segmentation strategies to target their campaigns to more closely align with specific job titles, industries, and the like.

That said, let’s go ahead and explore the benefits that can be reaped from utilizing the right B2B email marketing strategies.

Advantages of B2B Email Marketing

Truth be told, there are scores of benefits to be had from those who successfully wield B2B email marketing strategies effectively.

While there other marketing tactics such as social media marketing, search engine optimization for B2B visibility, and the like that are indeed necessary to engage in, email marketing is uniquely suited to B2B marketing needs as it helps retailers in the following ways:

1. Produce Personalized Messages

One of the most significant benefits of using email marketing for B2B brands is the ease with which sellers can tailor campaigns to speak to the needs and interests of individuals.

While online advertising has historically served a similar role, developments such as the CCPA’s impact on advertisers are making PPC advertising much more difficult to personalize.

By adopting B2B email marketing strategies, lists of companies can be segmented for personalization purposes, thus elevating the relevance and effectiveness of the campaign.

2. Nurture Leads and Cultivate Relationships

Another reason why learning to utilize B2B email marketing strategies is essential for such sellers is that email marketing is a relationship-oriented medium.

B2B sales are all about cultivating relationships. Moreover, as mentioned earlier, B2B companies tend to have much longer sales cycles than B2C companies. As a result, prospective customers require much more information on how a product or service can benefit their business, as well as evidence of why they should purchase from a particular seller over their competitors.

When it comes to B2B lead nurturing, email marketing is one of the most practical tools at a merchant’s disposal. Generally speaking, at least half of the leads that a B2B company is chasing are not yet ready to buy, which means that developing relationships with prospective clients at each stage of the sales funnel is critical.

No matter where in the funnel folks are, a lead nurturing strategy is vital to get them to convert and become a customer.

An email nurture campaign is an invaluable tool in this regard. By delivering frequent, relevant content to prospects on a regular basis, B2B retailers will be able to move leads through their sales funnel without frustrating subscribers.

That said, in order for a lead nurturing campaign to be effective, sellers must also implement a lead scoring system as this pinpoints where a lead is within the sales funnel and can provide a clear direction on how to best communicate with prospects.

This is where content comes into the mix. By establishing where leads are in the funnel and serving them up content offerings targeted toward that stage, B2B retailers can guide prospects toward the next phase.

Therefore, a seller’s eCommerce content marketing efforts work hand in hand with their B2B email marketing strategies, delivering the information leads needed to move forward directly to their inboxes.

Moreover, email marketing allows sellers to communicate with prospective buyers at times that are most suitable for them, which sets email apart from other digital marketing tactics or even traditional outbound phone calls.

3. Increased ROI

B2B brands that implement email marketing automation solutions have a tremendous opportunity to increase their sales pipeline.

The fact is that merchants can greatly increase their revenue with email automation as these kinds of tools enable sellers to segment prospects and deliver personalized messaging for their specific stage in the sales funnel, job title, industry, and the like.

In effect, what this does is create a one-on-one conversion between retailers and their leads, enabling B2B marketers to communicate their unique selling proposition better and persuade prospects to become customers.

Moreover, eCommerce marketing automation solutions provide tons of other benefits besides revenue, including (but not limited to):

  • Time savings
  • Fewer errors
  • Elevated engagement levels

Additionally, it is not just prospective buyers whom merchants can target with their B2B email marketing strategies. In fact, increasing customer lifetime value with email marketing is one of the primary functions of the modality as retailers often use email to cross-sell, upsell, increase customer loyalty, and the like.

In the end, through the use of automated B2B email marketing strategies, sellers can increase campaign ROI, reduce effort, and produce more impact.

4. Easy to Design and Implement

One of the greatest things about modern B2B email marketing strategies is that it does not require a significant amount of resources, manpower, brainstorming, or turnaround time to design and launch an email marketing campaign (using an automated platform).

Granted, sellers do still want to abide by email design best practices. However, doing so with a powerful email marketing tool is much easier than manually coding an email campaign.

Employing tools like Klaviyo, GetResponse, Omnisend or other great email marketing solutions, retailers can easily automate personalized, segmented email campaigns to a myriad of prospects.

Given the ease with which these tools can be wielded and the average ROI of email marketing campaigns, those who are not employing B2B email marketing strategies to engage leads are losing out on tons of potential revenue.

5. Easy to Measure

One of the most critical aspects of all marketing campaigns is measurement. As all marketers are aware, measurement is essential to identifying errors or areas of optimization that can be leveraged to produce better campaign outcomes.

Fortunately, email marketing campaigns are relatively easy to measure as most platforms provide robust reporting features that track vital email marketing metrics such as open rates, delivery rates, click-through rates, and other critical data points.

This means that, while B2B email marketing strategies are already quite capable of producing a healthy ROI, the ease with which campaigns can be measured and optimized makes the potential all the greater.

6. Greater Levels of Engagement

Many of today’s more successful B2B email marketing strategies are built on automated platforms. Part of the reason for this is, again, the ability to segment leads into various groupings based on their position in the sales funnel, industry, location, job title and a panoply of other characteristics.

From there, retailers can begin delivering personalized email campaigns with content that is highly relevant to the individual and their company.

As a result, merchants are very likely to produce higher levels of engagement than they would with B2B PPC strategies. While PPC certainly has its place in a marketer’s toolkit, email marketing is a much more personal modality. Thus, it is unmatched in its ability to engage consumers.

7. Improved SERP Visibility

While many are aware of how PPC and SEO can complement one another and produce more outstanding campaign outcomes, far fewer are aware of the interplay between SEO and email marketing.

The reality of the situation is that when merchants craft highly relevant, personalized email marketing campaigns, they are driving traffic to their website.

No matter if these individuals convert before leaving, Google does see that more people are visiting the site. While conversions would help in the matter, the pure fact is that more folks visiting a seller’s site and (hopefully) poking around and visiting a few pages sends positive signals to Google.

As a result, the increase in traffic, time-on-site and other such metrics could help to increase a merchant’s visibility in the SERPs, thus driving more traffic and ultimately creating a positive feedback loop.

8. Improved Marketing Efficiency

Turning once more to the benefits of email automation, such tools allow retailers to save significant amounts of time and resources.

The fact is that sales representatives can increase their reply rate and set appointments and meetings while marketing teams can focus on more important strategic projects rather than getting bogged down in busy work.

Through the use of automation services that enhance B2B email marketing strategies, sellers can:

  • Easily create audience segments based on consumer actions
  • Quickly set up powerful nurture campaigns
  • Schedule campaigns ahead of time
  • Potentially shorten the sales cycle via nurture campaigns

Instead of focusing on mundane, tedious tasks, retailers and their teams can instead focus on optimizing campaigns and enhancing ROI.

Final Thoughts

B2B email marketing strategies are a foundational necessity for succeeding in today’s digital environment. While PPC ads used to be heavily relied upon, changes to the landscape like Apple’s iOS 14.5 update are creating strategic shifts to email marketing, SEO and similar modality.

As these types of campaigns continue to become increasingly difficult for merchants to profit from, it is critical to establish alternative strategies that will allow a brand to continue flourishing.

While email marketing has long been a cornerstone of doing business online, its importance is currently increasing in significant ways.

Given the benefits that sellers have to reap from the modality, it is wise for B2B retailers to go full bore into their email efforts.

If your brand would like help in getting the absolute most out of its email efforts, reach out to Visiture’s email marketing experts.

Our team of seasoned email marketing professionals can help to develop targeted email campaigns that nurture prospects from subscription to sale.

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