Email remains the Swiss Army knife of B2B Marketing.
It does a lot of things,
and it does them really well.
But email’s performance is only as good as your goals.
Let’s understand the
5 essential B2B email marketing goals,
and learn why you need to focus on each of them.
#1 Connecting with new prospects
Emails are ideal for starting relationships with potential customers.
They enable personalized touches at scale.
That’s why 13% of B2B leads come from this channel.
#2 Nurturing leads and opportunities
Emails play a key role in keeping leads engaged throughout the sales cycle.
They help deliver compelling content at each stage of the sales process.
51% of B2B marketers personalize lead nurturing through email segmentation.
#3 Automating response to specific triggers
Emails provide a personalized way to automatically respond to lead activity.
They make your entire marketing automation process run smoothly.
B2B marketers who implement email automation boost their sales pipeline by 10%.
#4 Promoting exclusive offers
Emails work well at promoting free trials, discounts, and special offers.
They let you match relevant offers with an interested audience, boosting conversions.
In fact, 66% of online purchases resulted from an email.
#5 Closing sales deals and providing post-sale follow-up
Emails can help sales reps close deals and encourage repeat purchase.
By providing reps with an extra layer of touch points, emails shorten the sales process.
Now that you know which goals to focus on, keep in mind that…
a goal without a plan is only a wish.