If you send business-to-business email marketing campaigns , you know full well how crucial it is to target funnel and consideration stages. Here are 6 tips for leveraging the power of email to increase leads and paying customers. What does B2B mean ? B2B stands for business-to-business and refers to the commercial transaction of goods or services between businesses . This market is different from B2C , business-to-consumer, which includes all sales made directly to the end consumer . To be clear, B2B does not mean that your contact is not a person. We often tend to depersonalize this market which, despite its specificity and particularity , certainly presents relational dynamics common to B2C.
That said, this article has identified six tips that help B2B companies align with email marketing activities . 1. Use Drip Campaigns for Free Trials and Customer Onboarding Of course, no one buys a service fast and furiously when it costs thousands of dollars a year. We often come to make a purchase after long periods of contact and relationships . So remember that B2B recipients don't buy the instant an email arrives in E-Commerce Photo Editing Service their inbox. This means that an email marketing strategy cannot simply consist of a single campaign, but rather must consist of a collection of emails that includes a reasoned, structured, and organized sending plan . The mailing system should be geared towards the behavior and customer journey phase of each contact. Marketing automation is at the heart of this process. Many B2B companies rely on free trials to attract new leads (potential customers) and gradually persuade them to make a purchase.
Emails play a key role in the first phase of this relationship; we suggest the relative approach to developing a drip marketing strategy . Here is a fairly complex and effective example of a drip campaign . It starts with an online trial request, and after reaching the end of the 30-day trial, it continues with a consistent series of mailings to drive purchase: Drip campaigns are simple and straightforward workflows where a series of messages are automatically sent at a predefined frequency. In fact, they are suites or sets of emails that have at least the following commonalities: