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‘The best way to make them buy is to help them buy!’ As a B2B solution provider and problem-solver, one must be aware of the b2b buying journey and the various challenges faced by the customers in that buying journey. With so many changes happening in the market, the b2b buying journey has also become more complex and it’s exhausting for customers to navigate through the complex b2b market. Helping the customers navigate through their buying journey can help marketers accelerate sales. Let us find out how!

B2B sales have never been that simple and the evolving b2b customer and his demands have made it even more challenging. Add to it the digital revolution, use of technology and tools that are empowering customers to make their own choices even before sales people get to talk to him; b2b customer engagement is becoming a bigger challenge day by day. But think of the buying complexities from the customer’s perspective and probably easing those challenges could be the solution for increasing the revenue and sales for marketers.

Though they have more choices and all the means to take decisions by their own, they still need help from marketers to arrive at a decision that will add value and revenue to their business. This is where the help from b2b marketers becomes most valuable.

According to Gartner, almost 75% of buyers agree that purchasing has become more complex and difficult.

Typically any b2b buyer has to go through different stages of the buying process. Knowingly, unknowingly they are navigating these different stages. Customers have to first know the problem that needs to get addressed, followed by the stage of exploring options available to them in the market. The next step is to select the right vendor with whatever knowledge they have or can get online and then it is about validating the choice again based on their knowledge of the vendor before they can finally reach a buying decision.

Come to think of it, the b2b customer in most cases is all alone in taking some of the significant buying decisions that are going to impact his business. If b2b marketers help the customer in navigating these various stages of his buying journey it would ease the customer’s challenges and this would in turn ease the b2b marketer’s challenges of customer engagement…this surely would be a win-win situation.

Here are some pointers that show how b2b marketers can ease the challenges of the b2b customer’s buying journey 

• Know the customer well- You can only help him if you know what he is going through- in short, focus on the customer profile and know if you can really help him. Your solutions and his problems really need to align and only then can you be of some help to him. So in order to know that, conduct in-depth research on each buyer persona.
• Know his challenges– You can only offer that solution which is meant to solve their problems. Different customers have different challenges and they do not fully know how to navigate the buying journey. This is an opportunity for you to know if there is anything unique that you can offer in terms of solutions. If not then can you create customized solutions? Knowing their challenges can also help vendors determine whether their solution is in synch with the new struggles of customers in 2022.
• Be in front of your prospect– You must be present and be in front of your prospect. Because, by the time you reach him, he may have made his buying decision already. Generating demand and being in front of the customer with the right solution is one of the best ways to engage your customer.
• Create personalized communication– This is an important element of b2b buying and selling. Create personalized communication through email campaigns or through social media so it can ease the challenges of your customers who are searching for solutions.
• Content and insights– Buyer enablement is an important part of b2b success. It can help shorten the sales cycle and lead to quick customer engagement too. Marketers can achieve buyer enablement with the right content assets and information given to the customers at the right time. This can help customers take informed decisions and establish trust between the customer and the vendor.

Conclusion-

Buyer engagement is critical for successful lead generation. The best way to make them buy is to help them buy—if you follow this principle, may be it can reduce many of your b2b lead generation challenges and accelerate sales.

If you want to know how we have helped customers with incredible solutions, email us at  contact@intellitechsoln.com 

Most B2B marketers focus on getting more leads for enhancing sales. But for consistent business revenue and growth, one needs to focus on strategic marketing activities. Marketers should consider and adopt account based marketing as one of the main-stream b2b techniques that can also help build strong relationships with clients.

Leveraging ABM and its capabilities to its best can be done with the help of data. A data-backed ABM approach is essential if you expect high-value accounts to convert into business.

Here are some top techniques that marketers can adopt to make the most out of ABM.

Importance of Data

Without the right data ABM won’t yield you the desired results, in fact, without data you won’t be able to optimize any other b2b activity to its full potential. In fact, data should be your first priority! Having an actionable data-driven strategy and deriving the right insights from data that you have is the first step you must adopt as a strong foundation for your ABM initiatives.

Not relying on just the existing data; one must necessarily focus on intent data, third-party data to explore more possibilities and achieve more results than before. Intent-based ABM is needed to make sure you know how to make the most out of the high-value prospects and accounts and convert leads or accounts into business in less time. This will not only help you to shorten your sales cycle, but it will also help you to have a loyal customer base, long-term business acquisition and will most importantly lead to a more sustainable revenue generation business model.

Reliable intent data

For marketers who have understood the importance of data and how critical it is to have a data-driven marketing strategy, intent-based marketing is the immediate technique they must consider to get best results.

Not just any data, but intent data should be the main focus in ABM driven initiatives if you want quick and guaranteed conversions. Intent signals will help you to know your high value prospects well enough to be able to offer them the perfect content assets and customized solutions. You can create a robust ABM strategy with the help of insights from intent data that are more reliable and trustworthy. Get data that is aligned with your sales and marketing and ABM goals and thus create a more result-oriented plan with intent data.

Partner with experts

Not everyone can do ABM in-house, in fact, if you are looking at higher and quick sales and conversions its best to outsource ABM at any point of time. It will help you create more opportunities for higher revenue. Your ABM partner should be experienced in handling high value accounts with the best techniques. Any vendor who understands the value of data and uses intent data should be the right ABM partner for you.

Make sure you know their processes, what are their principles and motivation to drive high value accounts to conversion and how much do they understand the value of ABM in lead generation and demand generation. It would be best if the partner you choose also knows and helps his clients with lead generation, demand generation, email marketing etc. because all these activities are integrated when it comes to b2b business growth.

Conclusion

ABM accounts can create high revenue generation with the help of data, more specifically intent data, processes, content assets and a partner who is passionate about ABM and truly understands its value in b2b conversions and revenue generation.

Intellitech Solutions is an expert in ABM! We partner with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale. For more details, email us at contact@intellitechsoln.com

B2B marketers always have to sweat it out to get those leads and then convert those leads into paying customers. If you are a B2B marketer and you want to stop this endless game of chasing leads and instead start attracting leads with better results then you must shift your focus on demand generation.

Existing accounts are important for marketers; however, creating more brand awareness and focusing on attracting new leads through demand generation also means more conversions and thus more revenue.

Demand generation being a dynamic and complex marketing activity, one definitely needs a robust strategy that can create sustainable revenue growth.

This blog throws light on how you can make your demand generation strategy strong so that it can bring you the desired results.

Focus on ABM

Don’t forget that ABM or account based marketing is an important element of your demand generation strategy. ABM is already redefining b2b marketing. Targeting accounts that have high potential of generating revenue should be prioritised by marketers. After identifying these accounts, one should then focus on enhancing these accounts by providing them with more content assets and also provide services that can help them resolve their business challenges.

Align sales and marketing

One of the most critical aspects of your demand generation activities and in fact your entire b2b sales and marketing dynamic is the alignment between sales and marketing teams. This has become vital for success in b2b today. If you want to work on your demand generation strategy to make it strong, sustainable and workable the first thing you must address is the alignment between sales and marketing team.

Both the teams need to be on the same page and need to define what good leads are. More collaboration between sales and marketing teams can help marketers to achieve their goals quickly. This can help marketers to streamline demand generation activities too for better business outcomes.

Create relevant content assets

Gone are the days when generic content worked for all stages of the sales funnel. Today with customers being more aware of what they need and where to get it from, they also expect to receive insights that can add value and align with their objectives.

Creating content assets that are in-line with the customers’ requirements and their preferences can most likely attract and delight your customers. This in turn will help you in the demand generation. Content and content assets play an important role in strengthening your demand generation strategy and without the right and relevant content you won’t be able to pull off a successful demand gen plan.

Conclusion-

Instead of chasing leads, its time b2b marketers focus on generating demand and attracting more leads that convert. This will help them convert leads quickly, build strong relationships and grow revenue.

If you are looking at ways to enhance your demand generation activity or are looking for hyper-targeted leads that convert quickly, email us at contact@intellitechsoln.com

The new environment in the b2b market in the past two years posed some new challenges for b2b marketers. Some of the major changes that have occurred in the market over the past two years have now made marketers rewrite some of the b2b sales and marketing rules!  Let us find out and discuss some of the interesting changes in b2b in 2022 and how it has changed lead generation in the post-pandemic business world.

Before 2020, it was a norm for sales people to invest time in conferences, face-to-face meetings, visit trade centers and anything that involved a direct human interaction. Today things are pretty different! The market in 2022 has changed a lot in terms of digital interface, the way sales are being conducted and also in terms of customer expectations.

As per the Mckinsey, nearly 70% of b2b stake-holders and decision-makers now prefer remote human interactions! This is a huge shift and it is bound to affect many sales and marketing practices and methodologies. With customers not wanting to go back to the traditional ways of engaging with sellers, marketers have been compelled to create a new rule book for b2b and lead generation in 2022.

What has changed for b2b in 2022?

B2B buyers and sellers prefer digital

A lot has changed in the way people approach selling and buying across different platforms. According to McKinsey, over three quarters of buyers and sellers now prefer a digital interface and also remote human engagement more than a face-to-face interaction; the main reason being convenience as buyers are happy to save time and efforts in buying things easily online. This applies to various products and services. Prospects are now doing their own research in finding the right b2b vendors and they show an inclination towards preferring those vendors who communicate with a touch of personalization. Prospects prefer those marketers who invest in nurturing leads and are also delighted with those who share free and insightful content assets.

More demand for demand generation

New-age buyers are really looking forward to sellers who are offering them exactly what they are looking for. This demand-need dynamics and its interplay has initiated new trends and has encouraged b2b marketers to focus on demand generation- generating demand for products and services that are more aligned with what the customers want.

Demand generation techniques that include nurturing the leads and creating a more favorable buying ambience for customers to engage with marketers are a major change in the b2b market today. Instead of marketers having to chase leads, they can now engage their customers by being more customer-centric, using the right communication channels at the right time and offering them customized solutions.

It’s all about being there in front of the customer even before he contacts you!

Inculcating a go-to-market approach

One of the most significant changes amid b2b marketers has been in the overall approach in the marketing techniques and processes. This includes hyper-personalization and having a go-to-market strategy. But this will take root only when it seeps into the organization across all its functions. Preparing content assets that are also go-to-market and creating processes that are versatile and customer-centric are some of the major changes in b2b in 2022.

Conclusion-

This dynamic change could just be the beginning of a revolutionary phase in the b2b market which will unfold more and more with time. But the transformation has surely begun and as long as marketers are embracing digital and aligning their strategies with the changing customer expectations, it will always be a win-win situation for both, marketers as well as customers!!!

The B2B market has been going through some significant changes over the past few years. Right from technologies to tools, the overall sales approach to customer mind-set, there has been a paradigm shift in the way business are being conducted today and also in the way product and services are being sold to the customers. Marketers are now focusing on intent data, personalization, data-driven decision making and email marketing. All these have helped companies grow their business with more leads and conversions.

Let us see how some of these prominent and value-based B2B marketing activities are impacting businesses today!

Increased use of intent data

If you want to speed up the purchase process of customers, use intent data! It is one of the most effective and lucrative tools of b2b providing predictive intelligence and smart insights such as data about the buying history, buying inclinations, purchase predictability in terms of timing and product and services and more.

Intent data when coupled with technology tools can be a great solution for all your data challenges, along with your lead generation challenges. The increasing use of intent data is testimony to the fact that marketers are swearing by intent data and are already witnessing incredible results in terms of sale and ROI.

Data-driven decision-making

Data will always reveal the truth and it will only help marketers see the real picture with more clarity than ever before. Data is the backbone of b2b and its value can help companies not just drive campaigns successfully, but also encourage data-driven decision making which can help establish potential contacts and conversations with prospects.

Data-backed decisions will always be informed decisions and strategically they are most likely to be the right decisions. Data is an integral part of the business world today, and nothing functions without the right data and insights. Naturally data-driven decision making is one of the most significant changes in the b2b landscape.

Personalized email marketing

Traditional emails have evolved drastically and the focus has now shifted on to strategic personalized messaging with empathy being the main element of communication. This significant change in email marketing is not only seen in terms of tools and technology; it can also be seen in the way sales communication is done through emails.

Though we are talking about B2B, at the end of the day, it is all about communication between person-to-person. Based on the buyer persona, buyer’s journey and other important insights, marketers are now keen on crafting personalized messages for maximum impact. For a more personal brand experience, companies are hyper-personalizing the email experience for every customer. This is hugely and positively impacting the open-rate, click rate in email marketing, thus helping marketers to leverage the power of this incredible communication tool.

Conclusion-

Evolution is the key to growth! This applies to the business world and more so in 2022. The above trends such as personalization in email marketing, intent data and data-backed decision making are all proof that b2b marketing is maturing and moving ahead with more promising and result-oriented sales and marketing activities. It’s the time to partner with experts to leverage these high potential marketing activities for more lead conversions, sales and ROI.

Account based marketing can be a game-changer when it comes to b2b sales and ROI. It can help marketers to focus on exclusive, high potential accounts and leads that can convert into business. Marketers must use different techniques of ABM to optimize it and make the best use of this innovating marketing practice.

This blog throws light on some simple yet effective techniques that can help reduce your time to close deals and strengthen customer relationships while optimizing ABM.

Tiered Target list-

Having a target list is important for successful ABM! Begin with specific and clear ideal customer profiles and buyer personas to be able to identify the high potential prospects. This will help you to build a strong TAL and thus you can simplify ABM. After you have worked out the ideal candidates or leads you can then create a tiered target list to know who it is that you need to prioritize. This tiered target list and ideal customer profiles can help you with many things such as creating personalized messaging, building unique sales strategies and nurturing techniques around specific tiered lists and the prospects within that list.

Sales and Marketing alignment-

Today, the sales and marketing teams need to be aligned for almost all b2b activities to function properly. Since ABM involves high potential accounts it is even more important that the sales and marketing teams are on the same page when it comes to choosing the right leads that will convert. It is also important that they agree upon the type of messaging that will go out to persuade those leads to convert and also agree upon processes and other factors that can impact ABM results.

Streamlined communication between sales and marketing teams is the need of the time so that marketers can leverage the potential in exclusive marketing activities such as ABM and thus convert leads into sales for better ROI.

Aligned content assets –

Today messaging and communication is crucial for creating a positive impact on leads. When customers are well aware of what they want and where to get the services they need, the responsibility on marketers increases manifold in order to reach out to the prospects with relevant and insightful content for generating demand and to attract and delight leads so that they engage further.

This is where content assets come into play as they have a very important role in b2b sales and marketing. High potential accounts in ABM need to receive outstanding content assets at different stages of the sales funnel. It is important that you provide the right insights, valuable statistics and relevant information to prospects at each stage. White-papers, e-books, blogs or infographics that can create an impact on prospects can be huge sales influencers in ABM.

Conclusion-

ABM has a huge potential in terms of sales conversions and in increasing company ROI. A mainstream b2b marketing activity; ABM can be a game-changer for b2b companies. If you plan to invest in ABM follow the above techniques to make sure you get the ROI.

It’s common knowledge today in the b2b domain that intent data is a potential tool for b2b marketers and it is helping companies to enhance lead generation and conversions. However, a lot still needs to be explored in terms of using intent data and actually implementing it for real-time results.   

This blog will take you through the current state of intent data in the market and what marketers can learn from it to accelerate business growth.

B2B marketers today, need data that can bring tangible results in terms of sales and ROI! Lack of data isn’t really the problem today. However it’s important to know which data is really useful for your business. Maybe the data that you already have has a missing piece! And maybe that missing piece is the relevance factor or its actual usefulness in enhancing sales.

Intent data can solve your data challenges making it more actionable to help you get real-time results.

Intent data works on the principles of predictive intelligence providing marketers with invaluable insights that can help them to decide their next strategy or move. It can help them to stay prepared, know which prospect to talk to and when.

Sales is all about timing and in this tough competitive world, if you aren’t in front of your target prospect at the right time, they will simply move on to someone else.

This is exactly where intent data can empower your business strategies and provide the necessary fuel to capture and convert leads into sales.

As per research conducted by Ascend2, here is how marketers perceive the success of intent data in achieving their marketing objectives-

• 69% marketers found intent data somewhat successful
• 20% found it very successful
• 11% found it unsuccessful

All in all, a vast majority of marketers actually found intent data successful!

Here are some more research based statistics that reflect the change in the effectiveness of intent data observed by marketers over the past 12 months

So what is the present situation of intent data in the market? Before you decide to implement it in your strategy, know how marketers are already feeling about intent data-those marketers who have implemented intent data in their strategy already or are currently utilizing it in the process—

Here are some results from the research conducted by Ascend2 about what marketers feel about intent data-

• Nearly 78?el positively about intent helping them to achieve their marketing goals
• Nearly 38?scribe their feeling as confident
• While 40?el hopeful about intent data
• Against these, interestingly there’s only 1% of marketers who feel doubtful about intent data being useful to them

The overall results from these surveys and research findings look positive and point in only one direction— more and more marketers are feeling confident about intent data and many are finding it useful.

Here are some actionable uses of intent data –

Conclusion-

The knowledge around intent data is certainly increasing, however, marketers need to first assess their real need of intent data and then align their business objectives around intent data. For those of you who are serious about intent data, its best that you partner or work with a vendor for outstanding business outcomes. Since many companies are still warming up to the idea of intent data and are trying to find best ways to implement it; outsourcing it to an expert would be a wise business decision to make.

Intellitech Solutions partners with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale! To know more, please call us at +1 617-669-4209

If you are experiencing low lead conversion rates than expected, it may not be always about the strategy. It most probably has to do with the quality of the MQLs (Marketing Qualified Leads) in your funnel. Lead conversion is a technique and without the good leads or MQLs in your funnel, none of the other elements in your strategy can work in your favor. So how does one overcome the challenges of lead conversion?

This blog analyzes what a lead is, what are MQLs and their importance in lead generation and conversion.

What is a lead?

Before we dive into understanding how MQLs can impact lead conversion, we need to first truly understand what a lead is all about! So who is a lead? A lead is of course a prospect and certain attributes and features of every lead can help marketers identify these leads as good or bad leads!

A lead is someone who is typically facing some business challenges such as low sales, low revenue, poor strategy, incompetent resources etc. These leads are usually looking for insights or knowledge about a subject so that they can find solutions to their challenges. They also look for content assets that have a take-away and insights for them. All they need is a good b2b vendor who can guide them, truly understand their pain-points and provide the right strategic solutions to help grow their business.

Lead generation is nothing but identifying these leads with specific traits and attributes and analyzing their need for a solution. This is also where BANT (Budget, Authority, Need and Time) comes into picture. Determining the needs of a lead depending upon factors such as Budget, Authority, Need and Time is a skill-set in itself, as it can help decide the success of lead conversion for b2b companies.

So once you recognize these aspects, it becomes easier for you to define the lead and its quality. This will help you select the high potential leads and thus create better MQLs and pass it on to the next stage of the funnel. Once you attract and capture the best MQLs, half of your job as a lead generation expert is done. You have made lead conversion easy by passing on only the best leads to the sales team. By doing so, you are also shortening the sales cycle and increasing the chances of lead conversion and ROI.

Check your MQLs

If you aren’t able to convert leads into business, the first thing you must check is the quality of MQLs you have. You must analyze whether your MQLs are low quality or if they are inactive. If yes, then that is the root cause of delayed or unsuccessful lead conversion. How can leads that have less value or potential convert into business? They simply cannot!

So let us understand the MQL behavior- Yes, they have traits that make them an MQL and marketers need to focus on the behavior and thereby focus on how to convert these MQLs into sales. A typical behavior of MQL could be that it may not be yet ready to engage with a vendor but has shown an inclination towards their services. This process of identifying a high potential MQL and taking further action on it is the exact turning point where most marketers fail and thus it impacts the lead conversion results negatively.

The top-of the funnel leads are the marketing qualified leads and these need to be nurtured with relevant and insightful content assets even before they are passed on to sales, why? Because this is where their decision making is most likely to happen! This is the golden opportunity of every b2b marketer to change the mind of the lead or warm up to them and encourage the leads into make the buying decision. And then, the rest is sales!

Conclusion-

While marketers can get busy with big campaigns and other activities that can bring more sales and revenue, they must not forget the importance of MQLs in lead conversion. In fact, this is where they can fine-tune their lead generation and conversion skills by identifying the MQLs and nurturing them well.

The topmost challenge faced by the b2b lead generation industry today is identifying and targeting prospects; the other challenges being lead volumes, lead quality and specifically having to identify and target high potential prospects that have maximum chances of converting into business! As a marketer or a business owner facing and tackling these challenges means having to pay a price in terms of time, efforts and even missed opportunities eventually leading to a decline in sales and revenue generation.

To reduce these challenges, marketers need to focus on intent data, predictive intelligence through data, demand generation and shifting their focus from top of the funnel to all stages of the sales funnel. In this blog we discuss some challenges and its solutions to make b2b lead generation easy for you.

The Challenge- Data

A lot is already being said about data and its importance. Capturing data of potential prospects is a big challenge today. But having just about any data is not enough to scale lead generation. Data obtained through traditional means like a forms or downloads may not be enough to directly impact lead conversion. Having the right, relevant and verified data that has value in it is important for ROI. Again, even if you have valuable data with you, optimizing data is another challenge faced by companies seeking quick conversions and higher sales.

The solution-

Intent data might be the right solution for this major challenge faced by marketers! It provides marketers with verified and useful data that can guarantee success! It also provides predictive intelligence which no ordinary data can provide.

This is the power that marketers need to tap into when adopting data solutions. Data is no longer only about basic contact details, firmographics, demographics etc. It is intelligent data that can provide deep insights into the prospect and his buying preferences or simply knowing his digital footprints and predicting his next buying inclination. Intent data enables you to understand your prospect way beyond the basic insights that you get from ordinary data.

The Challenge- MQLs

Generating or capturing good and high potential MQLs is often a big challenge for b2b marketers. Quality leads are equally important to any b2b marketer as much as quality leads are. Handing over the best MQLs to the sales team often becomes an uphill struggle for the marketing team in any lead generation company. There is an urgent need to find the right balance between quality leads and quantity leads, because it is the quality leads that can create the best MQLs.

The solution-

High potential MQLs are vital for revenue generation and sales. Again, data determines the quality of MQLs that marketers need to bring into their funnel. Intent data can bridge the gap between sales objectives and actually getting high potential leads that can fulfill those objectives. High quality intent data provided by a b2b vendor can always help you to find the right MQLs and thus get faster conversions. Partnering with the right vendor probably is the best solution if you want to find the right MQLs.

Working or partnering with a credible intent data partner or a lead generation partner who can facilitate the best intent data solutions is essential to create those desired MQLs. Generating MQLs becomes easier with the predictive intelligence that intent data provides and marketers can benefit from vendors who have solid experience and expertise to create the right strategy.

Intellitech Solutions partners with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale! 

Conclusion-

Other than the above two major challenges faced by marketers and the solution being found in intent data, there’s the ultimate challenge of revenue generation. One can reduce the challenges related to ROI and sales by having the right lead generation strategy that is built on the firm foundation of incredible data insights. Partner with the right b2b vendor and then easily scale your lead generation and demand generation.

Buyers no longer want to experience traditional forms of sales and marketing. Personalized email marketing is now popular amid customers. Today, customers prefer personalized communication and one that is data-infused. Naturally, the popularity of the email marketing has increased tremendously as b2b marketers want to focus on unique email marketing techniques that can help them reach a wider audience and with more promising results.

If you are struggling to create effective email marketing strategies, you should consider talking to an expert who can not only guide you, but also bring more good leads and convert them easily into business.

Check out our email marketing services to get a better response from your customers and increase your sales 

Why is email marketing mainstream b2b sales and marketing activity?

Emails are the most professional digital communication channels for businesses of all types. Naturally, B2B sales and marketing activities greatly rely on email marketing.

Here are some advantages of email marketing in B2B-

• A cost-effective way to reach and communicate with potential B2B leads
• You can build trust and create more brand awareness
• Enhance content development for personalized messaging
• Work on customer retention to develop strong customer relationships

Email marketing is indeed an effective way to reach out to a wider audience and connect better for more conversations and conversions. Email marketing is cost-effective; its results are measurable and can help build long term business relationships with clients.  With so many benefits, one must optimize or make the right use of email marketing to actually increase their business ROI!

This blog discusses 5 email marketing techniques that can help you reach more customers for better business growth!

Focusing on relevance:

Relevance plays a vital role in the overall results of your campaign. As an email marketer, you must focus on relevance, the target audience and get to know the buyer personas well! Here are some hacks you can implement for better response-

• Create engaging email subject lines
• Segment the email lists for different recipients
• Include intelligent call-to-action links
• Decide the right date & time to send emails

If you fail to maintain relevance, you might lose out on possible conversions.

Studying your target audience:

Studying your target audience can help you to create relevant content for your e-mailers. Target audience is the only way to create meaningful customer conversions with email marketing.

Here are a few tips on how to study your target audience profiles-

• Define the ideal customer profiles  
• Track previous email engagements such as open rates, click rates, bounce rates, etc.
• Send out feedback links and take surveys
• Look at the geographic locations with higher engagement rates
• Identify the average customer's open rate and click rates

Creating buyer personas:

A buyer persona is based on the basic characteristics of a buyer, his buying inclinations, intentions, preferences and many other similar parameters. This helps B2B marketers create custom email marketing campaigns.

Here are a few tips for creating effective buyer personas–

• Understand the B2B business's current demographics to target the right audience
• Build the profile depending upon the customer's age, gender, family details, geographic location and other similar parameters
• Understand the past purchase history of the customer and find out which competitors have they made their purchases from and why

Make a list of common customer concerns to develop appropriate buyer personas.

Personalization of messaging:

Email personalization is a process of creating custom content and messaging to build stronger relationships with the customer.

Here are a few tips for effective personalization-

• Create eye-catchy subject lines to draw the reader's immediate attention
• Make the content body visually appealing with images as required
• Avoid jargon to increase the text readability and simplicity of the message
• Use short paragraphs and the right keywords
• Create relevant CTAs

The objective is to make your subscribers feel valued with personalized email content. 

Measuring results of campaigns:

Make your email marketing campaigns successful by measuring the following attributes:

• Open rate
• Click-through rate
• Bounce rate
• Unsubscribe rate
• Conversion rate
• Forward or share rate

Measuring all the above attributes helps B2B businesses predict email campaign ROI results.

Conclusion

Before you craft those killer email marketing campaigns, do thorough research to understand customer behavior. Make use of the above email marketing hacks to improve B2B sales. With minimal spend, create custom email marketing campaigns and increase your brand’s ROI.