If you make sure that your email marketing piece has a relevant and informative message / content that adds value to the relevant segment of your database it will bring much bigger rewards. It takes time and organization but it’s worth it as this will remove concerns about privacy or interruption, increase click through rates and ultimately increase sales.
Even if your database is not 100% segmented and you have gaps in lead information you can still use proven approaches that help customize the email, message or database segment:
- Define who is a great potential lead or sale. Define the person, the kind of actions, signals etc. that you expect to see.
- Define the pain points that this type of customer might be experiencing, what the common business objectives are and any market commonalities. Then find an existing customer who is similar to this profile and talk about the success they had because of your product or service. What impact did you have on their business? What pain point did you solve for them? Write this as a great story with a happy ending.
- Use the same kind of language or terminology that this target segment would use. Explain your proposition and benefits using this language.
- Define buying signals that these prospects might have – interest in certain types of information that you have on your website – eBooks, brochures, webinars, product demos etc. Make sure you can / do tag any events where a prospective customer shows an interest.
- Test different messages and even content in your email marketing efforts to see what works best. Document this and use it to improve future campaigns.
At the end of the day, getting the best results from your B2B lead generation efforts takes time, dedication and patience. You need to find out as much about your leads, give them valuable information and test out different ways of delivering this information.