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5 B2B Email Marketing Tips that Will Increase Conversions



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The success of B2B purchases is based on a company’s ability to become familiarized with your offering. This is why it’s important to adopt the right marketing methods to engage your prospects.

There are various marketing trends that aid in customer growth, but only a few compare to the power of B2B email marketing.

72% of customers use email as their main channel for business communication. Even more, email is 40% better at converting than social platforms like Facebook and Twitter. 

If that’s not enough to convince you, 40% of B2B marketers state that email newsletters are the most important part of their content marketing strategy. 

Unfortunately, many businesses underutilize email marketing or don’t know how to effectively incorporate it into their overall marketing strategy. As a result, businesses often struggle to attract their target customers and increase their ROI.

3 Reasons Your Email Marketing Isn’t Working

One of the greatest things about email marketing for B2B is that there is a lot of room for flexibility and creativity when sending an email to prospects.

The problem? Many businesses end up following practices that don’t support their marketing goals. 

Let’s take a look at some common mistakes that businesses make when sending emails. 

  1. Not Sending a Welcoming Email 

A company is more likely to respond to your product or service when you properly introduce your company and give them an opportunity to connect with your business before selling. 

Unfortunately, many businesses get off on the wrong foot with their prospects, potentially ruining the relationship before it actually begins. Let’s take a look at an example.  

Let’s say five leads subscribe to your newsletter. Exciting, right? More leads mean a greater opportunity for customers. 

These five new leads have perfect timing because your marketing team has also been working on a new email marketing campaign scheduled to go out to recipients next week, discussing some of the features and benefits of a new line of products.

Naturally, the five new leads are added to this list and will receive their first email learning about your new product line.

But here’s the problem: if you haven’t sent your new subscribers a welcome email immediately after they subscribe, you’re already missing an opportunity to connect with your subscribers before introducing them to your products. 

The first email is often the most read email because it’s the point at which subscribers are most engaged. In fact, welcome emails have an 86% open rate, according to Email Tool Tester. 

But businesses often integrate their new subscribers into a pool of many, never offering a formal introduction that can potentially be the foundation of a great relationship. 

  1. Not Meeting Expectations

Getting email subscribers is one thing, but ensuring that each email marketing campaign meets your target audience’s expectations is another. 

Successful email marketing is all about understanding who your target audience is and what they need from you. If your email content isn’t meeting their expectations, they will likely unsubscribe from your newsletter.

This is yet another problem that many businesses face. Businesses spend so much time building their email list, but they forget that their email content must provide their subscribers with information that will keep them engaged. 

  1. Not Providing a Call-To-Action

You’ve probably heard of a call-to-action before. CTAs may seem to be a small part of your digital marketing, but they have a huge impact when it comes to moving prospects along the sales funnel. 

According to Campaign Monitor Research, button-based CTAs improved click-through rates by 127%. However, this is an area that many businesses still fail to prioritize in their email marketing campaigns.

Without a clear call to action, your audience will be left to decide what to do next. As such, your email newsletters won’t have much impact and it will be difficult to measure the success of your campaigns. 

These are just a few mistakes that businesses often make. If your business is struggling to take email marketing campaigns to the next level, read on to learn some of the best B2B email marketing tips.

5 Game-Changing B2B Email Marketing Tips

When done correctly, B2B email marketing provides a perfect opportunity for your business to increase visibility, generate leads, convert customers, and ultimately generate more revenue. Here are five B2B email marketing tips your business should know.

  1. Understand That B2B Clients Think Differently 

Before sending out your perfectly crafted email campaign, understand that B2B clients think differently. According to Hubspot, marketers who used segmented campaigns noted as much as a 760% increase in revenue

B2B audiences are rational decision-makers because they already know what they want. This audience isn’t making a purchase off of a whim.

In contrast, B2B audiences understand their needs and have already done their homework. They are informed, which means they are looking for a straightforward business that can present them with the right answer.

Keeping this in mind will help you make the most out of your email marketing campaigns and help you convert leads into customers.

  1. Prioritize Your Email Banner

While it may not seem like it, your email banner plays one of the biggest roles in your email content. According to Email Tool Tester, emails with headers receive an open rate of 22% as opposed to 19% without them. 

For this reason, it’s a good idea to spend some time developing an effective banner that can grab the attention of their prospects. You can have an engaging and relevant email, but it won’t make much of a difference if the recipient doesn’t pay attention to the email itself.

So what can you do to improve the impact of your banner?

Start with a clear vision. Determine what your banner should look like and what tools will be needed to generate the banner. 

It’s also important to include your logo so that your audience can recognize you.

Above all, your banner needs to look professional as your email subscribers will be judging your company based on this visual indicator. 

  1. Focus On the Subject Line

Another important component of your email is the subject line. It can determine whether or not the recipient will open the email at all.

In fact, 33% of email recipients use the subject line as their sole basis for engaging with an email, according to OptinMonster. The subject line is the first thing that a recipient will notice when your email lands in their inbox.

This is also when their perception of your business begins to form. If businesses want to make a great impression, they will need to give some thought to what their subject line should say.

Practice writing subject lines that tell the recipient everything they need to know in a few words. This may take some practice, but it’s a skill that every marketing leader should hone.

Remember, you only have a few seconds to entice a recipient. It’s important that you make it count.

  1. Avoid Addressing the Email to the CEO

If you’re someone who is ambitious, you may feel tempted to address your email campaign to the CEO.

It makes sense. You’ve spent a great deal of time crafting an email that shows how your business can offer a solution, and you want to ensure your email lands in the hands of the decision-maker. 

The problem is that CEOs aren’t always the decision-makers for your product or service. In fact, they generally delegate to another person or department for certain decisions. 

Ultimately, there are various people involved in the decision-making process, depending on the business. For this reason, it’s best to conduct some research to see who should be your main point of contact.

  1. Authenticate Your Domain

A common (and dreaded) problem for many businesses is slaving over an email only for it to end up in the spam folder of your recipient.

When emails go to spam, it makes it harder for businesses to track the success of their email campaigns. This leads to lower conversions and reduces ROI drastically. 

This can be a nuisance but never fear. There’s a way to reduce your risk of ending up in the spam folder. 

Authenticating your domain can drastically improve your click-through rate. Domain authentication provides a way to verify that an email is sent from the sender it claimed to be.

This reduces the likelihood of the recipient’s email provider marking your content as a spam risk. 

Integrate Your Email Marketing Tools With Welcome

An effective email marketing strategy is essential to success. For many businesses, however, keeping up with the demands of their email marketing campaigns can be a challenge. 

For the best results, it’s important to integrate email marketing tools into a larger project management tool that will effectively link all of your strategies together.

At Welcome, we help businesses create and run email campaign playbooks for improved efficiency. Ready to automate your email campaigns? Get started with a free Welcome account today!

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Native video tops social media in brand awareness study



Native video tops social media in brand awareness study

Native video ads have a greater impact than video ads on social and video platforms, a new study from Kantar reported. The Multichannel Brand Impact study measured video ad effectiveness for brand goals in native environments against other environments.

Favorability. Participants in the study gave a favorable rating 59% of the time when exposed to a native video ad. That number dropped to 50% on social platforms and 51% in a video platform environment.

Source: Kantar Context Lab/Taboola.

Awareness. 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad. This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness.

When native video was combined with social video ads, the awareness climbed to 49%.

Impact of native ads. Taboola, which sells content discovery and native advertising products, sponsored the study.

“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” said Taboola CEO and founder Adam Singolda, in a company release.

Read next: Taboola acquires Connexity

Why we care. Social media is where consumers receive word-of-mouth recommendations from family and friends. Still a potent source of brand impact for marketers. But social is also a highly contentious space for politics and other turnoffs. It’s not the ace in the hole it once was, and should be complemented with other native environments in a digital video campaign.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Worsening economy has more shoppers getting online info before making in-store purchases



Worsening economy has more shoppers getting online info before making in-store purchases

Summer’s here and the shoppers are wary. Consumer spending increased in May, but only by 0.2%, according to the Bureau of Economic Analysis. This explains why 76% of U.S. shoppers are searching online for reviews and better prices before buying in store, according to a new Adobe Commerce study of sentiment among over 1,000 U.S. consumers. Also, when they’re in a store 60% are using their phone to look for better prices elsewhere.

Another sign of the slowing economy: 24% say they won’t be able to take advantage of big summer holiday sales because they have less discretionary money to spend due to inflation and the higher cost of goods. 

Read next: Adobe: Online prices were up only 2% in May

On the good news side: 76% of those planning to participate in summer sales say they’ll spend more or the same amount as last year. And the motivation varies — more than half (56%) of consumers say they save money by shopping on Prime Day and other sales events, while others want to get ahead of their seasonal holiday (32%) and back-to-school shopping (23%).

However, most of those who intend to buy don’t believe big retailers’ promises of deeper discounts because of overstocking. Almost 65% expect discounts to be smaller than last year. 

Other findings:

  • 61% said receiving personalized promotions or recommendations will make them more likely to make a purchase.
  • 43% said they are more likely to purchase from a retailer that offers buy now, pay later.
  • 72% want the online purchases delivered the same day or via two-day shipping.
  • 50% are now more likely to make retail purchases on their phones, 26% prefer in-store shopping and 24% prefer shopping via their computer
  • 57% search for and buy products online if they can’t find them in stores.
Categories for which consumers report using buy now, purchase later.

Why we care. Inflation and higher interest rates are, as expected, taking an increased toll on consumer spending. That makes marketing more important than ever, via activities like personalization and customer experience. That should also include offering payment options like buy now, pay later. People are used to putting everything on a credit card, but interest rates are making that less attractive to them.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog



Freeing agile marketing from its software development roots

We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent articles, we covered the pieces in the first stop of the navigator, the Collaborative Planning Workshop.

Now we’re going to dive into the next stop on your agile marketing journey — the Launch Cycle. The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often. Within the Launch Cycle there are five key components — Marketing Backlog, Cycle Planning, Daily Huddle, Team Showcase and Team Improvement. If you’re familiar with the Scrum framework, there are a lot of similarities here — with a few different nuances to make it more applicable to marketers.

Building and managing an effective Marketing Backlog

Now, let’s dive into the Marketing Backlog and some tips and tricks for marketers to be most effective. 

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. 

This part of the framework is incredibly important and can have a major impact on how marketers work. First of all, there’s one shared place where all work lives. This avoids work happening “behind the scenes” that no one knows about.

In fact, one client that I worked with took all of the work that was already assigned to stakeholders, put it in a single backlog and realized that it would take five years to deliver! It’s with this level of transparency that teams and leaders can begin to visualize everything the team is doing and start to really understand what’s important and what may just be someone’s pet project.

There are many tools for managing your marketing backlog and they all have their pros and cons. The main thing to watch out for is ensuring that everyone on the team, as well as stakeholders have access. We want to build a transparent system.

If you’ve started with the Collaborative Planning Workshop, you’ve already begun to build out the Marketing Backlog. The items in your Minimally Viable Launch will go near the top, and other items will fall below. Work is never guaranteed until the team starts working on it, and even then sound business reasons could cause them to pivot, although that shouldn’t be the norm.

Prioritizing the backlog is one of the key responsibilities of the Marketing Owner. While they don’t do this in a vacuum and conversations with stakeholders are imperative, this role has the ultimate authority to decide what order the team will work on and which items won’t be considered (there are always way more good ideas than time).

The role of the Marketing Owner

The Marketing Owner needs to really understand the business value that each idea brings. Each marketing backlog should be thought of in terms of:

  • Level of effort it will take the team to complete (let’s face it — all things aren’t created equal. Building a Tesla may take longer than a base model Honda, so think through marketing ideas as well).
  • What value does it bring to customers? Joy? Satisfaction? Solves a problem? Addresses a cause?
  • What will the business gain from this idea, and how does it tie to business goals, KPIs and revenue?

Stakeholders, customers and team members should all be thinking about new ideas all of the time and everyone is invited to submit ideas to the backlog. However, it’s at the Marketing Owner’s discretion to decide which ideas will be worked on by the team and when.

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Work should never be directly assigned to a team member in agile marketing. It should be submitted to the backlog or discussed with the marketing owner as it needs to be visible and prioritized among everything else.

In agile marketing, backlog items should be used to test and learn and are thought of as micro-experiments, rather than large campaign blasts. 

While a backlog item may be for a post on Facebook, the team should be thinking in terms of testing elements, such as content. If the content is successful, similar content pieces would be on the backlog. However, if the content doesn’t perform well, the team would want to think of new backlog items with different content.

agile marketing workflow

Catch up on the Agile Marketing Navigator series!

The backlog may contain some business as usual items to keep the lights on, but the majority of items should be small, testable experiments that can quickly get to customers for real-time feedback.

If you haven’t started a marketing backlog yet, what are you waiting for?

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”

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