Email, by and large is the seen as the most traditional and the most effective medium in digital marketing. Studies show that email generates more ROI than any other form of digital marketing. Most B2B companies rely on emails to generate, nurture & close leads through emailers. Email lists are seen as precious assets to have if you are in a B2B selling organization. Though B2B businesses have traditionally steered clear of other forms of digital marketing, there are signs to show that they are gravitating towards email.
As a part of their expansion strategies, most B2B firms build a database of prospects through various sources. The sources could be trade shows, existing customers, customer references, offline campaigns, industry bodies etc.
For the sake of simplicity, lets call them an ’email list’, or to make it shorter, just a ‘list’.
So you have done all the effort to procure and maintain a list. What next?
Shall I send out emailers to them right away?
Shall I spam the hell out of them about my products and services?
Shall I care least about their preferences and send them all the content I have?
Above are 3 mistakes most brands commit. If generating leads was such an easy exercise, all of us would have been making millions, wouldn’t we? Sadly enough, we aren’t!
If you want maximum utilization of your list with minimal collateral damage in forms of unsubscription, here is a 4 step process you should follow
1. Segment the list – Not all lists are homogeneous. The members of a list are from different sources, are of different designations, business functions and geographies. Create separate sub-lists from the master list. This can help you in 2 ways
a. Know which list is most profitable for you
b. Know which content to send
2. Create an email newsletter – This is the most critical step in the process. Its most likely that the master list is a prospective consumer of your products & services that belong to a particular domain. Get our content experts to strategize which industry newsletter would work for the list. Also, make sure that your branding is prominent. Here are the advantages of newsletters
a. You keep your list engaged through content that’s fresh and relevant to them
b. You ensure brand recall as your prospects see your branding everyday
c. You keep your prospects smart, thereby increasing your brand equity
3. Profile them continuously – Relevant information about your list is very critical to lead generation. Once your prospects in the list are comfortable with the newsletter (How do you get to know that? Ask us), create catchment areas for your list to update their profile on a regular interval. Shower them with incentives like exclusive reports in exchange of profile information. By this process,
a. You know which of your prospects are interested and which aren’t
b. You know which ones are eager to know more about you
c. You know which are accepting to be contacted by you
4. Send out targeted campaigns – The last stage would be to segment the list again based on behaviour and lead scoring. The leads that showed maximum engagement would make it to the high priority list and other would go down the priority. The idea is to ensure that the hot leads are pursued first. Plan your campaigns in such a way that you create a ‘drip’ to progressively score your prospects. Once your prospects reach a threshold score, send them a sales email and ask them for an appointment. This way, you can not only identify the right people to talk to, but also know that they have consumed enough content so that your sales person need not have to give the pitch from level zero.
We at TradeBriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. If you’re a list owner, do get in touch with us. Would love to hear from you!
About the author
Salar Mohamed Bijili