Aligning Email Automation with B2B Sales and Marketing

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The concept of B2B email marketing is very simple. Think of it as a dialogue between at least two companies via email.

Due to the highly competitive market and high expectations for personalization, it is particularly important for sales and marketing teams to focus on email automation.

Automation enables the team to identify high-quality potential customers and quickly get them through the funnel.

It centralizes messages about present customer journey and enables the team to adhere to fast response times.

Now, you probably don’t need to convince yourself of why sales and marketing teams should be a good fit for email automation.

So, have a look at these 5 automated B2B email techniques:

  • Making Cold Email Outreach Better-

There’s a reason cold mail is often ineffective in B2B sales: it’s because you’re basically talking to a stranger, especially a busy chap. People don’t have time to chat on the sales letter. They want to see what you’ve learned, who they are and what they want. If you’re starting from scratch with cold typing, there are some golden rules you can follow to warm them up a bit.

To do it yourself, replace each bold section with the details of what you are selling. Create one email template for each target client type, and then merge the tags to handle all other details. The more information you can collect about customers, the more effective the cold letter templates that can be created for automation and replication in common scenarios.

  • Leverage your sales conversions-

When someone signs up for a trial of your product, it’s obvious that you should automatically send helpful emails throughout their trial. Use this period as an opportunity. Send an email at the start of your trial to show your appreciation and outline next steps. Link to valuable resources that will guide them to get the most out of the product in the shortest time possible.

  • Increasing Engagement Rate with Onboarding Emails-

There is a difference between registering for a service and actually using the service. If it takes a long time to figure out how to start, then from a loyalty point of view, you are not helpful. So, keep in mind that the cost of acquiring new customers can be five times that of retaining existing customers. Let your sales and marketing teams work together to find some of the most common problems that new customers may encounter when using the product.

  • Behavioural-Triggered Campaigns-

When sales teams manually try to keep up with the incoming and outgoing messages and everything in between, things inevitably get stuck. This is why sales follow-up automation is so important. Behavioural-Triggered Campaigns can easily generate follow-up emails based on anything from opening to link clicking. You can adjust templates with super-relevant information accordingly.

  • Call-to-Action Button-

When you track your customers’ interactions with a product or service, something magical happens. You leave room for opportunity. By this, we mean that it is easier to identify potential for additional sales.

For example, someone who has been a customer for some time and uses your platform regularly has an established level of loyalty.

Therefore, add ‘Call-to-Action’ Button to your email to identify and target your ads to your most loyal customers with special offers and update options.

With a shared understanding of customer interests between the sales & marketing teams, email automation serves as the last link, creating a bridge between the company and the customer, allowing not only a burst of triggered messages to be exchanged, but also a real connection based on a genuine interest of building sales relations.

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