B2B Email Marketing: an underrated way to generate leads, customers and sales

B2B email marketing is underestimated by many B2B companies as a way to generate leads, customers and sales. This is because many companies think that email marketing is only suitable for B2C companies.

In reality, email marketing is a very effective way to stay in touch with your target audience and inform them about your products or services. If you do email marketing right, you can generate a continuous stream of leads and customers.


What is B2B email marketing?

B2B email marketing is used to stay in touch with potential customers and leads, and to automatically inform them about services, products or other relevant information.

Email marketing for b2b can be used to generate leads, drive sales and build customer loyalty.

B2B email marketing strategy

A well-researched strategy is important for running most marketing campaigns, and this is no different for e-mail marketing. Here are some of the steps you need to go through to create an effective email marketing strategy.

  1. Determine your target audience: The first step of any email marketing is to determine who your target audience is.
  2. Analyze your competitors: What are your competitors doing? What are their strengths and weaknesses?
  3. Collect email addresses: How will you collect e-mail addresses?
  4. What campaigns will you send: What campaigns do your contacts want to receive?
  5. What flows should you set up: Which emails can you automate?

If you can go through these steps then you have already established a strong b2b email marketing strategy. For more explanation, check out my page on creating an email marketing strategy.

B2B email marketing examples

What could email marketing do for your business? Let’s walk through some examples to get a clearer picture of the value of email marketing for b2b businesses.

1. Welcome

In these emails, you can build trust with your target audience, demonstrate your expertise, demonstrate social proof and thus convert your recipients.

1st email: Introduction – Share what your company does
2nd email: Expertise – Show your expertise by sharing your knowledge. For example, your 5 best tips
3rd email: Show how you solved a problem for a customer (social proof)
4th email: Case Study – Show some results the you have already achieved with other clients
5th email: Invite the recipient to schedule an introductory meeting

2. Pre Appointment Flow.

This flow comes into play when someone has booked an appointment with you for a coaching call. A perfect way to get the most out of this call and bring the client in is to create a pre-appointment flow.

The purpose of this flow is to prepare the potential client for the appointment, build trust and keep the client excited until the upcoming call.

Email 1: How to best prepare for our conversation
Email 2: Video on what to expect

Email 3: Video and information to get your potential client excited

With this flow, you ensure that potential customers are better prepared for the conversation and know what to expect. In addition, this flow ensures that people stay excited enough and are reminded of the appointment to avoid no shows.

3. Post Appointment Flow.

This flow takes effect after you have had the introductory conversation with the potential customer. The purpose of this e-mail flow is to keep the recipient excited and convert. This is because it is not always possible to make someone a customer right away during an introductory meeting. Especially for that scenario, this email flow is set up.

How are we going to convert these potential customers? Build trust, keep the customer excited about your products or services, share social proof and share your unique selling points (USPs).

Email 1: Nice to meet you and thanks for the conversation
Email 2: These people went before you (success story)
Email 3: Share your USPs and promise a result (if possible) if they start working with you
Email 4: We still have room for 1 client, don’t wait too long! Schedule another appointment here.

These are some examples of how you can use email to automatically convert your leads and save time and costs. Of course, there are a lot of other emails you can send depending on what kind of b2b company you are.

Are you a coach, agency, SaaS company, personal brand, creator or blogger? There are different emails you can think of for each type of business that will bring you new customers and save time. Be sure to check out the page that suits you for more practical examples with the links above.

Tips for Effective B2B Email Marketing

So what are the most important tips for effective email marketing for b2b businesses? Here are the most important tips for your email marketing!

1. Create a data-based email marketing strategy.

Don’t go by gut instinct, but base your email marketing strategy on data and find out what your target audience actually wants to have and read.

Use data from your email marketing software to see what your recipients open, read and click on. Use this data to improve your emails and optimize your performance.

2. Get a steady stream of new contacts in your list.

If the front end is no good, a good back end is of no use if no one comes through here. So try to make sure you have new people constantly going through your list for real results.

Use different channels to gather new contacts, such as your website, social media and events.

Make sure your new contacts give you permission to receive emails from you.

3. Make your emails personal.

True, you have a b2b business, but people do business with people and not a building or a brand name.

So make sure you send your emails from a person in your company who portrays your business well.

Use the recipient’s name in the salutation and body of your e-mail. Write in an informal and personal style.

4. Write with a purpose.

Think about which emails you send and what the purpose of the email is.This will make your emails a lot more concrete and clear.

What do you want the recipient to do after reading your email? Do you want to direct them to your website, sell a product or service or encourage them to contact you?

5. Use clear Call to Actions (CTA).

Make sure you have a clear call to action so the reader also has a clear goal.Bonus points if you use specific CTAs instead of “buy now” or “view now.”

Try using CTAs like:

– I want to lose 5kg in 5 weeks.
– I also want to have a beautiful smile.

Need help with your B2B email marketing?