B2B data is a valuable asset to many businesses. A B2B email marketing journey starts with purchasing B2B data, but once this is acquired, what’s next? Turning unengaged, cold leads into hot ones and satisfied customers if the goal, but how is this done?
Buying B2B Data
From spreadsheets to the most advanced CRM systems, gathering data and maintenance is vital. Doing so in-house, without the help of an expert third party can be an incredibly daunting, time-consuming and costly task and increases the chances of human error.
By using a data provider, this allows businesses and their staff to focus on the really important stuff and not get bogged down with data while ensuring this data is GDPR compliant.
Data providers can offer a wide range of services depending on what is wanted and needed. Using CRM management and data cleansing and sales funnels are just some of the key elements a data provider can give.
Every data provider is different and what works for one business may not work for another. Any good provider will be able to elaborate on why they can work for a business and should be open and honest about what may not work.
Getting Your Monies Worth
There is little point in setting up a contract with a data provider if the results aren’t what was wanted or expected.
Writing a clear data brief for the provider is the best way of ensuring the best results. Include specific geography, job title and seniority, industry, size of the company and any other information about the desired target audience.
It’s all well and good gathering this data but what is trying to be achieved? Relaying this to the chosen provider will make the world of difference. The best data providers will carefully analyse this to produce the best results.
Many providers offer packages with features, but not all these features are needed by everyone. Always ask a provider to clarify exactly what is being paid for, some cash could be saved by stripping down unneeded elements. There’s also no harm in asking for a discount, many sales representatives can do so.
Check How Data Is Processed
GDPR has created a myriad of problems to overcome when it comes to marketing and not staying compliant can cause a lot of hassle.
Checking industry laws should always be the first port of call when using B2B data. Business emails are typically within the guidelines of being on a sent list for cold emails. This means a limited company.
In most cases, sending these emails from purchased data should fall within GDPR laws, however, each industry can come with its specific laws, so always check.
Get Personal
Having a great data list is one thing, but grabbing the attention of recipients is where businesses will begin to turn cold leads into hot ones.
Imagine what the ideal customer is and tailor emails to suit their needs, this will lead to any recipients who are interested in the business and more personal tone.
Ask current customers what drew them to the business and use these features within marketing emails.
Recipients who unsubscribe can also provide valuable information, asking them to provide feedback as to why they are unhappy with receiving emails and this can lead to actionable insights for future ones.
Quality Content
The content of marketing emails can make or break a lead, so this must be nailed.
Make it as personal as possible, adding the recipient’s name is a good start but peaking their interests is even better. Find out what topics they are interested in from their user history on the business website and go from there.
Keep emails short and sweet, nobody is going to read a 500-word email. Stick to the key points and should they want any more information, they can click through to the website.
Don’t explain everything in an email, as tempting as this may be, always leave the reader wanting more and intrigue them to get in touch with you. By doing so, the sales team can do what they do best and try to convert them.
Use a Reputable Email Marketing Provider
Email marketing is an integral part of the entire strategy. Choose a platform that has each integration and can seamlessly be installed with current software.
Always check what support will be available from the provider, delays in sending emails from software trouble or users unable to locate the right features can be detrimental to a campaign. Having an exceptional service team just a phone call away is essential.
Monitor Leads & Follow Up
Sending one email is rarely effective, follow up emails are what gets those leads converted. When a lead is showing interest in a product and makes their way to the website, bombarding these customers with emails and information can be counterproductive.
Enticing them with a light blog or bitesize podcast is the trick at this stage.
When a customer is showing more interest after reading these blogs or downloading these podcasts, be aware they are most likely looking at other suppliers as well. Follow their interest up with a case study or white paper that puts the business ahead of competitors.
Measuring Success
It’s important to measure how all of these campaigns are working, taking metrics just from revenue and conversions isn’t always effective.
Using ESPs means businesses can track those who have opened emails, which already shows great insight into the effectiveness of email titles.
Click-through rates show more than just who has opened an email, it gives a clear view of who has read them and had an interest in the content. Keeping an eye on CTR is one of the best ways to measure the success of an email campaign.
Once a user is on the website, track what they are viewing, their dwell times and bounce rates. This can help create a more user-friendly domain and shows exactly what is and isn’t working.
