Why B2B Companies Need Email Marketing

Think B2B email marketing doesn’t work in the industrial industry?

Industrial marketing requires tons of touchpoints throughout a long sales cycle. Without email marketing, you miss opportunities to connect with customers and close sales.

So, why wouldn’t you take advantage of a direct line like email?

Email marketing for B2B and industrial businesses is a chance to send tailored messaging to targeted buyers directly. No other digital marketing tactic is that intimate.

Statista estimated between now and 2032, revenue from email marketing will surge by 287% globally. B2B and industrial buying wasn’t excluded from that count. With a more intense and lengthy sales cycle, email marketing contributes to customer nurturing and education.

Let’s look at numbers specifically for B2B:

• 77% of B2B buyers prefer to be contacted via email over other channels
• 87% of B2B marketers use email for content distribution

B2B marketers across various industries are seeing success on the channel. Still not convinced?

Email Marketing 101

Your lead generation doesn’t start with email. Email is one channel in an integrated marketing strategy that works with lead driving channels like SEO to nurture leads and boost customer retention. Once another channel brings a user to your email lists—boom. You have a direct line of communication.

A quick note on purchase lists: OuterBox does not purchase lists given privacy concerns. We’re good citizen here. Instead, we hype sign-ups on your website, at your tradeshow booth, or on your social channels. With a willing lead, you can nurture them to customer status. Then continue communications to create a lifetime customer.

Email Marketing Isn’t Spam

Email marketing as spam comes with thinking about the flood of B2C emails folks receive. It’s important to remember that the emails in your inbox are there because you made a purchase or signed up for their list. You volunteered as tribute.

Spam is irrelevant or inappropriate messages sent to a large group without the recipient volunteering their email address. This is what the spam folder is for.

All campaigns have the “unsubscribe” option at the bottom. You want a clean list of subscribers who genuinely want your marketing content. Someone unsubscribing is a good thing! That means you aren’t wasting your budget on the uninterested.

You should never feel like you are spamming customers. When you think about your customers intent and send relevant messages, it’s all good!

The Big Difference Between B2B and B2C Email Marketing

The most obvious difference is the audience.

B2B targets other businesses with multiple stakeholders. Products can be super technical requiring education and time to commit. Plus, lead times and production schedules take time! You aren’t ordering a product from Amazon in three clicks. This means the buying cycle is significantly longer than a typical B2C purchase.

This is why we keep bringing up that journey or extended sales cycle. It’s the key to creating an email marketing strategy that converts. B2B email marketing utilizes relationship building and industry knowledge to address customer pain points during that journey.

Using the Buyer’s Journey for Email Marketing

B2B email marketing utilizes relationship building and industry knowledge to address customer pain points during that journey.

Here’s what a B2B strategy looks like. To start:

• Welcome Series: Say hi to new subscribers and set the tone for a beautiful relationship.

From here, not everyone on your list needs to receive every email. That’s where segmenting your list comes in. It ensures subscribers receive the most relevant content and keeps them engaged in your email program.

Next up, keep things going:

• Follow-ups: After calls or in-person conversations, show you listened and go beyond recaps. Provide assets that can speed up that research phase.
• Fill in the gaps: Nurture those leads while they mull things over. Remind them you’re there! Check in for questions and send additional, relevant assets.
• Considerations: There might be other applications a business didn’t consider for your product. Drive the benefits home!
• Thank you’s: A no-brainer! Follow up on the purchase, and take the chance to get feedback via survey. Also encourage feedback for Google Reviews and other ratings sites.

Relationship building is the other key. Even after a purchase is placed, you want to keep in touch.

• Extras and Maintenance: An accessory or product might complement their application. Plus, does the product require maintenance? Be a pal and remind them!
• Promotions and Seasonal Campaigns: Offer exclusive promotions or offers to drive sales and increase awareness.
• Event Invitations: If you offer webinars, workshops, or other events, increase participation with email invites. Going to be at a tradeshow or conference? Let them know!
• Newsletters: Create regular updates and send insights about your business and industry to engage with customers. Share your latest projects, new equipment, or added capabilities to keep your brand relevant and open for future opportunities.

Once a program is up and running, it won’t be set in stone. Marketing for any industry is a science experiment. Keep testing and optimizing to get the most out of email’s potential.

How OuterBox Can Help

OuterBox has experts specializing in effective email marketing strategies and up-to-date on the latest technology and platforms. They work with your account team to align campaigns with your other digital marketing. Teamwork makes the dream work. This dynamite team can provide your business with an amplified reach to close sales and boost customer retention.

Get started today or call us at 1.866.870.7480 to speak with one of our Email Marketing experts and take the first step toward maximizing your data.