I've helped many scale-up enterprises to win the growth they need. Among those that are successful, their use of B2B email has always stood out versus those that have grown more slowly. So, why is this? And, should you pay more attention to your B2B email activities?
Business growth basics. We prefer to buy from familiar brands or from brands that are recommended to us (back to that well worn B2B stat that 84% of sales originate from some form of recommendation or referral). Given this, it makes sense to continually remind people you know (or want to know - cold email) that your business is brilliant. You want them to think of you when a. they need you b. when they are speaking with contacts that could become your clients. Don't assume that this will happen without regular contact (via email) taking place.
Ownership. Your relationships are your business. Keeping a proper B2B database means that you always have means to run your business, whatever happens. And, none of us can keep track of all contacts without data. Without a database opportunities get missed.
Give value to gain value. In a world of change, clients are constantly looking for partners that keep them relevant and competitive. Regular email offers the opportunity to share value that's useful to target audiences and that reminds them that your business is 'on it'. They will warm to you.
Competition killer. Failing to constantly give value leaves space for competitors to fill. Consistently sharing value keeps competitors out. Why? Most clients don't like changing suppliers unless they feel compelled to do so. If they (and their colleagues) can see that your business remains focused upon outcomes that they care about then the chances of competitors gaining access remains low.
Calls to action. Regular email create opportunities for your targets to speak to you, for you to get doors open. CTAs can be links to case studies, blogs, meeting bookings, events, insights.
So, what makes up an effective B2B email? Ditch newsletters and follow the formula in my two minute guide.
The bottom line? Successful businesses invest in B2B email. If you lack the capacity to make this happen for your business then get in touch. You can't afford to let this drift. Your competitors will fill any gaps you leave.
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