How to Perform B2B Lead Generation Email Campaigns the smart way

It has long been established that email marketing is still the most reliable lead generation channel for B2B marketing. It’s traditional, yet it never fails to deliver the numbers – with a competent level of quality of leads, at that – and it serves as a safety net in case all other options are not performing.

However, its success doesn’t revolve around blasting huge volumes of emails to contact lists and wait for whoever responds. Successful email campaigns entail strategy and a lot of monitoring.

According to Jonathan Long, Founder and CEO of Market Domination Media, here are 4 important steps in making sure your email campaigns are producing good results:

1. Track all activity. Most email-marketing-software and platforms allow you to track open and click-through rates of any links included in the message.

Are subscribers even interested in what you are sending them? Are they all opening your emails but not clicking on any of your calls-to-action?

This data will quickly let you know if your approach is working or if you need to make some tweaks to your messages.

2. Segment your list based on activity. Most email marketing software will allow you to see the level of engagement for each subscriber. This allows you to see how responsive they are with your mailings. You can then break your subscribers into groups.

When you group your subscribers together based on activity, it allows you to market to each group separately.

3. Split-test frequency. Every business is going to have a list of subscribers that react differently to the frequency they are emailed. Some lists will interact with every message, even if they are emailed several times a month. Other lists will perform better if you just reach out once a month.

There is no guessing game involved. You are going to need to split-test several frequencies and use that data to fine-tune your approach.

4. Never stop building your list. You should always be adding to your list, and using different forms of online marketing to build your list. Paid search marketing, search-engine optimization and social-media marketing can all be used to drive traffic to your landing pages and lead capture forms.

For your automated-email-marketing funnel to keep producing revenue, you need to constantly add fresh prospects. If you stop adding new leads, you will eventually hammer your email list to death.

Source: 4 Ways to Make Sure Your Email List Doesn’t End Up Dead

Bored Email Subscribers- Breathe life into your email marketing campaign

Bored Email Subscribers- Breathe life into your email marketing campaign

It only takes one uninteresting message for your subscribers to mentally tag your emails as boring. That’s why every email is important – it should be able to maintain a high level of relevance and interest for them to keep opening your future emails.

But yes, a decline in open rates is almost inevitable, especially when you’ve been catering to the same people for a long time. In these cases, you need to revitalize your readers’ interest and find new ways to make the online relationship ‘fresh’.

Here are some of the things you can do to lift the boredom curse from your email subscribers:

Let them tell you what’s wrong

Something is definitely amiss. It’s for you to find out what that is. You can do a simple survey to uncover reasons that might have been causing their change of heart:

  • What exactly do they want to receive from you?

  • Any recent changes that made them change the way they treat your emails?

  • How often do they want to receive emails? Do they want to receive fewer emails in a week?

  • What suggestions do they have that they think will improve the email subscription experience?

Make minor tweaks on appearance and presentation

It wouldn’t hurt to test a few new templates – actually, a decline in interest is the best reason why you should do it. Retain half of your subscribers to receive the current template, while the other half will start receiving emails with a slightly more aggressive subject line, more lively colors and a freshly written text body. Measure any improvements. If none, no harm done.

Make it extra-personalized for the chosen few

Select about 10% of your email list based on who you think are more ‘precious’ in terms of buying capacity, requirements met and maybe a transactional history. Start customizing a special set of email copies specifically for your ‘elite’ list.

Basically, ask for permission to keep the communication lines open with them. Don’t use any template – have your email team compose a personal message with only a particular recipient in mind. This is an elaborate attempt to save an email relationship before they officially mark you as spam.

Don’t forget to go mobile

More people are opening their emails on mobile devices, so that means you need to make adjustments (you should have done this a few years ago) in the way you present your email copy. Keep your subject lines short so it won’t eat up a lot of screen space. Don’t insert your links in between a shrub of texts because it would make it hard for them to open them using their fat fingers. Also, make sure your rich media content and other aesthetic decorations are mobile-friendly.

Make Email Work Right In Your Appointment Setting

Make Email Work Right In Your Appointment Setting

You may have a really good product or service to offer, but if there is anything marketing can teach you, it is that none of these matter if you fail to reach your business prospects.

Reaching out to your sales leads prospects is an important, if not obvious, prerequisite of business. That is why we conduct appointment setting campaigns in the first place. One of the ways we do that is by sending emails to all interested prospects. And yes, there are interested prospects. The problem here is how to make your prospects open them, instead of deleting your messages immediately.

 

The main reason for this could be traced to fear of spam mails. We all know how irritating receiving spam can be, so we throw them away every chance we get. Too bad for us marketers, this is also the same think that run in the minds of our business prospects. You see, in their eyes, every mail that they are not expecting, reek of selling, or just plain business focused, is considered spam. And they will dispose of your business mail the moment they see it. This is the same problem that telemarketing campaigns encounter. The rejection rate is simple too high. But there is a way to handle it.

 

Trust is essential here. When you are talking to business prospects, for example, in trade fairs and the like, tell them upfront why you are asking for their mailing address. Explain to them what benefits they can get if they sign-up for your newsletters or promos, what exactly are the kinds of lead generation content that they might expect from you, as well as the frequency of your company sending it to them. This can be time consuming, but at least you find prospects who are less likely to reject you.

 

Another thing you have to cover is setting expectations. You have to tell them the time and schedule of your mails, and stick to what you tell them. Timing and consistency play a key role in the success of your email campaigns. Keep in mind of your communication as well. Talk to your B2B leads just like you would be having a regular conversation. Lots of talks now, talk of business later. Just nurture the relationship first. This will solidify your connection with them.

Related: Recognizing the Assets and Disservices of Email Marketing

 

Lastly, try not to be to varied in your email schedule and content. Too often, we hear about businesses complaining of receiving mails at unholy hours, or getting content that they have absolutely no use for. Please, do not fall in that same mistake. Sure, you want to help your sales team reach their numbers, but sending promotions to people who only signed up for newsletters or weekly sales tips will not only ruin your customers’ trust in you, it will also make you lose sales leads as well. Now that would really hurt your bottom line.

Related: Not getting new Prospects? Give your Email a Facelift

 

Yes, you can still send business emails. You just have to know how to do this right to protect your appointment setting campaign.

Can You Share Your Brand’s Content in 6 or 15 Seconds?

Can You Share Your Brand's Content in 6 or 15 Seconds?

Marketers have more than enough ways to convey their message to their audience; they can choose from print, blogging, online streaming, TV ads, or social media presence. Whatever suits their taste, they can easily customize they approach using any of those platforms.

But if you only had 15 seconds to market your brand to the world, how would you do it?

Short videos are becoming wildly popular in cyberspace these days, mostly driven by apps available for iOS and Android mobile devices, and then shared afterwards in social networking sites. Twitter’s Vine introduced the 6-second video posting concept to the mainstream, and was then followed by Instagram’s 15-second version. Then there’s MixBit, launched just two months ago, which also provides editing of multiple clips into longer one- and two-minute videos.

So what is up with these short videos?

There are numerous reasons why it has become an overnight sensation. The most obvious one is the fact that it’s something new; before, videos can only be shared thru full-length video sites and apps. Vine and Instagram videos are more shareable, and because of its shortness, it’s easier to upload and view, even with a crappy connection.

Vine encourages creativity (marketers would have to give everything they’ve got and cram them all in 6 seconds). It’s a bit unique because of the fact that it allows video looping, as well as stop-motion animations that give creative marketers the liberty to customize their frames.

Related: The Generation Y: Who They Are and What Tickles Their Marketing Bones

Meanwhile, Instagram allows more space for companies to upload 15-second “mini-commercials”, but doesn’t really allow much editing functions. It’s more of a traditional video uploads where you don’t have to be extra-innovative.

Both platforms encourage social sharing, which makes marketers grab it as an opportunity to engage with customers on a more personal degree. In a user’s point of view, Instagram videos are generally intended to be on Facebook, and not on Instagram’s own network. People like to link both accounts because Facebook is a much stronger and broader network.

Related: Do Pictures of People Affect Facebook Engagement? A New Study Reveals

In the same manner, Vine is intended for Twitter, and because it is basically a micro-blogging site wherein majority of tweets are pure text, posting videos can become very attractive to followers, especially for company Twitter accounts that are able to establish a huge following.

With a medium like micro-videos, marketers’ brains will be stretched to their limits as they think of ways to maximize that very little time they have to create a video and send a brand message to the public. With the right concept and a dose of creativity, a few seconds is all it takes.

Handle Price Objections The Telemarketing Way

Handle Price Objections The Telemarketing Way
When doing a B2B lead generation campaign, it is always part of your job to deal with the objections.

Still, this is just part of the norm. You cannot just sell your products to potential sales leads that easily. Most will probably object to the price. When that happens, it is your job to silence the opposition (figuratively). It is all about handling the objections smartly, and with patience. You also need to talk to them as much as possible.

Now, if this is your first time to start such a campaign, it is always good sense to study the ways on handling price objections. Some of these ways are what you can find below:

  1. Being PreemptiveAnticipating what your prospect might say as an objection to your price will allow you to state the benefits of your offer.

    You should be clear and concise in what you say, and focus on the tangible and immediate benefits of your offer. Usually, once you have said your piece, your sales leads prospects will not say anything anymore. Sometimes, they even ask you to explain further.

  2. Keep Your PersistenceIn the event that your prospect is still complaining, well and good, they are actually interested.

    The only snag that they see in this is the accompanying price tag of your offer. It is up to your B2B appointment setting specialist to come up with sensible and correct counters to the objections raised. But you have to remember that this is a positive step. It is up to you and your marketing team to make a deal happen.

  3. Veer Away From the PriceOne way to counter price objections is by not dealing with the price at the start.

    There is always another way to convince your B2B leads prospect that you have a better deal for them. It is only after the objection is raised twice or thrice should you stop and think why they are still objecting.

  4. Learn More About the ObjectionsIf the prospect is has objected again regarding the price, ask them why.

    It could be for a lot of reasons, like budget allocations or restrictions on expenditures. It could even be unrelated to price, like the need does not exist or if they are already using a similar product that the competition has made. Knowing about these things can help you and your telemarketing team to come up with a better solution to their concerns.

    Related: What To Do With Sales Lead Rejection

  5. Talk About the ValueIf price is a non-negotiable point on your part, you need to raise the value of your offer itself.

    Talk to them why they should purchase your product. You can explain to them why your product is much more expensive, like the quality of the materials, the craftsmanship involved, and the after-sales service that is bundled along, even the value of it as a collector’s item over time.

There are so many ways to deal with price objections in your B2B lead generation campaigns. You just have to think more about it.
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