5 Key Elements to a Killer Introduction Email (B2B)

by Roger Leyden | Oct 4, 2018 | Communications, Marketing, Training

Using email marketing to introduce your organizations products and services to potential clients and partners is still a very important piece of the overall B2B marketing mix.

According to Hubspot’s Ultimate Guide to Email Marketing:

“Email isn’t dead. It’s one of the few marketing channels we can use to build an authentic connection with the humans that keep our businesses alive.”

Vital Design adds to the importance of email marketing from a recent Salesforce.com survey:

-For every $1 spent, $44.25 is the average return on email marketing investment (Experian)

-77% of consumers prefer to receive permission-based marketing communications through email (ExactTarget)

-72% of B2B buyers are most likely to share useful content via email (Earnest Agency)

So how does one write the perfect email introduction? Well first of all let’s consider what not to do:

x Too long – We are the Twitter generation, brevity in written correspondence is king.

x Too many proposals or ideas – Although tempting as it is to get all your company’s amazing products and solutions down in one email, concentrate on the single most appropriate for now, too many will just confuse readers.

x Too self-centred – Make sure your emails are about potentially solving problems for your customers rather than constantly tooting your horn about how great you are.

Now that we know what not to do, how do we structure a killer B2B introduction email?

Create an exciting subject line for your Introduction Email

The subject line is often the gate keeper to whether your email gets read or not. Do not under estimate its importance and make sure to test before sending any mail.

Introduce

Make it personal. Introduce your company and explain why you are sending them this email.

Build on your Introduction Email

Build on your email with an example of a customer (preferably well-known brand name) you have already helped and the results they were able to achieve.

Make an offer

Give your prospects a reason to respond, make sure you have a CTA (call to action) in your email body.

Follow up

Remind them that you will be following up but also offer them the opportunity to ‘opt out’ of your email marketing database.

7 Ways To Help Increase Lead Generation

by Roger Leyden | Oct 1, 2018 | Business Development, Communications, Marketing

What is Lead Generation?

According to Marketo Lead Generation can be defined as the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline. When a stranger initiates a relationship with you by showing an organic interest in your business, the transition from stranger to customer is much more natural. Hubspot recommends that your organisation should create a landing page for capturing leads, a good landing page will capture prospects name, title, company name, phone number, email address and may have a text box for comments.

There are numerous ways to increase lead generation, both online and offline, here are 7 of the most popular Lead Generation methods used by Marketers today:

Content

Content is a great way to guide users to a landing page. Typically, you create content to provide visitors with useful, free information. You can include a call to action (CTA) anywhere in your content — inline, bottom-of-post, in the hero, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.

Email

Email is a great place to reach the people who already know your brand and product or service. It’s much easier to ask them to take an action since they’ve previously subscribed to your list. Emails tend to be a bit cluttered, so use CTAs that have compelling copy and an eye-catching design to grab your subscriber’s attention. A/B testing will help with this before you release your campaign

Ads and Retargeting

The sole purpose of an ad is to get people to take an action. Otherwise, why spend the money? If you want people to convert, be sure that your landing page and offer match exactly what is promised in the ad, and that the action you want users to take is crystal clear.

Blog

The great thing about using your blog posts to promote an offer is that you can tailor the entire piece to the end goal. So, if your offer is an instructional video on setting up Google Search Console, then you can write a blog post about how to select your marketing metrics … which would make your CTA highly relevant and easy to click.

Social Media for Lead Generation

Social media platforms make it easy to guide your followers to take action, from the swipe up option on Instagram stories to Facebook bio links to bitly URLs on Twitter. You can also promote your offerings on your social posts and include a call-to-action in your caption. Learn more on how to use Social Media for B2B Marketers here.

Free Product Trials

You can break down a lot of barriers to a sale by offering free trials of your product or service. Once a prospect is using your product, you can entice them with additional offers or resources to encourage them to buy. Another good practice is to include your branding in your free versions, so you can capture other potential customers, too.

Tradeshows and Referrals

Although these two may be seen as ‘old fashioned’ or the ‘grand-daddy’s’ of marketing. They are still as relevant in today’s Lead Generation and Marketing world of IoT, AI, VR….. as they were in the 19^th Century. Going to a trade show can be quite a costly expense for any organization, learn how to maximise your returns here. Likewise referrals are always a wonderful way to engage with new prospects. For any sales team it is always wonder to answer any with a prospect opening, “Hi, is that xxx xxxxx, I was recommended to call you by your customer…..” Do not be afraid to ask customers and partners to make recommendations for you to their contacts.

If you would like help with your businesses Inbound Marketing & Lead Generation campaigns please contact RML Marketing & Business Development Solutions today.