The email marketing processes detailed in this ebook are designed to work whether your target is business-to-consumer (B2C) or business-to-business (B2B). However, if your primary program is a b2b email marketing program, you'll want to keep the following in mind.
Be More Aware of Your Tone
Somewhat obviously, when dealing with business professionals, you'll want to be more aware that your tone, spelling, and grammar reflect a similar level of professionalism. While you always want to have correct grammar and spelling, general consumers may be more forgiving of a mistake (or possibly not notice it at all) than would a business professional. More often than not, a b2b email will have a greater potential dollar value on the other end of it, so grammar, spelling, vocabulary and tone can mean more. Think about how you'd speak in a meet-and-greet meeting with a potential client. Your b2b email should sound like that. It should be the virtual equivalent of a man in a suit.
Also, you'll want to stay away from a tone of writing that is too hard sell or promotionally based. You may have a longer b2b lead cycle than with b2c, but that doesn't mean that you should force the pace. Decision makers in business scenarios need to be courted, so consider every sales email a step in that process.
Consider Different List Segments
When you're considering how to do your b2b email marketing database list segmentation, you may want to consider some additional methodologies. Work title or decision-making status is a popular one. You may want to handle your b2b email marketing to direct decision makers differently than you would to people who will ultimately only be networking introductions. You may also want to consider the department that the individual works in or their industry sector. If you, for example, sell laptops, a potential client who works in a marketing firm will have different needs than an accountant or an IT professional. As with all list segmentation, think about what will provide the most targeted list to communicate with and then divide your list using that criteria.
Be Aware of Business Schedules
The day and time that you send your email is important with any marketing email. However, with a b2b email marketing campaign you have a slight advantage in that you know that the majority of your recipients will be at work between 9:00 in the morning and 5:00 in the evening on weekdays. That means you can make more strategic decisions about when to send your email for the best chance of getting noticed. Certainly stay away from weekends, and there's an argument that Monday is not good as well since many people are overwhelmed with catch-up work and full inboxes on Monday.
Pay More Attention to Mobile Display
Many b2b promotions or transactions are more complicated than a consumer purchase and your lead or potential client will want to contact you with questions or further communications. While you may want to limit how much direct contact information you put in a B2C email, you'll want to err on the other side of the scale for B2B your email marketing program. For example, you might not want to send a mass B2C email that gives every recipient the contact information of a specific customer service representative. However, in a B2B email, you want to encourage contact back, so you may want to include direct contact information for a sales agent or customer service contact. When it comes to b2b email marketing , more contact information is typically better.
Including social networking links is always important in email marketing, but it's even more important in b2b email marketing. Because your lead generation to conversion turn around is often longer in the world of b2b, it's more important to make every connection that you possibly can.Make sure that all of your b2b emails include opportunities for your leads to connect with both your brand as well as individuals and representatives via the appropriate social or private network.