One channel, however, has still managed to retain its effectiveness in aiding business growth. Or, perhaps, in an age where personalization is becoming increasingly valued, may have grown even more relevant. This channel, of course, is email marketing. Continue reading this article to learn more about why email marketing today is more than ever for B2B growth.

‍“Every dollar you spent on email marketing, you get an ROI of $44”

Email Marketing ROI Beats That of Any B2B Channel

Email marketing beats the returns on any other marketing channel.

So why is that? Well, the primary reason is that an email will virtually always get seen by the intended target audience. In B2B, email accounts are guaranteed to be checked almost every day. And, even if they aren’t, with smartphones now dominating, they may still get alerted of a new email through push notification.

Contrast this with a post on a social media platform. It is not just the white noise that harms your ability to get your message across, but the algorithms may actually limit how many of your total followers the post is made visible to.

In PPC, too, it has become hard to get messages across to your intended audience with the scene dominated by the biggest companies which have the money to outbid the rest for the most coveted targeted keywords.

Moving onto organic searches, it is either a hit or a miss. If your content gets favored by the search algorithms, you will have plenty of reach for it.

However, with most of your content, with the competition so fierce these days, you’ll hardly be able to gather much organic traffic for them through search engines. And, with them making frequent new changes to their search criteria, optimizing your marketing strategy for the channels always remains an uphill battle.

Moreover, it should also be noted that sending emails can cost next to nothing, providing a very cheap means to reach and engage with a wide audience. For most businesses, their only costs associated with email marketing relate to software or services they employ for the purpose.

Email Provides the Best Platform for Conversational Marketing

Today’s B2B marketing is all about driving engagement and retaining customer loyalty, and the best means to do so a feedback-oriented conversational approach. It is also necessary for quickly and efficiently qualifying leads. In a sector where the usual sale cycle can last anywhere between 6 to 12 months, the last thing a business would want to do is go after leads that are very unlikely to convert.

Even more so than social media, email makes for an ideal platform to partake in conversational marketing, providing a means to engage a prospect or customer on a meaningful one-to-one basis, and by extension, make them feel more valued and appreciate your brand further.

Conversational-style emails can also be a valuable source for gaining insights. Customer responses and feedback allow you to become better informed about the market your business operates in. There is no inferring or guessing, your customers get to tell you in their own words what they want out of your business.

Customers Today Want a More Personalized Experience

Customers today, particularly in the B2B, expect their relationship with your business to highly relevant and personalized. According to a research report, 4 in 5 customers were more likely to consider making a purchase with a business if they were offered a more personalized experience.

As highlighted in an Evergage survey, even more than dynamic websites, email is the most potent marketing channel for providing a highly personalized experience to customers and prospects. And why wouldn’t it be? Being a venue for one-to-one engagement, it affords you an incredible degree of personalization, being able to tailor your content down to the individual target, promoting to them specifically what they want to see. Naturally, this, in turn, can present a great upside in terms of sales.

‍“Sending personalized emails can shoot your revenue up by an astonishing 760%”

The Bottom line

Emails have and will remain an indispensable component of any business’s B2B marketing efforts, providing an easy, effective, and inexpensive means towards customer acquisition. If done correctly, email marketing not only helps businesses improve their sales but also helps gather invaluable data about their clients – data that may be critical to effective future decision-making.

Struggling with your B2B email marketing efforts? TLM is a professional B2B lead generation services that can help you reach your conversion goals more quickly and effectively. For more information on our service or any queries, please don’t hesitate to reach out to us by calling +1 716 941 4090 or emailing us at info@tlminsidesales.com.

This always comes along with a big dosage of fear of technology. For as long as machines have existed, people have feared their takeover in life and especially in the workplace. But a closer look tells a completely different story. While automation will eliminate certain jobs and tasks, it will create whole new areas in its place. As the transition happens, finding our footing in the new landscape may take some time for some people. It is important to keep an agile mindset that will allow you to adapt as the business world adds more and more technology into the fold.

Manual Versus Automated

Throughout history, there are countless examples of automated tasks replacing manual ones. One of the most notable may be the computer in the workplace. At one-point, offices were stock full of receptionists who were tasked with notating and filing everything in the workplace. After the invention of the computer, these jobs became automated. In their place sprung an entire industry known as information technology. Where computers replaced old jobs, they replaced them with new ones to fix and maintain those computers. In fact, IT jobs are some of the best and most sought-after ones today.

Where Automation Comes Up Short

Automation is great and is vital to streamlining repetitive tasks which allows humans to tackle more complex jobs that require more thinking, creativity, and emotion.

‍“One industry that is seeing a lot of automation currently, is the world of digital marketing”

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If you are at all familiar with the Google Ads platform, then you are aware of just how much automation is becoming a major factor. Google has rolled out automated bidding strategies, auto applied ads, and responsive ads that will mix and match headlines and descriptions for optimal results. Marketers everywhere are wondering, what will be left for us? Many even, are resisting and not taking advantage of these automation tools.

The point that they are missing is that automation cannot do it all. Digital marketers are still useful in coming up with ad creative, ad copy, targeting, and interpreting the data. It is there job to use these tools and work along with the Google Ad recommendations to effectively run their campaigns. They should switch their focus to creative tasks and data analysis and let Google handle the mundane tasks like setting bids. These automation tools are designed to make you job easier with better results, not to eliminate your role.

How Manual Work Saves the Day

This switch in thought process shows how manual work is still important and works along with automation. We now see more data analysis related positions across the business and marketing world. Data analysts are some of the most in demand jobs in the world and this is where manual work can make its impact. We are now working with larger data sets than we ever have before. It’s honestly becoming too much to manually handle all on our own. Automation works to help us analyse and make sense of all of this data so that we can make better educated business decisions.

Automation also makes online marketing easier which gives marketers more time for traditional marketing tasks, email marketing, and other various marketing activities.

The world is changing, and the technology revolution has drastically altered the way business is done over the last several decades. Automation can be scary for some, but a closer analysis shows that it is a tool for us to work with, not an end to our relevance. Learning how to partner with automation tools will actually make you a better employee and create more job security for you. Manual work still matters as long as you are working to make automation work for you. daily basis while keeping a watchful eye on their monthly and yearly quotas.

Cable companies have asked us for years to buy big gawdy packages with channels we never watch. Our response was to cut cords. The music industry wanted us to buy full albums even if we only enjoyed a few songs. iTunes and other streaming services liberated us so that we could buy just the music that we wanted. In the case of sales organizations that were paying for lead generation services, they were paying for time spent as opposed to the results. The answer was the pay per lead model.

Sales is a results-oriented game. Why should the very foundation of it, lead generation, be any different? The answer my friends, is that it shouldn’t.

What is Lead Generation?

Okay, let’s start from the beginning and make sure everyone is on the same page from jump street. Lead generation is as it sounds, a process of creating leads for your sales pipeline.‍

‍“Series of sales and marketing tactics that end up with qualified leads in your pipeline”‍

The parameters if this will depend on your company essentially you are looking for prospects that qualify for you to sell to. Most organizations will have separate teams for different territories, companies of different sizes, and even different products lines or services. You also want the true decision makers contact information. This is very important and cannot be stressed enough. Many salesmen waste their time selling to the wrong people. The best of the best does not begin sales conversations unless they are talking to the right person. Lastly, you want current and correct contact information. The right email address, the right office address, the right phone number, and so on. This may sound silly and obvious, but you also want to know if this business is still actually in business. Without all this information, the leads are not qualified and a waste of your time.

Lead Generation Services

While some organizations keep lead generation in house or even the responsibility of the individual salespeople, some look to lead gen firms to handle this task. Shipping out this task is a way to free up your salespeople to just sell while still having an influx of leads.

The problem here is that when you move any business process out of house, you are conceding a certain level of control. This task is no longer being done under your watchful eye and you can’t guarantee the efficiency of the process. Essentially, you are paying for the time to produce these leads which may be subject to inefficient processes from the firm. Sure, you’ve done your due diligence to partner with the best firm you could find, but in the end, there is only so much that you can really know.

There was a major need for a solution here.

The Pay Per Lead Model

The pay per lead model was the answer to this problem. By paying by the qualified lead, your business receives quality assurance that the firm you are working with is working efficiently to deliver quality leads. It also incentivises the lead generation service to work with results-oriented mindset that focuses on what you need. It’s a win-win for both sides.

Sales is not some easy game of who has the most charisma and or the thickest skin. The best salespeople are almost surgical with their approach to their profession. They are tactician’s that understand that every step of their process is invaluable to the one after it and the one before. One weak link in the chain can take down the whole process.‍

‍“Lead generation pumps the blood to the rest of your sales process”

It has to be quality, and it cannot be a blackhole for your money. Going away from the in-house approach makes sense for many companies but you should utilize pay per lead to guarantee your money is being properly spent. Sales is a results business and lead generation should be no different.

Right Approach to Inside sales

To achieve the right Inside Sales support, you really need to have the right set of people with the right Business development expertise. It’s not always cold calling the prospect and pulling him for a meeting. According to The Lead Market, Inside Sales Support is a process-oriented function. It includes various steps to grab the prospect’s attention. Cold calling is not the only thing through which we can initiate the sales process.

If we fail at the initial stage, it becomes difficult for Sales Professional to build a pipeline. So, we think that the starting should happen correctly. B2B Lead Generation is a very Creative process and we think it can be achieved if it is done the RIGHT way. For example, it will be very rare that your prospect would answer your Cold call.

There are lots of factors which affect the Lead Generation process be it Time, Day, Email Content, Email Banners, follow up the schedule, Unsubscribe Maintenance etc.

Inside Sales practices extensively includes Cold Calling but according to us it is not the right way to do it. We really want to keep our prospects less annoyed because we cannot deny the fact that they will receive a lot of emails & calls from a lot of companies as they are the decision makers. Prospects do respect the message & timely follow up.

We think Inside Sales Support suppose to open the Door of Business Opportunity and not to close the door permanently by making continuous calls. We all know very well that how Sales keeping us always in a High-Pressure situation. A Right Inside Sales Support would put us a step forward with respect to our competitors.

Connect us to know more – info@tlminsidesales.com