This is highlighted by a recent study by Accenture and Blackstone Group , which included professionals from the digital and eCommerce areas, all of them B2B brands in the US that generated at least 500 million dollars in annual revenue.
Findings for B2B brands with email marketing
Of course, this wouldn’t be a reality for B2B brands if they weren’t achieving their ROI goals.
Among the findings, the following can be rescued:
1 in 9 detailed that email marketing is one of their favorite tactics to freight forwarders brokers email lists promote their activities , especially highlighting those related to e-commerce.
Another interesting fact is that 84% of B2B brands said they implemented telephone support for online sales.
Finally, it is worth noting that for 23% of the marketing executives interviewed, email marketing represented at least 25.1% of their total income.
The DNA of B2B email marketing and some recommendations
B2B focuses on brand tactics that “speak” from business to business (perfect examples are a consulting firm or business advisory firm). In general, a B2B email campaign has as its foundation, in addition to the return on investment (which every brand desires), the solidification of its reputation.
In B2B email marketing, each sector has different information needs , but in general the following types of content predominate:
Industry News
Corporate information
Success stories and testimonials from the same brand
Promotions on your services or, where applicable, products
The ideal approach for B2B brands in email marketing is to place all of this news and content in a newsletter that instantly links to a corporate blog, as this will help to continue developing the concept of the brand's online reputation.
The ROI on email marketing reaches 122%, according to eMarketer
Before finishing, we want to point out that something that must be taken into account is that subscribers in B2B email marketing take into account the frequency of sending . It is usually recommended that the expected rate of the subscriber list be carefully measured, since they generally do not like or need content on a daily or weekly basis.
