B2B Email - Are you collecting the right prospect data?
Are your B2B e-mail marketing campaigns not quite delivering the results that you had hoped for? This may well be because you do not have the right prospect data to enable you to send the smartest, most effective campaigns. E-mail marketing can be one of the most cost-effective marketing tools available to B2B companies with 40% of B2B marketers rating leads from e-mail marketing campaigns to be of high quality. However, the ability to generate quality leads from B2B e-mail marketing comes down to the quality of your e-mail database.
Can you put a name to an e-mail address?
For many B2B companies, only a prospect’s e-mail address is added to their e-mail database when a visitor submits their details via their website or other online form. E-mailing people whose name you don’t know is a bit like trying to start a conversation with strangers on the street in a busy city. Unless you can call them by name, you’ll find it difficult to get someone to stop and listen to what you have to say.
Don’t hold back – get the data you need
Whether you are using website forms, forms at an event, social media or third party promotions to build your e-mail list, ensure to capture all of the relevant prospect data you need. The same goes for gated content forms that you use for B2B lead generation. Many B2B companies figure if a person only needs to submit their e-mail address, they are more likely to sign up. However, how valuable is this person’s data if you can’t proceed to target them effectively through e-mail? You want your e-mail prospects to show you a little commitment by providing you with more than just their e-mail address.
What did you say your name was?
Many B2B companies don’t make the “name” field a requirement to sign up to their e-mail database. This oversight can significantly reduce the potential impact of your e-mail marketing campaign. The ability to address a person by name in your e-mail or subject line can greatly increase your B2B email marketing campaign open rate. E-mails with personalised subject lines are 22% more likely to be opened. At a minimum, ensure to ask e-mail sign-ups for their name and their e-mail address.
Know their industry.
People from different industries or sectors will have a different need for your offering. Your product or service will offer different solution to different pain points for different industries. If you can detail the specific industries that your offering caters to, you can make it easy for people to submit this data by including a list of industries in a drop down menu in any sign-up forms. The ability to tailor email content around a specific industry need can go a long way to driving stronger e-mail campaign engagement.
What is it you do again?
Do you find yourself talking to different personnel within a company when selling your product or service? When speaking to the Operations Director, you might relay how your product or service can help to streamline operations. When speaking to the Chief Financial Officer, you will explain how their firm can cut costs or increase their revenue through use of your product or service. With the Head of Compliance you might discuss how your product or service can help meet industry regulations.
With each type of personnel comes a different “angle” through which you should explain or promotion your product or service. If you don’t know your e-mail prospects job titles, it will be difficult to deliver e-mail content which is most likely to capture their attention.
Get data specific
If you want to get more from your e-mail marketing campaigns, be more specific with the data required to sign up to your e-mail list. It’s really not a lot to ask for a prospects name, e-mail address, industry and job title. This small, quick change to your sign-up forms could have a pretty huge impact on your e-mail marketing performance.