B2B email marketing automation has revolutionized email marketing in a broad sense. B2B marketing can easily manipulate your business with efficient lead nurturing, sending personalized content, and easing business operations in an effective way. On the bright side, email automation comes in handy in B2B marketing to manage your leads and effectively deliver messages.
So, here are some of the processes and strategies to manage B2B email automation, with examples to help you find the right way to deal with B2B marketing.
Table of Contents
- What is B2B Email Marketing Automation?
- Importance of B2B Email Marketing Automation
- Benefits of B2B Email Marketing Automation
- B2B Email Marketing Automation Strategy
- B2B Email Marketing Automation Examples
- Choosing B2B Marketing Automation Software
- FAQs
- Wrap Up
What is B2B email marketing automation?
B2B email marketing automation is simply using automated software to leverage major email marketing features and facilitate business promotion.
A B2B services company is likely to use email marketing to engage in lead nurturing, automate its promotion process and use personalized email marketing, track campaigns, use segmentation, and analyze data afterward.
Major B2B email marketing features include
- Automating and sending personalized emails
- Segmentation email marketing
- A/B testing, and more.
This enhances the business’s engagement, reach, and conversion rates with much effectiveness. So, there are a lot of benefits to b2b automation marketing.
Importance of B2B email marketing automation
Providing you with some numbers here to help you realize the importance of B2B marketing automation. As the research shows, email user growth is set to hit the 4.89 billion mark in 2027, and email marketing automation is one of the most-used forms of marketing; email significance is clearly understandable here.
This leads to more significance in B2B email marketing and automation-
- B2B digital advertising spending will rise to 23 billion dollars by 2026 in the U.S.
- Microsoft is the most renowned and most valuable B2B brand in the world.
- 41 percent of B2B marketers plan to increase their budget in 2025.
- 81 percent of B2B marketers prefer to use email marketing to connect with the audience.
- Amazon business was the most popular B2B generalist marketplace in 2022.
- Global email marketing tool revenue will reach 3.73 billion dollars by 2032.
- The share of digital expenses in B2B advertising will reach approximately 39 percent by 2026.
As B2B email marketing provides you with more chances to grow your email list, nurture leads, and increase conversion, along with the automation that brings convenience, B2B email marketing is still the most widely used form of marketing.
Benefits of B2B email marketing automation
B2B email marketing automation provides convenience and helps you generate more leads, conversions, and traffic. To understand its benefits, you need to know several things.
Save time and resource
The biggest advantage you can get from B2B email automation is the time-saving opportunity. Marketing automation in B2B allows you to send automated emails based on the behavioral targeting of the user. This also reduces the manual input for emailing or lead management as well. With B2B email marketing automation, you can-
- Create emails and schedule for a specific time
- Reach targeted user engagement within the shortest time
- Building email lists is more simplified through automation
- Get more time management opportunities to complete other tasks
More lead generation
B2B email automation can easily create a sustaining lead-generation experience. As we know, B2B email marketing is a way to nurture your leads and assist you in discovering the prospecting customers. Automation marketing B2B helps you present the lead generation in a more personalized and timely manner.
Increase conversion rates
When lead generation is automated, the same categorical users will be listed in an automated flow and operate with your time input. Moreover, segmentation plays a major role in conversion. Segmented customers based on their behaviors and setting them in an automated flow based on different behaviors let you decide which lead is the most probable and which has the most expectancy to convert. This ultimately reduces your email marketing efforts as well.
Automating email personalization
Personalization is the key to email marketing. B2B marketing emails are personalized for recipients according to their intent and behaviors. You know, personalized email marketing is the requirement to send perfect marketing emails. When you have automation combined, personalized marketing in b2b becomes better and faster. You inspect the buyer’s journey and behaviors and set the time for specific leads to deliver emails with b2b marketing automation tools.
B2B email marketing automation strategy
Email automation marketing is one of the essential features of email marketing. It also affects B2B sales automation in terms of making automated tasks more efficient and faster. However, there are strategies to implement in any B2B business. Find out the strategies below.
Lead scoring
Lead scoring is a vital strategy for B2B marketing automation. If you want to find a customer who wants to know about your product, which defines the level of interest, potential, or prospected customers or who are ready to purchase your product, lead scoring can help you find them.
Pro-tip
Provide numerical numbers to the leads, considering their actions. Also, assign low or high scores to the leads who perform better.
Audience segmentation
B2B marketing automation always becomes more efficient with the most essential features, such as segmentation. Segmenting the audience will categorize and divide the audience into different sections like industry, company, job titles, region, and age to make your leads even more functional.
Pro-tip
Maintain demographic, geographic, psychographic, and behavioral segmentation to determine the most valuable lead in automated segmentation.
Automated email campaigns
There’s no doubt that automation is an important email marketing feature for any B2B automation platform. Automated email campaigns let you nurture leads effortlessly and drive conversions simultaneously. Send email campaigns based on lead behavior and their preferences. Welcome emails, abandon cart emails, B2B newsletters, triggered emails, and recommend products according to their preference with personalization will help you find prospective customers.
Pro-tip
Save time with Automated campaigns and set the metrics, personalized email with templates, and examine the behavior of your segmented leads.
Analyze and optimize performance
Analyzing leads and inspecting the performance of your product will immensely find the loophole that requires your attention. Remember, B2B email marketing software requires attention and regular checking and adjusting to uplift the performance. Check the emails, plans, and leads scoring regularly to adjust and improve the automation.
Pro-tip
Optimizing the performance of your email marketing automation strategies is mandatory. Make sure you analyze and optimize B2B marketing automation tools.
Maintaining email deliverability and double opt-in
In 2022, at least 99.3 percent of emails were delivered in the U.K. sent by retailers. Email deliverability depends on the sender’s reputation, maintaining double opt-in, or monitoring engaged emails from time to time. Double opt-in ensures precise and engaged subscribers are in your hands and also reduces email spam complaints. Monitoring bounce rates, checking email blacklists, providing unsubscribe options, authenticating domain use, and checking content for spammy words will improve your deliverability.
Pro-tip
If your email delivery rate doesn’t increase, examine and monitor the email sent, monitor each section of emails, and find the delivery fault that requires attention.
These strategies will significantly improve B2B marketing automation. Remember to identify clear goals, segment the audience, send email campaigns, nurture leads, and automate emails to successfully manage your B2B marketing. MailBluster can easily manage all of these tasks without any effort. MailBluster’s email marketing automation feature will be exceedingly helpful for your B2B email marketing automation.
B2B email marketing automation examples
B2B automation has many ways to work on email marketing strategies. These strategies work to compile and build your business in different flows and objectives. Find out some of the B2B marketing automation examples to incorporate into your marketing objectives.
Group your Audience with Segmentation
Do you want to reach more customers? There are several customers who have different choices and preferences for each of these customers. Segmentation will significantly help you find more triggered customers who are interested in your business. Divide them into location, age, or interests, and send content according to their preferences to get more acceptance.
Quality lead management
You will have an immense amount of leads in your trajectory, but which one works better and is more result-oriented? This is called identifying the most valiant lead that is about to be your customer or your expected customer. Lead nurturing happens this way, and it’s very important for all B2B email marketing companies. With automation settled, you can find the quality lead with ease who is likely to become a customer.
Customers preferences tracking
Track customer’s preferences with their data. With the insights settled in customer data, you can easily pick the best choices for any customer. On the other hand, setting up the automation process will open up the ease of tracking process for what customers like or don’t like.
Churn reduction
Gaining leads is much easier than retaining leads. Yes, this retaining part is so crucial for any B2B marketing automation platform that it makes sure you are growing. With automation implemented, you can easily identify the customers who leave your business and identify the issues that will help you retain the existing customers.
Recommendation option
Recommendation plays a vital role in B2B email marketing. With your business’s publicity, you can tell your customers to recommend your business to friends, families, or colleagues. Include a section in your email to recommend your business and reward them in return.
Choosing B2B marketing automation software
There are a lot of B2B marketing automation platforms and you can choose the one that you find suitable. But how can you find and choose the one? They will include some invaluable features that you need to notice at first.
Find that out in the later section.
Lead management solution
Lead management is the standard solution that a B2B marketing automation agency should provide. Find the lead management software solution that can provide lead scoring and lead assigning. This will assist you in finding a productive lead and interacting with the lead more often to move them through the sales funnel. See MailBluster’s lead management section.
Personalized experience
Creating a personalized experience for customers when sending emails is a requirement for every B2B software agency. Make sure to choose B2B email marketing companies that offer marketing automation software with a personalized experience.
MailBluster includes personalized email sending opportunities with convenient composing options. See MailBluster’s personalized email composing.
Email automation campaign
Email automation campaigns are a must-have for any B2B business. Before choosing any software, make sure they use email campaigns, and that automation is implemented to support email sending effortlessly. See MailBluster’s automation with options to manage automation.
Automated social media marketing
Social media marketing is an essential feature of B2B marketing tools. Moreover, the automation embedded with this feature will easily let you integrate your input and, later, track the performance of the customer’s data.
Customized templates
Customized templates let you design your email content with email images and with just a click. This feature enables you to personalize your email marketing messages depending on your preference and brand theme. Choose an automation software that offers customized templates. See MailBluster’s Template Section that contains many customized templates to use in email marketing.
Integration support
B2B marketing automation software should have this feature to connect with popular email marketing tools. Automate your workflows according to the specific actions and manage your leads at the same time. MailBluster also includes integration support to connect your leads and monitor them easily with Reports section.
FAQs
Does email marketing work for B2B?
While 81 percent of email marketers use B2B marketing, email marketing in B2B is surely one of the most used online marketing forms. Also, this form of marketing lets you produce more leads, build relations with B2B companies, and create value.
Can you automate email marketing?
Yes, you can automate email marketing. Automated marketing is the most preferred tool among email marketers, and this tool can ease your workload, send targeted emails in a timely manner, and drive more sales.
Which platform is best for B2B marketing?
With 260 million active users and 30 million companies, LinkedIn is the best platform for B2B marketing. However, for automation, you need to implement a B2B marketing automation workflow, and an email marketing tool like MailBluster can help you effectively automate your task.
What are the four C’s of B2B marketing?
Customer, Cost, Convenience, and Communication refer to the targeted criteria of B2B email marketing, and this framework will build sustaining results for improved marketing promotion.
Wrap up
B2B email marketing automation provides convenience in operating your business with more profits. B2B software makes your work smoother and faster and helps your business grow faster while saving you valuable time and money. Make sure you follow the tactics and examples, study the B2B email marketing automation case study, and find a precise email marketing automation tool to automate your B2B marketing in a productive manner.
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