Are B2B companies on your radar as digital advertising targets? Local businesses that serve other organizations may have plentiful budgets. One of the top tactics they use is email. While they can manage campaigns sent to their own leads and opt-ins, they need a partner to get in front of other decision makers. That’s where you can help by providing them with B2B email marketing to reach those beyond their lists.
Selling email marketing has a similar foundation for B2B and B2C. In the advertising world, email is a “logged-in” channel. It earned this classification because it tends to get more attention than other digital advertising. After all, almost anyone engages with their inbox consistently throughout the day.
The key to selling B2B email marketing is the solution you present and how it can help the advertiser get prospective customers’ attention.
Goals for B2B Email Marketing
When you’re selling to other companies, goals can differ from those catering to consumers. In many cases, the buying process is longer because the purchases are more expensive and complex. Typically, they need to nurture a prospect through the sales funnel, and email offers a great medium to do this.
B2B buying decisions are also often by committee. Various stakeholders with different motivations and priorities all have a say. As a result, companies need distinct messaging to target each. Email addresses this need as well.
Another unique goal is simply bringing awareness to their brand. It’s the initial introduction that’s challenging. B2B companies use SEO (search engine optimization), SEM (search engine marketing) and other awareness tactics. However, those don’t provide the intimacy of an email.
By understanding how B2B organizations use email marketing, you can become more insightful in how you sell it.
Try These Tips in Pitching Email Marketing to B2B Brands
What you offer depends on the email marketing service you deliver. Ideally, the platform’s capabilities enable you to make these pitches.
Explain How You Can Reach Their Target Audience
With a compliant email system, you can deliver a defined audience based on demographics or geography. These are people your customer doesn’t know but wants to.
Ask pertinent questions about the criteria of a good prospect for them, and align those criteria to common targeting categories.
The more specific they are, the more relevant the final list will be in terms of a qualified potential customer.
Make It Clear That the Solution Is Bot-Free
Some email platforms are low on quality and high on bots. If this is a feature of your solution, make that apparent to the business. They likely have worries about this because it’s so rampant in the virtual world.
You can describe how it works and the layers of protection. Robust systems can identify these in real time and automatically filter them out.
Share Email Campaign Ideas for Specific Objectives
Go deep instead of broad when talking about email campaigns. Internally, companies may have many emails or nurtures in play. These are long-game tactics, but you can deliver some immediate returns when the email message is specific.
Some ideas include:
- Promoting conferences, new location openings or exclusive events
- Top-funnel content that offers value and drives someone to a gated landing page, so they become an opt-in
- Introducing the brand or individual who would handle their business
- Offering free trials for products or services
Discuss Matchback Options
Your B2B advertiser prospect wants to merge results back to their CRM system. This allows them to link respondents to their central system for managing leads. It could be a differentiator in your email marketing offering.
Advise That Metrics Are Available Fast
Near-real-time results provide immediate visibility to your customer. They can then take appropriate actions to engage further with leads. Analytics you provide them offer insights on opens, link clicks and device usage.
Offer Support for Creative Needs
You or your digital partner may be able to offer creative support. This would be appealing to smaller B2B companies that may not have the resources or bandwidth. You can also help them ideate on the hook, subject line and copy. An outside perspective like yours could ignite fresh concepts.
B2B Companies Are an Opportunity for Local Media Sellers
Broadening your book of business with B2B customers keeps your list diverse. They may start as email marketing customers and turn into ones that buy everything from you, from radio to CTV ads. Email may be a good first step toward becoming their trusted media advisor.
For more B2B prospecting and pitching inspiration, read these posts:
Radio and Digital Local B2B Ad Campaigns Deliver Reach Plus Targeting
Build Your B2B Advertiser Customer Base with These Ideas and Strategies
