B2B Automated Email Strategy

OVERVIEW

There is no business sales tactic that pays dividends like a good email drip campaign. Well built, strategic email campaigns often feature ROI stats that show pennies turning to dollars. That said, it’s not enough in this business climate to simply offer up a white paper and some stock photos and expect the phone calls to start rolling in. You need an engaged list, a good strategy and great content that is framed by beautiful, effective design.

PROCESS

Starting with the first need: an engaged list. We have email address and titles from (your industry database) which we can use for a cold-contact email campaign. However, in order to achieve a list of engaged subscribers and self-qualifying leads, we need to build an email drip campaign list from scratch. My approach to list building mimics modern search  engine usage, and it’s directly applicable to the B2B sales funnel.

Building Opt-in Lists Through Modern Search Engine Use:

People are more and more likely to use full sentences to ask questions when searching for information on search engines.
For example, someone that has a service provider and is looking for another might search, “Alternatives to Service Provider A and Service Provider B.” Using Google AdWords and other forms of SEM (see Media SOW) we will target a variety of long-tail, question-specific keywords. Visitors that come from these SEM campaigns will be driven to a campaign-specific landing page with information relative to what they are looking for. Once they land on the page they will get a snippet of info they need and an invite to sign up for our emails to receive more information. At this point, they are added to the list and entered into the automated marketing program. What search terms they use and what page is displayed will also identify where they end up on the B2B sales funnel:

The B2B Sales Funnel:

Generally speaking, the B2B customer can be placed into a three-step funnel based on what info they are seeking and where they are in the buying process:

What’s my problem: Seeking education and thought leadership to understand and help define their problem

  • They are casting a wide net and may or may not have an idea what the solution will be.
  • The information they’re seeking has a broad focus using more generic and high-level search terms and keywords.
  • They may be seeking assistance with definition, scope, and internal buy-in.

How to fix my problem: Searching out solutions and product suitability

  • They are searching for available options that will meet their requirements.
  • Keywords and search terms will be more specific and will start to reflect solution alternatives or categories.
  • Their goal is developing a short-list of viable alternatives.

Are you right for me: Vetting credentials and decision support

  • They have a solid understanding of how each alternative measures up, and the decision maker is trying to get comfortable with committing to one of the decision alternatives.
  • Keywords and search terms will be much more specific and will be focused on specific solutions.
  • They are managing questions and building a case with various stakeholders.

Automated Email Delivery:
Once we’ve qualified the leads with the SEM campaign—as well as other web or sales engagements—and placed them in the funnel by means of our segmented email list, we are ready to start delivering. We recommend a campaign with three email parts:

Email One-

  • This will be more general to your business and will, at a high-level, showcase your brand and capabilities.
    • Email One will be the first point of contact for the “What’s my problem” point in the funnel.

Email Two-

  • This email serves up more detailed information about your methodology and capabilities. Will likely include some “read later” content like a white paper or case study.
    • Email Two is the first point of contact for the “How to fix my problem” point in the funnel.

Email Three-

  • This will lead with product specification and what unique “problem solvers” your business can offer the prospective client. Should include client testimonials and spec sheets, etc.
    • Email Three is the first point of contact for the “Are you right for me” point in the funnel

Prospective clients that come in at point one will get emails one, two and three. Those that come in at point two will get emails two and three. Those that come in at point three will only get email number three. All contacts that open email number three should get a phone call, as they are a likely qualified lead.

DELIVERABLES

Lead Generation Email Campaign (detailed above) – Focus on building an engaged list that allows email subscribers to self-qualify as leads and do the heavy lifting of conveying the brand and capabilities of your business.
—Specific deliverables for this vertical include:

  • A tailored SEM campaign
  • Three custom landing pages with email sign ups
  • Three custom written and designed emails that match the sales funnel
  • Administration of the email system
  • Building, monitoring and reporting all aspects of this campaign

On-Going Email Campaigns – We will need other ways of contacting potential and current clients. Since these situations are varied at this time I recommend a strategy meeting in which we can discuss the best executions for additional email touch points with your business.
—Specific goals here include:

  • Identifying the best ongoing touch points such as e-commerce, in-person contacts, etc.
  • Deciding the best funnel approach for these touch points
  • Identifying behavioral triggers for these funnels
  • Content creation and administration
Alex Maltese