Email marketing has remained an effective way for business-to-business organizations to engage with customers. Cutting-edge automation software has taken the guesswork out of knowing when to send emails. Now marketers have the ability to target customers at specific points of the buying funnel. These tips can help your company create effective email marketing campaigns to influence the customer journey.
Engage Customers at the Top of the Funnel
Once a new lead signals an interest in your product, B2B marketers must follow-up quickly while the customer is still engaged. Automation software can help you serve up relevant and timely content and an early stage research or education related call-to-action to keep the customer moving forward.
Nurture Leads Who Are Stuck at the Top
Helping leads stuck at the top in the research phase can be helped by a low-pressure email nurture campaign. Emails that focus on information that helps a buyer become progressively more educated and understand the benefits of your product or service can be sent to leads on a weekly or bi-weekly basis for a set number of weeks. The goal during this time is to drive another conversion to a deeper stage with more and more helpful calls to action. These types of email nurture campaigns are designed to increase engagement and slowly move the lead through the funnel.
Segment Emails for the Middle of the Funnel
Once a prospect moves into the middle of the funnel, segmented marketing is suggested for maintaining a level of personalization. For example, B2B marketers can send an email to prospects about the new features of a product. Highly relevant content sent to prospects in the middle of the funnel can effectively drive engagement.
Let Sales Talk to the Bottom of the Funnel
Once a customer moves to the advanced stage of the funnel, a member of your sales team should be handling communication in a personal way. At this stage of the customer journey, marketing should support the sales team to convert the lead into a sale.
Email marketing is an effective tool for moving customers through the steps of the buying funnel. KEO Marketing, a leading inbound marketing agency, provides email marketing services to help you see the maximum ROI for your budget.