A big part of lead nurturing is providing your leads the information they need and want when they need it. Email—especially when paired with a robust marketing automation (MA) platform—is the perfect channel for staying in front of leads, providing them valuable information that aligns with where they’re at in the buyer’s journey.
Email marketing is also the most profitable of all marketing channels for B2B companies. The Data & Marketing Association (DMA) reports that email has a 38-to-1 return on investment (ROI), so for every $1 spent on email marketing, a company’s average return is $38.
Entire email campaigns can be set up weeks or months in advance and published automatically. Each email in a larger campaign sends targeted messaging and content geared toward pushing buyers further and further through the buyer’s journey. Email campaigns can also be implemented to target specific lead segments. Simply put, email marketing can be highly customized to help:
Crafting effective, highly targeted email campaigns requires some initial legwork. Keeping your sales goals in mind, we first fill your pipeline with quality leads. Then we refine our content strategy using CRM system data to figure out what content these leads find valuable, and at what stage in the buyer’s journey each piece of content most benefits them.
With leads and content in hand, we then decide what content is best delivered via email and how email best fits into your refined content strategy. Emails are then drafted, delivered, tested for effectiveness and analyzed to see which leads engaged.