When it comes to B2B lead generation, people try again and again numerous of strategies to find out the best way to generate leads for their website.
Let's have a metaphor, many B2B marketers spend a lot of time pouring water into leaky buckets. Rather than fixing the bucket (which is the marketing funnel), they pour more water (traffic) into the bucket to keep it full.
Let’s say you send 1,000 visits to your landing page at a cost of $3 per visit. If your form converts at 1% you’ll get 10 leads at a cost per lead of $300. If, on the other hand, your form converted at 3%, you’d receive 30 leads at a cost per lead of $100. You see, you triple the leads with only one third of the cost per lead.
So which B2B lead generation strategy work the best. Clearly, it is email marketing. And today, we will talk about the topic of Email Marketing.
How to increase lead with Email Marketing in B2B
Email marketing is one of the few online marketing channels that has stood the test of time. In fact, email is 23 years old this year, and it still trumps the top spot on many B2B marketer’s lists of B2B lead generation strategies.
One of the biggest trends in email marketing at the moment, that has generated great results for many B2B businesses, is marketing automation.
Not sure what the fuss about marketing automation is? In short, marketing automation tools are effectively hybrid email marketing tools that connect with your CRM to enable you to automatically send highly targeted emails to leads that are personalised specifically to them.
When Thomson Reuters upgraded to a marketing automation solution, their revenue increased by 172%. Another company increased their revenue by 832%(going from $80,000 in debt to $2 million in revenue) in just three years.
While traditional newsletters and email marketing are still important, the ability to capture more data on users and use behavioural-triggers has enabled B2B marketers to get a lot smarter with how they target users in the inbox.