Make a difference in results! Email marketing using marketing automation
Table of Contents
1Preparation - Before you start email marketing
1.1Clarify who your customers are
1.2Understand the current state of your leads
1.3Revisiting "What is email marketing for?"
2Practical guide: How to proceed with email marketing
2.1Segment your leads
2.2Send information that matches the lead situation
2.3Measure lead responses to improve marketing accuracy
3summary
Email marketing is a relatively old method of web marketing, but it is petroleum manufacturers email lists still used in a variety of situations today. Although the method itself has become more sophisticated and changed, it still has a certain level of effectiveness, so it has been used for a long time.
It is said that in email marketing, it is more difficult to achieve significant results with short-term measures in BtoB compared to BtoC for general consumers. This is because in BtoB, the process from when the need to purchase arises to the final purchase decision is complex and long.
Since your company cannot predict when a potential customer (lead) will need to make a purchase, you will not be able to achieve the desired results unless you properly nurture them through the process leading up to the purchase decision. This is a big difference from BtoC, where you can buy something as soon as you think, "I want it!"
Marketing automation can solve these problems with B2B email marketing. By utilizing marketing automation, it becomes possible to effectively cultivate long-term leads (lead nurturing) suitable for B2B transactions.
In this article, we will explain how to use marketing automation to effectively conduct email marketing.
Preparation - Before you start email marketing
First, let's check what preparations are needed.
Clarify who your customers are
As with any marketing activity, you should first clarify the image of the customer that your company or department envisions. You
need to clarify the target image, such as industry, company size, and the occupation of the person in charge, and also reconfirm the benefits that customers will gain by introducing your company's product. Also, keep in mind that there are often multiple people involved in the purchasing process.
Understand the current state of your leads
You need to understand how your current lead information was collected and what the trends of your leads are in the near future. You can do this efficiently by using the analysis features of marketing automation.
This is because you need to determine what to focus on depending on the state of your lead and change your strategy depending on the state of your lead.
In addition, it is important to understand the situation in advance in order to measure the effectiveness of specific email marketing measures after they are implemented.
Revisiting "What is email marketing for?"
Companies have different purposes for using email marketing. They can promote products that they are focusing on at the time, or they can actively use it to attract visitors to exhibitions and seminars. However, as explained above, in BtoB, it is difficult to get clear results with one-off measures.
