Guide to Email Marketing for B2B
B2B email marketers need special features and reports to make the most of both direct and account-based marketing efforts. The emfluence Marketing Platform offers features designed to help B2B marketers create automated emails, targeted landing pages, follow up materials, and reports that are made with B2B campaigns in mind. Whether you’re looking to nurture leads, re-engage customers, or set up automated renewals, the emfluence Marketing Platform can help.
B2B Email Marketing Guide
- Email Marketing Examples
- Use Cases
- CRM Integrations
- Email Templates
- Resources
- Current Clients
- Email Marketing Benchmarks
- Marketing Automation Software
B2B Email Marketing Examples
With the emfluence Marketing Platform, you can develop targeted landing pages to bring your sales team the most qualified and profitable prospective customers. Forms on these pages can automatically feed prospects into both your CRM and the emfluence Marketing Platform, where they can be funneled through a series of nurture emails. Engaging prospects quickly with relevant, targeted, and personalized content keeps potential customers engaged and your brand top-of-mind throughout the buying cycle, and automating these campaigns means more conversions and less work.
Automate Contract Renewal Reminders
Create automated emails based on calculated date fields, set reminders and trigger a contract renewal email series from your CRM:
Reengage Dormant Leads
Create automated campaigns triggered from your CRM with personalized emails that look like they are from sales representatives and nurture leads towards a desired goal.
Send Emails Based on Website Visits
Create dynamic queries and automate emails based on website page visits, and create dynamic branching based on website engagement.
B2B Marketing Automation Use Cases
Contact Scoring by Domain
Know exactly what companies to target in your ABM campaigns or prospecting efforts by seeing which domains are most engaged with your content.
Trigger Emails by Contact Score
Automate emails to prospects who reach certain contact scores by using the query builder to create a dynamic group.
Sending Emails on Behalf of Your Sales Team
Create templates for specific individuals to use on their behalf or use content blocks populated by custom fields in emfluence that are synced with your CRM to pull in signature blocks.
A/B Testing Subject Lines for Best Results
Create up to five variations of an email, with options to test everything from subject lines to call-to-action buttons, from names, email content, and more. Once you have created your tests, select your winning criteria, your testing time frame, and percentage of the list you would like to test. The emfluence Marketing Platform will automatically send the winning version to your full list when your test is complete.
CRM Integrations for B2B Email
The emfluence Marketing Platform offers full-featured integrations for Microsoft Dynamics 365 and Salesforce, as well as an open API for other CRM systems. Make the most of marketing automation with your lead and customer database by connecting your CRM to emfluence. Best of all, emfluence allows up to 250 custom fields to be integrated with your CRM to help create a truly data-driven marketing strategy.
Our Salesforce integration includes:
- Two-way data synchronization of Contacts and Leads
- Two-way management of emfluence Groups
- Campaign reporting, including core delivery statistics
- Full emfluence Marketing Platform interface embedded in Salesforce
- emfluence campaign activity recorded in Contact and Lead records
Our Microsoft Dynamics integration includes:
- Two-way data synchronization of Contacts and Leads
- Two-way management of emfluence Groups
- Campaign reporting in CRM, including core delivery statistics
- Full emfluence Marketing Platform interface embedded in CRM
- emfluence campaign activity recorded in Dynamics
Using a CRM other than Salesforce or Microsoft Dynamics? Regardless of how and where you store data, there is most likely a secure method of automatically synchronizing your data with the emfluence Marketing Platform. The emfluence Marketing Platform API enables you to connect our platform to your application. Whether you want to sync data to an analytics dashboard, pull lead information out of a custom web application and into an emfluence Group, or set up a two-way data share that helps you accomplish your unique marketing goals, our API is available.
B2B Email Templates
Build email templates to use as often as you like. You can create dozens of options for everyone to use, or make unique templates for individuals. You can even control who can edit which portions of your email and set default from addresses, signatures, and more.
Email templates are built in the emfluence Marketing Platform using HTML or our drag-and-drop template builder.
Customize and preset options for your email templates to control email defaults, recipient groups, which users have access, and more.
B2B Email Resources
B2B Email Marketers Guide to Outlook
Customer Journey Mapping Worksheet
https://more.emfluence.com/customer-journey-worksheet
Marketing Platform ROI Calculator
A Few of Our B2B Clients
B2B Email Marketing Benchmarks
If you’re routinely reviewing your own email metrics, you’re off to a great start—and even better if you’re comparing your data year over year. But measuring your own data is just the first step. Without benchmarks to compare your numbers to, how do you know if what you’re doing is truly successful?
That’s why we like to take a twice-yearly look into email marketing metrics compiled by our emfluence Marketing Platform users. Compiling masses of data on who is sending what and how it’s performing provides a point of reference for your campaigns so that you can evaluate how your email marketing metrics compare to others in:
- Your industry
- Your audience
- Your messaging style
Each of these reports compiles the unique open rate (unique views divided by total recipients), click rate (total clicks divided by total recipients), click-to-open rates (unique clicks divided by unique views), bounce rates (percentage of hard or soft bounces from total recipients), unsubscribe rate (number of people who unsubscribed out of total recipients), and complaint rate (total number of spam complaints in total recipients).
B2B Marketing Automation Software
Success in B2B digital marketing is fueled by consistent and sustainable growth, which can only be achieved by generating brand awareness as an industry thought leader, capturing prospects’ information early, and optimizing the process in which a prospect becomes a customer. Marketing automation, CRM database integration, and email are some of the ways the emfluence Marketing Platform provides results for our clients. Set up is easy and tracking is even easier, which frees up even more time for strategizing!