6 Steps To Convert Prospects To Customers With B2B Email Marketing Services

January 26, 2024

ViB Editorial Team


Topics we'll cover

Email marketing is that secret weapon to do it all. From generating leads, all the way to closing a deal. But executing each stage of the email marketing journey is no one-man show. That’s where the right B2B email marketing services come in to help.

Thankfully, there are a ton of amazing B2B email marketing services and sophisticated platforms for B2B lead generation

Put all of them together, and you’ll be able to quickly grow your email marketing lists, execute highly personalized, automated campaigns, and nurture prospects into a successful close. 

So let’s talk about how to effortlessly convert your prospects to customers, with the help of different B2B email marketing services.

Benefits of tapping into B2B email marketing services

While there are many ways companies can reach a large swath of their target market at once, not all of these solutions are as effective as B2B email marketing services for lead generation. 

Targeted digital advertising, which marketers have long relied on to reach hundreds or thousands of prospects through one campaign, is becoming more difficult. And soon, Google will end the use of third-party cookies for good.

Email marketing — especially if you start out with the right foot — allows you to make a genuine connection with prospects and deliver a relevant message that feels personal. 

And unlike other one-to-many marketing channels, recipients can easily respond to emails to begin a one-on-one conversation. Over time, email allows you to deepen relationships with prospects and ensure they have a good grasp of the value you can provide.

How B2B email marketing services can help you

Comprehensive B2B email marketing services provide a robust set of capabilities to amplify reach and drive conversions, including:

  • Audience building and segmentation – Continuously build your email subscriber list and divide contacts into granular segments based on attributes like demographics, firmographics, and engagement behavior.
  • Multi-channel campaign creation – Develop sophisticated triggered campaigns across email, mobile, web, and ad channels.
  • Graphic design and message optimization – Access designers and copywriters to create on-brand, engaging messages and graphics. A/B test emails to improve open and click-through rates.
  • Deliverability tools – Dedicated IP addresses and inbox placement tools help ensure your emails reach the recipient’s inbox.
  • Automation and lead scoring – Set up workflows to deliver timed, personalized content to prospects while tracking engagement to identify sales-ready leads.
  • Detailed analytics and attribution – In-depth reporting provides opens, clicks, conversions, and ROI so you can optimize efforts.

Already sounds compelling, doesn’t it?

Now let’s plan out the stages in a typical B2B buyer journey to see where email marketing services can come into play to boost conversions.

Step 1: Generating leads with B2B email marketing services

Most people already spend a great deal of time in their inboxes. According to OptinMonster, 99% of email users check their inbox daily, and some check their inbox 20 times per day. In fact, many people check their work email before checking social media, scrolling through the news, or even getting out of bed.

That’s why introducing yourself via email makes a ton of sense. And here, I’m referring to paid B2B email marketing lead generation services. You can also call this strategy cold emailing.

Examples are working with B2B data providers to buy targeted leads or contact lists. Or, you can also opt for a more full-service email marketing lead generation service, like ViB Emails.

How Vib Email Service Works

Remember that I talked about starting out with the right foot? That’s a major factor when considering launching cold email campaigns. Because compliance and spam are becoming more serious than ever.

4 tips to know before you buy lead lists

Prioritize data accuracy:

Ensure the leads are sourced from reliable databases, with up-to-date and accurate information. Relevance is everything too — select only leads that match your targeting criteria, e.g. by industry, job role, and technology interest, to set yourself up for conversions.

Finally, don’t forget to ensure all leads are sourced in compliance with data protection laws, maintaining trust and integrity.

Verify and cleanse data:

If you’re buying a lead list, regularly cleanse your database to remove outdated or incorrect information. Frequently monitor your email domain reputation and take steps to reduce your bounce rates and spam reports too.

Alternatively, you can skip the whole process of data cleansing and protecting your email health when you leave it to a full-service solution, like ViB Emails.

Quality over quantity:

Focus on acquiring fewer, but more qualified leads, to increase the chances of conversion. This could mean opting for leads with a history of engagement or from a trusted source, so there’s a higher likelihood of conversions.

Evaluate your lead sources:

If you can, always leverage zero-party or first-party data, which is what we use at ViB. Be sure to regularly assess the performance of different lead sources and adjust strategies accordingly for optimal results.

Step 2: Mapping email content to each buyer's journey stage

Today’s B2B buyers take extensive time researching solutions, comparing vendors, and building consensus before making purchasing decisions. 

Your email content and messaging also need to map relevant content and messaging to prospects’ changing needs as they move through each phase.

1 - Awareness stage

This is where you must start if you’re approaching leads cold. This means if you’ve received their information from a data provider or even leveraged a solution like ViB Emails.

The beginning of a prospect’s journey is the ideal time to identify their challenges and get on their radar. 

Monitor online behaviors like site page views, content downloads, and tool inquiries to understand their “digital body language” and what b2b email marketing statistics indicate is top of mind. 

Then, reach out with relevant educational resources to organically capture b2b contacts ready to explore solutions.

2 - Evaluation stage

Only when you’ve noticed leads start interacting with your emails, then it’s time to turn things up a notch.

As prospects evaluate solutions, provide side-by-side comparisons showing why you’re best suited to address their needs. 

Share targeted case studies, relevant analyst reports, product demos, and free trials. 

But still be careful — avoid high-pressure sales language while showcasing your fit.

3 - Decision stage

With leads ready to pull the trigger, emails should include special discount offers, try-before-you-buy options, and urgency prompts like “24 hours left!” to provide that extra nudge they need to choose you over alternatives.

4 - Retention stage

If you’re working with existing customers, email is a great way to maintain your relationships too. 

Here’s what email content could look like if we’re talking about retention and even expansion:

  1. Nurture loyalty and prevent churn by announcing new features and capabilities.
  2. Send emails showcasing your ongoing innovation and how it translates to further ROI.
  3. Ask for product feedback and feature requests.
A/B test various email elements

Best B2B email marketing services for email content

I know — there’s a lot of content to be mapped! So I’m sure you’re wondering, what B2B email marketing services fit the job?

While I would strongly recommend keeping content creation for emails in-house, you can also consider creative and copywriting email services. 

My tip: opt for a freelancer or contractor if you can, so you can be sure to train them on your messaging, and flexibly modify your email content as you go.

Step 3: Using segmentation to enable effective lead nurturing

Tailoring content by journey is one thing. But dividing your contacts into distinct segments is also crucial. 

Here, I mean dividing your prospects into specific segments based on their buyer persona or ICP. These are traits like

  • Role
  • Firmographics
  • Technographics 
  • Pain points
  • Purchasing habits, and a lot more.

This level of customer segmentation ensures that you’re really resonating with them (and thereby converting them)! 

It really helps to make sure your contacts are precisely segmented the moment the leads enter the funnel. In other words, ensure your targeting is on point in the initial lead generation stage — step 1.

Thumbnail of B2B Ideal Customer Profile Template ViB
Simplify your targeting strategy with the one-page B2B ideal customer profile template, designed to help you define your best audience and communicate your targeting needs.

In terms of tools, most email marketing platforms are usually already well equipped with segmentation and list-building features.

Once you’ve segmented your list of recipients, you can personalize your emails to prospects’ needs and tailor the content accordingly.

For example, here are a few ways you might customize emails based on segments:

  • Provide solution-based content that addresses known pain points (i.e., a video conferencing app might share a blog post on team bonding for distributed workforces)
  • Revise messaging based on industry (i.e., a project management software company might highlight different features for a legal office than a manufacturing firm) 
  • Highlight upcoming new features to prospects to incentivize prospects whose deals have stalled, or existing customers nearing the end of their contract

If you’re just starting out, remember that there’s no need to complicate it. 

You could even send the same offer to your entire list but with a slightly different angle. For example, if you’re hosting a webinar, you might highlight different topics you’ll cover to different audiences based on what’s most likely to resonate with each persona.

Step 4: Setting up automated workflows to nurture leads

Marketing automation enables marketers to create sequences that deliver timed, hyper-targeted emails to prospects based on their behaviors and attributes. 

For example, when a visitor from a construction firm downloads a buyer’s guide for project management software, they can automatically be tagged, scored, and added to a relevant nurture track.

This track might send a series of emails with tips on calculating ROI, analyzing solutions, and measuring team productivity. Automation allows you to move prospects down the funnel without starting from scratch each time.

Lucky for us, there’s a high chance that automation is a feature that’s already available to you.

Lots of email marketing platforms, especially those tied to your existing ESP or CRM (think Hubspot and Mailchimp) can handle automation, easily. 

Like what we mentioned in this email marketing guide — make sure you’re maximizing the features in your current marketing tool stack!

Thumbnail of ViB guide: Enhance your marketing results in 2024
Conquer B2B email marketing like a pro! In this guide, you’ll understand the factors that may be impacting your email performance, and get tips and frameworks for email marketing success.

Step 5: Keep testing

Testing and optimizing the elements in your email marketing campaign is crucial

There are a lot of B2B email marketing services and tools that focus specifically on this, but one of my favorites is Litmus.

Here, you can go down the rabbit hole and test away. One approach I’d recommend is testing for minor tweaks, and tracking for overall progress. 

Making minor tweaks

If there’s one tip you, must take away, it’s to never underestimate the power of your subject lines! 

Industry B2B email marketing statistics show that subject lines influence open rates more than any other factor. 

So, test length, emotive, urgency prompts, and targeted language. Align to each segment’s interests, like “slash recruitment costs” for HR audiences. 

Set up A/B testing to determine what resonates best across various segments and channels. Try different versions of:

  • Subject lines and preheaders 
  • Content offers, headlines, and calls to action
  • Email copy tone and style 
  • Visuals – images vs. video vs. plain text
  • Send times and days 

Analyze open and click-through rates to double down on what works and eliminate what doesn’t.

Optimization is an ongoing process as audience preferences change, but is a crucial step to improve your email marketing lead generation performance.

Track overall performance against revenue impact goals

Now for the big picture. Marketers must closely monitor email performance to identify successes and areas needing improvement. 

Email marketing definitely can deliver outsized returns when executed effectively, making it one of the highest ROI channels available. 

Key metrics to track here include:

  • Sales pipeline influenced and directly attributed
  • Customer lifecycle stage conversion rates
  • Product adoption and retention rates
  • ROI compared to program costs

Step 6: Converting customers into loyalists

Wanna go even further? Your job doesn’t have to end once a prospect converts into a customer. In fact, this stage offers substantial opportunities to drive loyalty, retention, and expansion revenue. To convert contacts into customers, it is advised to:

  • Set up a welcome and onboarding email flow to ramp new users up successfully. Send surveys to gather feedback that informs product improvements and customer success. 
  • Offer exclusive VIP access, special discounts, or free utilizations to delight existing subscribers. 
  • Send personalized emails celebrating customer anniversaries and achievements. 
  • Notify users about new releases, features, and integrations that expand your platform’s capabilities. Periodically remind them of the powerful and unique ROI your solution delivers.

It all starts with great leads

The effort to master strategic email marketing is well worth it, given the substantial long-term gains in customers, revenue, and market share.

But that lengthy conversion journey really boils down to one important foundation — quality leads.

And I’ve the perfect solution.

The best B2B email marketing services for lead generation

Think quality email leads? Think ViB Emails.

By growing an expansive but engaged network of tech professionals — the ViB Community — you’re not simply getting names in a database.

Instead, ViB Community members are active members with compliant, self-validated contact information. And the best part — they’re here to discover tech vendors like you, making them interested, qualified, and likely to convert.

Ready to earn more prospects and convert them into life-long customers? Check out our free trial option, or chat with us! We’d love to share more about our unique community-based approach and are always here to help.

Screenshot of ViB trial options - B2B email marketing, B2B appointment setting, B2B content syndication

Want to test our unique approach to B2B demand generation with a low cost trial?

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