How to Generate Quality Leads With B2B Email Marketing

Email marketing is one of the older online channels for B2B marketing. Some organizations see their email marketing provide business leads that account for 58% of all revenue. Email marketing is the third most trusted source of information for the third-most trusted channel of information to be used by B2 buyers.


Sort your data

Every email campaign starts with a set of data, and campaign success hinges on the management and sorting of this data. Start by building lists of tagged data so you know where they’ve come from. Use this as a chance to check on the quality of your data, so you can ensure the email addresses are valid, and the additional information you have (names, business, location, location) is as accurate as possible. Putting all that together takes time, which is why we use tagging—to speed up the process for you.

Segmenting your database will enable you to take advantage of other possibilities such as improving your sales proposal or even up-selling. By segmenting your data, you allow different lists to receive individualized, targeted messages that best promote the value of your product and use cases. This is a great way to leverage the job title of the user and apply language and tone accordingly. You can also segment data by industry if you have a broad buyer persona.

Database segmentation is essential to running a truly successful email marketing strategy. But for many ESPs (email sending programs) it’s considered a luxury, so you may incur some extra costs. Check the market, and see who can do it for less! Don’t spend too much on the market to run a successful marketing strategy, check out the market and find out who can help you out of the market for less.


Get automated

Today, automation is the only way for companies globally to scale their ability to generate sales-ready leads. It’s honestly shocking that only 13% of B2B marketers are using it. Using automation for your email marketing provides you with the ability to connect with customers on a personal level at scale, without any manual work involved. You can send highly personalized (to each person) based on behavioral data and triggers, segmented by the 10x sales funnel stages (acquisition, activation, retention, retargeting).


A responsive email automation campaign should follow a specific response before advancing forward into the sales funnel. This is accomplished by adding order stages, then setting up automations that trigger based on those order stages. Here is an example of a response-based email automation strategy: an email campaign generates leads. When you visit the website, the visitor is automatically sent an email with a link to fill out a form with their name and email address. Those are added to the database, creating subscribers with double opt-in. From there, emails can be sent that contain content that is most likely to capture interest based on the subscriber’s profile, encouraging further engagement.

Automation takes time to set up, and needs to be checked on a fairly regular basis. Automation can be difficult, but once the initial hard work is done, you’ll save plenty of time and resources thanks to automation. Automated subject lines and copy remain  enticing for readers yet need to be regularly checked, so they continue to  be enticing for them.

Don’t expect it all at once

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