E-mail marketing is a classic in digital dialogue marketing for B2B companies, whether they are suppliers, engineering specialists, or wholesalers. Effective, with the highest return on investment of all digital marketing channels, and above all: efficient. E-mail marketing is an indispensable component in the digital marketing mix of B2B companies. In this blog post series we present 13 tips for email marketing in B2B.
Corporations in particular are aware of the problem: With increasing size and organizational complexity, it is becoming increasingly difficult to coordinate processes in such a way that everyone involved is transparent about the actions of others. This not only leads to inefficiency, since certain tasks may be completed several times, for example, but it can also lead to problems in the external presentation if different places communicate inconsistently. For example, when marketing advertises a product that the user has already bought. Or if a user who is no longer a customer is still receiving invitations for customer webinars.
This is not only amateurish, but can also annoy the user. For this reason, the maintenance of uniform databases plays a central role here. An important task is therefore to communicate consistently at each touchpoint. This also means taking up the communication of the previous touchpoint at each touchpoint and thus conducting a continuous dialogue along the customer journey.
For example, if the sales department, following personal communication, has brought the user up to the point of purchase, marketing can “help out” by means of targeted measures, e. g. mailings, which once again summarizes the most important arguments for the purchase.
A single customer view is required at each touchpoint. This requires a central data view, which can be accessed at any touchpoint and updated in real time as changes occur. To this end, data from all available sources (e. g. email marketing, CRM, sales and service) must be brought together in a central data view and technical processes established that allow for continuous real time synchronization between the database and data sources.