When creating an email campaign to draw in new business, it’s crucial to be both engaging and informative. More importantly than this is to speak to the audience you’re addressing; think about who’s going to be reading, and what they want – this is the way to reach them most effectively. With this in mind, here are some crucial differences to consider when developing a B2B email marketing
campaign, as opposed to a B2C
B2B campaigns are more difficult
B2B customers typically involve more than one person, due to the size of most businesses (even smaller ones), and the fact that they’re often not buying on behalf of just themselves. B2C prospects are usually individual operators; they’re completely in control of what they’re buying, which makes their decisions simpler. B2B decisions typically take longer, need to go through more people, but involve larger, longer-term purchases that will be scrutinised and evaluated. Bear this in mind when crafting your campaign and selling points.
Tone of voice
The language of B2B marketing should be more formal and concentrate on the growth of a business. You need to appeal to the company at large, so a less personal tone is appropriate. B2C on the other hand can be more chatty and informal, customers are more likely to act on impulse and emotions, so be sure to engage these. B2B customers will put a lot of thought and scrutiny into your words, so be sure to pick them more clinically and clearly; they will likely be taken very seriously.
As mentioned before, B2B marketing will almost always address more than one person, whereas B2C will be to individuals. A key decision maker might have to summarise and present your proposal to others, so ensure that the benefits of your product will stand out to people with a range of stakes (i.e. show how your product will work for different aspects of a business, or different departments within a business). Your email or letter may be passed on to higher authorities; all need to be convinced. With B2C you need to engage one person; once you’ve done that, your job is complete.
When working on B2C campaigns, marketers typically aim for something funny and engaging on an emotional level. This is a tactic B2B marketers typically avoid, bypassing emotion for logic; a business is only interested in managing costs, increasing productivity and generating further profit. Be sure to understand this, and stick to the positive, demonstrable advantages of your product or service; don’t waste time trying to be overly witty or creative – use facts.
Selling to the right person
With B2B customers, your best bet is to target senior staff, who have the power to sign off on budgets. They may well need to pass it through other members of the company, but the more important the person who presents the idea, the more chance it has of leading to a sale. Social media is rarely a selling channel for B2B marketing as it is with B2C, so direct mail, email and telemarketing campaigns are the key avenues to direct your marketing activity through.
- B2B campaigns are more difficult, but reap greater rewards.
- B2B emails should be more formal in tone.
- Remember B2B emails will be for more than one person – don’t forget to address the business as a whole.
- Be more logical than emotional in B2B; leave emotive B2C tactics aside.
- You will need to get in front of key decision makers via telemarketing, direct mail and telemarketing or a combination of these for B2B marketing.