Using Email Promotions to Convert B2B Subscribers to Clients

The holiday season is just ramping up, but most business-to-business marketers are already looking toward the beginning of next year. Rightfully so; now is the time to get plans ready for Q1 because that time is just as critical for B2B as the holidays are for retailers.

New Year Means New B2B Budgets

Many businesses start their fiscal years in January.

For B2B companies this means that new budgets have been approved and potential clients are out there actively looking for partners. If you can position (or reposition) yourself in the first quarter of the year you can earn new clients and get your company started out successfully next year.

Email is Still the Killer B2B App

Each year executives look at every program that generates net sales and profit. One area that is looked at every year in many companies is the email program.

Here are three high-level promotional ideas to turn those business email subscribers into clients, not matter if you’re using ad hoc email marketing campaigns or marketing automation.

Offer Free Trials or Guarantees

B2B email free trial example from LinkedIn

LinkedIn reaches out to its subscribers with free offers to entice action.

Free trials, samples, and guarantees are a great way to get people to take the bait and grow their comfort level.

People are wary about committing to something. To circumvent this hesitation you can offer them the no-risk trial, or if it’s fitting a guarantee. The great thing for you is that once they’ve made this first commitment they’ll be more likely to choose your service for the long run.

Now, you do have to deliver on your promises.

It’s all about getting that first commitment. You got the person to subscribe to your email program. Now use your email program to get them to take the next action step.

Share “New” Products

B2B Email Example of New Product Releases.

Google AdWords uses their email program to promote new products.

One way to do this is by offering new products or services. The first quarter is a popular time to introduce new offerings so it’s the perfect time to increase the revenue you earn from existing clients.

The product doesn’t necessarily have to be new to your company either. The product or service can simply be something else you offer that a segment of your prospect or client list doesn’t know about it or use it yet.

Don’t Foget to Promote Events, Webinars and Hot Content

B2B Event Email Example

Amazon Web Services promotes an upcoming event to their email subscribers.

Imagine the sales process you use when you sell something to a potential client face-to-face. The process likely takes some time and involves multiple conversations. The person will have questions. You’ll have to go back to your desk and put together some answers. This is part of the marketing process.

Email marketing in the B2B world works the same way. Instead of selling to all your subscribers, it’s about marketing to them in order to move them through the sales funnel. Nurturing them.

One way to do this is by promoting marketing material like events, webinars, guides and other resource material. It can all work to earn your customers trust and convince them that your solution will benefit their company.

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