The Top 5 Reasons Your B2B Emails Aren’t Working
Why your B2B lead gen emails may not be working…
1) You’re not sending enough emails 😱
One common mistake in B2B lead generation via email is underestimating the importance of regular, consistent outreach. Some folks may think that email marketing is outdated or ineffective, but this is a crucial misunderstanding. In today’s environment, success often requires a sustained effort, with frequent and personalized email campaigns to engage potential leads. Failing to do so can lead to the misperception that email marketing doesn’t work, but it’s more about the quantity and quality of outreach.
2) Stop relying on salespeople exclusively 😡
Another significant pitfall is relying solely on your sales team to conduct email outreach. While sales professionals play a crucial role in prospecting, nurturing and closing leads, expecting them to handle the entire lead-generation process can overwhelm them and hinder productivity. It’s essential to complement their deal closing efforts with marketing-driven lead generation strategies, ensuring a more balanced and effective approach.
3) You’re using the wrong tools 🤯
Many businesses neglect the power of specialized tools like HubSpot, Cience, or ZoomInfo for B2B lead generation through email. These tools can provide valuable insights, automate processes, and enhance the efficiency of your email marketing campaigns. Ignoring such tools can lead to missed opportunities and increased manual workload, hampering your overall success. If you are using Salesforce or another CRM instead of Hubspot, and you are not happy with your results, it’s likely cause and effect.
4) Your bounce rates are too high 🤮
High bounce rates can be detrimental to your email lead-generation efforts. Don’t tolerate 3-5+ percent bounce rates, you should be in the 1-2% range at most. It often happens when your email list is outdated or contains incorrect contact information. It’s crucial to regularly clean and verify your email lists to ensure you’re reaching the right audience. Neglecting this can result in wasted efforts and damage to your email-sender reputation. Stay out of your prospects’ spam folder!
5) You’re not effectively using sequences and workflows 🤐
Failing to use email sequences is another mistake in B2B lead generation. Instead of sending one-off emails, using a well-designed email automation can nurture leads over time, increasing the likelihood of conversion. By not implementing this tactic, you miss out on the opportunity to build a more meaningful relationship with your prospects and may lose potential leads who need more time and touchpoints before making a decision.
Well… What should I do?
1) Include low-commitment calls to action (CTAs) 😄
One secret trick in B2B email lead generation is strategically combining both low-commitment and high-commitment calls to action (CTAs). This approach entices prospects at different stages of the buying journey. For instance, you might start with a non-committal CTA like “Learn More” to engage prospects initially, and then follow up with a high-commitment CTA like “Request a Demo” once they’re more invested, providing a smoother transition through the sales funnel.
2) Write in the voice of an authentic individual 🙋♂️
To stand out in the inbox, adopt the persona of a genuine individual rather than a faceless corporation or a shiny marketing slick. Craft your emails as if you’re personally addressing the recipient, sharing a legitimate and authentic point of view on why your product or service can solve their specific pain points. This approach fosters trust and connection, making your emails more effective.
3) It’s a marathon, not a sprint 🏃
It’s crucial to understand that B2B lead generation via email is a marathon, not a sprint. One secret to success is managing your expectations and recognizing that nurturing leads takes time. Instead of expecting instant results, focus on building long-term relationships and gradually nurturing leads through a well-planned email sequence. For example, nurturing campaigns could include a series of emails to webinar attendees, contacts associated with stalled deals, or someone who downloads an e-book.
4) Map out a buyer’s journey that makes sense 🤝
Documenting a well-structured buyer’s journey is a secret weapon in B2B lead gen. Rather than rushing prospects through a short funnel, aim to create a comprehensive 12-18 step journey that aligns with your potential customers’ decision-making process. This approach ensures that you provide valuable content and interactions at every stage, increasing the chances of conversion.
5) Use subject lines that don’t look like spam 💪
While sending emails to a large audience, avoid subject lines that resemble spammy or generic messages. Craft subject lines that are personalized and relevant to the recipient, reflecting a genuine interest in their needs. The shorter the better. This tactic helps your emails bypass spam filters and entices recipients to open and engage with your message, ultimately improving your lead-generation efforts.