For any B2B company effective marketing is about building long standing client relationships, relationships that are built on trust and an understanding of the products and services you can provide.
So how can email with its fleeting messages and spam hangover be something that can help this? For SME business who are in the B2B or industrial sector, email may not seem like a particularly useful tool, after all you rarely have special offers or sell from your website. Yet as a relationship building tool, when used effectively, email can be extremely powerful. Keeping in contact with prospects through a lengthy sales pipeline. Keeping clients informed about the full range of services and products provided. Above all, keeping your business ‘font of mind’.
So if we accept that email can be extremely useful for B2B companies, I thought it would be useful to look at some specific pitfalls that B2B email marketers can fall into, plus a few reminders of best practice that apply to all.
reminders of best practice for all emailers.