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“Segmentation must be looked at with the same attention for both audiences. The crucial point here is data . The more information you have about the company, the consumer, and their purchase history with your brand, the more targeted and effective the communication will be,” explains Lucas Brum, Head of Sales at Mailbiz.
A Statista survey showed that, for 41% of B2B companies, email marketing is the best channel for selling and advertising products. This is because email can support everything nursing homes email list from the data collection process to increase the contact base to building a personalized relationship with each customer. Through email, you have the opportunity to impact your customers with high-quality content and offers directly to their inbox .
Considering the importance of this channel for retailers who work with B2B e-commerce , we have put together the main tips to help boost sales considering this business model. Stay tuned!
Content
Focus on prospecting and conversion
Talk to people
After-sales support
Example in practice
Focus on prospecting and conversion
B2B sales tend to be less impulsive. Strategies such as using mental triggers or offering short-term promotions are less effective in this case, as buying products in large quantities requires greater attention when making decisions.
Therefore, the B2B email marketing campaign needs to be truly focused on prospecting and conversion. It is important to keep in mind that the consumer may not be at the right point in the funnel , and that a large purchase may require more in-depth contact.
Focusing your communication solely on sales tends to be less effective for your results when it comes to B2B e-commerce . A good tip is: start by providing your contacts with useful content. This way, you can show the credibility of your brand, that you know what you are talking about, know how to meet the customer's needs at that moment and end up strengthening your brand and generating awareness in the market.
“In the case of a B2B e-commerce email campaign, the ideal is to try a long-term, volume-based strategy. For example: by purchasing X quantity of a given product, you gain a benefit, a grace period on payment, or another advantage,” says Lucas Brum.
Talk to people
Even if the focus of your strategy is on B2B (business to business) e-commerce – that is, from company to company – it is essential that you find the best way to communicate with the person responsible for decision-making in the business you are prospecting. After all, even though they represent a company, this person is still a person. Never forget that.
“Ultimately, we are talking to people. When the email marketing campaign is for a B2B audience, we have to be aware that it is a longer, more rational and methodical sales cycle. Taking this into account, there is no point in trying to convert companies with just one email. You have to build a relationship,” adds Lucas Brum.
After-sales support
And speaking of building relationships , an email marketing campaign involves much more than just selling to customers. Especially if you operate in the B2B segment, where long-term relationships are more necessary.
Turn your customers into admirers of your brand. Offer quality content frequently. For example, you can give your customer tips on how to increase their business sales. They will certainly realize that you care about helping them achieve their goals.
Example in practice
The Franquias do Futuro group , responsible for the brands Mundo Toy , Orgânica , Bellaza , Mazze , Brasil Nutri Shop and Azarte , relies on email as one of its main B2B marketing tools to connect with potential investors and sell franchises.
