Getting the Most Out of a B2B Email Marketing Campaign…Or Any Marketing Campaign

Recently in an online discussion group a friend of mine posted a question regarding how you can ensure the best results from a B2B email marketing campaign. They received a number of good recommendations for tools they could use. There was a lot of excellent information about how to craft an effective message and make sure there is a clear call to action. However, one of the things everyone seemed to leave out was that any e-mail marketing campaign, or any marketing campaign at all, for that matter, will produce an even stronger ROI if you follow up rather than just wait for them to call you.

I am familiar with several of these tools (we use Constant Contact, for those who wish to know) and the ones I know all have features that show you who from your mailing list looked at what article from your campaign, indicating they had some level of interest in that given topic. Not only is this good for targeting email correspondence to your prospects and building their familiarity with you, but it is also produces an opportunity for your sales team to call these prospects and offer additional information to them to move the sales process along. In our experience, this has been very effective because here your prospects still have you at the “top of their minds”.

However, many times this step is not taken for several reasons…salespeople are busy keeping their current clients happy, they don’t receive the information as to which of their prospects read which article, etc. This is why our inside sales team offers email marketing follow up campaigns to handle this for you. However, whether we do it for you or your team handles it, follow up and you will see even better feedback from your e-mail marketing campaigns.

If you would like more information on Randolph Sterling, Inc.’s short term inside sales services, please contact us today!

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4 Responses to “Getting the Most Out of a B2B Email Marketing Campaign…Or Any Marketing Campaign”

  1. Integrating Your Sales and Marketing Efforts for the Best Results « Hot Sales Strategies Says:

    […] we should divide our marketing budget amongst the different tools we implement, whether they be our email marketing campaign, our blog (which you’re reading now), our various social media efforts, including Facebook, […]

  2. 7 Touches and 3 Emails: 2 Important Numbers for Every Email Marketing Campaign « Randolph Sterling 2.0 Says:

    […] prospect before a sale will occur, ideally through a combination of mediums including social media, email marketing, sales calls, advertisements, face to face meetings, and so on. The second number was that when […]

  3. Should You Downsize Your Sales Force and Implement a More Automated and Online Marketing System Instead? « Hot Sales Strategies Says:

    […] Sales is about finding customers while marketing is about bringing customers to you. By having them work together, say by reviewing the report on who reads your e-newsletter and then calling the readers to discuss topics of interest in more detail, or offering a downloadable white paper on a topic of interest then following up with those who downloaded it, will increase the ROI of your marketing programs and reduce the sales cycle (for more details on this topic, click here). […]

  4. Death of the Salesman: Are Traditional Salespeople a Thing of the Past? « Hot Sales Strategies Says:

    […] recently spoke with a woman who worked for a company that “invested heavily in e-marketing and reduced [their] sales force.” She went on to say “It’s been working quite well for the […]

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