How to improve the B2B sales funnel with email marketing

effective-email-marketing.jpgDo you work in B2B and want to jump-start the way you gain customers? Email marketing is just what you need. It’s one of the most simple and effective tools for building business relationships. A well-designed strategy can make it possible for you to react to customer behaviour at every step in the B2B sales funnel.

The sales funnel

The purpose of sales funnels is to illustrate the stages that recipients go through starting with knowledge of your offer until they become a regular customer. The stages and the organisation of the sales funnel can vary depending on the industry.

Let’s take a look at the main stages in gaining new customers, what goals you should have for each of them and how email marketing can help in turning anonymous recipients into loyal customers.

  1. Introduce yourself

Generating leads and turning them into customers starts here. No matter what field you operate in, there’s a huge number of people who have never heard of you and your business and your product or service. You need a way to reach these people to communicate what you can do for them and how they can benefit from your business. This means you need a comprehensive, multichannel marketing operation.

Depending on your needs, you might work online, offline or both. Use different kinds of content and marketing methods to reach the greatest number of INTERESTED customers in your field.

One of the ways to reach new potential customers is through email marketing campaigns to an external database.


You primary goal at this stage in the sales funnel is reaching new potential customers who are not familiar with you and your brand.

How to use email marketing:

To reach people who aren’t aware of your business or what you have to offer, use an email campaign with an external database with an emphasis on the right target group. Use the message to describe what you do and how you can help recipient meet their business needs. Invite them to get in touch or suggest additional benefits in exchange for staying in contact.

Remember not to buy an external address database! This can be illegal or, at the very least, dubious in terms of its quality. Only use email addresses from external databases provided by trusted, credible sources.

  1. First signs of interest

When you’ve delivered your message to potential partners or customers, you’ll be tempted to prepare yourself for an avalanche of questions and newsletter signups. But don’t be surprised if it doesn’t work out that way…

Interested customers won’t necessarily share their contact information with you because this is valuable information that they won’t give so easily. You may have to encourage with something more to persuade them.

To change a recipient who now knows about your business and offer into a potential customer, encourage them to share their contact information with you through the value that they will receive by staying in contact.


At this stage of the sales funnel your goal is to generate leads, contact from interested customers who want to learn more about you and your offer.

How to use email marketing:

Now, when your’e still without your own subscriber database, the best solution is another campaign to an external base. This time, though, use only those addresses that responded to the previous mail by opening it or clicking on a link inside.

Just how clean is your data? Identify where your data requires attention, allowing you to choose which areas to improve.

Get Free Email Append Test from AverickMedia

In this message, encourage recipients to sign up for your newsletter or send some kind of offer with added value that, depending on the field, could be in the form of an ebook or a discount.

See also:

10 Ways to build your own mailing list in B2B

  1. First contact

When your offer is attractive and interesting enough to get more engagement from recipients, you need to know how to deal with them. When you meet clients in person, it’s obvious that you greet them and it’s no different in email marketing. Make a good impression and welcome new subscribers with an autoresponder thanking them for joining you and a reminder of all that you have to offer.


The first goal at this stage is eliminating address errors by using the double opt-in model for anyone who joins your database. The second goal is to enhance your image with automatic welcoming messages and to expose customers to more information about you.

How to use email marketing:

When recipients share an address with you by, for example, joining your newsletter, that’s their first point of personal contact with your brand. That’s why it’s a good idea to welcome them with an autoresponder for new subscribers, thanking them for their interest and assuring them that you are ready to meet their needs.

In the mail, add more information about how your business works and what customers can expect. Also, include invitations to explore other channels of communication like your social media pages.

Remember to use the double opt-in model when adding addresses to your database. The idea is to have subscribers confirm that they wish to receive commercial messages from you by clicking on a link.

When a subscriber submits a question through an online form, arrange for an autoresponder to reply and them for their inquiry and assure that you will be answering soon. This confirms that you got the message and shows professionalism on your part.

Article From: