4 Reasons You Need a B2B Specific Email Solution

4 Reasons You Need
a B2B Specific
Email Solution

www.pardot.com © 2008 Pardot, LLC. All rights reserved worldwide 4 Reasons You Need a B2B Specific Email Solution
Executive Summary
Most email marketing tools were designed and priced for B2C clients. They work well for blasting emails to millions of addresses, but don't always meet the needs of B2B marketers who require a marketing program based on personalization and precision. Most current solutions are priced by volume and cannot easily handle one-to-one marketing. B2B specific email solutions like a marketing automation system give you the following advantages over standard email marketing tools: . Automated drip nurturing or autoresponder emails trigged by a time interval or a prospect's actions . Message personalization in blasts so that your emails appear to come from the recipient's assigned sales rep . Syncing of emails with your CRM system so that reps can see what marketing communications are touching their prospects . Scoring of prospects based on their activities In the following explanation of these four points, you will see how using B2B specific email marketing methodologies will maximize your on-going commitment to lead generation, facilitate turning your existing "suspects" into prospects and greatly enhance the value of your web marketing.
www.pardot.com | © 2008 Pardot, LLC. All rights reserved worldwide 2 4 Reasons You Need a B2B Specific Email Solution
Four Reasons You Need a B2B Specific
Email Solution
Automate Your Lead Nurturing with Drip and Triggered Emails Slowly nurture your prospects along the path to purchase. Speaking to your prospects in a timed and triggered manner can be a lot more effective than simply relying on broadcast emails. To complement your list blasts, you can greatly improve lead nurturing effectiveness by setting up autoresponders and drip programs to engage your prospects as they take actions on your web site. By utilizing drip marketing programs, you can ensure that your message periodically "touches" prospects via personalized, automated emails. Micro-level tracking in your marketing automation system allows you to individually track all links and calls to action in your emails and easily view which prospects take action. Interaction with your website, landing pages and email messages can trigger another message to be automatically delivered at the appropriate time interval. Autoresponder/Drip usage examples: . Trigger an autoresponder upon conversion containing a link to the demo, white paper, or article requested . Create a nurturing program for less sales-ready leads to send a white paper in one week and a case study three weeks later . Send a reconnect message if the lead does not respond to previous drips
www.pardot.com | © 2008 Pardot, LLC. All rights reserved worldwide 3 4 Reasons You Need a B2B Specific Email Solution Add a Personal Touch to Your List Blasts Your marketing messages are even more effective when they come from your reps. People are used to receiving marketing communications from centralized email addresses such as info@pardot.com, but B2B marketing is all about building a relationship. Generalized emails are not nearly as effective as receiving the same email from a rep you are already working with. Most B2C focused email tools force you to adopt one "from address." To really personalize things, make sure you can send from the recipient's assigned rep. Not only is this a friendlier approach, but it also allows any replies to be directed straight to the appropriate sales rep.
With variable tags, you can even personalize the message footer to contain the rep's name, title, contact information, picture or link to a blog or bio. The example below shows how messages should be personalized with both the recipient's information and that of the assigned sales rep.
www.pardot.com | © 2008 Pardot, LLC. All rights reserved worldwide 4 4 Reasons You Need a B2B Specific Email Solution Syncing Emails With Your CRM Show your sales teams the communications their prospects receive. It is easy for marketing and sales departments to get their wires crossed when it comes to email communications. Marketing often sends broad list blasts to thousands of prospects at a time, while sales sends one-t... [download for more]