In order not to lose qualified leads on their way to conversion, various marketing instruments are used. Particularly effective: targeted email marketing aimed at each phase of the B2B purchasing process. In this way, contact with the interested party is maintained and appreciation is expressed at the same time. We explain here how this works and which mailings are most effective in which phase.
Like any other purchasing process, the B2B purchasing process can be divided taiwan whatsapp number data into four phases: awareness, interest, consideration and action. Email marketing is important in each of these phases and can be used to support sales.
1. Awareness: Generate attention with white papers or studies
Here, the buyer is still at the very beginning of the purchasing process. The aim is to draw their attention to your own company and thus bring it into their field of vision. Industry trends, reports, instructions or lists are suitable as content for white papers.
But be careful: Email addresses obtained in this way may only be used to send the requested content. Sending further advertising or similar should be avoided at all costs.
If the content of the white paper is convincing, there think about your users at all times is a good chance that the person will also sign up for the newsletter. The prerequisites for this are well-placed calls to action for newsletter registration on the website and clear communication about what content the recipient can expect.
2. Interest: Arouse customer interest with case studies
In this phase, the interested party already knows the company. This attention must be maintained. Case study newsletters are a popular medium for colombia business directory highlighting B2B purchasing process the variety of products or services offered and the company’s expertise. Attractively prepared content, such as application examples, in the form of editorial texts, graphics and images, but also videos, can be sent out at regular intervals. In order to be able to provide recipients with targeted information on their area of interest, the newsletter registration form can be used to ask which topics they are interested in. By segmenting these target groups, perfectly tailored content can be sent out.
A good newsletter teases topics and leads to the website, landing page or blog, where more extensive content is available.