How to Combine Email marketing and Intent Data to Win your B2B Customers

While the world is slowly coming back to normal and businesses are finally re-opening; one cannot ignore the fact that everything is not going to be just the way it was. The world is going to witness a huge shift in the way marketers are going to position their products and services and the way consumers are going to perceive and consume it.

Amid the sea of changes, the way you communicate with your customer is going to influence your business the most. In the B2B context, email marketing has always been the tool that was and is being used to directly communicate with your customers. Intent data, on the other hand, allows you to have an insight into the mind of your customer. Combine the two and you may have already hit the jackpot! Let us find out how:

Statistics point in only one direction- Email marketing is all set to rule the B2B game!

And here is the proof:

According to HubSpot, ‘message personalization’ seems to be the number one tactic used by email marketers to improve performance.

• By the end of 2019, it was estimated that people in the US alone would have spent $350 million on email marketing. There is indeed a huge potential in email marketing, and now is the time to step up your email marketing campaigns.
• According to HubSpot, roughly 80% of marketers have reported an increase in email engagement over the past 12 months
• By the year 2024, the number of global email users is set to grow to 4.48 billion users
• As per the research by Campaign Monitor, email marketing has the highest return on investment for small businesses.

Indeed, it is time to step-up B2B marketing goals, plans, and strategies

With such huge potential to influence buyers, decision-makers, and the overall market; what remains most vital about email marketing is the way we use this channel.

Email marketing is not just a tool to push notifications, promote offers and tell people what we do; it is also a channel to communicate and nurture relationships with your prospects and customers in a specific way that appeals to their senses!

While we are busy setting up email campaigns hoping to bring in more leads, we need to also think about what brand recall value are we creating in the minds’ of our customers.

To make it simple, ‘how we say is taking precedence over what we say.’

Let us not make our email marketing campaigns a one-way channel, but instead, open up conversations that are filled with personalized messages and make this channel a two-way communication tool that can successfully engage our customers.

So when it comes to making emails conversational and more personalized, it all comes down to “how much do you really know your customer.”

“This is where Intent data comes into play to truly get to know your customer”

With the help of Intent data, you can personalize email campaigns to reach the right audience at the right time. Leverage personalization by targeting your niche audience and by offering them that which they expect!

If you use the power of intent data and integrate it within your email marketing campaigns, the conversion rates are bound to go up; while you also get to nurture a long term relationship with your customers.

Conclusion:

Email marketing was always considered to be a push-marketing tactic; however, with the increased personalization and real-time data being accessible due to the power of intent data; this combination is proving to be a game-changer for B2B business.