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How To Increase B2B Lead Generation With Email Automation

9 December 2021
by Diana Rowatt

Why is B2B lead generation so important to marketers? That’s simple. It drives content marketing by increasing brand visibility, building trusted consumer relationships, and generating qualified leads that close deals and increase sales.

Without them, marketers lack the customer base needed to grow their business – and with markets becoming increasingly saturated, a constant influx of potential prospects to engage and convert into buyers is vital if you’re wanting to rise above the competition.

Plus, recipients are no longer accepting that you can just ‘buy’ their attention – they want you to put the graft in and earn it with marketing content that truly compels and urges them to take action.

So, when thinking about B2B lead generation – or what we like to call the ‘Derren Brown’ effect – it’s worth following a similar strategy to that of company expansion. By that we mean, analyse insight, convert the detail into a lead opportunity, and feed information into the sales team to engage and drive a conversion.

Use this technique next time you want to massively amplify your digital comms – you’ll be astonished at the engagement rate!

How Do I Create B2B Lead Generation?

As with any journey, there are so many different ways to convert your end user, and the best examples of B2B lead generation usually string parts of the route together with varying incarnations of content.

But for the benefit of not causing unnecessary confusion, we’re just going to run through the basics of how to create a B2B lead generation opportunity:

Step 1: Define your audience – evaluate who you want to reach.

Step 2: Trigger your first branded email with an introduction from your email profile.

Step 3: Delay for a maximum of two days – you must ensure any automated emails are sent at appropriate times, avoiding unsociable hours and weekends in B2B communications.

Step 3.1: Evaluate the user engagement. An email open indicator would suffice as engagement, but make sure to connect to CRM and suppress contacts that are disengaged, as well as ensuring web tracking is enabled and you suppress contacts that downloaded/viewed the content you wished to promote.

Step 4: End the journey for recipients who did not engage – it’s important not to risk the possibility of a good prospect unsubscribing by pushing content unnecessarily. That’s where marketing automation comes into its own because you can analyse the data and plan your digital comms in response to your audience’s of-the-moment interests.

Step 4.1: Reach out to contacts who did engage – this should be sent from a human name and reference the content that was discussed initially, directing users to read more with a call-to-action, such as ‘Discover more about x’, with a hyperlink to the relevant webpage.

What Do The Results Look Like?

Bear in mind that conversions are likely to come on the second email – so don’t be disheartened too early!

Still, with open rates of circa 70-80% and click-through rates of just 30-40%, the basic figures are nothing revolutionary. The fact is, B2B lead generation using email automation generates engagement that your brand never captured previously.

And this is where B2B lead generation marketing significantly differs from B2C, because a B2B transaction runs so much deeper than a simple one-time purchase – it takes time and thought, as well as a level of awareness of an issue within their organisation that you’re proposing to solve.

However, with savvy email marketing technology providing invaluable recipient data, marketers are able to create content that’s hyper-personalised to their of-the-moment interests. After all, the more you know about your email recipient, the more they’re going to trust you and the message you’re delivering. So, ultra-individualised comms will drive more engagement because you won’t just be ‘another spam sender’ with a generic message, but an actual identity with something relevant to offer. It’s important that recipients feel like a consumer and not just a series of information on a spreadsheet.

With email automation enabling you to send your message to the right person, at the right moment – rather than manually distributing your comms – you can also free up your marketing team to focus on valuable core operations like content crafting and research.

So, the face-value figures might not be revolutionary, but B2B lead generation using email automation can prove to be a significantly beneficial tool in driving conversions – if your message is strategically tailored, engaging, and time-appropriate… allowing you to spend precious hours elsewhere.

Despite the increasing number of strategies used to generate B2B leads in the digital climate, email marketing still remains the most effective – that’s why automation should be a cornerstone of your overall marketing plan.

Find out how marketing automation can help you with B2B lead generation, download The Ultimate Guide to Marketing Automation today.

Supercharge your marketing and arrange a demo of Force24 – the UK’s fastest growing marketing automation platform – by calling: 0845 272 5990 or emailing: info@force24.co.uk

Photo of Diana Rowatt
Diana Rowatt
Client Services Director

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