12 B2B Email Marketing Examples + Tips to Get You Started

These are the building blocks every marketing plan should be built on. Invite prospects already in your pipeline. Bring in subject matter experts, use polls to engage viewers, and offer the replay as a gated asset post-event.

Hence, most marketers publish new content in the form of videos, podcast episodes, or blog posts on a weekly basis. Here are further details about the view of B2B marketers regarding the effectiveness of content marketing. Meanwhile, 58% of B2B marketers believe content marketing helps increase brand awareness. This number has risen from 2022, when 83% of B2B marketers used content marketing. 91% of B2B marketers now use content marketing, and digital ad spending has reached $19.22 billion in b2b email marketing the U.S. alone. When most people hear the term “visual content” they think of infographics.

You need to create and send content that appeals to everyone involved in the buying process. When someone joins your list, you can contact them as often as you want without paying any advertising fees. You’ll see in the examples below how some B2B email marketers are infusing creativity into their messaging.

Where B2B and B2C Marketing Approaches Intersect

Not cheap either, especially as your contact list grows past 5,000. The trade-off is complexity – expect a meaningful setup investment, and you will need someone on your team comfortable building automations. The automation builder creates sophisticated nurture paths that branch based on engagement level, industry, company size, and buying stage. ActiveCampaign is the most complete B2B email marketing and sales platform on this list. If your rate is below 5%, your content is not building enough trust or urgency. Thought leadership newsletters from trusted senders often exceed 35%.

• Choose a platform with features that improve deliverability rates, like list hygiene tools, spam testing, and guidance on email best practices.
• The trick is to create a format that allows you to easily send a newsletter each week.
• If someone hasn't engaged in a while, sending more won't fix it.
• To compare the various marketing automation offerings, let’s first define the core features of marketing automation.

But on Exploding Topics, we tested two VERY different pages for this newsletter sign-up page. For example, a while ago, we tested two different variations of my headshots on the Backlinko homepage. Split testing is still one of the most effective B2B marketing strategies out there.

B2B budgets may be separate and typically renewed once a year

Businesses that wish to grow outreach, effectively nurture leads, and increase conversions must implement B2B email marketing automation. No, but it enhances efficiency by handling repetitive tasks, allowing sales teams to focus on high-value prospects. Tools like Brevo, Mailchimp, and GetResponse offer affordable automation solutions for small businesses. B2B email marketing focuses on longer sales cycles, lead nurturing, and account-based marketing, whereas B2C email marketing focuses on quick conversions, promotions, and discounts. Email automation platforms track open rates, click rates, conversions, and engagement patterns, allowing businesses to optimize their campaigns for better ROI. B2B email automation personalizes outreach based on user behavior, boosting open rates, click-through rates, and conversions.

Explore Targeted B2B Email Lists Categorized by Job Titles

If you've done any marketing in the past, you may be familiar with the ideal customer profile (ICP), or the audience vignette created by outlining your prospective customers' demographics, behaviors, characteristics, challenges, and needs. When targeting a particular B2B company, you're really targeting that company's buying center—the group of people who determine whether or not the company purchases your product. (In my case, there's usually also a "you check your bank balance" somewhere in there, but that's a bit of a mouthful for a pop lyric.)

If your metrics are below these ranges, the issue is almost always content quality, not platform capabilities. B2B SaaS buyers respond better to behavior-aware guidance than broad newsletters. Include a "book a call" CTA in every newsletter, but make the content valuable enough that readers forward it to colleagues regardless of whether they need your services.