How to use Email marketing for B2B Lead Generation?

When it comes to B2B (Business to Business) email lead generation strategies, the thing that matters the most is the quality of content that you produce. It is a lot easier said than done because each client values your content differently. 

So how do you efficiently communicate with this B2B crowd via email so that they fall in love with your products and services? The answer to this question is multivariate and complex. Your forms, call to action, and landing pages all need to align flawlessly with your message to achieve the desired conversion rates.

B2B Email Lead Generation

B2B email leads are vital for development, as it provides a way to nurture relationship with clients. It has been shown through research that email marketing is the most efficient platform for B2B lead generation. B2B business marketing through email is very advantageous, as it is extremely cost-effective and straightforward to implement. But in order to convert an email list into opt-in leads, the email marketing campaign must first approach the inbox and begin to provide specific and high-quality content to the reader.

Conventionally B2-B marketing may lack the panache and freedom of a B2C campaign, but this does not mean that they have to be tedious and monotonous. In fact, some of the most profitable B2B email marketing campaigns are also the most stylish.

According to a survey, 73% of millennials prefer business communication via email, and this clearly means that email should be the go-to platform for B2-B marketing. But to make your email marketing campaign successful, you need an up-to-date database. Without a complete database, many quality issues might be faced.

Steps for B2B Email Lead Generation

Sort your data

Every marketing campaign starts with data, and the success of the campaign depends on how the data is organized and managed.

The very first step should be to make a list of tagged data so that you know where they have come from and have they started to buy your services. In this step, the focus should be made on validating the data. The names, email addresses, location, and other items should be checked for accuracy.

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Then we should get to segmentation. Segmentation is a procedure in which we divide our email list subscribers into different categories based on their interests. This will allow you to send individualized emails to your target audience. You may segment data by industry or by job title. This helps you in constructing highly targeted campaigns with a message that is a lot more specific to the organization or person receiving it.

Segmentation of data is vital to running a successful email marketing campaign, but for many Email Service Providers (ESPs), it is considered an extravagance, and you may incur some extra costs. So you should check the market and see who can do it for less. We recommend using the following services:

1: Moosend.

2: GetResponse.

3: LeadPages.

The Importance of Personalization

By adapting your email messages according to your potential customers’ behaviors and profiles, you grow the potential for engagement. Although email templates can create a perfect starting point for your email, avoid following them religiously. A popular email template may have been used hundreds of times, and your audience will identify this right away. Alternatively, write a message that focuses on the target buyer. Swiftly determine the critical selling points of your offer and how it benefits the consumer in a particular way.

Take this idea further by taking the time to acknowledge how your audience sees and thinks about the world. Make it transparent why you are emailing them precisely and that you value their time. By investing time in understanding the persona of your top prospects, you can illustrate a much more nuanced story that makes sense to them. This message must be consistent from the email subject line, right till the call to action.

A central part of effective communication with a B2B audience is understanding your target consumer’s needs and what gets their attention. You will hone in on your target’s persona and hit them with a clear-cut solution to their needs. If your audience’s persona type is too wide, you’ll need to segment the list into smaller clusters of like-minded prospects.

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If you’re not putting this level of time and thought into your B2B email marketing campaigns, you’re likely leaving money on the table.

Get automated

Only around 13% of B2B organizations are using automation in their email marketing. This is an alarming number as research shows that lead generation doubles with the use of automation. This fact makes automation a must-have component of your email marketing campaign. 

Automation is wholly dependent on an email service provider, so choosing the optimal service is essential. These services will help you with things like “what to automate?” or “how to form a schedule?”.

The best emails to automate are the responsive ones. Like when someone signs up for a service, they get an autogenerated email to acknowledge their membership. You can use these actions to enter potential customers into a specific email flow that has a tailored message for that particular action. This also helps in automatically sending follow-up messages of a similar subject matter to the original content and helps continue the relationship and increase the chance of a conversion.

Automation takes a fair amount of time to set up and needs to be monitored on a regular basis to make sure subject lines and content remains attractive to the consumer, but once the initial grunt work is done, you will save a lot of time and resources thanks to automation.

Mobile friendly

In the modern age, mobile phones are omnipresent, even in the B2B world. Almost 81% of business professionals use their mobile phones to access their emails. According to Google, around 50% of B2B searches are from mobile phones, and this means all of your content should be mobile-friendly. Everything from images to email format should be such that it can be easily accessed by smartphones.

Always Analyze

Data Analysis is key to a good B2B email marketing strategy. If you send out an email and get the desired results – that’s awesome! But you should know why? You need to continually analyze an email campaign, whether it is successful or a failure. You need to pinpoint what didn’t work, so you can make changes accordingly, but also what did work so you can incorporate it in the revised strategy.

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The most efficient way to do this is through using email marketing Key Performance Indicators (KPIs) which can be quantified with every send. These include:

1: Open rate

2: Landing page hits

3: Delivery rate

4: Response rate

5: Click-through rate

6: Bounce rate

7: Landing page conversions

8: Leads converted

9: Unsubscribe rate

10: Leads qualified

11: Leads generated

Measuring these KPIs will give you insights into your email marketing campaign. For example, if the delivery rate was high while the open rate was low, this may show that the subject line was not good enough.

Set up a clear and organized reporting system for these KPIs, and after each send, the numbers should be analyzed. Then the observations made should be used to revise the marketing program to get better results.


The primary takehome from this article is that quality over quantity. Email marketing is not about sending out hundreds of emails every second. Rather it is about explaining to the potential customer how your products and services can help them and why they need you. This is what can help them to realize an issue that they have or a problem that they may have in the future that you can help to solve. When looking to generate B2B leads, remember the final goal – to get more customers, so it is your responsibility to ensure they’re interested and informed enough to buy.

Frequently Asked Questions

Does email marketing generate leads?

According to research, more than 50% of B2B emails generate leads which makes it a very suitable option to grow your B2B business.

Is email marketing Good for B2B?

More than 80% of people in business believe that B2B email marketing increases customer retention.

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