Why It’s Time For Your B2B Organization To Embrace Marketing Automation
Relative to the rest of history, email is incredibly young. The telephone and the fax machine are essentially its great grandparents–and they’re spring chickens compared to a good old-fashioned handwritten letter.
However, putting on a different lens–one that considers the speed of the digital revolution–and email seems somewhat antiquated. Texting, video calls, instant messaging, DMing, etc., have entered the communication space and offered more convenient and immediate results.
All the same, email isn’t going anywhere. Just because technology moves a mile a minute doesn’t mean what worked three decades ago won’t work now.
Thus, email newsletters are the most commonly used form of content marketing used by 81% of surveyed B2B marketers.
Let’s explore why that’s the case:
Email Is A Dominant Force For B2B Business Marketing
A core tenet of the digital revolution is–poetically–evolution. Email being one of the first significant innovations of this era makes it unsurprising that it’s continued to evolve rapidly alongside other technologies.
For instance, email has combined itself with automation instead of leaving B2B marketers to send out thousands of marketing emails manually. Email marketing platforms, in general, allow companies to personalize and target emails in such an impressively pinpoint fashion compared to email’s earlier days.
Nowadays, marketing emails allow you to put company names or personal names in the subject line. Content within emails is shaped by value propositions and tailored specifically to the recipient.
All in all, email offers a level of power unavailable in other forms of B2B marketing, like text and social. Unlike those limited channels, you can send intricate communications that break barriers with prospects and clients with emails.
Why? For one, character limits aren’t a factor with email.
Beyond that, during COVID, B2B businesses have relied on email to become more dominant as a communication channel in place of in-person interactions like networking events.
The Power Of Personalization
B2B marketers need to combine email and personalization when it’s time to expand their marketing efforts.
Marketers using segmented campaigns–typically relying on automation–saw up to a 760% increase in revenue. Furthermore, almost 3-quarters of Baby Boomers see email as the most personal brand communication channel.
We then can’t ignore that message personalization is the top method email marketers use to increase engagement rates.
Sure–those stats include B2C businesses.
But there’s a cascading effect between B2C and B2B. Professionals are consumers too, and they want B2B companies courting their business to use the same personalization tactics they expect from retailers.
The Caveat Of Mass Personalization In Emails
A caveat exists in personalized B2B email marketing. It will drain your resources to intensively cater emails to prospects and clients on a one-to-one basis without additional automation platforms to help you do so.
It’s a simple numbers game. You can personalize vastly more emails using email marketing automation, broadening your audience exponentially. All while giving them all the tailored experience they’ve come to expect.
Think about it–there’s a reason why email marketing software is the 2nd-most frequently used technology by B2B organizations to help with content marketing. To that point, about 85% of marketers work with such platforms.
Simply put, you’re placing a ceiling on your business’s success and overall reach with your audience by not using these tools.
Finding The Right Email Automation Solution At The Right Time
Just because you require email automation doesn’t mean your business has room in its budget to pay for it. Don’t worry. At Goose Digital, we know how to match the right email marketing platform with your business based on your goals and budget.
Contact us today, to learn more about how we can help incorporate automated email marketing into your overall strategy.