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SHOULD YOU INVEST IN EMAIL BASED MARKETING?

 

If you work in a company where several large key customers are important to the business, account-based marketing is usually the best solution for long-term success. The challenge? Getting key email account managers and the marketing department to set a common strategy.

What is email Based Marketing?

Email based marketing is a email strategy within B2B, where the marketing and sales department concentrates on selected valuable key customers. By customizing the messages and efforts, you can create personalized customer and buying experiences for the customers that are most important to your business. The point is that you are targeting a few larger customers that you know are relevant, rather than going wide. 

A collaboration between market and sales

To succeed with email based marketing, both the sales and marketing department need to understand that this is not a one man show. Although the word “marketing” is a third of the concept of account-based marketing, it is not a question of marketing doing a preliminary work that sales should take over. It is about close cooperation. By sharing insights and together choosing which customer accounts you should focus on, you set a common plan for your work on sales and market. 

This is how email based marketing works

The strategy is to consider your most important customers as individual “markets”. This allows you to create as personalized a purchase journey as possible, with tailor-made communication, the right content and campaigns aimed at a single customer. If you want to reach a large tech company, you define industry challenges and important issues to create a good content strategy. Managers of your key customer are then exposed to your content with the help of targeted advertising. Earnings? You become top of mind with the customer, which leads to increased trust and a stronger relationship. It also works best for transactional email marketing as well.

Email based marketing vs inbound marketing

While email based marketing is about processing customers you have identified as important, inbound marketing is about attracting and converting leads. Both methods are based on capturing the recipient's interest with the help of value-creating content , but within account-based marketing, your target group is much narrower - and your content more targeted. 

So, is inbound or ABM best for your business? It's about how your business and your customer base looks, but in many ways inbound marketing and ABM complement each other. If you already work with inbound, the step to email based marketing is simply a way to customize and refine your inbound work to make it even better with your business.

In addition, once you've set up your account-based marketing strategy, inbound is a great way to get new customers. By generating new leads through inbound marketing, you can then identify a few key customers of these that you begin to process through ABM. Most marketing systems, such as HubSpot , have tools to work effectively with account-based marketing.

When is Email Based Marketing Right?

Will a large part of the company's revenue come from a few large customers? Then it's worth thinking about starting with email based marketing. At a large company there are several different decision-makers who can influence the buying process. If you know that it is only these people you need to reach, it is clearly more effective to direct your marketing towards the niche group. 

For example, if you sell medical services or products to Swedish regions, then there are only a limited number of regions - accounts - to target. Each local region has its own key people, decision-makers and influencers who influence purchasing decisions. With email based marketing, you focus all sales resources on these accounts, and don't have to spend money on attracting private healthcare facilities outside your target audience.

5 Things You Must Have in Place

To succeed with email based marketing, you need these five parts in place:

  • Common goals for sales and market .
  • Close selection of key customers.
  • Well thought out content marketing strategy.
  • Creative production of content in various formats, such as video, articles and advertisements.
  • Email Marketing automation .

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