A new approach to marketing
Today’s market is constantly changing, which poses a challenge for businesses to convert their prospects into actual customers. In 2023, new marketing trends have emerged to improve the effectiveness of BtoB email campaigns. Let’s explore these new strategies below.
A constantly evolving marketing strategy
Digital marketing must adapt to customer behavior. Companies must therefore adjust their strategy to stand out in a competitive market. The goal remains the same: to attract the attention of potential customers and convince them to make a purchase. The content of emails and the choice of target play a crucial role in this marketing strategy.
In 2023, many companies have used technological advances to enrich their customer portfolio and improve their sales results, while ensuring data protection. How have they improved their email campaigns?
Personalized emails
Each email risks being drowned out among the multitude of commercial emails received daily. It is therefore essential to contact prospects personally by offering them targeted and relevant content. The email should meet their needs or solve their problems using information about them.
The customer database is an essential tool for this. In addition, the use of marketing automation is essential to automate the sales process. This saves time and shows responsiveness appreciated by future customers. An effective personalization strategy is based on analyzing the behavior of prospects when sending an email, using marketing automation.
Take care of the content and appearance
The visual quality of the content of an email is essential. While respecting the company’s graphic charter, it is important to surprise the prospect with clear and impactful content. Interactive content, which is more reminiscent of a web page than a simple email, is appreciated. However, it should be kept in mind that BtoB marketing is aimed at other businesses.
Many companies now integrate values linked to sustainable development into their marketing strategy. Highlighting these values in the content of emails strengthens mutual trust. Responsible marketing is increasingly important in BtoB email campaigns.
Social networks and AI
Artificial intelligence is a valuable tool for emailing. It allows automation, analysis of customer data and email opening rates, as well as sending planning. It can even be used to write content or improve the presentation of an email based on prospects’ expectations.
Emailing is one of the many channels of a marketing strategy that uses the web and social networks. Every year, businesses must consider this combination to retain customers.
Customer data security
Compliance with the data protection policy is essential in business-to-business relationships. Emails must ensure consent and appropriate use of this sensitive data. This builds mutual trust and facilitates sales goals.