Comments from K2 Global Communications

Email marketing isn’t just sending commercial after commercial. It’s focusing on “What’s in it for me” for your potential clients that will eventually lead to a commercial relationship. Each phase of the message and delivery should be structured to establish and grow this foundation.

“What’s in it for me”? is key. Nobody cares what you do. They only care what you do for them.

Start out demonstrating your understanding of your potential clients’ challenges before you explain how your solution is going to address them. This should be standard across every message.

Remember the buyer’s journey. Your content should support every stage: awareness, interest, consideration, decision.

Unless you are a contestant on the “Married at First Sight” TV show, an engagement comes before a marriage. Keep that in mind when doing email marketing.

Again, the key focus needs to be “What’s in it for me?” Every message should provide value.

Let’s say the potential client joined your mailing list by filling out a form on your website, or you met them at a conference, and they wanted more information. The sooner you follow up, the more likely they are to remember you.

Collaborative marketing is a must-add to your overall B2B marketing strategy. Collaborative marketing means building connections, networking, and establishing formal partnerships among related, non-competitive businesses to increase brand awareness, gain new customers, and boost sales.