generate b2b leads with email marketing

B2B Email Marketing Strategies for Effective Lead Generation

Events are popular marketing strategies B2B marketers use to drive business results. This has changed a little bit with the pandemic. Virtual calls take over and in-person meetings and face-to-face conversations have been limited. Businesses strive for efforts towards digital marketing and email marketing. It’s not a secret that good quality, organic subscribers are essential in B2B email marketing, and this time, we want to discuss how you can make your B2B email marketing even more successful. We’ve dived into how you can use various B2B emails to help drive results.

B2B Emails Marketing Strategy: Find The Best Fit For Your Business 

Developing a b2b email marketing strategy that fits your business is largely dependent on the business type and industry. For some businesses, email marketing is a monthly newsletter or one email marketing sales funnel. But there are many email types that can be included in marketing, acquisition, and customer retention strategies. Let’s take a look at some examples of various emails businesses can use for their B2B email marketing. 

Welcome Emails 

Firstly, if your business is getting new subscribers, it is vital to send them a welcome email (or series of emails). Welcome emails aren’t just for B2C marketing. They are necessary for B2B email marketing too. Use the opportunity to welcome your subscribers and help them learn more about your business. It’s the first step to nurturing your new leads

Webinar and Event Emails 

If you’re organizing a B2B webinar or event (virtual or present), create targeted emails with automated workflows for them. Your subscribers’ actions will trigger the deployment of these emails – for example registration confirmations, agenda confirmations, speaker information emails, reminders, and many more. Here’s a webinar email example from Teachable to take your B2B webinar emails to a new level:

Generate B2B Leads With Email Marketing
Teachable email featured in Really Good Emails

New Content Announcement Emails

B2B customers value really good content. So you could be sharing your B2B-made content in various digital channels, depending on where your audience is. Good content will generate web traffic and will help you find new business leads. When choosing a medium to post your content to, don’t forget to promote it to your email subscribers too.

Blog posts are starting to become again a standard method of distributing new B2B content. New blog post email notifications or blog round-up emails would be very useful to an engaged audience.

Many B2B companies have also started to incorporate new and various types of content such as videos, educational whitepapers, and reports, or informative, visual, or interactive infographics. B2B content in different ways can be promoted through your email channel too. A really good example of a content-sharing email is The Slowdown promoting audio content:

Generate B2B Leads With Email Marketing
The Slowdown email featured in Really Good Emails

Product Emails

Your email templates should include one for promoting your products or services. You can drive sales in many ways with your product emails, for example advertising a new product or service and highlighting specific benefits of an existing product. Templates that are product-related can feature different promotions or coupons to help boost sales. Remember, that product emails can be personalized and targeted as well.

Referral Emails

B2B businesses can benefit from word-of-mouth recommendations and referrals for B2B businesses. According to Harvard Business Review, 84% of B2B decision-makers begin their buying processes with a referral. You can create excellent leads with higher conversion rates, faster sales cycles, and better customer lifetime value with referral emails. So as a B2B marketer, consider for example a referral program or a good option to send a referral email to your already existing customers.

Surveys and Feedback Requests

For improving your marketing effort you will need to receive feedback from your customers on your products or services. Any feedback will help you optimize your marketing and sales strategies and even upgrade your products or services. We highly advise you to use your email marketing channel and ask your customers for feedback in a review form or a survey.


Newsletters are one of the most popular types of emails. You can view them as a type of content round-up email. It is possible to promote different things – highlight a news article or a  blog post, share a discount/promo voucher, or feature a specific product.

Bonus Trick: Cold Calling Customers Followed by an Email Sequence

It is very effective to use cold-calling services as a way to introduce products and services to new customers. You can add customer who is interested in your services and products to your email newsletter and onboard them on a beautifully crafted email sequence. In this way, your customers have already made a meaningful connection with your sales team and are more likely to open your emails.

Plan Your Email Designs: Can Minimalist Design Suit You?

Many B2B companies are still used to implementing minimalist designs and even mimicking plain-text emails. Consider if such email templates are bringing you the best results then it may be useful to continue these actions. Of course, there are industries and types of businesses that should be following such email design approaches due to various regulations. Minimalist emails are usually attractive, clean, and spacious – but it isn’t necessary to create them to be all white or plain-text imitations. Use your brand colors and your brand voice in these email templates.

Colors and Contrasts

Some B2B companies can be more innovative with their email designs. Thinking of colors and contrasts in your marketing emails can attract attention and generate engagement – go through a few A/B tests and evaluate your results. Emails are getting more sophisticated, and you can see more integrated animation in B2B emails as well. Here’s another interesting animated email from Adobe:

email marketing for b2b
Adobe email, featured in Really Good Emails

B2B Email Marketing: Going Beyond Just a Newsletter

There are many emails and sequences that you can use for your B2B marketing. They have different functions like boosting sales, generating or nurturing leads, and even increasing brand recognition. Expand your email marketing to include these different kinds of emails to engage with your B2B email subscribers.

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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