Using Targeted Email Marketing to Increase B2B Lead Generation

May 27, 2011 by  Filed under: Email 

Technology is always advancing and email marketing continues to advance with it. Targeted email marketing is an excellent way to increase B2B lead generation for any company looking to improve the quality of leads generated as a result. If organised correctly, it will create the right leads from the right business sectors and help to increase your company’s prospective and actual customer base.

Previously, companies would simply cluster email businesses they thought represented possible leads based on rudimentary research. However, technological innovations such as Customer Relationship Management (CRM) systems and advanced B2B email marketing software have revolutionised the way email marketing campaigns are conducted, significantly boosting their efficiency and effectiveness.

Streamlining email campaigns and harnessing the power of detailed potential and existing customer databases has led to far greater success. Targeting email marketing campaigns based on more in-depth data has enabled the standard bulk cluster email campaigns to be given more precision and be aligned to ‘nurture marketing’ strategies.

Nurture marketing can be made more precise by using new software that actually analyses the data from your B2B lead generation campaigns, helping your sales and marketing teams to utilise the B2B leads data more effectively when seeking to identify the best opportunities for follow-up action. Integrating your company’s B2B lead data with your company’s CRM system will create marketing and sales databases with incredible clarity, facilitating more efficient lead scoring and lead routing.

Using the latest software to automatically integrate your marketing and sales processes naturally frees up your marketing and sales teams to commit more work hours to following up the strongest leads, converting promising B2B leads into established customers. The customer data at their fingertips will also be far more organised, giving detailed costumer histories, their likes and dislikes, and of course their exact responses to previous targeted email marketing campaigns.

Being in possession of a detailed account of all the responses made by a B2B lead to prior targeted email campaigns allows for tailored responses to be made. Some companies are more responsive to targeted email marketing campaigns, welcoming further information and sales calls. Others require to be handled more carefully, preferring infrequent emails and calls, so it is necessary to tailor your marketing approaches to them accordingly, otherwise a potential customer could be lost.

Using targeted email marketing to increase B2B lead generation is an excellent way to increase your company’s prospective and actual customer database.

Profunnel is a specialist email marketing agency offering effective B2B lead generation and demand generation software for businesses throughout the UK. For more information on B2B lead generation or any of the services profunnel offer visit

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