How B2B Email Marketing Addresses the 6 Critical Needs of Complex B2B Sales Cycles – Part 1

b2b-email-marketing-2The next six blog posts we write are going to address six of the most fundamental needs of the complex B2B sales cycle and how B2B email marketing can answer the challenge of each and every one of them.

Go to Amazon and you’ll find that there are tens of thousands of books on how to sell, but if you’re in a complex B2B sales environment, much of the advice is irrelevant to you. If you have a B2B sales cycle that is complex and takes place over weeks, months, or years, your sources of good advice dwindle.

Let’s forge forward and address the first critical need of a complex B2B sales cycle and how a solid B2B email marketing program can move the needle using email leads.

Critical Need #1 – The need to always be dramatically increasing B2B sales revenue, where possible using email leads

No one is in business to make shiny things. We’re all in business to SELL shiny things. Business is like a video game… always shooting for the high score, always trying to collect those coins. Business is a game that, if played well, benefits everyone involved – the customers that benefit from the product, the employees that are gainfully employed, and the stockholders and entrepreneurs who toil to make their dreams a success.

How can B2B email marketing help? Well, first your company or department has to be willing to absorb some initial expenses in outlaying a B2B email marketing campaign. There’s an investment of time, energy, and the almighty dollar before you can realize a return. Once the investment is made though, the return on investment can be reliable, predictable, and, if done well, extremely profitable – affecting your balance sheet in ways you never knew possible. This is especially true in a complex B2B sales cycle because most of those deals involve bigger ticket products or services.

Imagine you’re selling a $25,000 enterprise software solution and you normally sell three deals per month. If a B2B email marketing campaign can add even one more to that tally with minimal investment of time and money, you’ve just added 33% more revenue that month. You’d be a rock star on Wall Street if you could get returns like that!


Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander