How B2B Email Marketing Addresses the 6 Critical Needs of Complex B2B Sales Cycles – Part 3

b2b-email-marketing-2This is part 3 of a six-post series 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.

A wise businessman once told me that there are three objectives of any business:

  1. Increase revenue
  2. Decrease costs
  3. Accelerate cash flow

We’ve touched on increasing revenue with a B2B email marketing program in the previous entries. Let’s touch on the reduction of costs.

Critical Need #3 – Reducing the cost of earning B2B sales opportunities

You better believe that one of the stats that business executives monitor fervently is the cost of customer acquisition. B2B email marketing can help reduce that cost substantially. It can be a reduction of the labor cost involved with various administrative activities, or the time they spend trying to find prospects.

If they could spend more time presenting to bona fide, pre-qualified prospects, wouldn’t that be better? B2B email marketing can give you that flexibility. It eliminates guesswork and looks right past the tire-kickers. Email marketing can save you money by reducing the time and money wasted on “fishing expeditions” your salespeople make trying to uncover opportunities.

B2B sales professionals harp about the fact that their job is a numbers game. Something like:

100 calls = 10 appointments = 3 proposals = 1 customer

But those numbers can be dramatically altered with the implementation of a B2B email marketing program. You can eliminate a large portion of the time it takes to make 100 calls and everything involved – talking to gatekeepers, leaving voice messages, etc. That activity becomes less necessary if, with B2B email marketing, you can get 20 sales opportunities in the door without anyone having to pick up a phone at all.

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