How B2B Email Marketing Addresses the 6 Critical Needs of Complex B2B Sales Cycles – Part 2

b2b-email-marketing-2This is part 2 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.

In the previous post, we talked about how a B2B email marketing system can drive revenue, but this time, we’re going to focus on something a little more personal to all of you B2B sales professionals out there – how to generate top-of-the-funnel B2B sales opportunities without extensive cold calling.

Critical Need #2 – The need to reduce the difficult, tiresome, and humbling process of getting a B2B sale started

All you have to do is ask a B2B sales professional what their worst fears are and you’ll probably get some answers like:

  • “I start a new B2B sales job and my manager shoved a spreadsheet in my face and says, ‘Start calling.’”
  • “I am assigned a new territory and when I mention it to a fellow sales rep, he laughs and mutters, ‘Oh, so you’re the one that got the short straw.’”

There’s a lot of heavy lifting involved with generating qualified B2B sales leads. Calling, emailing, calling again, sending another one-off email. It’s not an easy racket. We’re not saying that a B2B email marketing program using an accurate lead generation database will completely alleviate the need to be actively prospecting for sales opportunities. It will, however, reduce the amount of resources you expend to get a sales opportunity in the door.

B2B email marketing programs drive qualified B2B sales opportunities in the door in mass without the need to individually touch thousands of prospects.


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