This 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:
- Increase revenue
- Decrease costs
- 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.