subject: B2B Lead Generation And Basic Email Marketing [print this page] Email marketing is an important tool for B2B marketers and has gain significance over the past few decades. Generic email marketing solutions help in to send large number of messages to their lead databases. It is helpful, but lack many aspects which are critical in B2B Lead Nurturing.
Here, I will share with you the reasons I believe B2B marketers should not make use of basic email marketing solutions for reaching out to their prospects.
1. Email marketing solutions are designed to send out email messages to prospects without knowing what has been sent and how the prospect will respond.
2. Email marketing solutions provide basic insight on bounce, opens, and clicks but are not able to measure ongoing engagement of a lead.
3. Email marketing solutions are unable to generate an interest stream for every lead which mostly are based on email campaigns that are send to gain insight into their potential interest and to know how a particular lead has responded to the campaigns.
4. As discussed above- it is not at all possible to personalize email marketing campaigns as it leads to board based reach out approach which is ineffective.
5. The key to generate interest in B2B is to help marketers build a conversation-email marketing solutions lack in this regard. Email marketing solutions has its own importance but as far as B2B lead nurturing is concerned, email marketing should give way to more effective and simple to use Marketing Automation and lead nurturing solutions which help marketers to build a conversation.
