A fundamental shift is occurring in the way we market our products and services. Overly-hunted prospects are receiving more emails during different stages of the sales cycle from promotional to onboarding and beyond.
Automated marketing platforms have caused our prospects’ inboxes to be completely saturated. A highly sought after decision-maker, such as a VP of marketing or a VP of sales, is receiving anywhere from 40, 50, or perhaps even 60 promotional emails a week. Even if they are interested in your product or service, they may click unsubscribe in an effort to simply create a more workable inbox. We know they’re striving for that elusive clutter-free inbox so why do we continue to send email after email when we know there’s a really good chance they will hit the delete button or worse, click ‘unsubscribe’?
Your Inbox is Full
This raises the question of whether or not email marketing remains a meaningful and effective way of communicating your message to decision-makers. Early adopters, those savvy and innovative marketers who first used marketing automation, stood out in the crowd. They were able to really get their foot in the door and truly realize the benefit of being able to automate such a manual and tedious process. Email became a very powerful marketing tool, but it has led to the overly-hunted decision-maker.
Now, B2B marketers have to explore new ways to access channels outside of the inbox. A well-designed killer subject line for a templated email that has a 20 – 30 percent open rate is not sufficient engagement and it is no longer the most effective strategy for targeting decision-makers. The remaining 70 – 80 percent of your database is left untouched. The savvy marketer must seek new ways to focus efforts on other channels that have the potential to reap higher rewards.
Don’t Ask. Tell.
Display ads and social advertising, although not new, are channels that are ripe for these savvy and innovative B2B marketers who recognize the overly-hunted’s email dilemma. Ad retargeting has shown particular promise for B2B marketing. The biggest and most obvious advantage is that there is no need to rely only on prospects who are willing to open that email. The risk of that email being deleted or that prospect clicking ‘unsubscribe’ is gone. Visual aids combined with the right messaging puts you in front of your prospects, which is exactly where you want to be.
Think of it as the difference between someone who asks permission tell you something rather than simply telling you something. It’s a basic selling tactic. The run-of-the-mill salesperson calls to ask, “Do you have a moment to talk?” Offering a choice is risky because the person on the other end of the telephone can opt out, much like email. The successful salesperson calls to say, “Hey, I just want to take a moment to tell you how I can solve your ‘xyz’ problem.” The ability to tell your prospects about the advantages and benefits of your product or service is your goal. Retargeting helps you do it. That’s the value of advertising.
Data, Data and More Data
This direct and multi-channel approach to B2B marketing means you will deploy new tools. These tools will provide new data that can be used to optimize marketing programs for improved content, messaging and creative to better resonate with prospects. This, in addition to retargeting, saves time and money. You now have a more cohesive, timely, comprehensive and cost-effective approach to stay top of mind with prospects, moving them through the middle of the sales funnel to the bottom and beyond.