Blog post By Paula Chiocchi on 2023-03-29
In a down economy, finding new B2B customers is more important than ever. And finding them with email is truly a stroke of marketing genius.
Email gets high marks as a business development strategy: a recent study revealed that 53% of respondents are successfully using email to find new customers, and 77% of those surveyed believe acquisition campaigns deliver higher ROI when they include email.
But here’s the catch. A lot of B2B marketers today still aren’t using email for customer acquisition. From my perspective, saying no to email acquisition is the equivalent of saying no to business growth.
Drawing upon our deep expertise in email marketing, our team put together a roadmap that makes email acquisition easy. Here are four ways to simplify and scale your campaigns:
Modern B2B marketers know that acquisition email is no longer about sending out a high volume of emails to random prospects. Today’s acquisition campaigns can and should be highly targeted. Working with your data vendor, you’ll want to customize your B2B audience by selecting from a wide range of firmographic, behavioral and contextual targeting options to identify the ideal prospects for your offers.
Above all, be sure to choose your B2B data provider wisely. The significant employment shifts we’ve seen in recent years have caused many data vendors to falter – they can’t keep up with the changes as decision-makers move to new roles and new companies. It’s a waste of time and resources to market to irrelevant or even non-existent contacts, and your brand integrity will suffer if your acquisition email campaigns don’t reach the right audiences. To reduce risk, look for a vendor with a reputation for quality. Even better, look for one with a data quality guarantee.
OMI offers acquisition campaign management as a service to our clients. After working with you to build your custom B2B audience, we’ll send the first “cold” email through our email acquisition transmission platform. From there, we can transfer any contacts that open or click the initial email to your CRM platform for ongoing outreach via sequenced nurture emails and automated follow-ups.
OMI is part of the anonymized data movement – since June 2022 we have been offering access to our B2B contacts and audience segments on the Snowflake Media Data Cloud. These contacts are matched to digital IDs to drive digital campaigns with powerful reach and accuracy.
OMI has been offering intent data in combination with our business contact data for several years now. Clients who engage with us have access to more than 14 billion fresh intent signals each week to fuel email acquisition campaigns. Contact my team for more information.
Today, to add customers and grow sales you’ve got to use every tool in your toolbox. By modernizing your approach and embracing best practices, you stand a better chance of success. I hope these ideas have inspired you!
OMI’s high-quality B2B business contact data is used by Fortune 1000 firms and start-ups alike to drive modern digital marketing initiatives—from intent monitoring and ABM to email marketing and omnichannel campaigns utilizing display, social media, and more. Reach out to our team today for more information.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.