Email Marketing for B2B Sales Cycle

I recently read an article on B2B marketing from Bronto, an email service provider TwinEngines partners with to provide email marketing services for our customers.  TwinEngines concentrates on integrating email services with internal CRM systems and websites to enable the most effective, lean use of email marketing. While we consult with small and mid-market manufacturing companies on email programs and strategies, we tap into Bronto's knowledge for specialized email marketing information.

The article explained how a global technology leader in electrical components decided to use email marketing to support their B2B sales efforts.  The question was how can email marketing support the sales cycle and add value to the sales funnel.  A lifecycle marketing strategy was introduced with campaigns defined to support the B2B sales cycle.

When analyzing email marketing to decide if/how it fits into your overall sales and marketing efforts, first start with the main marketing goals.  After you define them, then think about the information the audience needs at each stage of the sales funnel.  Different types of email content address different needs during the sales life cycle.  Have a desired response to each type of email defined - something that can be measured to analyze success and improvements.

A sample is shown below: