Creating B2B email campaigns that get results
Craig Klein
SalesNexus
- Part 1 Creating B2B email campaigns that get results
- Part 2Using email as a sandbox marketing strategy — Craig Klein // SalesNexus
- Part 3Including SMS marketing in your B2B campaigns — Craig Klein // SalesNexus
Show Notes
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02:00What SalesNexus doesSalesNexus started out with just a CRM with some email marketing capabilities. Today, the company has updated its marketing automation facet to include multiple channels.
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02:31How to create an effective email campaignStart with getting to know your audience. When marketing and sales work together, you can both drive returns and build customer relationships.
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04:05Evaluating the success of your email campaignsUsually, you would have to use multiple tools to track each campaign, due to the different results that each is looking for. But with SalesNexus, you get to use one tool for everything.
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05:44Evaluating the success of multiple outreach with different aimsWith their all-in-one tool, SearchNexus helps you follow the target's progress throughout your sales funnel. And this works for multiple campaigns with varying CTAs through reporting.
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08:31How to approach lead scoring dataLead scoring shows you where a specific lead is in the funnel. For B2B, it all boils down to timing. But you can get more insight from lead score data that can improve overall communication with your target and teams.
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10:48Evaluating your successThe first thing to look at is the level of engagement your email received. Did that person then become a customer as a result? Click rate is not equivalent to close rate.
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12:06Evaluating success when not using the SalesNexus toolTry to do an evaluation as often as possible. But bear in mind that deciding when to do it should be done on a case-by-case basis. A good rule of thumb is to do it according to your sales cycle.
Quotes
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"You gotta be able to target the right audience and communicate to them in a way that's gonna resonate with them." - Craig Klein, President & CEO, SalesNexus
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"What most people struggle with is that you have separate tools that you're doing all these things in...With SalesNexus, we've combined all that into one place..." - Craig Klein, President & CEO, SalesNexus
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"You can target an audience and generate a lot of activity on your website or for your sales team, but they don't close any business or they don't close enough business." - Craig Klein, President & CEO, SalesNexus
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“In B2B, a lot of things are tied to timing.” - Craig Klein, President & CEO, SalesNexus
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“Marry your revenue data and understand what emails not only are getting good email performance, but are also impacting what drives the bottom line.” - Benjamin Shapiro, Host of MarTech podcast
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“If they don't close a lot of those leads, then that email was not successful. Even though it had a great click rate.” - Craig Klein, President & CEO, SalesNexus
- Part 1 Creating B2B email campaigns that get results
- Part 2Using email as a sandbox marketing strategy — Craig Klein // SalesNexus
- Part 3Including SMS marketing in your B2B campaigns — Craig Klein // SalesNexus
Craig Klein
SalesNexus
Up Next:
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Part 1Creating B2B email campaigns that get results
Ben sits down with Craig Klein, the president and CEO of SalesNexus, to talk about B2B communication strategies. Communication is key in any business that you’re in. It’s simply about the way that you are able to reach your target audience. Today Ben and Craig discuss how you can create B2B email marketing campaigns that drive results.
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Part 2Using email as a sandbox marketing strategy — Craig Klein // SalesNexus
Craig Klein, the president and CEO of SalesNexus, talks with Ben about B2B communication strategies. First you find out who your audience is. Then you can use the different channels to reach out to them. Today, Ben and Craig discuss how you can use email as a sandbox for your marketing strategies.
Play Podcast -
Part 3Including SMS marketing in your B2B campaigns — Craig Klein // SalesNexus
Ben and Craig Klein, the president and CEO of SalesNexus, meet for the third day in a row to talk about B2B communication strategies. Email is a lot more than it was when it first became a popular marketing channel. And it has inspired many other similar channels like SMS marketing. Today, Ben and Craig discuss how you can start including SMS marketing in your B2B campaigns.
Play Podcast