Creating 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.
About the speaker

Craig Klein

SalesNexus

 - SalesNexus

Craig Klein, the president and CEO of SalesNexus.

visit site

Show Notes

  • 02:00
    What SalesNexus does
    SalesNexus started out with just a CRM with some email marketing capabilities. Today, the company has updated its marketing automation facet to include multiple channels.
  • 02:31
    How to create an effective email campaign
    Start with getting to know your audience. When marketing and sales work together, you can both drive returns and build customer relationships.
  • 04:05
    Evaluating the success of your email campaigns
    Usually, 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.
  • 05:44
    Evaluating the success of multiple outreach with different aims
    With 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.
  • 08:31
    How to approach lead scoring data
    Lead 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.
  • 10:48
    Evaluating your success
    The 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.
  • 12:06
    Evaluating success when not using the SalesNexus tool
    Try 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

  • "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

  • "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

  • "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

  • “In B2B, a lot of things are tied to timing.” - Craig Klein, President & CEO, SalesNexus

  • “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

  • “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

About the speaker

Craig Klein

SalesNexus

 - SalesNexus

Craig Klein, the president and CEO of SalesNexus.

visit site

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