Posts Tagged ‘B2B Marketing’

Your company shopfront on ESI.info

September 18, 2013

At ESI.info we never stand still, constantly developing our website and information services to help you extend your reach and influence. We have improved the company page to give you a shopfront that showcases all of your information in one place, more clearly than before. Your company profile page has been developed into a microsite where buyers can quickly grasp the full extent of your business proposition from a fixed index at the top of the page. Products, services, case studies, projects, CPD materials, documents, news and events can all be promoted to build awareness of your brand and expert capabilities. Buyers can browse all your published information through the channels that interests them, increasing your new business and cross-selling opportunities.

Forbo Company Products channel ESI.info   (more…)

Catching our eye on the web in August

August 22, 2012

August –  After a truly spectacular games, life slowly returns to normal at ESI.info towers.  That said, there has been some fantastic resources and posts on the web this month.

(more…)

Get email creative that “works” hard for your campaigns

May 21, 2012

Guest post by Emma Raw, Marketing Executive at dotMailer

What are your readers seeing in your email campaigns?

The thing with emails is that it’s as much what they look like as what they say, so making sure your email creative is right – and keeping in mind what your reader will see – will make a massive impact.

Before you start on your email creative you need to think seriously about what you want your email to achieve; what action you want your reader to take. Are you trying to encourage them to purchase or sign up to something; is it about increasing your brand awareness, or is it information like a newsletter? Whichever it is, you will need to change your creative accordingly.

Seeing through your customers’ eyes  

You need to think about the whole journey, and firstly: what do they see when your email hits their inbox?

Images turned off?

When an email hits your inbox it normally has its images turned off, so you need to think about what your readers can see. You need to give them enough information to encourage them to want to reveal the rest of the email, but not too much so they avoid ‘show all content’. Why? Well, because if you’re analysing your stats then they aren’t going to be true to form if readers don’t need to open the email fully. The way ESPs can track your email and know if someone has opened it, is through a tiny 1px image that once downloaded, generates an “opened” response. If they can get all your juicy info without doing this, you won’t get vital stats on the campaign.

Think about your readers and what mail service they are using. If you’re sending to B2C, look at how gmail, Hotmail and so forth preview emails. However, if it’s B2B customers you need to be aware of Outlook and Lotus notes, if you have a massive header and no content or reference Preview panel in Outlook, the email is likely to show up blank in the recipient’s inbox which is not a great start.

Here’s a great example from Pizza Express: they designed their background to mimic the email once the images are opened, and this gives people an insight to the content of the email and is likely to make them open it fully if it looks of interest.

On the move

Think about mobile: how will it render on a small screen? 52% of consumers now access emails through their phones*. So it’s pretty clear that mobile devices and smartphones need to change the way we approach email.

You need to make sure they are clear, with big buttons, and easily read on small screens.

Getting creative

Let’s take some practical examples:

The month of May and June should be pretty easy for Harrods to think of a theme: yep, you guessed it, the Royal Jubilee. They have executed it beautifully, the theme is strong and clear and they have extended the email so it’s not just about shopping, they also have a link through to the history of Harrods, which opens the email up to people who aren’t planning to buy anything.

Don’t forget about rich media (video), shown here in this email for Butlins. If you are sending mainly to B2C customers, you can use tools such as video directly in the email as ESPs like Hotmail support this.
(more…)

Catching our eye on the web in May

May 17, 2012

Well, May is turning out to be a very, very wet month indeed, but online it continues to shine, shine, shine. Some great posts to help with your marketing activity, and yet more reasons to be cheerful with useful tools to help with your content marketing plans.

(more…)

What’s catching our eye on the web in April.

April 19, 2012

Part of a regular new feature for our monthly newsletter, here are some great blog posts and articles that have caught our eye here at ESI.info towers.

(more…)

Guest Post: Achieving Maximum ROI from your B2B Email Marketing

February 20, 2012

byEmma Raw, Marketing Executive, DotDigitalGroup

A typical question we get asked all the time is:

“We sell high ticket B2B services, and need to use email marketing to drive lead generation and build a sales pipeline. What advice can you give for getting the most out of email marketing for B2B?”

Of course email marketing can be an extremely powerful and effective tool for any B2B marketer, why? It’s simple really there are 2 key reasons:

1. Getting personal – automatically

Firstly, B2B marketing is so often about relationship building, and gone are the days where we can invest hours and hours getting to personally know all of our prospects. The beauty of Email marketing is how easy it is to send 1-2-1 personalised and highly targeted messages to specific groups without having to individually change each recipient’s message – imagine the old days of doing that on a typewriter!

2. See the results in front of your eyes

Secondly, and what everyone always wants in marketing – the proof in the pudding! All the data you could possibly want*, which allows you to discover leads and carry out follow-ups easily, so you don’t waste your valuable time on the wrong people.

An email address is only the beginning

So you’ve got your email data and you want to send an email campaign about your products, services or offers and ultimately get a purchase. But this “does not a relationship make”.

However you might find the direct sales message is not having a lasting effect. How about taking a different approach by offering more in the way of content and learning, it’s not just about making a quick sale, it’s about building trust which will keep people coming back much further down the line. Think about the type of email you open, the most interesting from B2B marketers usually contain free downloads, reports, guides and information.

Top 3 things your emails need to tell people:

  • Who is it from?
  • What’s in it for them?
  • What do they do next

Let’s dig a little deeper

Who is it from, do I know you?
Research shows B2B emails are more successful when sent from an individual, rather than a company name. You can easily test this rule with your own database, and ensure you send from a branded ‘from address’ e.g. client-team@company-name-news.com

What’s in it for them and what do they do next?

So once you’ve got first hurdle and they’ve opened your email, recipients will be asking “what’s this all about?” and “What do I need to do?” These questions will form your content, your subject line and your calls to action.

Everyone’s hungry for good content that will help them in their day-to-day work and it couldn’t be easier, look for ways to use your internal expertise, experience and existing resources. For example… you could put together a white-paper on all you know about writing a great B2B marketing plan, and add it as a downloadable guide on your website and collect their contact details in return.

Simply create a web-form to capture downloaders’ details and map their info back to your dotMailer address book and send them an automatic triggered follow-up email.

Structuring your content

Use your opening paragraph to tell them what the offer is, how it will benefit them and insert a text and a graphical ‘download this free guide now’ link, through to your web form – make sure it’s above the fold so they snap their eyes on it straight away.

Bullet out the key benefits of using your services and each of the pain points you solve. Show some testimonials and client logos to establish your credibility. Then give them the opportunity to download your free white-paper again.

What do you do next?

Now you have an opted-in database of hot prospects who are interested in what you have to say…don’t let them go cold!

Once won, keep the interest warm

Don’t forget your goal here, you want people who are going to advocate and refer others to your business. This will only happen if you continue to build and nurture the relationship after you have won their custom. This might start to sound very time-consuming, but that’s the beauty of email marketing, using regular or triggered emails will automate your efforts and add value to your clients.

Guest Post by Emma Raw,    Marketing Executive at the DotDigitalGroup  Follow dotmailer on twitter @dotmailer

*The new laws due to be enforced in the EU regarding cookies and data capture may impact the amount of data you can receive.

ESI.info provides qualified lists of professional designers, specifiers and buyers, enabling you to confidently target the right people. So if you’re looking to increase your email marketing activity then talk to our Research Manager,  Liz Robertson  Tel. 01786 407009 to discuss your data requirements.



%d bloggers like this: