Email marketing is one of the best methods of communication in the B2B industry. It is less intrusive than phone calls and walk-ins, and the creation of workflows allows businesses to target qualified leads.

A strong email marketing campaign is often 33% less expensive than other methods, and yields 50% more sales. Also, a 2% increase in customer retention actually equals a 10% decrease in operation costs when it comes to ROI. With the numbers in favor of B2B email marketing, are you effectively leveraging email automation in your business? Here’s some information on two of the top email marketing platforms to help you choose the solution that’s right for you:

HubSpot

HubSpot is a powerful inbound marketing platform that enables users to easily manage content production, distribution, and analytics. Subscribers can access email and blog templates, and have the ability to track individual content promotions and highly-integrated campaigns. With portals for social media, email marketing, and blogging, HubSpot allows you to meet your audience via multiple communication channels.

HubSpot is the primary choice among companies that want to manage their digital and content strategies on a single platform. It can also help streamline practices already in place on your current website. For example, if you regularly write blogs, but they are not yielding the traffic increase expected, HubSpot can help optimize content before it is published. Also, the marketing automation giant recently unveiled a free Customer Relation Management (CRM) system that can help you manage over one million contacts.

A sampling of the tools available within HubSpot includes:

  • Keyword Research
  • Blog Template and Content Creation
  • Creation of Calls-to-Action
  • E-Blast Content and Optimization
  • Social Media Monitoring and Analytics

SharpSpring

SharpSpring is an automation platform that includes triggers, workflows, and reporting capabilities to nurture contacts. By implementing a comprehensive email marketing campaign to continuously engage customers, SharpSpring users are able to identify email recipients more likely to convert based on past interactions, such as clicking a link or filling out a form. Metrics can be set to score list members and update their stats from contact to lead based on these actions. As a result, SharpSpring is able to increase the likelihood of creating and maintaining strong sales relationships.

SharpSpring is ideal for businesses that are building their contact list with the goal of quickly converting them into sales. With competitive pricing options, SharpSpring supports ROI based on a proven method of lead scoring and email automation. Already have a comprehensive contact list in a different program? SharpSpring’s partnership with PieSync, a contact merging service, allows you to combine, upload, edit, and update contacts from over 30 third-party platforms.

SharpSpring users can implement and manage the following:

  • Lead Scoring
  • Content Creation
  • Email Templates
  • Trigger and Workflow Coordination
  • Creation of Calls-to-Action

Next Steps

Once your platform aligns with your business objectives, it is time to build out engaging content. An eye-catching subject line is only the beginning. After that, you need a simplified message, intriguing calls-to-action, and an intuitive workflow that nurtures contacts to leads to clients. Not sure where to start? Contact Millennium President and Strategist Linda Fanaras at lfanaras@mill-im.com or call 1-877-873-7445.