The Demise of B2B Batch-and-Blast Marketing Is Getting Closer

The Demise of B2B Batch-and-Blast Marketing Is Getting Closer

In the early days of email marketing, brands sent the same email out to a massive group of people, knowing if only a small percentage converted, it would be worth the effort. However, as email software has evolved to filter junk email, these tactics have gradually become useless, especially in the B2B market.

Today’s marketers look back on the past days of batch-and-blast marketing, realizing that email delivery rates are declining each year. Without the right approach, few of their emails will reach the intended target.

Out of all of this, a style of email marketing has emerged that relies heavily on sales tools and techniques. Businesses of all sizes are taking this approach, realizing that sales professionals are the best resources on how to sell a company’s products or services. In fact, many organizations now encourage sales and marketing departments to combine resources, with sales teams reporting into marketing to boost results for both teams.

To take a sales approach with your email marketing, you need the right tools in your toolbox. Here are four applications that can help you make the most of your campaigns moving forward.

LeadGeniusPremium Contact Data and Lead Intelligence

Successful email marketing campaigns start with a solid contact list. Sales teams invest in lead generation software that provides premium contact data, market insights, and lead intelligence. LeadGenius is the ideal marketing and sales solution for B2B businesses, with teams at some of the largest B2B tech companies relying on it.

LeadGenius maps a business’s total addressable markets, then lets users create custom data points to micro-segment their target market. The result is a contact list that is ideal for the message personalization that is so popular with marketers today.

Outreach.io—Sales as an Extension of Demand Generation

Managing sales and marketing teams has its challenges, but the right software can make a big difference. Outreach.io is designed to equip managers with the technology they need to oversee their teams, including setting up a workflow that drives marketing campaigns and sales drives. If teams are widespread, Outreach.io helps pull it all together, keeping teams in sync.

Built-in analytics help managers monitor the results of all these efforts, including activity-based analytics that help teams determine the best time to contact a prospect based on crowdsourced data.

The end result is an increased value to team members, since they have access to the information they need wherever they are. Additional features include auto dial and collaboration features, including asset and template storage and sharing. All of these features have combined to make Outreach.io the fastest-growing sales software on the market.

Vidyard—Differentiate with Personalized Video

Video has become a popular way to easily explain a business’s products or services, but it’s also a useful lead-generation tool. Vidyard lets teams store and manage their growing video libraries in one place. Most importantly, the tool makes it easy to create interactive videos that weave small details about each viewer into the content. This connects with consumers on a deeper level, increasing the chances they’ll feel motivated to buy.

For marketing teams, the solution also includes lead generation to ensure their videos reach the right audiences. As for the video production itself, businesses don’t have to spend top dollar to bring professional crews in to shoot footage for their marketing videos. Vidyard walks professionals through creating top-quality videos using the equipment they already have. Built-in analytics help to follow campaigns, tracking results to be able to create more informed marketing videos in the future.

Intercom—Move Key Messages in Product

According to the Pareto Principle, approximately 80 percent of results come from 20 percent of the work. That means most of a marketer’s results will be because of 20 percent of its efforts. Intercom helps businesses improve those odds by creating messages that are specifically targeted to a customer while they’re interacting with their website.

Instead of waiting to send a persuasive message until later, Intercom lets businesses launch a chat and interact directly with the very people who are thinking of buying. This captures an experience similar to browsing in a brick-and mortar store, where sales associates can communicate with customers who enter the location.

The software can send a personalized message to customers based specifically on the actions they’re taking on a site at a given time. The software also integrates with a business’s social and collaboration tools to make it easy for team members to see and reply to requests in direct messages on those sites.

For B2B marketing, it’s important to find the most effective way to reach prospects and build relationships. With the right tools in place, you can target your intended audience with the very messages that resonate with them. This will keep you out of the spam folder while also preventing you from wasting time on marketing methods that don’t bring results.

This post is part of our contributor series. It is written and published independently of TNW.

Read next: 5 Crisis Communication Lessons You Need to Know