Since the B2B buyer’s journey is typically longer than their B2C counterparts, some organizations benefit when not going directly for the sale. Instead, use AdWords to promote assets you’ve created like whitepapers or eBooks to drive traffic to optimized landing pages where users can submit their contact information and become a lead in a low-commitment setting.
One of the basic purposes of email marketing is to maintain regular communication with past, potential, and current customers. This helps to reinforce the positive feelings they have about your organization, and ensures that they will remember your business even when they are most distracted. During the rush of the holidays you can make sure that your customers think of you first to spend their dollars with your company. In the slow season for your industry it can provide a boost to sales and make sure people do not forget about all you have to offer.
“Because original data is worth it, many people will be happy to subscribe to your blog in exchange for the report. In addition, you can share the report with all of the participants in the survey, who will likely share the report with their audience. This quickly magnifies the impact of your marketing efforts, building your email list and helping your brand build a reputation as a source for interesting and original data”, said Cara Hogan, Content Strategist at Zaius.
One of my best business lead generation ideas is to go to chamber of commerce seminars and workshops and network small business owners there. I collect their business cards, send them an email asking if they want to get together for a one-to-one, where we can learn more about each other’s businesses. Many times this leads me to get a new client without spending much money at all.
With email marketing, your business can identify the content and messaging that resonates best with your audience and optimize content for best results. With list segmentation, demographic targeting, and testing, you will be able to develop an effective strategy for reaching each of your audience segments. Once you can use data to determine what types of messaging and offerings work best for each audience, you will be able to maximize open rates and conversions.
Therefore, if companies want to get more leads from their websites they need to look at ways to personalize which piece of gated content is served to individual users as they browse the website. This personalization could be user-driven—asking them to explicitly choose what sort of gated content they are interested in—or it could be powered by content marketing software which tracks their browsing patterns and behavioral data to show the right piece of gated content.
It's Timely: Study after study shows that email response rates decline over the age of the lead. In his Science of Timing research Dan Zarrella, HubSpot’s Social Media Scientist, discovered that there is a positive correlation between subscriber recency and CTR, one of the key metrics of engagement. You need to use lead nurturing campaigns to take advantage of this dynamic.
When it comes to these social media emails, you don't have the option of using email software that allows you to customize the layout or add images. You're at the mercy of copy alone. This is where leveraging white space is very important. Keep your paragraphs short, your sentences brief, and your thoughts clear. Optimize these emails for the scanning reader, and use bullets or numbers to deliver your main points. 
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