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Email Marketing

How to Do Email Marketing for B2B Audiences that Gets Real Results

November 8, 2022

Do not read this blog!



Hey, we said don’t read it?



Well, I guess you’re still here, so we better keep writing. 



That first sentence probably confused you a bit, didn’t it? But that was the point. It was confusing, counterintuitive, and evoked curiosity. That’s why you felt compelled to keep reading to find out why we did it. 



And the answer is to get your attention. Looks like we did alright then! That’s inspired by a real subject line we sent to a list for one of our clients, and it worked like a charm. So, today we’re sharing all our insider tips on how to do email marketing—the right way.



First and foremost, email marketing for B2B hinges on creating quality content for your specific audience. Of course, this is easier said than done, as your content’s perceived value will vary from prospect to prospect. Even a cleverly strategized email list will have contacts at different sales cycle stages.



So, how can you ensure they see your solution as valuable and fall in love with it?



Well, you need more than attention-grabbing subject lines, creative content, and funny emojis for effective email marketing in the B2B space. Everything from your landing page to call-to-action conclusions must align perfectly with your message to ensure that you improve actual conversion rates. 



Let’s discuss B2B marketing email expert tips and best practices for you to harness the power of outbound B2B marketing emails, driving warm leads through any sales funnel.



The Ultimate Goal of Email Marketing for B2B


The primary goal of B2B email marketing is to establish a relationship with potential customers. Develop relationships to nurture leads throughout their buyer’s journey—ultimately growing your business.



Relationship-building can happen in several ways, but it all starts with a cleverly crafted cold email. Several types of email content can help you achieve this overarching goal, but here are three of the most crucial ones for B2B marketers:


  • Prospecting Email Templates: These are sent to potential customers who don’t have an existing relationship with your brand. The goal of these emails is to introduce yourself and/or your product in the hopes of generating interest and starting a conversation.
  • Engagement Email Templates: These are sent to customers who have already expressed some level of interest in your product or service. These emails aim to keep the customer engaged by providing relevant and targeted content.
  • Re-engagement Email Templates: These are sent to customers who have shown interest in your product or service but haven’t been active recently. These emails aim to get the customer interested again by offering something new or reminding them of the value your product or service can provide.


Lead generation is key to business growth. In fact, studies report that email marketing is the most effective way to generate leads in the B2B space, with social media and content marketing trailing behind.



But converting a list of cold contacts into opt-in leads requires that you reach their inbox and provide highly-actionable value. 



Let’s look at a few expert tips and best practices to achieve that.



Expert Tips for Effective B2B Email Marketing


For your email marketing campaigns to be successful, there are several expert-advice instructions you’ll need to follow. Keep these tips in mind to create email marketing campaigns that achieve business goals:


  • Highlight the email’s value in the subject line. The subject line is the critical tipping point where the viewer will decide to open or ignore the email. That said, you want the subject line to set the value of your content as fast as possible for high click-through rates.
  • Ensure that your email is mobile-friendly. Craft a responsive design that increases the readability of your email even if the recipient opens it on their mobile phone. Use bullet points, images or infographics, and other ways to simplify browsing.
  • Shape your content according to the buyer’s journey. You’re helping the recipient with their sales funnel, but don’t forget your own sales funnel as well. Keep your buyer’s journey in mind when writing emails, as you want to ensure that your content is relevant at every stage.
  • Personalize your messages for the recipients. Include the recipient’s name in the subject line and throughout the email body for a more personal touch. You can also use their company name, job title, or other personal information to make the email feel more tailored to them.
  • Carefully optimize for maximum deliverability. Run the email content through a spam checker to avoid sounding like a sales blast email and send it to a non-permission-based list to increase your lead velocity. You want to get as many emails delivered and opened as possible. (If you’re unsure of how to do this, we have several tools to help you in the process.)
  • Keep your email short, straightforward, and compelling. Nobody has the time to sit down and read a 1000-word long email. But they will give you the time if the content is compressed and valuable. You’ll want your content to have a responsive design that’s easy to skim through, form new thoughts, and appreciate its value.
  • Include a clear and concise call to action. What do you want the recipient to do after reading your email? It should be easy for them to follow through, take the action, and proceed with whatever you want them to do. Also, don’t forget to include a link to your website or landing page so the recipient can take action immediately.
  • Test, test, test! Always test your emails before sending them out to ensure they’re looking good and functioning properly. You don’t want to blast emails only to find out that something needs to be revised—chances are, the recipient has already seen and ignored it.


Email marketing helps reach out to potential customers and keep existing customers engaged. But you’ll have to follow the best practices to get the most out of your campaigns. 



Email Marketing Best Practices B2B


Here are a few strategies marketers use to convert users with an opt-in list. As always, you’ll need a solid game plan to engage with your audience and lead them down the sales funnel.



Purchase an Email List from a Reputable Data Provider.


Purchasing an email list is a cost-effective way to scale your lead generation efforts, keep your sales funnel topped up with leads, and grow your prospect pool. But databases do naturally decay over time, so clean and validate your non-permission-based email list to rid of bad email addresses and potential spam traps that negatively impact deliverability.



Prioritize Lead Nurturing in Your Emails.


B2B companies have longer sales cycles, where it takes more for prospects to see the value of your solution. Focus on nurturing these leads, answering all their questions, and delivering relevant information according to where they sit on the sales cycle. 



You can use email drip campaigns to deliver frequent and relevant touchpoints to their inboxes, use content marketing for increased engagement through informative resources, and use a lead scoring system to identify the prospect’s fit, interest, and buying stage.



Leverage on Lead Generation Software.


If you’re like most B2B companies out there, you don’t have the ability to scale your B2B email marketing efforts simply because lead generation is difficult, time-consuming, and expensive. 



That’s why we’ve created a solution to accelerate leads using a cold email campaign, helping you grow your business without building a bloated operation from scratch and struggling with trial-and-error.



Here at ScaleUpSales, we specialize in helping companies with complex offerings reach out to their ideal customers with highly-tailored and differentiated messaging. We focus on clear storytelling, lead profile optimization, and equipping you with the right systems.



Our team does the following for you:


  • Ensure a well-developed sales funnel. Top up your pipeline with prospects, send warmer leads to marketing, and send even warmer ones to sales for closing. We combine both speed and effectiveness of email with the potential of your existing contacts to grow leads quickly.
  • Build a solid lead generation and sales infrastructure. We’ll help you build a complete infrastructure around your sales team and CEOs to maximize deal flow and, ultimately, generate more revenue for your company.
  • Create powerful sales copy. We can help rewrite your message to ensure that your offer is clear, compelling, and articulate. We can also create a comprehensive sales pitch and technical webinar script for client meetings and strategic copy for highly-targeted outbound email, LinkedIn campaigns, and cold calling scripts.
  • Conduct highly-targeted lead research. We’ll do the heavy lifting for you–we can identify your ideal customer profile and generate a precise lead list of relevant companies and contacts to target. We’ll also validate and enrich all data with as many criteria types as you need because we know that the more specific the criteria, the better the research results.
  • Provide exceptional email deliverability. As mentioned earlier, ensuring email delivery is one of the most crucial aspects of B2B email marketing campaigns. That said, our experts use several tools and tactics to provide quality email addresses and domains, ensuring that sending reputation is exceptional and prospects truly receive your message.
  • Maximize the number of meetings booked. Not only can we launch email and LinkedIn campaigns for you, but we can also handle cold calling and answering responses to generate new meetings for you. We A/B test every component of the activity and proactively follow up with all contacts to ensure that you capture every possible opportunity.
  • Equip your team with a customized sales CRM. You can stay organized and have full transparency with our team. We’ll give you a fully personalized sales CRM where you can monitor all activities and have us support you with the sales process. You’ll also have access to the data and a separate ScaleUpSales reporting platform to stay in the loop.


In short, we advise that you leverage experts to get quality results. Our team optimizes your process to increasingly provide more leads for you and continuously adapt to strategy changes for optimization. We do everything we can to improve the activity and become your trusted partner for the long haul.



Email Marketing for B2B with Real Results


If you’re looking to implement a successful cold email outreach marketing campaign, look no further.



We have the experience and expertise necessary to help you reach your target audience and generate real results. We’ll build a well-developed sales funnel for you, create powerful sales copy, and conduct highly-targeted lead research so that you can focus on what you do best: selling your product.



We’ll also provide exceptional email deliverability so that your message reaches its intended recipient, and equip you with a customized sales CRM for full transparency. With our help, you can confidently embark on a successful cold email outreach marketing campaign that will yield tangible results.



From creating persuasive email nurturing campaigns to engaging lead magnets for your website, our team of experts can scale your business beyond your imagination. Contact us today!