Entries from June 2018

Writing effective email copy from an expert in B2B marketing, lead generation and lead nurturing

This is the latest in our ongoing series of tips from some of the experts who provide our lead-generation agency services.

Meryl Evans

Meet Meryl Evans, one of our email copywriting experts.

Meryl is a professional writer and editor who specializes in online B2B lead generation and lead nurturing. She helps our clients build and maintain relationships with their prospects and customers through email, newsletters, social media, blogs and more.

Here are Meryl’s top email copywriting tips:

  • Write emails with the prospect or customer in mind, not the company. Remember that even in B2B, people make the buying decisions.
  • Use paragraph breaks every three or four sentences. Many emails still have long paragraphs, which are hard to read. Faced with a long block of text, many people are daunted and move on.
  • Use multiple sub-headings, and numbered and bulleted lists (like this one) whenever possible. People skim and scan when reading online.
  • Limit calls to action to one or (at the most) two items. Any more than that and people get confused about what you want them to do. Confused people do nothing.
  • Add a response link to the beginning of each email for those ready to take action before reading the rest of the message. Don’t make people who are ready to respond search for your link. Repeat the link further down for those who take longer to decide.

Worth considering:
Professionally written lead generation and lead nurturing emails get higher open rates, and more responses. Consider putting Meryl or our other marketing copywriters to work. Click here to learn more.

Readers, what are you top tips regarding B2B email copywriting?


The components of a successful business-to-business telemarketing call

Successful B2B telemarketers must understand the basics of a successful call: from the opening statement, to engagement and qualification, to close. Each of these stages has techniques and skills that a successful telemarketer must master.

In the opening statement the telemarketer gives his or her full name and the company name, and explains the reason for the call. Outline techniques in the training session on how to get past the assistant or executive gatekeeper by showing that their call is important to the assistant’s boss.

Once the right person is reached, the call moves to the engagement stage. This is basically finding out if there is a match between their needs and your offer. Here is the critical point where the ability to ask effective questions and to gather pertinent information will make a difference. While they are uncovering the prospects’ needs, the telephone marketer is also building the case for the prospect to meet with the sales staff.

It is here in the training that the new employee must learn how to handle prospects objections and generate real leads. You’ll want to include a list of every possible objection and practical responses for each one. If the telemarketer has the qualities of a problem solver, they will engage the prospect in a helpful way vs. Slipping into an adversarial role with them. It is at this time the telemarketing rep will be able to determine whether or not the prospect meets your lead-qualification criteria.

In the close of the conversation, the telemarketer should restate the agreed-to next steps and ask for confirmation.

Being able to use the new information your telemarketing employee has learned along with the sales techniques takes practice. Role-playing is critical to telemarketing training. Both a variety of objections and a variety of types of prospects should be rehearsed.

Assign the newly hired rep to a mentor, most likely one of your best staff members who can coach and support the new person.

Long term success

Some unrealistic expectations can short-circuit a good telephone marketer from doing their best at identifying qualified leads. The telemarketer cannot be expected to do more than one job. Their total focus needs to be on lead generation.

As you know, telephone marketers face a lot of rejection on the phone and need support to keep their enthusiasm up. The callers’ manager should consistently reinforce the idea that rejection should not be taken personally. Occasional motivational boosts will help them feel recognized for their efforts. Publicly recognize individual telemarketers for their accomplishments. Create a team atmosphere and encourage them to share tips on what techniques are working best for them.

When you maintain an optimistic, continually improving environment, you will have great results in hiring, training and keeping your best employees. When you encourage a winning attitude, you will hire and keep winners for your telemarketing lead generation programs.


Reduce conflict among marketing and sales channels

Marketing and selling through multiple channels can be an effective way to generate more leads and close more sales. It can cut your costs and help you close more sales, but how do you reduce the conflict among channels?

Here are some ideas to consider:

  • Allow your resellers to “register” their sales opportunities, minimizing the risk that you inadvertently distribute new leads from that same company to other resellers.
  • Credit salespeople for all sales in their territory or to their accounts, no matter which channel completed the sale.
  • Devise rules-driven lead assignments that match prospective customers to reseller by proximity and/or industry or application expertise.
  • For different sales channels, develop different versions of your products or product names.
  • Give prospective buyers options for choosing local resellers in their area.
  • If you have too many resellers in a specific area, consider creating a round-robin lead assignment that rotates through the list of resellers offered to each prospect.
  • Give salespeople bonuses or commissions for revenue that comes from specific resellers or channels in their territory, rather than have them trying to close every order independently.
  • Require salespeople to process all orders through your resellers, instead of going direct with your company.
  • Set levels of achievement for resellers. Better rewards, like sales leads or featured links on your website, result from qualifying for silver, gold or platinum reseller status.
  • Give resellers an chance to offer your products or services at a lower street price by charging full list price on your e-commerce website.

Bridging the content gap for B-to-B marketing automation and lead generation

The “content gap” refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively.

I’m expanding the definition to address two other major trends in B-to-B marketing:

  1. The difference between the ROI of marketing automation fueled by generic content, and what that same technology can accomplish when fueled by segmented and targeted messaging;
  2. The discrepancy between the formats most marketers use (primarily text and PDFs) for their messaging, and the way most prospects want to consume information (multimedia).

Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. 

How?  By delivering content that is personalized to the prospective buyers’ roles, where they are in their buying process and their personal preferences for consumption.

Buying marketing automation and then only using it for batch-and-blast emails is a waste of time and money.

Segmented, well-targeted and relevant communications get much better results.

The real benefit of marketing automation is exactly that: the ability to deliver the right message, with the right offer, to the right prospect, in the right format, at the right time.

Content + Automation = True 1 to 1 Marketing

In other words, true one-to-one marketing to many – something that we couldn’t do to any scale before marketing automation came along. This has made marketing automation a mission-critical system for B-to-B marketers, but too many marketing leaders head down the automation path without fully realizing what they’re getting into.

What are your experiences with, or opinions about, the content gap?

Need help with B2B lead generation, marketing and sales?
For more information, please call Mac McIntosh at +1-401-294-7730, send him email at or visit www.sales-lead-experts.com