Successfully Leveraging Email Marketing During the Explore Phase

IF YOU HAVE THEIR EMAIL (but don’t have an email marketing automation platform)…

NO MAP… This section covers email marketing activities outside of using a marketing automation platform.

Do “manual marketing”:

  • Segment your email list of prospects (including current customers of other products) based on Phase and problem they’re trying to solve
  • Map out a series of emails
  • Create email and landing page content and
  • Deliver these emails in batches

BtoB Email Marketing & CRM

YOU PROBABLY WON’T HAVE THEIR EMAIL…
Especially if you’re an SMB or in a new market, you probably won’t have email addresses for the majority of your prospects in this Phase.

Email list rental (like display advertising and social media) is well suited to let these prospects know you have materials to help them.

  • Use advanced targeting methods to find customers in this phase.

Use a broader data picture to identify when your prospects are in the Explore phase. Most research happens off of your website so analyze data about prospects from display, social media and email list rental itself.
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YOU’RE HERE TO HELP
The sole purpose of email content is to let prospects know you have resources related to their research needs in this stage.

For both house-list emails and email list rental you should customize text, images, and calls-to-action based on segmentation criteria. And email is great for conducting controlled messaging tests – you can apply the learning across other activities.

Mathew Sweezey BtoB Email Marketing & Automation Expert

Expert Advisor:  Mathew Sweezey

Manager of Marketing Research and Education, Pardot / SalesForce ExactTarget
@msweezey
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Mathew Sweezey BtoB Email Marketing & Automation Expert

Mathew Sweezey

Manager of Marketing Research and Education, Pardot / SalesForce ExactTarget
@msweezey

Matt has been fascinated with marketing for a very long time. To him, marketing and sales have always been connected.
Matt’s current work is primarily focused on researching and writing on the many topics of B2B marketing. His main focus is on Demand Generation, and Lead Nurturing. Matt currently writes for ClickZ.com, contributes to multiple blogs, speaks at industry events, and is in the process of writing “Marketing Automation for Dummies.”
Matt’s passions for marketing don’t stop when he leaves the office. He is also the VP of Marketing for a micro brewery in Atlanta. Please feel free to reach out to Matt to talk about B2B marketing, or craft beer.