Successfully Leveraging Email Marketing During the Purchase Phase

FINALLY, YOU HAVE (MOST OF) THEIR EMAIL ADDRESSES

Most prospects have registered with you at this point to gain access to deeper content and/or interact with you.

MAKE IT PERSONAL

Purchase_EmailMktgProspects and customers now expect emails to be personally written and sent by people in your various departments. Any emails sent automatically should be developed based on meeting a typical customer’s needs (eg testimonials from other customers).

CRM system data is key, such as which product they bought, will allow you to most effectively target and tailor your email campaigns…

  • Reassure them that they’ve made the right choice if they selected your offering – send emails with testimonials from other customers.
  • Make a comparison to the competitive product if the prospect doesn’t select your offering. Sometimes people make the wrong decision, and you should make it easy for the customer to reconnect with you.

 

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.