Seven B2B email Sequences Automations: B2B Or Not To Be

B2B is generally different than B2C in the fact that B2B buyers tend to be slightly more rational and have more than one person participating in the decision-making process. By nature, the B2B is also more abstract as the final clients – the B2C who move the market, are the end goal of the entire B2B market. Without a B2C there wouldn’t be any B2B. Simple.

1. Solving a problem & showing competence with a friendly intro email sequence
2. Lowering risks with a ‘get-to-know-us’ email sequence.
3. Onboarding welcome email sequences with all the needed information
4. Upsell & cross-sell educational emails – solve more problems
5. Keeping the relationships healthy email sequences
   1. Special dates and special occasions emails
6. Client appreciation events and gifts email sequences
7. Triggers-based sequences when room for sale or a risk arises
8. Win-back former clients appreciation emails

 
B2B is different.
 
No cold emails unless they are hand-written. It would be a waste of time and it may hurt your reputation if you do it otherwise.
 
No abandoned cart emails. As B2B relationships still tend to be person-to-person.
 
No sleazy emotional hype emails as they may make you look immature.
 
Below are the 8 types of email sequences that work for B2B clients. B2B or not usually depend on not only getting the leads but also on how you process them. These 8 email sequences make the difference between successful and growing B2B businesses and those who fail.
 
Solving a problem & showing competence with a friendly intro email sequence
 
Whether it was a booklet you offered or something else that got you the data from your lead you should use the opportunity and solve the problem the person approached you for. In a balanced and fair way showcase your expertise without offering too much or too little. Remember, there are hundreds of others who offer free content online that can probably match portions of yours. So don't overvalue your work. Try instead of using it to do the following:

1. Build trust with the lead and showcase one of your advisors who would ‘take ownership’ in solving the problem they approached you with.
2. Show competence with an email sequence that shows how others approached the problem and how your company helped them.

 
These two elements, trust, and competence are what everyone in the B2B sector should first build. Illustrating your competitive advantages on other places like in blogs or in comparison charts on your website should be separated from what you send your potential B2B clients. You don't want to come across strong and say 'I am the best' while hitting your chests. You're not a baboon. But you can respectfully show how you compare to other market players.
 
Lower risks with a ‘get-to-know-us’ email sequence.
 
Unlike the trust and competence sequence, B2B clients usually have larger budgets than B2C clients per trade. And allocating this budget usually comes with pre-defined risks in each specific industry. You need to outline all the possible risks that come through the heads of your prospective clients and solve them one by one. You shouldn't do this in a 'myths-buster' fashion or emotionally strong. This scares off B2B leads in my experience. Instead, try the approach below where you find the salient risks the prospective client shares, and alleviate them with real-life evidence.

Risk	Possible email hedging
Bad human relationships/political problems	Show the harmony behind teams that decided to use your solution & how friendly and consumer-centric you tend to be.
Low quality delivery	Give examples and case studies from past work. Upload them on your website. Link them to your emails. Make them relevant.
​Rigid contracts	Even if the contracts are rigid, it may be because of past experience that also made them fair. Make sure this is known.
​Missed deadlines	Showcase your successful delivery rate and if possible reviews of support when it mattered.
Bad reputation	Make sure the client knows you are in a good company. Promote your best clients.
Unsustainable pricing	Even if you price higher than your competitors, make sure this is justified with the value or quality you offer. Explain it.

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