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.
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:
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.
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