B2B E-mail Marketing Pro-Tip: Understand Your Sales Cycles B2B Marketing
Posted: Thu Sep 25, 2025 10:34 am
B2B marketers who link email marketing with their buyer’s journey for lead nurturing will have more success than sending “batch and blast” emails.
B2B E mail Marketing Pro Tip: Understand Your Sales Cycles image b2b email marketing sales cycles resized 600
When used properly, email marketing is one of the most powerful weapons in a B2B marketer’s war chest.
Email marketing is more
scalable (and less intrusive) than telemarketing. It’s also more personalized and interactive than direct mail. Plus, it’s cheaper and more measurable. Sure, it’s not the only marketing namibia telemarketing database communication tool you use, but it’s one of the most important.
The problem with email marketing, however, is that many companies still view it as a stand-alone tactic. Some marketers and business owners are thinking to themselves (and saying) “let’s do some email marketing,” as if they want to shake the revenue tree to see what easily falls off.
Often, the impulse is to push some
unwanted sales messages or company news out to an email list. “Let’s get our name out there.” The problem boils down to the fact that companies still want to sell their way instead of letting the customers buy their way.
That creates a real disconnect because the way people buy is changing. Dramatically.
A Corporate Executive Board
study found that B2B buyers are at least 57% through their purchase research before they first contact a seller. Many of the buyers are up to 70% through their research before reaching out to possible vendors.
B2B E mail Marketing Pro Tip:
Understand Your Sales Cycles image smac challenger hero 2 resized 600With buyers doing so much research before first contacting the seller, companies are using content marketing to insinuate themselves into that first 57% of the buyers’ research.
And that is where the really smart email marketing is taking place these days. It is the glue that is holding together the online sales process. Done right, email marketing can be the lubricant that greases the wheels of your lead nurturing machinery.
The best way to approach
email marketing is to align it with your sales cycle. And the first meeting you should have is with your sales team to talk about the process your leads and customers go through before buying.
For instance, what kinds of questions are prospects asking the sales team? What are their biggest pain points? How long is the sales cycle? Once you have answers, you’ll want to do a content audit to make sure the information on your website is providing answers the questions your leads want. This process is known as content mapping.
B2B E mail Marketing Pro Tip: Understand Your Sales Cycles image b2b email marketing sales cycles resized 600
When used properly, email marketing is one of the most powerful weapons in a B2B marketer’s war chest.
Email marketing is more
scalable (and less intrusive) than telemarketing. It’s also more personalized and interactive than direct mail. Plus, it’s cheaper and more measurable. Sure, it’s not the only marketing namibia telemarketing database communication tool you use, but it’s one of the most important.
The problem with email marketing, however, is that many companies still view it as a stand-alone tactic. Some marketers and business owners are thinking to themselves (and saying) “let’s do some email marketing,” as if they want to shake the revenue tree to see what easily falls off.
Often, the impulse is to push some
unwanted sales messages or company news out to an email list. “Let’s get our name out there.” The problem boils down to the fact that companies still want to sell their way instead of letting the customers buy their way.
That creates a real disconnect because the way people buy is changing. Dramatically.
A Corporate Executive Board
study found that B2B buyers are at least 57% through their purchase research before they first contact a seller. Many of the buyers are up to 70% through their research before reaching out to possible vendors.
B2B E mail Marketing Pro Tip:
Understand Your Sales Cycles image smac challenger hero 2 resized 600With buyers doing so much research before first contacting the seller, companies are using content marketing to insinuate themselves into that first 57% of the buyers’ research.
And that is where the really smart email marketing is taking place these days. It is the glue that is holding together the online sales process. Done right, email marketing can be the lubricant that greases the wheels of your lead nurturing machinery.
The best way to approach
email marketing is to align it with your sales cycle. And the first meeting you should have is with your sales team to talk about the process your leads and customers go through before buying.
For instance, what kinds of questions are prospects asking the sales team? What are their biggest pain points? How long is the sales cycle? Once you have answers, you’ll want to do a content audit to make sure the information on your website is providing answers the questions your leads want. This process is known as content mapping.