How to Build a Successful B2B Email Marketing Funnel for Conversions

Different Stages of a B2B Email Marketing Funnel

Stage 1: Awareness

• Create brand awareness and learnings about the product the company is offering.
• Provide educational content to establish your business as a thought leader, and build relationship with potential customers.
• Give customers a reason to care and lead them to the funnel’s consideration step.

Stage 2: Consideration

• Send communication that will help user to consider the product
• Convey tangible benefits of your product to the user and make them aware that it is the best solution for their pain point.
• Create intrigue by sharing additional information about the product
• Help users understand why they need the product by including supporting materials in emails like blog posts, webinars, and links to the website.

Stage 3: Conversion

• Strike a balance between convincing the user to buy a product and fostering a sense of urgency.
• Employ discount offers, free shipping, and other incentives to influence customer purchases.
• Remove barriers obstructing the users’ buying experience.
• Add buy now buttons in the emails for a hassle-free purchase.

Stage 4: Loyalty

• Send communication to nurture the relationship established with the new customer.
• Engage the customer by sending supportive content like tips to get the most value out of the product, etc.
• Send follow-up emails to reinforce the customer’s decision to opt for the service again.

Stage 5: Advocacy

• Send emails encouraging customers to share positive reviews about the product.
• Persuade customers via emails to recommend the product to others.
• Nurture brand advocacy amongst customers by incentivizing additional purchases and positive reviews.

Valued at $7.5 billion in 2020, the global e-marketing market is projected to increase by 2027 to $17.9 billion.

• It outlines the customer’s purchase journey for the businesses
• It helps businesses understand users’ pinpoints and cater to their needs.
• It allows personalization of communication.
• It keeps the customers in the loop and bridges the gap between them and businesses
• Once triggered, the funnel acts in an auto-pilot mode and continues to generate leads ensuring a healthy ROI
• It creates audience tiers and makes way for specific targeting.