1 to 1 B2B email marketing, originally made known as a process to EMM through Aaron Ross’s Predictable Revenue and later through Kyle Porter’s SalesLoft SDR community continues to thrive despite being nearly a decade old. Why? Because context is and always has been king.
We eat our own cooking here at EMM, using our B2B data as a demand generation tool. 1 to 1 email continues to be one of our highest ROI marketing channels. It’s thoughtful, respectful of the prospects time, generates great leads, is perfect for XaaS or any recurring revenue product and is relatively easy to execute.
Thoughtful: Which means contextual. Great one to one starts with selecting companies that fit the niche you serve where your firm is the best in the world. Using EMM as an example, we can’t ever compete as a “list provider” but we can excel at solving data problems for marketing services companies. Target on business fit thoughtfully and you’ll almost never get rude responses.
Time efficient: One to one is the opposite of a weekly or monthly newsletter. This content was specifically selected by a real human as a natural business fit or you wouldn’t even be sending an email and calling. The commitment to finding real business fit based on initial research can’t be overstated.
Generates great leads: Many of your prospects, especially the ones that won’t even need prompting from a phone call to act, have self-selected. And your team carefully curated the business fit before outreach. Meetings are sticky with a much higher hold and close rate than an inbound lead. They require less “hard closers” because deals make sense.
Perfect for selling XaaS: Most products as a service (software, data, storage) are by nature recurring and carry a larger lifetime value than a product sold a single time. Two very clear signs in the business math that you should be allocating budget to 1 to 1 are the size of your average sale and/or the annual value of a customer. $10,000+ for either and even with first timer results it’s a no brainer.
Easy to execute: The proliferation of tools and availability of good quality b2b marketing data have made it easy for the average, untrained but bright new executive to set quality meetings and increase product knowledge. Your list to get started is this easy: An email inbox, some short and sweet creative, a follow up management schedule, an initial database to curate and a calendar to book calls to.
As a skeptical marketer, we read things like “5 – 7% response rate” and think, “Yea, right”. Well listen up, skeptical marketers. Every Marketing or Sales Director who starts and sticks with 1 to 1 wishes they started it a year earlier. Get some data, be thoughtful, have a consistent and succinct value proposition for the problem you solve.
Please feel free to contact Every Market Media if you’re interested in learning more about our data that can be used for 1 to 1 B2B prospecting, receiving a sample file or would like us to run some counts for you.
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Happy Demand Generation!