7 B2B Email Nurturing Mistakes That Are Hurting Your Sales Margin

• admin
• Sep, 22 2021

You worked so hard to capture leads. Sadly, turns out, your email nurturing strategy had loopholes, which leaked the prospects, leaving you without sales.

It happens with many B2B brands.

They spend time outlining a perfect lead generation strategy but fail to spare the same resources in creating an email nurturing strategy. This eventually leads to higher average customer acquisition costs (CAC) and lower sales.

Avoid this pitfall and ensure maximum revenue for your business.

Here are seven B2B email nurturing mistakes that could possibly be hurting your sales margin:

Not Segmenting The Leads

Although you’re hoping they all purchase your products, not all your captured leads are the same.

So, you should segment them properly under different categories and then run different campaigns against each category for maximum conversion.

Sending Generic Emails

Personalization is the key to higher conversion. It is one of the most effective CRO tactics.

So, instead of sending all your leads generic emails, you should aim at sending personalized emails to them based on their segmentation.

Making (too many) Sales Pitches

Nobody likes being sold something; they prefer being helped.

If your every next email is making hard-press on sales, it’s only going to put off the prospects. You have to wait until the lead is fully qualified to make your sales pitch.

Not Focusing on Driving Engagement

Email nurturing is much more effective (and faster) if the process involves both-way communication.

If the prospect is engaging with your brand, it’s going to build trust and a meaningful relationship (between then and your brand), which will result in sales.

So, it’s a good idea to create engagement-driven email nurturing campaigns.

No Personalized Landing Pages

It’s difficult to make direct sales on emails.

Plus, there’s only so much information you can include in the emails.

Based on the lead segmentation, you should create personalized landing pages that are created around where the prospect is on their customer journey map. The pages should address the prospects’ distinct needs and requirements.

Questionable Call-To-Action

Call-to-action can make or break the deal for you.

Poorly crafted CTA copy that lacks relevancy or is unclear will hurt your sales.

Putting ‘Brand’ in Hindsight

In 2021, the brand is everything. If you have a well-positioned brand name that enjoys higher recognition and trust, it will play a critical role in driving your sales and giving you a market edge.

So, your email nurturing strategy should be closely tied to your brand name.

It should be made evident that the prospect isn’t just talking to “anyone” but rather a reputed and well-renowned brand.

In short, throughout the nurturing campaigns, you should try to keep your brand name at the forefront. It will help you build trust with the audience, and even add a consistent element to your messages, enhancing the chances of conversion.

Final Words

These are seven email nurturing mistakes that could possibly be hurting your sales margin.

The best B2B lead generation companies recommend auditing nurturing strategies, looking out for such mistakes, and filling the gaps with appropriate measures.

Admittedly, fixing such mistakes and optimizing your nurturing strategy can be a challenge in itself. And unless you have the expertise, you’re going to struggle. If this is indeed the case, consider getting help from experts.

DAT-A-CCURATE® is one of the lead generation companies B2B brands trust. We have worked with businesses from across industries over the years, enabling their growth with end-to-end solutions. In addition to capturing leads, we take care of the nurturing part as well, ensuring our clients drive maximum sales. For more information, please get in touch with us.