LeadRebel and Email Marketing: An Effective Combination for More B2B Leads
LeadRebel and Email Marketing: Introduction
A lot has already been written and spoken about email marketing. A proverb probably describes the situation best: “the ones declared dead live longer.” Email marketing as a marketing technique has been declared dead many times and then revived. The reasons for this are diverse: the spread of spam, numerous unsuccessful email campaigns, low open and response rates, regulatory constraints, and so on.
However, in fact, email marketing is one of the most effective strategies when used correctly. And here lies the crux where many fail. The problem goes deeper than poor delivery rates, uninformative texts, too many or too few follow-ups, and other tactical points.
The reason most email marketing campaigns fail is that they target the wrong people with the wrong subject at the wrong time. Email marketing campaigns must be considered as part of your company’s overall strategy and interact with other parts of your strategy. As an isolated measure outside the overall strategy, email marketing is often significantly less effective. I know this sounds very theoretical, so here’s a simple example:
The John Doe Software Ltd. offers software for logistics companies. Now, the company wants to generate more leads and initiates an email marketing campaign. All logistics companies in a specific region serve as potential target groups. Business managers are addressed as potential contacts across the board. Although John Doe Software Ltd. doesn’t have much experience with email marketing, there are many articles and podcasts on this topic. A junior marketing manager quickly acquires the necessary knowledge, and the campaign is launched. The result? An open rate of 25%, a response rate of 3%, and a conversion rate of 0.5% (indicating the interest of the contacted companies in the product).
One might think this isn’t so bad, as some leads are better than no leads at all. However, in reality, John Doe Software Ltd. has wasted a lot of potential. Nevertheless, it can be done much better.
Email Marketing: Targeted Targeting
A proven wisdom states that at any given time, 3% of the surveyed individuals or companies are actively searching for the product or solution, while 10% are considering the possibility of buying the product at some point. The rest of the market is not currently interested. This applies to cars, Netflix subscriptions, and equally to logistics software. And the trick is to address these 3% immediately and to be consistently present with the other 10%. This is where the right email marketing strategy comes into play: addressing the right 3% at the right time with the appropriate product.
The Right 3%
Which companies are currently interested in your solution? LeadRebel and the visitor recognition enabled by us provide a way to answer this question. However, many other approaches exist. Google Ads could be a reliable source of hot leads, i.e., companies currently searching for a suitable solution. Additionally, you can position yourself and your offering on industry-standard platforms, making it easy for potential prospects to find you. Furthermore, if you can determine which companies are currently using competing products, you have identified an extremely relevant target audience.
In addition to this, you should consider which positions within companies make purchase decisions. In small companies, these are often the CEOs, while in larger companies, responsibilities are distributed differently. Therefore, you need to engage with executives from various departments.
The Appropriate Product
Once you’ve found a source to acquire relevant contacts, you need to craft the appropriate offer for this target audience. If you offer more than one product or service – and many companies have dozens of products in their portfolio – you should know exactly what your potential customers are specifically interested in. This is where LeadRebel comes into play again. Thanks to our software, you can identify which company is interested in which product. As a result, your approach can be less general and instead very focused on a particular product or service.
The Right Timing
The timing is as significant as the target audience and the tailored offering. If the planned annual budget has already been allocated elsewhere, you’re too late. The same goes if a competing product has already been purchased. Therefore, it’s crucial to address the customer during the short window between the intention to purchase and the purchase decision and to present your offer. This is where LeadRebel can provide valuable support once again. You can see when a particular company has visited your website and can immediately leverage this interaction to get in touch or send a message.
John Doe Software Ltd. chooses the traditional path for acquiring inbound leads and initiates Google Ads campaigns. The traffic directed to their website from these campaigns is analyzed by LeadRebel. During this process, companies that have viewed the company’s website and products but haven’t submitted inquiries are identified. Due to the relatively high daily volume of leads, John Doe Software faces the dilemma of whether to call potential customers or contact them via email. Considering cost and capacity factors, the company opts for email marketing.
Now, however, all the prerequisites for a successful campaign are in place:
- Target Audience: These are companies that have shown interest in the company’s product, along with the appropriate contacts within these companies. In small companies, this remains the CEOs, while in larger companies, IT managers are addressed.
- Right Product Selection: Thanks to the analysis of browsing behavior, it’s now known which offers each company is specifically interested in.
- Timing: It’s today! If a company has visited your website, reach out today – at the latest during the current week.
With this information, the campaign achieves a high level of optimization. The open rate increases to 40%, the response rate multiplies to 9%, and the conversion rate increases fivefold to 2.5%. How do we know? We’ve experienced and seen it ourselves. It took many trials and errors before the email marketing campaigns started delivering the desired results.
Full-Cycle Integration between LeadRebel and Email Marketing
In the previous example, we discussed the simple integration between LeadRebel and an email marketing platform, where the identified companies are exported into an ongoing campaign. However, this cycle doesn’t end here. It continues:
The companies that have received your emails return to your website. Now, you can recognize the repeated visits of these companies. Decision-makers engage with your products once again. At this point, it would be advisable to pick up the phone and call the contact person. Of course, one could come up with excuses like “If they were really interested, they would contact us on their own.” However, this mindset should be avoided by every salesperson. Moreover, the potential customer might not be fully convinced yet. This is your opportunity to assist them!
But that’s not all! There’s the possibility to connect LeadRebel with an existing and active email marketing campaign to capture 100% of the clicks.
LeadRebel + Email Marketing = 100% Visitor Recognition
What’s the percentage of website visitors that are recognized by LeadRebel or similar software? Typically, it ranges between 20% and 30%, depending on the industry, region, website, and traffic quality. And what’s the proportion of visitors from email marketing campaigns that can be recognized? 100%!
Through some technical tricks, we can show you which company is behind each click. Theoretically, even the email addresses of the people who clicked could be revealed, but due to the General Data Protection Regulation (GDPR), this approach is not recommended.
Currently, John Doe Software Ltd. is running an email campaign consisting of highly relevant addresses that don’t originate from LeadRebel. The company now links LeadRebel with the email marketing software. As a result, LeadRebel can capture every click made through this campaign and identify the underlying company with 100% accuracy.
Insights from LeadRebel can be fed back into the email campaign, such as information about which product pages were clicked on. Based on these data, as well as other factors (number of pages visited, company data like size and visit duration), the email campaign can be further segmented. Instead of a conventional binary path – Click = Yes/No – a much more sophisticated logic can be implemented. For example: If Click = Yes and Company Size > 500, then Path 1, otherwise Path 2, and so on.
The collected browsing data can, of course, also be directly forwarded to the sales team to involve human interaction.
How does the integration between LeadRebel and email marketing platforms work?
In essence, the integration is very straightforward. You need an account with LeadRebel and an account with an email marketing provider. We can directly recommend ActiveCampaign or Apollo.io, but there are many other options. Many CRM systems also have their own built-in solutions for email marketing, like HubSpot, for instance.
Next, you need to link these two platforms together. This is also quite straightforward by accessing the settings in LeadRebel, selecting the relevant software, and authenticating or entering the API key there.
Afterward, you should insert some UTM parameters into the links of your marketing campaigns – and that’s it. Lead generation begins!
What are the Costs?
This question cannot be answered in a blanket manner, as both the prices of our packages and the prices of email marketing providers can vary significantly. However, you could consider a combination of the LeadRebel Standard package (€89/month) and Apollo.io Professional (€19/month), totaling €108/month. This allows you to identify dozens of companies daily, incorporate them into your campaigns, identify them again later, and make the entire cycle of lead identification, enrichment, sequencing, and conversion more efficient and successful.
LeadRebel and Email Marketing: Summary
The integration of LeadRebel with email marketing presents an extremely effective method for targeted lead generation. The seamless integration of LeadRebel and platforms like ActiveCampaign or Apollo.io empowers companies to optimize the entire process of lead identification, enrichment, sequencing, and conversion.
Using LeadRebel allows for the precise identification of recognized website visitors and the execution of tailored email marketing campaigns. This integration enables the complete capture of clicks from email campaigns to identify every company behind a click. These insights feed back into the email campaigns, aiding better segmentation and personalized communication.
The integration merely requires linking both platforms through settings and authentication. Costs vary depending on the chosen LeadRebel package and email marketing provider. For instance, combining a LeadRebel Standard package with a service like Apollo.io could start as low as €108/month. This solution enables companies to identify numerous firms daily, incorporate them into campaigns, and streamline the lead generation process for greater efficiency and success.
Image source: https://mnvdigital.com/2023/07/13/the-power-of-email-marketing-unlocking-success-for-your-business