Modern B2B buyers’ expectations have evolved. In order to make an impact on the people you market to, you have to provide relevant, personalized information. If you send communications that don’t fit these criteria, you run the risk of alienating your audience, and wasting your marketing efforts.

To be relevant (and successful), businesses first need to understand their audience. Fortunately, thanks to modern marketing technology, such as Email Lead Generation software, this task is more achievable than it has ever been.

With Email Lead Generation software, businesses can access a variety of tools such as A/B/n multivariate testing, segmentation through advanced analytics, and personalization. These features allow marketers to gain a deeper understanding of the types of content their audiences expect, and help them to craft messaging that inspires their audiences to take action and engagement.

A/B/n Multivariate Testing

Clickback’s Email Lead Generation software features advanced A/B/n multivariate testing capabilities, providing Clickback customers with a tool that can help them determine what elements of their Email Lead Generation campaigns are mostly likely to get the desired response from their audience and improve engagement.

A/B/n multivariate testing lets users test an infinite number of variables, including items such as subject lines, calls-to-action, keywords, salutations, body copy elements, and more. By crafting email messages and deploying them to test audiences, marketers can tweak and revise their messaging based on their A/B/n multivariate test results, and refine their messaging into content that inspires action in their audience. With A/B/n multivariate testing, Email Lead Generation practitioners can get an idea of the potential overall success rate of their campaigns before they’re even deployed.

Segmentation

Email Lead Generation software features Clickback’s Email Marketing Intelligence Technology (EMIT), advanced analytics reporting that lets companies develop comprehensive profiles of their contacts based on their interactions with their Email Lead Generation campaigns.

With Clickback’s EMIT feature, customers can segment their groups based on numerous criteria, including items such as contacts’ interests and actions, as well as demographics, psychographics, and a variety of other elements.

Once you’ve segmented your list into a series of defined customer profiles, you can develop the messaging needed to speak directly to each individual profile. By doing this, you are providing relevant content, and promoting the products, services and offerings that each group is most likely to take action on and ultimately increase engagement. This is especially helpful if your company offers numerous products or services, or has multiple customer-facing departments.

All Email Lead Generation campaigns include EMIT, allowing you to continuously monitor and update your contacts’ activities and interests across multiple campaigns. The more campaigns you undertake, the more detailed your contact profiles become, allowing to consistently revise your messaging to increase engagement for your Email Lead Generation campaigns.

Personalization

To make your Email Lead Generation campaigns even more targeted, you can use Clickback’s personalization feature to have a one-to-one conversation with each individual contact on your purchased list. Personalization is especially effective when emailing to a segmented list. As segmenting helps you create content that is specific to a contact’s interests and behaviors, personalizing your message takes your message a step further, making it appear as though your bulk email message was created specifically for each individual recipient.

With Clickback’s Email Lead Generation software, you can personalize items such as salutations, calls-to-action, body copy elements, and even the sender of the email. By customizing the sender of the email, you’re letting your email recipients know that there is a person on the other side who is ready and able to help with any questions or requests for information. This added personal touch can recipients put a face and name to your company, and helps to begin the relationship-building process.

Increase Engagement with ELG

The engagement features within Clickback’s Email Lead Generation software give marketers the tools to create high-impact content, and provides potential leads with information that is relevant and meaningful to them. The more relevant and meaningful you can make your content, the better your chances are of converting your cold contacts into purchased leads.

If you want to engage with the contacts on a purchased list, and convert them into leads for your business, you need to use Email Lead Generation software. It’s the only marketing software that protects you from the hazards of emailing a purchased list, such as having your account blocked or banned, or having your corporate IPs or domains blacklisted. In addition, you can use Email Lead Generation software’s integration capabilities to share information with your other marketing software platforms. By using integration, you can be sure that as soon as your contacts become leads, their information will be automatically transitioned to your sales or marketing software, so you can begin progressing them through the sales funnel immediately.

To learn more about how Clickback’s Email Lead generation software can help you grow your business, sign up for a short, complimentary demo today.

This blog is the first in a two-part series showing how Email Lead Generation practitioners can use the software’s engagement features to create campaigns that convert cold, purchased contacts into warm B2B leads. The next article will be posted on December 18, 2014.