Email Marketing for Complex Buying Processes

We assure your effectiveness, by designing email marketing campaigns to handle this longer buying cycle. Ideally, the content of the campaign has to be customized at different stages in the buying process. And for each buying phase, the campaigns have to address the needs of different roles in the buyer’s organization: sales, marketing, CMOs, etc.
In traditional email marketing, you send messages when you have something relevant to say. In email marketing for the complex sale you need to send messages based on the buyer’s needs. Therefore, you have to design multi-step email sequences that follow leads along their buying path. We match up with your goal of setting up a lead nurturing process that turns new leads into sales-ready leads.
In a complex buying process, buyers will go through multiple stages. It starts with awareness of the type of solution that you offer, through research of possible solutions towards a final purchase decision. In your email marketing, you need to provide the right information for the right stage. For example, in the early stages you want to provide more educational information and thought leadership, while in the final phase, reference and analyst information is really important.
In addition to alignment with the stages in the buying process, it’s also important to tailor information to the different roles within the decision making unit. For example, the economic buyer will need different information from an end user.
The email campaigns for the complex sale need to be proactive and address buying stages and buying roles. This requires email sequences that cover at least the length of the sales cycle, and that adjust based on the needs of the recipient. We, with the help of automated tools and softwares, manage the process of starting and adjusting email campaigns.
Email marketing for the complex sales is very different from traditional “batch and blast” email campaigns. However, there are still several email marketing best practices that are unchanged. For any type of email marketing, our digital marketing team will provide you compelling content, create an attractive email layout, and ensure that email is delivered to the inbox.
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