4 Key Email Marketing Mistakes in B2B Lead Generation and Fixes

Are you gaining massive traffic, but your conversions are painfully slow? You are not alone. Many growth marketers, SDRs, and SaaS founders spend a high budget, time, and energy on email marketing B2B lead generation, exploring various strategies without getting the right results. 

But the sad truth is, the problem might not be the strategy. 

In the world of email marketing lead generation, understanding the mistakes to avoid is just as important as implementing a great strategy. The little errors many overlook can savage marketing efforts and become costlier than you think. 

If your email marketing B2B lead generation strategies and results feel like shouting into the void, you might be making one or all of the mistakes below. Don’t worry, this guide also provides practical steps to fix these mistakes right away. 

Downplaying The Role of Content in Email Marketing

One of the biggest mistakes you can make in email marketing B2B lead generation is assuming your audience already knows about your product. In fact, just 5% of those who already know about your product are ready to buy. 

So, downplaying the role of content marketing means you are cutting off a good percentage of your target audience.

Compelling and strategic content with the right sequence and scheduling helps you attract and nurture your target audience from prospect to customer. It also helps you to trigger the right actions, build trust, and enhance your brand reputation. 

How To Fix It: Improve Content for Email Marketing B2B Lead Generation

Create an email marketing content strategy that resonates with your target audience. Design the content to attract, retain, and nurture even those learning about your products for the first time. Also, create smart sequencing and intelligent scheduling for maximum encouragement. 

You can explore the strategies below; 

• Create Customized Content for Each Stage of the Sales Funnel

Think of an effective content line-up that will impact your audience from the first point of contact till the end. For example, you can share a detailed message at the top of the sales funnel to attract and retain your audience, create more direct content in the middle to help them settle with your brand, and share whitepapers that position you as an expert to build trust and conversion. 

• Focus on Content That Retains and Nurtures

Use content that can easily attract and get people to take actions like subscribing, visiting your website, or any other action that favors your business marketing. The content should also be captivating enough to make the recipient want to stay till the end.

You can start with an actual storytelling content about how your brand has helped an individual, business, or group to solve problems. Ensure that the content focuses on the solutions your audience wants. You can also use content that tells your audience you understand their problems and that you have the right solutions. 

Going forward, ensure to collect their email addresses and share more content that answers possible questions to build trust. Keep nurturing them with relevant content that reaffirms your brand’s quality and why they need you until they become your paying customers.

For instance, rather than saying “hey, this is what I sell, come and buy from me,”  you should first address their pain points, convince them you understand their needs, before offering your solution. 

• Don’t Bore Your Audience

Yes, it is possible for your audience to get tired of your content. So, don’t overload them with lengthy messages and unnecessary details.

Consider spicing up the trend with an occasional quiz + reward. Your quiz can serve as the call to action at the end of your content to push your audience to take action. You can also consider segmenting your audience to provide more targeted content. 

You can explore practical tools like Mailgo if you are stuck on how to create personalized, relevant, and compelling email content.

Undefined Target Audience

One of the golden rules of email marketing B2B lead generation is understanding that everybody is NOT your audience. Don’t force it! When you try to get everyone, you end up getting no one. 

Although more people sound like more marketing opportunities, you cannot exactly appeal to everyone. Learn to differentiate between whispering in the crowd and speaking to the heart of your prospects. 

The more people, the vaguer your email marketing campaign.

How To Fix It: Define Target Audience for Quality Lead Generation 

Clearly define your target audience and focus on them. Yes, it’s that simple! Do away with the crowd and noise. 

Check out the helpful tips below if you don’t know how to define your audience. 

• Understand Your Ideal Custom Profile (ICP)

 Invest in extensive market research that answers basic questions about your ideal audience. Who are they? What is their pain point right now? How can you help? Are there existing solutions? How do you stand out to them? What are their preferences and dislikes? 

• Organize Your Audience into Segments

Understand that it is possible for your target audience to have different pain points. Segmenting them will help you to talk directly to individual needs, especially at various stages of the funnel.

• Rollout Informed Marketing

Now that you know your prospects and their ideal customer profile, use the details to carry out an informed email marketing campaign. Don’t forget to focus on the audience that fits your ICP, not everyone. 

Mailgo, an AI-powered software, can efficiently find profiles that match your ICP, verify email addresses, and help you reach your ideal audience. 

Sending Cold Emails That Feel Cold 

Email campaigns are one of the most potent marketing strategies because they go directly to your leads with no algorithm getting in the way. However, it can fail painfully if not done right. 

The biggest mistake is treating email marketing like a broadcast rather than starting a personalized conversation. 

Cold emails shouldn’t feel cold, literally. If your email feels robotic, salesly, or generic, it will most likely get ignored, or worse still, end up in spam. 

How to Fix It: Improve Lead Generation With Relevant, Personalized, and Compelling Mail Sequence

Using untargeted messages for email marketing B2B lead generation is a costly, subtle mistake that many overlook, and here is how to fix it.

• Don’t Be Generic or Robotic

Emails with generic or robotic starts like “Dear Sir/Madam,” “We have an exciting offer for you,” and other impersonal texts can get ignored fast.  Ensure that your email outreach is personalized for your audience. 

For instance, Mailgo can help to send customized emails at scale that use specific names like “Dear John” and “Dear Xhan,” and address their pain points right away. 

Also, make sure the call to action sounds like finding a solution to their pain points. 

• Segment and Nurture Your Email List

Set up a unique mailing list for each group at different stages of your sales funnel. Send only content that is relevant to each group to build trust. 

For instance, telling your audience to come and buy from you right at the beginning of your first mail can be a complete red flag. Your desire to sell immediately can feel like desperation or come off as a potential scam.

Take your time to speak to the hearts of your prospects and walk them through as you see from their perspective. Attract them, build connection, and trust before you try to convert. Also, don’t forget to use call-to-action texts and buttons strategically. 

• Use a Creative and Intelligent Email Sequence 

Your email sequence should be informed by behavioral data and specific needs. Resist the urge to send emails as they come. Instead, you can explore AI-powered tools like Mailgo to generate an effective email sequence. 

Better Leads, Faster Results

The AI-powered way to find new leads and start conversations that convert.

Try for free

• Ask Strategic Questions

Improve your understanding of your audience's pain points and warm up your cold emails by asking strategic questions. Ask questions like: what’s your budget? What are you hoping to achieve? Would you like to keep hearing from us? 

Using Stale Data and Contact Information for Email Marketing B2B Lead Generation

Using stale data for your metrics analysis in B2B lead generation feels like calling the dead. Just as you might guess, no one will answer, or at best, the wrong people will. Using inaccurate or stale data and contact information can cause your messages to land in the wrong inboxes, get bounced with painful error messages, or get ignored by the contacts that have long moved on. 

Outdated data and contact information can include invalid or deactivated email addresses, incorrect addresses, companies that have evolved or folded up, and leads that have gotten solutions elsewhere.

How to Fix: Regularly Update, Organize, and Clean Marketing Data

Stale or incorrect data can make you feel like you have a lot of people, but you will get little or no conversion. The simple fix includes; 

• Regular, Proactive Data Cleaning and Enrichment

Don’t rely on your old list and data. Implement email verification tools like Mailgo to weed out the invalid addresses, find more active leads, and spot your best leads. This tool can also help to carry out email warmups to enhance deliverability, increase sending volume, and scale easily. 

• Stay Consistent With Data Hygiene

Data cleaning and updating is not a one-off event. Regularly inspect and update data to keep active leads and improve conversion.  

• Use Effective Strategies to Collect More Email Addresses

Email campaigns do not need an algorithm. Collecting more email addresses through your websites or customized tools like Mailgo can help you gather more leads.  

Creating an effective email campaign for high-converting B2B lead generation can be a massive challenge for many growth marketers, SDRs, and Saas founders. But not to worry. 

Mailgo is an AI-powered tool designed to handle every aspect of your email marketing effectively. This tool is customized to;

• Create auto warm-up emails to ensure high deliverability 
• Carry out email verification to ensure that your emails reach the right boxes
• Ensure you can use any email provider, including Gmail, Outlook, or custom domains
• Make email guesses to intelligently predict work email addresses
• Spot your best leads to help you focus on high lead conversion
• Provide real-time updates to track opens, clicks, and bounces for improved campaign ROI
• Skip follow-ups for bounced and invalid contacts
• Adjust timing based on engagement

If you are stuck with creating effective content for your cold emailing, Maligo helps brands build intelligent email sequences that are:

• Unique with messages that drive replies and avoid spam 
• Fully customized with tone, language, and template perfect for your brand 
• Dynamically personalized based on your brand, prospect name, and use case.

The DOs and DON’Ts of Email Marketing B2B Lead Generation for Better Conversion

Ensuring direct focus on providing value, building relationships, and using data-driven strategies is crucial for success in B2B lead generation. However, beyond the basic strategy, understanding the dos and don’ts will help you identify quality leads and improve conversion. 

Ready to get the Best Results from your Email Marketing B2B Lead Generation Strategies?

Dont keep screaming in the hollow by chasing leads that dont convert. Attract high-quality leads and improve conversion with strategies that work and avoid mistakes that are costly.

Explore practical Mailgo, an AI-powered software, to ease marketing stress, increase sales, generate quality leads, boost email deliverability, and enhance overall email marketing B2B lead generation results.

Schedule a free trial today!