Posted on 4/18/2018

Email is Most Effective for B2B Lead Generation

Kevin Krason

As a business leader and agency owner for over 20 years, I've tested hundreds of strategies and tactics for lead generation. When I ask my prospects how they get business, they are often quick to say that 'relationships' are the main driver. I agree. 

Relationships that Convert to Sales Require Trust 

For a prospect to become a customer, they must first become aware of a need that you can fulfill. They will only become aware of a solution provider if they have a genuine interest or need. This “awareness” phase of the process is when the prospect identifies options and begins getting to 'know' you. As you educate them on the benefits they will reap when they solve their problems and begin to show them what they can do about them, they’ll become more interested in your solution and may even like what you have to offer. Over time, as your prospect learns more about you and how you can help them, they begin to see you as an expert and trust that you are the one that they should hire. Now can you win their business? 

Email is the Channel 

According to a recent 2018 study published on, email is the most effective tactic for driving both early stage engagement and later stage conversions. This is not a surprise when you consider that email has been the preferred method of business communication for many years. Several studies from 2017 showed that email also offers the greatest return on investment, citing an average return of $40 for every dollar invested. 

Automation is Required 

For B2B sales, the timeline of a prospect from initial awareness to purchase may vary from as short as a few months to as long as a few years. Considering the amount of information and misinformation found online, it requires diligence to ensure your prospect knows their options. The number of touches it takes to break through the clutter is not easy to manage. A salesman with many responsibilities can't deliver the right message to the right prospect at the right time without help. Technologies, including Customer Relationship Management (CRM) and Marketing Automation (MA) are considered some of the best investments for increasing lead quantity and quality and ultimately sales. The ability to deliver personalized, relevant and timely information to a prospect is best accomplished when data is collected that measures their behavior as they engage with your marketing and messaging.

About the Author

Kevin Krason | Biznet Digital

Kevin Krason is the founder and Chief Visionary Officer for Biznet Digital Agency. He also serves as the president of the Direct Marketing Association of Detroit. His passion is to help businesses leverage the most modern processes available to create awareness, nurture interest and drive sales, enabling companies and sales teams to leverage authentic marketing effectively for measurable, predictable and scalable growth.


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