AI is revolutionizing the way B2B companies deliver personalized email marketing. Sixty-six percent of B2B buyers expect a personalized experience, and developments in the AI space are finally allowing organizations to deliver.
AI email marketing — like 6sense’s AI email assistant tool — gives users the ability to personalize their emails at scale, something traditional MAPs simply can’t provide.
Not only can emails be personalized, but AI can handle replying to inbound messages, scheduling follow-up meetings, and moving buyers into different email campaigns based on their real time activities.
The benefits of B2B personalized email marketing with AI include:
- Less time to create campaigns
- Higher engagement
- Better quality pipeline
- Automation of time-consuming tasks
- Improved efficiency across your GTM teams
For instance, Vendavo leveraged AI email marketing to great success. After a year of using Conversational Email from 6sense they sourced over $3.3 million in qualified pipeline. These opportunities were sourced from buyers that their BDRs didn’t have bandwidth to go after — turning missed chances into real pipeline.
Let’s take a look at how personalized email marketing powered by AI helps drive more and higher-quality pipeline for your business.
Personalized Engagement Throughout the Entire Buying Journey
MAPs force users to select from a static, pre-generated list for their campaigns. Relying on this type of audience selection ignores a few important factors about your buyers, including:
- Their past engagement history with you
- Their current stage in their buying journey
- The products and services they care about most
6sense’s Conversational Email uses AI and automated workflows to help you build smarter campaigns.
Getting Started with Campaigns
With Conversational Email’s campaign builder feature, you can start building a targeted email campaign within minutes.
Selecting one of these playbooks will start tailoring your campaign for a specific goal. After filling in some details like the persona you want to target, keywords to include, and any customers you want to reference, the AI will generate highly-targeted emails that are personalized for every recipient.
Instead of having to create multiple emails for different audiences in a MAP, Conversational Email delivers personalized email marketing within minutes.
Let AI Handle Follow-up and Lead Qualification
When you send an email, there are numerous outcomes that could happen. Without the help of AI, you’re left to juggle handling replies, assigning sellers to interested accounts, sending follow-ups to those who didn’t respond, and more.
6sense’s Conversational Email platform leverages AI to handle the many permutations of email engagement.
You can use the workflow builder tool to handle any situation that arises.
With this builder you can have the AI:
- CC your seller so they can jump in on a thread
- Send dates and times to the buyer to schedule a meeting
- Enroll a prospect in a new email track based on their actions
- Follow-up in the same thread with a different email after a certain amount of time
This can save countless hours for your marketers and sellers. Your AI assistant can respond, schedule, follow-up, and assign leads 24/7 — simultaneously across hundreds or even thousands of conversations.
Personalized Email Marketing Delivers Higher-Quality Pipeline
AI-powered email can deliver all of your buyers a personalized experience — increasing the chances they will engage with your emails and enter your pipeline as a strong opportunity.
For example, your teams can nurture a lead who’s just learning about your product with top-of-funnel content. As they engage with your emails and website, your AI assistant will automatically start to deliver more middle and bottom-of-funnel content — and will eventually try to book a meeting for your sellers.
If you used a traditional MAP for your email marketing strategy, you’d need to spend hours creating campaigns for multiple audiences, setting up different cadences, and handling any responses. Scaling this process would be nearly impossible. Nor does it account for any real-time actions by your buyers that might move them into different campaigns.
By leveraging AI-assisted email technology, you:
- Increase the odds of generating a response
- Deliver buyers the personalized experience they want
- Speak directly to different audiences’ needs and pain points
- Save countless hours on manual tasks
- Keep buyers naturally flowing through their buying journey
- Fill your pipeline with more engaged and qualified buyers
Conclusion
Taking your B2B email marketing strategy to the next level requires the assistance of AI. By leveraging the power of AI you can scale personalized email marketing across your entire buying audience, reduce the amount of time your teams spend building campaigns, and add higher-quality opportunities to your pipeline.
