The Future of B2B Email Marketing in the Era of Conversational Content

4 minutes
Apr 29, 2022
Account-Based ExperienceDigital Marketing

Customers crave interactions that feel natural, personal, and human. While 71% of consumers expect a personalized experience, 70% of companies lack a personalized approach at scale. But can bridge this...

Customers crave interactions that feel natural, personal, and human. While 71% of consumers expect a personalized experience, 70% of companies lack a personalized approach at scale. But can bridge this gap by helping companies enhance their email marketing programs.

Let’s take a closer look at how an AI-assisted approach to email can boost the performance of the revenue team.

Spot Neglected Opportunities 

AI can monitor lead activity throughout your pipeline — as well as inactivity. When BDRs are busy, it’s common for some opportunities to take a backseat. 

AI-powered email applications can help : 

  • Spot opportunities that have fallen through the cracks
  • Use SLAs to reassign the opportunity to another BDR
  • Allow the AI to automatically respond via email and begin nurturing and qualifying the customer 

By making sure all leads are being worked, AI can help boost revenue for the entire organization.

Have Faster Response Times

The longer it takes you to reach a customer, the less likely they are to respond or to buy. 

AI-driven B2B email can: 

  • Rapidly respond to customer inquiries
  • Handle initial qualification questions
  • Book follow-up calls or appointments

And it can do all of it without human intervention. This allows your revenue team to stay focused on building high-touch relationships with your best prospects — without worrying that time spent at the bottom of the pipeline may be creating dysfunction at the top. 

Optimize Subject Lines

B2B email marketing tools with AI use natural language processing (NLP) to perform a sophisticated analysis that predicts how customers will react to different subject lines. 

64% of consumers decide to open an email based on subject lines alone. So leveraging the power of AI and machine learning for your email marketing strategy can be a game-changer.

Optimize Email Send Times

AI can study past customer behavior and interactions to determine when buyers are most likely to engage with your content. This ensures that your messages are hitting their inboxes at the right time and maximizes the chances of engagement.

Personalize Messages at Scale

AI-driven email can tap into your CRM and CDP platforms to send hyper-targeted content that resonates with each individual, too. 

For instance, just because Ari and Julia are both VPs of Sales for growing mid-sized companies, they are not the same person. Their needs and interests can be radically different. 

An AI can tap into intent signals to understand which solutions they have been searching for, and then generate content tailored to their needs. This type of personalization can be painstaking if a human is trying to communicate with hundreds or thousands of accounts — but for an AI, it’s easy.

Smarter Segmentation

Separating your email list into audience segments is a great way to improve your messaging by delivering more relevant content, but traditional segmentation has some major limitations.

B2B buying teams often spend months researching before entering into a new partnership or vendor agreement. And as their search unfolds, it’s common for their research to evolve to include new keywords, different competitors, and different solutions. 

By using AI to monitor buying intent of your accounts, and pairing your AI with an integrated CDP, you can create a real-time picture of your customers and dynamically evolve your audience segments. This allows you to create incredibly personalized and up-to-date email campaigns.

Use Content Blocks

Content blocks are a great way to provide relevant, targeted content to your subscribers. By including content blocks in your emails, you can easily swap out information that is not relevant to the recipient, ensuring that each message is highly personalized. 

Using dynamic content based on buyer personas can keep your messages fresh and engaging while also providing valuable information for driving conversions. By providing an interactive, targeted and relevant experience, you can guide customers through the buyer’s journey and turn them into loyal advocates for your brand.

How to Make the Best Use of AI-Generated Content for Your Campaigns

If you’re looking to take your email marketing to the next level, 6sense can help. We offer a robust, AI-driven platform that makes it easy to create and send personalized email content at scale. 

6sense leverages AI to assess past customer interactions and predict future behavior, providing valuable insights that can be used to drive conversions. Book a demo today to learn more about how 6sense can help you create and deliver exceptional email content for your B2B email marketing campaigns.