What B2B Decision-Makers Actually Remember from Vendor Emails

The backbone of any modern B2B Sales organization is how your solution solves the problems of your Ideal Clients. As an Industry Thought Leader, you strive to provide your future customers with information that is valuable – and relevant – to their needs.

According to a DemandGen report, 95% of customers choose solution providers who offer relevant content at every stage of the buying process. This is true of your email habits, too. We recently published a post describing the type of meetings that B2B Decision-Makers are most likely to take. However, before your Sales organization can successfully land these meetings to convert your B2B prospects into clients, you need to spark a connection with targeted content that is personalized to their specific needs.

In early 2017, we interviewed 87 B2B decision-makers about the strategic process changes that CEOs and C-suite executives are making to drive their business forward as a best-in-class Sales organization and to improve their relationships with prospects and existing clients.

So, what is it exactly that makes an email – and in turn, your organization – memorable for B2B decision-makers?

Your Organization is a Part of the Solution

According to almost 30% of our respondents, information about a solution is what makes a memorable vendor email – this beat both data points and personalization!

Although sharing statistics and personalized messaging also ranked highly on how memorable a vendor email is, best-in-class Sales organizations recognize that when a target client connects your organization with the solution they need, they will be more motivated to take that proposed initial meeting.

Modern buyers don’t simply want you to remember their name or share a statistic: they seek valuable information that paves the way to their ideal solution. Successful B2B decision-makers don’t have time for check-in emails, but rather emails that provide them with an ROI of their time.

Value-Filled Solution Information: What Sales Reps Should Include

Compelling Case Studies

Case studies are the perfect shareable content, as your target decision-makers can read up on similar situations that demonstrate exactly how your solution was beneficial to that company.

Stellar Customer Testimonials

A 2013 B2B content Marketing Trends Report from Pardot revealed that customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers.

Reps: make sure you’re keeping these numbers in mind when pitching your solution to a prospect, as individuals are more inclined to purchase a solution when they’re aware of how it has benefitted others. A report by Dimensional Research found that 90% of respondents who recalled reading online reviews stated that positive reviews influenced their purchasing decisions.

Informational and Relevant Content

Finally, including helpful and valuable content is one of the easiest ways to ensure that your email and your organization stay in the back of your target decision-makers mind.

Including content such as your latest blog post, or a Thought Leadership piece from a relevant industry leader allows you to create a connection with your prospect and align their needs with your solution.

Targeted Content for Multiple Decision-Makers

Using Sales communication and engagement tools, such as SalesLoft and Terminus, you can turn your Sales team into marketing machines by building coordinated  touch-points for multiple buyer types.

By developing customizable touch-point templates targeted for various influencers and decision-makers throughout the sales process, you can share high-value information with specific decision-makers while bringing them into your sales pipeline. When your content is targeted, your organization can ensure that you’re having productive conversations with key decision-makers in a prospect organization to convert a lead into a deal.

We’ve taken the results from our March 2017 survey and compiled our findings into a comprehensive eBook: Sales and Marketing: Bridging the Gap. Keep your eyes peeled for the release of this future-forward content that will help you change your processes and better your B2B client interactions. Sign up for our newsletter to be notified when it’s released.


Find out how Skaled can help with your Sales Organization please email Deb Berman for a free sales process and technology assessment at [email protected]

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