87% of B2B marketers say email is one of their top free organic distribution channels. Why?
It’s about trust. Like anyone who has done an improv class and fallen backwards off a table into the waiting arms of eight people in lycra, your customer is ‘trusting’ you to deliver them value directly into their most personal of digital spaces – their inbox. And this means they are one step closer to buying something from you.
One company that has done phenomenally well capitalising on this trust is Crossbeam, a platform that helps companies build more valuable partner ecosystems. Spearheaded by Sean Blanda, Director of Content, he and his team built their email database up to 10,000 subscribers almost from a standing start – all with the help of just a handful of pieces of hero content.
Here’s what they’ve nailed:
- Relevancy. They went to their customers and asked a very specific question – “if you had me at your disposal to go out do research, what would you like to know?” From this, they identified four knowledge gaps that they have filled with highly relevant content for those same customers.
- Focus. They don’t spread themselves to thin. Email is the channel that they’ve identified as being the one that stands to give the highest returns, so they are laser-focused on developing a strategy that will grow it. You can see a lot of work has gone into their weekly newsletter.
I actually interviewed Sean on this strategy for my podcast. He walked me through step-by-step how they created the assets from scratch, distributed them to their growing audience, equipped Crossbeam’s commercial team with what they needed to go out and sell the content on the marketing team’s behalf and how these leads were nurtured once they were in the funnel. You can listen here.
One of the biggest lessons I’ve taken from this year is the power of simplicity. I realised that there’s strength in stripping things back to focus on one goal and one channel, mastering it, and then moving on to something new.
It’s easy to get caught up in the next big marketing tactic or to feel a compulsion to get something published to the blog every day even if the quality is so-so, but ultimately this harms long-term lead-gen efforts.
As you look to mapping out your 2021 strategy, think hard about the tentpole pieces of content that will actually resonate with your customers. These may take more time to research and produce, meaning you have to sacrifice some publishing frequency, but this often yields more meaningful results.