B2B Lifecycle Email Marketing: Emails For Each Stage

B2B lifecycle email marketing is an email system based on the different stages a B2B client will usually take. It includes emails for everything from first touch to renewal, and uses behavior and account-specific content to trigger the right messaging.

Ignore it and you make less money. Embrace it, and you make more (and keep your clients happy). In this post we are covering why B2B lifecycle emails matter, and the right ones to send at every step of working with a client.

Why B2B Lifecycle Email Marketing Matters

The lifecycle of a B2B sale often takes awhile. There are multiple stakeholders, the price is a bit higher, and each account is going to be slightly different. This is why any marketing channel you have to move the sale along can be quite useful. 

Enter email. Set it up correctly, and B2B lifecycle email marketing has a number of benefits for your organization (and the clients you work with). Here are just a few of them: 

• Creates momentum. It’s common for B2B sales to stall because of lack of communication. Implement emails, and you move potential clients closer to meaningful actions. 
• Reduces friction. Big price points usually come with more questions. Ideally, you want to have these questions answered before you ever even get on a call with a prospect. Good email systems are how you answer any potential objections as they arise. 
• Delivers value for your clients. Once they sign up to work with you, providing continued education and value is how you delight your clients. Email is a great way to deliver this. 
• Drives more revenue for you. With the right B2B lifecycle emails being sent, you continually remind your client of the value you are creating for them. This makes retention and expansion more likely. The result? More revenue month-on-month.

How To Approach Email At Every Stage Of The B2B Lifecycle

Below you will find every stage of the B2B lifecycle, as well as what your goal is with emails at this stage. We’ve also included the specific kinds of emails you should be sending at each stage to move your prospect further down your B2B funnel. 

One important note: your exact labels of each stage may differ. Still, most B2B lifecycles will include some version of these steps – and it helps to understand email’s role in each one.

1) Awareness

The goal of your emails at this stage:

Earn attention and establish some kind of relevance in the mind of your prospect. 

Best email types:

• Organizational stories that show your prospect all the work you are doing.
• An educational series that walks them through problems they are likely experiencing.
• Great lead magnets. This is technically before you have gathered their email address, but it’s a requirement if you want to generate more leads.

2) Consideration

The goal of your emails at this stage:

Help buyers compare their options and reduce any uncertainty they might have about your offer.

Best email types:

• Sequences that go over specific use-cases of your product or service. Ideally, they should be in a sequence that is hyper-targeted to their own industry.
• Emails that handle possible objections (pricing and ease of implementation are common ones).
• Social proof. Think case studies, quotes, and testimonials from past clients. The more you have of this, the quicker your prospect will trust you.

3) Sales Pipeline

The goal of your emails at this stage:

Support converting them into a paying customer. Important note: these emails should work seamlessly with your sales team (if you have one) – not contradict them.

Best email types:

• Emails that lay out the benefits of your product or service from multiple perspectives (there are usually multiple stakeholders involved in deciding to buy).
• Detailed timelines for implementation so the prospect knows the exact “next steps” of signing on.
• Comparing your own offer to competition + how you differ.

4) Onboarding

The goal of your emails at this stage:

Reassure your new customer that they have made the right choice + get their forst real outcome as quickly as possible. 

Best email types:

• “Day 0” emails that detail where they start and/or any actions they need to take.
• Detailed checklists for set-up (with simple clickable links for all related actions).
• Role-specific onboarding information (depending on which members of their team will be involved in your product or service).

5) Retention

The goal of your emails at this stage:

Prevent churn and justify continuing working with you. This stage is all about making the value obvious and difficult to say “no” to.

Best email types:

• Monthly recap of outcomes (what they achieved, specific wins, and the outcomes of working with you).
• Up-front timelines for renewal + information on what they can expect if they move forward.
• Any upsells or cross-sells (triggered by their usage) that feel particularly useful for their account.

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