b2b email marketing

Best ways to use email marketing for B2B lead generation

Traditional email marketing methods that once reigned supreme are no longer as effective in capturing the attention of today’s discerning prospects. As the digital landscape expands and buyer behavior shifts, marketers must embrace innovative strategies to stay ahead in their lead-generation efforts.

Fortunately, there are several best ways to harness the untapped potential of email marketing for B2B lead generation. This is what we will be precisely looking at in this guide, which will help you revolutionize your approach to B2B lead generation. So, let’s get started.

The pitfalls of conventional B2B email marketing

Let’s look at the common pitfalls that can hinder your lead-generation efforts and leave your audience disengaged:

Generic mass emails

Sending out generic, one-size-fits-all emails to your entire contact list may seem efficient, but it often leads to lackluster results. Your prospects receive countless emails daily, and if your message doesn’t resonate with their pain points, it will likely be overlooked or sent straight to the trash folder.

According to a study, personalized email messages improve CTR by 14% and conversions by 11%. Thus, you risk missing out on valuable opportunities to connect with your audience deeply if you neglect personalization.

Over-reliance on sales pitches

The modern-day B2B buyer is more discerning than ever and seeks genuine value from the brands they engage with. If your emails are overly promotional or self-centered, you risk being perceived as spammy or irrelevant.

According to HubSpot, emails related to feature and product announcements receive the highest click-through rates. You can meet customer demands and establish trust by providing product enhancements and feature upgrades.

Successful email marketing approaches for B2B lead generation

Embracing these innovative approaches is essential to break free from the limitations of conventional B2B email marketing and unlocking its true potential.


Personalized emails deliver six times higher transaction rates. Hyper-personalization goes one step ahead and involves tailoring your email content to individual recipients’ specific needs and pain points. Leverage data and insights to craft personalized subject lines and targeted offers that capture the attention of your prospects.

Interactive content

Incorporate interactive elements like quizzes, polls, surveys, and infographics to create a more immersive and engaging experience. Interactive content increases CTR by 73% and provides valuable insights that can inform your lead-generation efforts.


Humans are wired to connect with stories, and the recall value of messages with stories is 22x higher. Incorporating storytelling techniques into your email marketing allows you to create a compelling narrative that resonates with your audience on an emotional level. Craft stories that highlight customer success, showcase real-world examples, and share your brand’s journey to establish a genuine connection and evoke a positive response.

Personalized video emails

Video content continues to dominate the digital landscape, and leveraging its power in email marketing can yield a 26% better open rate. Creating personalized video emails allow you to deliver your message in a more engaging and humanized way. For example, address your prospects by name, provide tailored video content that speaks directly to their pain points, and offer a visual experience that captures their attention.


Automating and optimizing email campaigns

To maximize the efficiency and effectiveness of your B2B email marketing efforts, it’s essential to embrace the following automation and optimization techniques:

Marketing automation

Marketing automation enables you to create personalized customer journeys based on specific triggers or actions. For example, you can set up automated workflows that send tailored follow-up emails, nurture leads through touchpoints, and even re-engage inactive subscribers. You can also maintain consistent communication and save valuable time for other strategic activities.

A/B testing

A/B testing helps you compare different versions of an email to see which variant performs better regarding open rates, click-through rates, and conversions. Data-backed decisions allow you to optimize your emails for maximum impact and engagement. Test one element at a time and implement the findings to fine-tune your email campaigns.

Bottom line

Email marketing remains a versatile tool for B2B lead generation when utilized strategically. Embrace the strategies discussed in this article, keeping a pulse on industry trends and evolving buyer behavior. Staying adaptable and data-driven allows you to focus on harnessing email marketing to its fullest.

If you want to propel your lead generation efforts, Sonder digital can help you. Contact us today to learn more about how we can support your email marketing strategy.