Email Marketing Strategies For B2B SaaS Companies

About this video

Dan Martell argues most B2B SaaS email marketing is unstructured blasting, and sets out four campaigns to audit and rate yourself on. First, a new lead sequence — normally, he says, a 14-day automated sequence that takes someone who downloaded a resource or filled out a form from barely knowing you to understanding how you help and wanting the next step. Second, a prospect conversion / indoctrination sequence for leads who did not book or buy, ideally unpacking your value over about three months. Third, an engaging-customers sequence covering the things every new customer should know, such as support, how the product works, events, and other products. Fourth, long-term nurture — at least weekly value that keeps you top of mind. Around those campaigns he gives four principles: make it hard to leave, with layered automated sequences and click-based segmentation so people keep hearing from you until they unsubscribe; build the asset, because an owned email list has business value — he claims Flowtown’s list of a couple hundred thousand people added significant value when the company was sold; use echo marketing, transcribing recorded sales calls and reusing buyers’ own unique-but-universal phrasing for pain in your copy; and move the buyer forward one step at a time, A to B to C, with a clear next-step call to action rather than jumping straight to the final offer.

Key takeaways

• Build and self-audit four campaigns: new lead, prospect conversion/indoctrination, customer engagement, and long-term nurture.
• Make it hard to leave: layer automated sequences and use clicks to segment people into relevant follow-up campaigns until they unsubscribe.
• Treat the email list as an owned asset and review new emails added each week as a core business metric.
• Practise echo marketing — transcribe sales calls and write emails in the exact language buyers use to describe their pain.
• Design every email to move the buyer one step forward, with a specific call to action, instead of trying to jump from first contact to the final sale.

Episode details: published July 18, 2022 · 16:56 long. Summary written by Self Growth Videos from the episode itself. Business results and any income figures mentioned are Dan Martell’s own claims, shared for education — they are not typical or guaranteed.

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