Between finding a potential client and completing a transaction, there are a series of marketing and sales activities that can be summarized in one word: communication.

Of all the technological ideas implemented in business communication over the last 30 years, it can confidently be said that email remains the most important and convenient. When you call a client, you often hear: "please send an email." When you message a client on LinkedIn, they respond by directing the conversation to email.

These are just a few examples confirming that email remains a fundamental communication channel in business.

At the same time, email is convenient both for you and the people you communicate with. You can prepare and send a message at any time. The recipient can reply when it's convenient for them. Email doesn't interrupt lunch or important meetings.

Unlike phone calls and meetings, email is also a way to reach potential clients that can be easily automated.

By using email in business communication, the company is prepared for increased sales without the need to increase the number of salespeople.

Equipped with appropriate email automation tools and thoughtful content, the sales team can achieve significantly better results than before.

After implementing automation, the involvement of salespeople will shift to a later, warmer stage of the sales funnel.

At an earlier stage, automation will take on the role of nurturing, preparing your clients for meetings with salespeople through email content.

Due to convenient and regular communication with many potential clients, email marketing directly impacts sales growth.

With a well-thought-out content strategy and the use of emails, you will increase brand recognition and reinforce your image as an expert by sharing your experience.

Regular and non-obligatory email contact also helps build awareness of your offerings among thousands of potential clients and continuously educates them.

Streamlining and scaling communication with acquired contacts will help you maximize lead generation potential and implement an effective lead journey strategy.

Email marketing enhanced with automation supports the sales team by creating a steady stream of new hot leads. Moreover, using digital email automation tools makes it much easier to organize and measure the entire process. And if you can measure something, you can manage it better.

In their lead generation processes, companies often use Google search engine optimization (SEO) to direct potential customers to their website, where a well-prepared lead magnet encourages them to leave their information in a form.

SEO is a popular and easily accessible method, but it is also highly competitive, which drives up its cost. Due to technological limitations, it is a method where the results often take a long time to manifest, sometimes over six months.

Generating traffic on websites costs a lot; companies spend vast amounts on SEO, banners, and other actions, yet only a small percentage of people leave their data in forms.

It's worth changing this by offering visitors attractive Gated Content on the website.

Gated Content is nothing more than a "give and take" approach. You provide an attractive report, e-book, or course, and potential customers leave their email and name in return. It's a beneficial transaction for both parties.

You can nurture these emails by regularly providing more information about your company and sharing your expertise.

Cold calls are a mature and popular method, and at one time very effective.

The changing work culture among decision-makers means that today, cold calling is costly and ineffective.

Before the introduction of GDPR in May 2018, this was a very popular method of acquiring email addresses.

Currently, this is a risky course of action for both legal and image reasons.

Many companies utilize a proven method. They implement email automation systems that ensure high deliverability and monitor message statuses, while regularly preparing attractive content.

What type of content to send? There are plenty of ideas, and a few of them are listed below.

Common lead nurturing strategies:

√ Email sequence for new leads
√ Regular sending: newsletters, bulletins
√ Promotional campaigns
√ Promotion of new products
√ Event promotion: trade shows, webinars, conferences, trainings, etc.
√ Invitation to a meeting
√ Educational materials: e-books, courses, articles, videos
√ Promotion of articles
and others.

If your company operates in the B2B sector, implementing a well-designed email communication strategy is essential.

When planning your activities, it's important to consider key aspects: an effective content strategy, efficient sources of recipients, a tool that efficiently organizes the process, and rules that enhance email deliverability.

The entire mechanism can be implemented and launched in just a few days, significantly boosting the efficiency of your sales funnel, which will translate into better utilization of your company's sales potential.