IMPROVE B2B EMAIL RESULTS WITH MULTIPLE EXECUTIVES
Rarely Are Business Decisions Make by 1 Executive
SYNOPSIS: Business decisions are rarely made in a vacuum, thus marketers can improve their B2B email marketing results by emailing their offer to multiple executives within an office / company.
DETAILS: In today’s collaborative business environment, rarely are business purchasing decisions made by 1 person. In fact, recent studies have shown that 5 to 10 executives are involved in the average business purchase decision. This number jumps to 15+ for large dollar purchase decisions OR multi-use products. For small companies (less than 25 employees), non C-Level employees have significant influence on purchasing decisions that have an impact on operations and/or workplace productivity. Even low-level managers at blue-collar enterprises have influence. For example, an independent restaurant owner will likely chat with the restaurant manager about a potential product/service purchase. An auto repair shop owner will likely request input from shop mechanics before making a product decision that affects operations. The partners of a legal firm would likely have a group meeting with the non-lawyers (executive assistants, paralegals, office managers, etc) before deciding on a product that will affect operations; same logic applies to most other offices/practices (medical, veterinary, travel, real estate agencies, etc).
TRACKING BENEFITS: Emailing the offer to multiple job titles can also provide valuable insights … as tracking results may show that certain job titles generate a higher Open and/or CTR than other job titles. Plus, tracking may show a higher sell ratio when email 4 executives vs 1.
CLICK HERE for email count of multiple executives per company … with breakout by job title.
BELOW ARE THE COMMON JOB TITLES TO PRESENT EMAIL OFFERS
