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Last updated on 2024年6月10日

How do you qualify B2B leads via email?

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Qualifying B2B leads via email is a crucial step in any B2B marketing strategy. It helps you identify and prioritize the prospects who are most likely to buy from you, and avoid wasting time and resources on those who are not. But how do you qualify B2B leads via email effectively and efficiently? Here are some tips to help you craft engaging and informative emails that will help you qualify your B2B leads.

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Ashita Verma

I help you use linkedin to make more money |Personal Branding & PR| Copywriter| Viral Marketing Founder @Growth…

1 Define your qualification criteria

Before you send any email to your B2B leads, you need to have a clear idea of what makes a qualified lead for your business. Depending on your industry, product, and sales cycle, you may use different criteria to qualify your leads, such as their budget, authority, need, and timing (BANT), or their challenges, goals, plans, and obstacles (CGPO). You should also segment your leads based on their source, industry, role, and stage in the buyer's journey, so you can tailor your email messages accordingly.

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2 Use a catchy subject line

The subject line of your email is the first thing that your B2B leads will see, and it will determine whether they will open your email or not. Therefore, you need to make sure that your subject line is catchy, relevant, and personalized. You can use a question, a benefit, a curiosity, or a pain point to capture your lead's attention and interest. For example, you can use a subject line like "How to solve your biggest challenge in 2021" or "You're invited to a exclusive webinar on B2B marketing trends".

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3 Provide value and insight

The body of your email should provide value and insight to your B2B leads, and not just pitch your product or service. You should demonstrate that you understand their problems, goals, and needs, and that you have a solution that can help them achieve their desired outcomes. You should also share some relevant and useful content, such as a blog post, a case study, a white paper, or a video, that will educate them and build trust and credibility. For example, you can use a sentence like "I thought you might find this article helpful, as it shows how our client XYZ increased their revenue by 50% using our solution".

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Richard Chandler

Sales Manager UK at Pasante Healthcare Ltd. | Business Growth, Sales Strategy Development
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Providing value and insight promptly creates confidence and recognition that you and your organisation are a trusted partner. Stay away from 'selling' until you understand the problem but do not waste time or opportunity to stand out from your competitors.

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4 Ask open-ended questions

One of the best ways to qualify your B2B leads via email is to ask open-ended questions that will elicit more information about their situation, challenges, goals, and preferences. Open-ended questions are questions that cannot be answered with a simple yes or no, and that require more than a one-word answer. They encourage your leads to share more details and insights, and also show that you are genuinely interested in them and their needs. For example, you can use a question like "What are some of the biggest challenges you are facing right now in your role?"

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Ashita Verma

I help you use linkedin to make more money |Personal Branding & PR| Copywriter| Viral Marketing Founder @Growth Fuel Marketing DM for Business Growth ??
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Asking open ended questions not only helps you qualify leads- As it gives you the chance to understand their problems, motivations, it also keeps you informed on which stage of the buyer’s journey is your lead and get to know them more. It will also make them believe that you are not just interested in selling them your product/ service instead you are genuinely interested in helping them.

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5 Include a clear call to action

The last part of your email should include a clear call to action (CTA) that will prompt your B2B leads to take the next step in the qualification process. Depending on your goal, your CTA may vary, but it should always be specific, actionable, and urgent. You should also avoid using generic or vague CTAs, such as "contact us" or "learn more", and instead use more personalized and compelling CTAs, such as "schedule a free consultation" or "download our free guide". For example, you can use a sentence like "If you are interested in learning more about how we can help you solve your challenge, click here to book a 15-minute chat with me".

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you qualify B2B leads via email?

1

2

3

4

5

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1 Define your qualification criteria

2 Use a catchy subject line

3 Provide value and insight

4 Ask open-ended questions

5 Include a clear call to action

6 Here’s what else to consider

B2B Marketing Strategy

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How do you qualify B2B leads via email?

1

2

3

4

5

6

1 Define your qualification criteria

2 Use a catchy subject line

3 Provide value and insight

4 Ask open-ended questions

5 Include a clear call to action

6 Here’s what else to consider

B2B Marketing Strategy

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