When we talk about marketing, there are many different strategies you can choose to generate leads for brands or drive sales conversion management. With luck, you already know what your goals are, who you are targeting, who is your ideal client, follower, business partner. What you do not know from the beginning is which communication channels to choose to make the most of your campaign.

There is one thing that every marketer should know: while not all of your potential customers are on social media or are avid blog readers, virtually everyone uses their email regularly. In addition, when it comes to [B2B](https://en.wikipedia.org/wiki/Business-to-business), email is still the fastest and most effective communication channel for receiving and transmitting data. Therefore, email marketing can still be profitable and effective, in case you know what you are doing and how to adapt your strategy to your audience.

Here you can find some email marketing tips that I hope will help my colleagues when they do B2B marketing. But first, let's try the concept.

Now that we know that email marketing is effective when it comes to B2B sales and B2B lead generation, let's dig a little deeper and talk about some more important things you should know about how to [Boost Email Marketing](https://esputnik.com/en/blog/use-case-frequency-recommendation-ai-benefits).

<h2>1. Think of Your Customers and Understand the Differences</h2>

B2B marketing, although in some way similar to direct marketing, is not the same. Clients behave differently and make different decisions. B2B marketing is targeting a more rational audience. How? Regular customers are sometimes less informed about what they are buying, they are susceptible to caprices and recklessness.

On the other hand, [commercial customers](http://fedbid.custhelp.com/app/answers/detail/a_id/22) know from the beginning what they need. They do not base their purchasing decisions on whims or indulgences. Instead, they are making rational decisions based on what they need and good value for money. As a consequence, when addressing commercial customers, you must take into account the fact that they are different and act differently than regular customers.

What kind of customers should be addressed with B2B marketing?

First, there are companies that use their products to produce other goods. For example, a company that uses textile materials to produce T-shirts and other products.

Second, there are the companies that use their products for the [automation of offices](https://www.techopedia.com/definition/4319/office-automation-oa) or other secondary tasks.

Third, there are government agencies and institutions (hospitals and schools) that can be chosen as potential consumers if their products fit their needs. To them for example, you can sell anything computers, soap and toilet paper.

Finally, we have reseller companies that buy their products only to redistribute them to other customers. Here, we include local stores, but also brokers and wholesalers.

<h2>2. Do Not Direct Your Email to a CEO</h2>

Taking into account that your goal is to generate B2B sales and potential customers, you should know that not all people who make decisions of their target audience have the same functions in their companies. I know that initially you want to directly contact the CEO of the companies you have targeted in your campaign, but this is not always the best option.