July 2021

All posts from July 2021


10 Email Copywriting Hacks for Your B2B Business

Email marketing is a highly effective marketing tool for B2B businesses. Despite social media and other channels gaining traction, email is still a quick and effective marketing method for B2B. Email marketing can be highly successful, as long as you develop a strategy that’s tailored to your audience. 

The key to successful email marketing campaigns is engaging, purpose-driven copy that resonates with your audience. However, establishing effective email copywriting can be challenging, especially for B2B businesses. The following are the top 10 email copywriting hacks that you should leverage at your B2B business to connect with buyers and boost conversion rates.

1. Fine Tune Your Company’s Buyer Persona

Understanding your target audience is a key aspect to successful email copywriting (and many marketing strategies, in general). Once you’ve fine-tuned your buyer persona, that ensures you can concentrate on your buyers’ needs, which narrows down the type of content you create. 

To craft the best copy for your email campaign, you’ll have to understand everything about your B2B business’s ideal prospects. This includes: 

  • Their fears, desires, needs, and aims. 
  • Their pain points, so you can present your business as a solution.
  • What their decision-making process looks like. 
  • Factors that have an impact on their business purchasing decisions. 
  • What they want and need in the short term, and their long-term goals are. 
  • The motivations that spur them into taking action. 
  • What type of language and colloquialisms they prefer. 
  • What kind of doubts they may have and how those doubts develop. 

Once you have the answers to these questions, you can set the tone of your email copy and tailor campaigns to match your buyers’ specific interests. Fine-tuning your buyer persona also sets into motion the rest of the hacks on this list. 

Need help with your email marketing strategy? Infinity Marketing Group specializes in running B2B email campaigns. Using time-tested methods, our team of email experts creates campaigns that grow your email list and increase conversions. Interested in learning more? Check out their Email Marketing Service now.

2. Understand the “Don’ts” of Email Copywriting 

email copywriting from laptopJust as there are a lot of things you should do in email copywriting, there are several things you shouldn’t do to be aware of. The hack here is to keep these “don’ts” in mind as you are crafting unique and engaging copy so you don’t overstep and end up losing your target audience. You can do almost anything with your copy, but be sure to understand a few general email copywriting rules: 

  • Don’t use your emails as a chance to attack competitors. Such behavior typically turns customers away and puts your integrity or reputation in question. You can compare your business to the competition, but do so in a way that focuses on the positive aspects of your business, and back up your claims with facts. 
  • Don’t be impolite in your messaging. You may use colloquialisms and an informal tone depending on your target audience, but make sure your copy stays polite, friendly, and professional. Don’t use arrogant or condescending language. 
  • Don’t make promises that seem too good to be true. The more profitable or exclusive your offer is, the more readers may be suspicious of it. Be realistic in your messaging and back things up with examples, proof, and client testimony. Remember you will need to deliver on your promises to retain customers.
  • Don’t use words that have negative connotations to them. On top of staying polite, make sure your language is positive and upbeat. Avoid words like “wrong” or “expensive.” Focus on the best aspects of the offer you’re making.
  • Don’t forget how busy your recipients are. People don’t have a ton of time to read emails, so keep your message short and sweet, and try to get your point across as concisely as possible. You can use tried-and-true email formulas such as BBB (brief-blunt-basic).

One of the most important “don’ts”: Don’t use every single tip you see about email copywriting in a single email or campaign (that includes the ones on this list). Carefully select the copywriting tricks you will use in your own copy; what’s successful will depend on your target audience, your products and services, and other factors. 

Many copywriting techniques can even be conflicting if they’re used all at once. Take the time to determine which tips are best for your situation.

3. Pay Close Attention to Your Word Choice 

As mentioned above, the language you use in your emails doesn’t just help you connect with your audience–it also has the power to turn them away, so choose your words carefully. Remember to keep a positive and peppy tone. Typically email campaigns position themselves as a supportive resource for the buyer, and simply aim to help solve whatever problem the buyer is facing. 

Using colloquial language or slang is an easy way to connect with readers. Keep in mind, however, that using slang in your emails can backfire, depending on your industry. Analyze whether colloquial language makes a negative impact on the performance of your email campaigns. If it does work well, use it moderately. 

A few other word choice hacks you can use in email copywriting include: influence through good email copywriting and power words

  • Power words. These words create a strong response from readers, emotionally and/or psychologically. They encourage readers to take action, help build trust that your business is an authority, and more. Enhance your copy with power words like “top secret,” “sneak peek,” “guarantee,” and others.
  • The “guide” technique. With certain phrases, such as “imagine,” “pay attention,” and “just think,” you’ll keep the reader’s attention more successfully. Unlike power words, these phrases don’t elicit a response but rather prolong attention and engagement. 
  • Using double verbs, such as “sign up and save,” “filter and find,” or “shop and discover”. A double-verb kick helps guide the reader on the direct actions they should take. 

4. Use Anchor Technique

With anchor techniques, all you need to do is put an “anchor” within your copy that is a starting point and guides the reader throughout the text, altering their perception along the way. Many email copywriters do this with numbers or prices:

  • At the beginning of the email, the copy offers a product that has a certain price point and provides a description that justifies the price. 
  • Later in the email, it’s explained that the product is half off but only for a limited time. 
  • The email ends by welcoming the reader to purchase the product before time runs out and the full price returns. 

The email recipient may be uninterested in the product at first, but their interest is piqued as they read on. You also don’t have to use numbers for this technique; you can use payment options, plan upgrades, shipping options, or subscription tiers as the anchor. Just make sure you use an anchor more than once in the body of the email. 

5. Personalize Your Content 

A great hack to boost the success of your email campaigns is to ensure you are personalizing the content you create. Personalization techniques, such as adding the recipient’s name in the subject line or within the text, put a human touch to the copy. You can also create special offers based on the organization’s past engagement habits with you. 

Personalization can improve the KPIs of your email campaigns. According to Monetate, sales increased 20% when marketers used personalization techniques in their copy. 

If you have the means to do so, personalization is especially successful with important, high-spending customers. The bigger the client is to your business, the more personalized the offer should be. They’ll continue to invest when they receive offers built exclusively on their wishes and needs. 

6. Ask Questions to Enhance Engagement 

ask questions in email marketing

Posing a question engages your readers in a personable, immediate manner. You open up a conversation and connect with them on a much more personal level. This is one of the reasons why surveys and polls continue to be effective methods to engage with buyers.

In your email copy, use open-ended questions that don’t just have “yes” or “no” answers to pull the reader in. Put questions in the subject line of your email so readers see it right away and are tempted to go through the entire email to find the answer or give their input. Asking questions also makes your readers feel as if you care about them, and provides the impression that they are making an individual impact on your business.

7. Leverage Buyer Emotions 

Another email copywriting hack is to tap into buyer’s emotions. Many people experience a fear of missing out on a great offer, or will be more likely to take action if they are made to feel special or important. 

Take another look at your buyer persona and what type of services your B2B business provides. Not every business can treat buyers like VIPs, but there are certain emotions that are already present in your buyers, and these are the emotions you should tap into.

There are several different tactics to use when it comes to leveraging buyer emotions: 

  • Creating an impression of exclusivity. One of the most useful strategies is to make your reader feel as if you are speaking only to them and providing one-of-a-kind offers that were built specifically for them. Products and services that are presented as exclusive seem generous and reinforce a more personable relationship. 
  • Using fear as a motivator. The fear of missing out is real. Showing customers exactly what they’ll miss out on if they pass up your offer can be a great motivator, as long as you present the idea carefully so that customers convince themselves that the offer is a necessity. 
  • Offering positive incentives. You don’t have to focus on FOMO to encourage action–there are positive emotions to tap into as well. Offer a sneak peek into something that’s up and coming, or a free trial. You can also point out ways that your B2B products and services give buyers a leg up on their competitors. 
  • Catering to your client’s desires, not just their needs. Desires, rather than needs, drive a lot of decision-making. Your buyers need some of your products, but other products, they simply want. In your email copy, cater to both the rational and the emotional decisions that your buyers may make.

8. Skillfully Motivate Your Subscribers to Take Action

Email copywriting often involves subtle motivations and some psychological tricks. Once you understand your buyer persona, you can employ these tricks, which will slowly encourage readers to take action on your offers. 

Much like leveraging emotions, it’s essential to understand what most likely will and won’t work with your subscribers. You can run A/B tests to see what kind of motivation your buyers respond to. Some common copywriting tricks you can try include: convince users to take action through email copywriting

  • Highlighting a key benefit and mentioning this benefit three times within the email copy. Describe the benefit at the beginning of your email, in the middle, and once again at the end.

  • Using phrases that add an extra aspect. Saying phrases such as “one last thing” and “even more”, then adding a little bit more of an incentive or information, can be the one thing that finally pushes the reader into action. Trying saying “One last thing, this is available for a limited time,” or “On top of all that, we’re offering 10% off.”
  • Describing small actions the reader can take to experience your products or services. This is especially helpful when your end goal requires a complex set of actions or large financial investment, as you slowly lead the customer to this complicated end goal. 

You can also try withholding some information in your emails. This trick works best for up-and-coming announcements or when new products are launched. Tease the reader throughout the email and reveal enough about your product or announcement to pique their interest. At the end, ask them to reply to the email for more details or sign up for a waiting list so they can be notified in the future. You can also include a CTA that says “Find out here!” to boost email click-through rates.

9. Deliver on Your Promises 

While this may seem like an obvious hack, it’s important to be mindful about the language you use in your email copy and whether your company can realistically deliver on the promises you are making. Don’t over-promise for the sake of increasing open rates or conversion, otherwise, you may risk the reputation of your business. 

Describe the benefits to your products and services in a compelling, believable manner. Providing short-term numbers or advantages is especially helpful here, as people are more likely to buy into something that will boost their business in the next several months or even weeks rather than over the course of a year.

Make sure you can deliver promises on time, as well. Set up email drip campaigns that automatically send content to subscribers at specific times so you can streamline this process. For example, a drip campaign can trigger an email that describes when a free trial will end and a paid subscription will begin. Or, it can provide an update on when the customer can expect their product to be delivered. 

In email copywriting, it’s also important to use clear, precise words that don’t leave room for any misunderstanding or doubt. Be exact with your word choice and avoid vaguely describing promises, benefits, or timelines. You want your emails to answer the reader’s questions before they come up–and there are specific questions that should be addressed. 

Want to put your email marketing campaigns in the hands of experts? Infinity Marketing Group creates effective purpose-driven email marketing campaigns for B2B tech and software companies. Learn more here.


10. Check Your Email Against These 5 Questions

Before you send your email off, make sure it contains all the information that recipients need to know. Check your email against these questions, and be sure that your subscribers can answer easily: man working on email copywriting

  1. Who is reaching out to them? Who is selling the product or making an offer?
  2. What exactly is being sold or offered? 
  3. Why should they go out of their way to buy a product from you or make an investment in your services? 
  4. How will they be able to learn more? A discovery call? A landing page on your website? 
  5. Why should they be able to take action now instead of waiting? What kind of benefit or imperative is there to acting quickly? 

Even from a brief glance, your subscribers should be able to answer all of the answers above; the main point of email copywriting is to deliver information in a concise way. Readers likely will scroll or skip through the email, so the information you present should be short and clear. 

The two hardest questions are why they should go out of their way, and why buy now. These are the biggest pushes your compelling email copy should make–after all, nearly every email is selling something. Describing quickly and concisely why buyers should invest in your business specifically, and as soon as possible, is the key to standing out.

Leverage These Email Copywriting Hacks And More

Establishing successful email marketing campaigns isn’t easy, but it begins with strong and compelling email copywriting. Once you fine-tune your buyer persona, as well as the tone and language that your buyers resonate with, you can move on to incorporating the hacks on this list that are the most fitting for your business. 

When you meet buyer needs, provide solutions to their pain points, and skillfully motivate them to take action, your emails connect and engage your target audience. Want to learn more about email copywriting, or how to create a successful email marketing strategy? Infinity Marketing Group can help you personalize your emails and target customers to boost your ROI.

J.C. Granger10 Email Copywriting Hacks for Your B2B Business

B2B Marketing Trends to Leverage in 2021

Due to the Covid-19 pandemic, 2020 was a tumultuous year for many businesses. B2B companies that thrived during this challenging time often were able to do so by implementing unique digital and technology-driven marketing strategies. These strategies allowed businesses to stay connected with a broad audience, and are continuing to take the lead in 2021.

From creating a podcast that furthers your brand to using artificial intelligence, the following are the top B2B marketing strategies to implement into your marketing efforts. Marketing is changing more than ever before, and staying on top of these latest trends helps you execute strategic decisions as you stay ahead of your competitors. 

Why Following B2B Marketing Trends Matters 

Although some of the trends on this list have already been making a steady upward rise over the last several years, the Covid-19 pandemic accelerated many marketing changes. Traditional marketing strategies, such as cold calling and large-scale email blast campaigns, were already taking a backseat and in 2020 fell even more out of favor with consumers. 

On top of this, with more consumers relying on e-commerce, digital strategies and tools are more important than ever to capture the attention of your target audience. Due to this, adapting current trends and understanding today’s top strategies are a necessity for B2B businesses. Identifying trends helps your business stay on top of the competition as you enhance your marketing strategies. 

For example, two of the trends that are anticipated to continue into 2021 and beyond are the use of artificial intelligence to enhance customer experience, and the use of social media to connect with a worldwide audience. After the pandemic, nearly every industry will experience a lot of change and it’s essential, more than ever, to stay on top of the marketing trends that are impacting B2B organizations.

AI Tools 

Artificial intelligence is one of the biggest B2B marketing trends because it allows B2B marketers to quickly decipher data and receive key insights on how well their marketing efforts are truly performing. Gathering this data and analyzing it for future improvement is one of the most important aspects to marketing success; AI reduces the effort and time required. 

Another important aspect to AI is that it provides essential insight on customers and how to fulfill their needs. This is especially useful for marketing efforts that are time-sensitive. Often in marketing, it’s all about delivering the right engagement to customers at the right time. B2B marketers use AI tools to save time, execute personalized campaigns at the right time, and resolve customers’ needs right away.  

Common AI Tools in B2B Marketing 

AI has especially impacted B2B businesses by providing engaging and automatic tools. These tools streamline routine tasks, gain better customer insight, and achieve faster analysis. 

This has led to a profound change in the way marketing efforts are conducted, as it frees up employees’ time to focus on other tasks and allows them to implement successful strategies. Routine tasks such as analysis and customer service can be accomplished through AI tools such as: AI and chatbots as b2b marketing strategies to utilize

  • Chatbots, which provide quicker replies, enhanced services, and 24/7 attention to customers. Customers are able to get fast, simple replies to their questions and have their needs attended to right away. 
  • Search engine results page (SERPs) analysis, which helps B2B marketers understand what their audience is looking for, especially in terms of content. AI analyzes SERPs quickly to provide guidance on improving SEO. This bit of insight helps companies scale up their content to rank in top spots on results pages. 
  • Predictive models that estimate the best email frequency and send time for each subscriber on an email list. This drives email engagement and achieves higher open rates. 
  • Algorithms that enhance traditional A/B tests to test more than two variables at once and quickly identify the top-performing factors on websites, emails, and more. 
  • Content tools that compare articles on the same topic to determine which content is necessary for a business’s website. These tools are also highly useful in identifying keywords to target. 
  • Ecommerce tools that analyze consumer behavior to predict which products people prefer, key topics that customers are concerned with, and more. 

Automation and Integration

B2B marketing strategies often involve the same repetitive actions, such as posting on social media and sending emails to a subscriber list. These marketing activities can be automated at almost every stage, from content creation to the analysis of how well an email campaign performed. Not only does automation make these tasks easier, but it can also improve customer experience overall. 

There are a variety of marketing automation tools available, including platforms and plugins, that make marketing outreach more efficient than it’s ever been before. Different marketing activities can also be seamlessly integrated into automation systems, which are used by almost half of B2B brands. 

Ideally, automation combines software with strategy to provide personalized content that helps convert leads. If you have a system in place to generate new leads, automation provides sophisticated tools for nurturing these leads into long-term customers. It’s an essential trend to leverage in 2021, as it streamlines marketing tasks and makes your strategies more efficiently executed. 

business automation tools for analytics and marketing

Automation Technologies B2B Organizations Use 

There’s a wide variety of automation software that B2B organizations use, but some of the most common ones include: 

  • Analytics tools such as dashboards and web analytics 
  • Content optimization 
  • Content collaboration and workflow 
  • Content management systems (CMS)
  • Customer relationship management systems (CRM)
  • Email marketing software 
  • Social media publishing and analytics 

Email Personalization 

Email is still a strong channel for B2B marketing. One of the best ways to leverage email marketing for your business is to create engaging, personalized content that grabs attention and generates higher open rates; the more your emails are opened, the more effective they are for generating revenue.

Email personalization has been shown to increase open rates; even personalizing a subject line can boost open rates by over 25%. With tailor-made, highly relevant content that is sent at the right time to the right person, you can leverage your email subscriber list as much as possible. 

The point of personalization is to make people feel as if your brand is speaking to them, and to them only. Achieving this personalization for the hundreds of subscribers on your email list is where automation and AI tools come in. Many tools on the market simplify segmentation, messaging, and outreach. 

This means personalization is easier and more quickly accomplished than ever, and the days of email blasting with low open rates are over. Now, companies can better measure the performance of their email campaigns and establish a trustworthy connection with their audiences.

How to Personalize Marketing Emails 

You can personalize email campaigns by trying out some of these strategies: 

  • Segmenting your subscriber list and sending specific emails to a certain number of people instead of everyone. Segmenting can be based on a variety of factors, including demographic data such as age and location, as well as purchase history. 
  • Crafting engaging email subject lines that connect with your reader’s specific interests or preferences. Subject lines are the key to getting your emails opened in the first place. 
  • Including the subscriber’s name in the subject line or email content. 
  • Determining the best time of day to send emails to segments of your audience. In most cases for B2B, emails should be sent during typical business hours. 

Need help creating an email marketing strategy? Infinity Marketing Group specializes in running B2B email campaigns. Using time-tested methods, our team of email experts creates campaigns that grow your email list and increase conversions. Interested in learning more? Check out their Email Marketing Service now.


Although podcasting may not be at the forefront of a lot of marketer’s minds, especially in B2B, podcasting is emerging as an effective way to connect with your audience. In fact, podcasts are one of the biggest marketing trends, as they provide an opportunity to create even more content and engage with customers on yet another level. podcasting as b2b marketing strategy

If you’re looking to connect with auditory audiences who are constantly on the move, podcasts are a great option to take your content on the go and make deeper connections with a broader audience. Podcasts also tend to be more informal and present a different type of engagement, so some people may be more receptive toward listening to your podcast rather than more traditional marketing efforts. 

The popularity of podcasting, in general, has been on the rise; there are currently 850,000 active podcasts and almost ⅓ of Americans listen to podcasts at least once a month. Although podcasts have been around for a while, the upward trend makes this an excellent time to create auditory content. 

To add podcasting to your B2B marketing efforts, you can: 

  • Produce your own podcast. 
  • Network with podcast hosts to become a featured guest on other shows. 
  • Invest in advertisements that will air during podcast shows to promote your brand.
  • Connect with a podcast booking service that will help match you to podcast opportunities. 

Using LinkedIn for B2B Marketing 

LinkedIn is one of the few social media platforms that was designed for professional networking and made for both individuals and businesses. It’s one of the best channels available for social media marketing and lead nurturing, so it’s an important B2B marketing trend to stay on top of. 

Many businesses use LinkedIn to generate leads, post content and grow connections within their industry. With millions of members, LinkedIn is an ideal place for B2B marketers. Its relevance especially grew in 2020 due to the pandemic, when in-person events were replaced with webinars and online networking events.  

Since the pandemic accelerated a few changes that were already in the making, LinkedIn is likely going to stay strong as a networking platform. With more people working from home and more professional online events than before, LinkedIn will continue to experience an increase in users and content creation, all with the central purpose of connecting professionals from around the world. 

There are two tools that especially help B2B businesses leverage their presence on LinkedIn: LinkedIn’s Sales Navigator, and the platform’s Publishing tool. 

LinkedIn Sales Navigator 

LinkedIn uniquely provides its LinkedIn Sales Navigator, a version of the platform that goes beyond what their Premium version offers, as it was designed specifically for sales professionals. The Sales Navigator makes it easier than ever for B2B marketers to organically discover and nurture leads. On top of that, LinkedIn Sales Navigator provides you with benefits such as connections to out-of-network professionals, sales insights, and advanced searches. 

LinkedIn Publishing

LinkedIn has its own publishing tool that further expands your connection with customers and increases your brand’s authority. By publishing professional content that adds value for your audience, you can enhance your company’s professional identity and outreach on the platform. LinkedIn Publishing is one of the often-forgotten tools to LinkedIn that can be invaluable to B2B marketers who are looking for further ways to expand their marketing efforts. 

Immersive Digital Experiences 

Immersive and interactive tools for business marketing

More than ever, businesses need to prioritize digital environments and offer the modern customer experience that all buyers will be looking for. Even in the B2B market, buyers demand convenience, speed, efficiency, and technology that is up-to-date. They want to resolve their needs as soon as possible, whether they’re searching for content, a key piece of information, or a specific product. 

Your B2B marketing strategies need to provide an engaging, interactive customer experience that delivers quickly. This focus on speed and digital efficiency is largely influenced by demographics; most B2B buyers are millennials. Digital interaction is a large part of their purchasing habits and lifestyles. 

Because of this demographic influence, B2B businesses need to: 

  • Go beyond traditional marketing strategies like email and webinars. Instead, incorporate interactive elements into your marketing campaigns to capture your millennial audience’s attention. Use elements such as breakout sessions, polls, games, and surveys. 
  • Employ fast protocols to resolve problems such as customer experience or issues with certain products.  
  • Quickly address negative reviews or commentary on review platforms such as social media. A negative online presence leads to fewer leads and may damage your business’s reputation. Successful companies acknowledge comments on social media and respond to both positive and negative reviews. 
  • Ensure that websites and applications are mobile-friendly and provide a positive user experience. It also shouldn’t be difficult to find information about your company online. If it takes too long to find information or your website takes too long to load, a frustrated B2B buyer will turn elsewhere. 

B2C companies have dealt with many of these aspects for years. However, a positive and engaging digital experience is becoming more important for B2B brands as well. 

Repurposing Content

Another trend that many B2B companies are taking on is repurposing long-form content. Evergreen content, guides, and in-depth articles are ideal pieces that can be repurposed for continuous optimization.

While many businesses have made small adjustments to their long-form content so it continues to rank highly in search engine results pages (SERPs), you can also break that content into smaller parts and post the re-organized content on marketing channels other than your website. Some of the best examples are repurposing content for LinkedIn and social media posts. 

b2b marketing strategy - repurpose content

To repurpose content, you can: 

  • Split the long-form content into a series of posts. 
  • Take key points of an initial in-depth article and turn them into a poll or survey. 
  • Create an infographic to present the main information of the piece in a fresh way. 

By utilizing your different distribution channels, you can take the content that is foundational for your brand and repurpose it so even more people are able to see or interact with the information. This is a great strategy that gets more eyes on valuable content. Just keep in mind that repurposing is most ideal for content that is considered to be evergreen. 

Leverage B2B Marketing Strategies for Your Business

As technology advances each year and consumers change their spending habits, it’s essential to stay on top of the latest marketing trends so your business remains a leader in your industry. The 2020 pandemic especially made an impact on purchasing habits and in some cases enhanced changes that were already set into motion. Staying on top of emerging trends and keeping a creative, open mind will help you establish a successful B2B marketing strategy. 

While you can try out each of the trends listed above one at a time, they work best in tandem with your overall marketing plan. When you use every tool at your disposal, you can stay ahead of the competition. 2021 will be full of experimentation and change, but implementing this year’s trends will help focus your business’s marketing efforts. 

Want to learn more about B2B marketing trends and how you can leverage them for your business? Infinity Marketing Group specializes in B2B marketing and can help you establish a successful marketing strategy that incorporates these newest trends to convert leads. 

J.C. GrangerB2B Marketing Trends to Leverage in 2021