David Lichtenstein, CEO, Superhuman Sales.

In the competitive marketing world, one truth reigns supreme: email stands out as the unrivalled champion of B2B lead generation.

By the end of 2023, the number of emails sent worldwide per day is expected to reach a staggering 347 billion. Globally, over 4.2 billion people, accounting for more than half the world's population, were active email users in 2022.

But here's the catch: with overflowing inboxes, how do you ensure that your message to your potential customers stands out?

Crafting effective emails demands a delicate balance and requires dovetailing with other networking tools, such as LinkedIn, to complement your strategy.

It's not an easy task, but when done right, it can supercharge your B2B email lead generation game. So, get ready to dive in and take note of these three strategies to elevate your success. Let's get started!

Aim for the bullseye

In an era of bulk emails and spam, relying heavily on automated tools to send out hundreds or thousands of emails to prospects might seem tempting. However, it's essential to resist this urge. Instead, adopting a more manual and targeted approach will set you apart from the crowd.

By speaking more directly with your potential leads, you'll achieve a higher response rate.

When developing your targeted approach, also be aware of the potential pitfalls of oversimplified industry classifications. For example, an industry like mining and metals can encompass mines, consultants, SaaS (Software as a Service) providers, and equipment sellers, among many more. You’ll need to define your target segment and the craft a message that resonates with precision.

When it comes to your messaging, the following short tips are worth noting:

• Personalise: Use the recipient's name in the greeting to make the email feel tailored. Reference their company or industry to show you've done your homework.
• Keep it concise: Nobody wants to read a novel. Focus on the most important information using simple and straightforward language.
• Nail the Call-to-Action (CTA): Your CTA should be specific, actionable, and impossible to ignore. Whether it's scheduling a demo, downloading a resource, or signing up for a trial — make it crystal clear.

It’s also good to bear in mind that an averagely crafted email that resonates with the right audience has a better chance of success than a well-written email that misses the mark.

Add LinkedIn to your arsenal

In today's B2B landscape, email is a powerful tool for building your sales pipeline. However, it's crucial to embrace multiple touch points. And here, LinkedIn, in particular, can play a vital role in nurturing prospects and enhancing your email strategy.

Utilising LinkedIn to view profiles, engage with comments, and send connection requests can help you establish credibility before reaching out via email. A face on LinkedIn goes beyond a text message, thereby enabling your targeted prospects to verify your authenticity and expertise.

Reciprocity: Give first, reap rewards

As humans, we are hard-wired to respond to reciprocity. By offering value upfront, you tap into this psychological principle and create a favourable impression.

Before asking for a meeting, provide something valuable that addresses your prospect's needs. Short and free assessments or cleverly crafted calculators are excellent examples of pregiving. These resources should showcase your expertise quickly and easily while minimising commitment. Leveraging this psychological trait can increase your chances of a positive response and deeper engagement.

There you have it – your playbook for B2B email lead generation success.

Remember, at the heart of it all, keep your emails personal, direct, and targeted. With the right email approach, you can grow your leads and increase your sales.

• David Lichtenstein, Co-founder and CEO of Superhuman Sales. Superhuman Sales specialises in helping B2B businesses grow their leads, sales, and revenue using a targeted lead generation approach.