Getting your message in front of the decision-makers at a business can often be challenging. We all want to cut through the red tape, and make our voices heard. But let’s face it: there is a lot of noise that we compete with. How do we stand out?
The great recent report available for download by Beth Negus Viveiros of Chief Marketer entitled Influence in the Inbox speaks to just that conundrum. It explores some of the key differences that marketers and professionals face when trying to reach the decision-maker at a business versus the general consumer (If you want those Louboutin shoes it’s only your conscience and bank account you need to check with, not your boss.)
Recently, we took a deep dive into the behavior of our business audience within our new B2B channel. The results?
1. Times: B2B newsletters are most frequently opened on weekdays at 9 (just got to the office), 10 (need coffee), 11 (is it time for lunch?), 3 (snack time?) and 4 pm (is it time to go home yet?).
2. What’s a weekend?: Interestingly, we see a spike in B2B traffic between 9- 11 am on Saturday and Sunday- decision makers never rest!
3. Device: 42% of the impressions that LiveIntent sees in the B2B channel come from Windows devices, which stands in contrast to our consumer data. B2B is its own beast.
E-newsletters, time and again, have proven to be one of the best vehicles to ensure your message gets to the right audience and can be easily passed along. The e-newsletter is requested content. It is a subscription that the business professional has raised their hand for and said, “please sir, can I have some more?” The business professional has skimmed their overflowing inbox for your message and then said “A-ha! I must open this!” And just like that: your message has been chosen.
Want to learn more about how to ensure your emails stand out? The Chief Marketer B2B special report does a great job of illuminating how marketers can leverage the channel, and how to craft your message to motivate engagement. But it won’t tell you how to keep the angel on your shoulder quiet while you click “check out” for those $700+ stilettos.
For more information, visit our contact page or register for Leadscon on Wednesday, August 26th to see Suneet Bhatt’s discussion with David Carpio of Zeeto Media and Jordan Finger of Freshly.com: “People vs. Pixels- Using First-Party Data for Successful CRM Retargeting”