Best Email Marketing Campaigns for Lead Generation 2023

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Lead generation remains a primary focus for B2B marketers, so I’ve assembled five excellent B2B lead generation email examples, and offer seven steps to nail email lead generation.

Here are my seven steps to powerful B2B lead generation born from those five great lead generation email examples, plus some advice from a friend, and a bit of deep thinking:

1. Build campaigns for each segment and divert traffic early
2. Offer the most valuable, most personalised lead bait you can afford to build
3. Place your big ask (sale or appointment) on your thank you page
4. Send the promised lead bait in your first email
5. Build and send a string of highly-valuable emails that trouble the buyer about the problem you solve
6. In these emails, reinvite the recipient to your big ask, with increasing conviction as you earn a greater right (from a ‘gentle nudge’ to a blunt request)
7. Transition to recycling if they don’t act on your big ask.