How to Write a Winning First B2B Message

By May 25, 2021Digital Marketing

According to Backlinko’s statistics, all the B2B marketing emails have a 23% higher open rate compared to the B2C emails. That fact confirms that you should focus more on improving your email marketing and trying to expand your business in that way. The question is – how the entire process should start? 

Well, the first impression matters a lot without any doubt. Your potential client is probably receiving dozens of emails every single day that all look almost identical. You need to give them a good reason to check out what exactly you have to offer. The good news is that you have come to the right place to find out how to write a winning first B2B message. You will see the process is not as challenging as you think, and you will only need to pay attention to some details that might look irrelevant. Let’s get started! 

Everything Starts With Engaging Subject Line 

When writing a subject line of your B2B email, you need to have three factors in mind – formatting, length, and personalization. Each of these factors differently influences the potential customer’s interest to open your email and check out what you have to offer. 

There is a good reason why we once said that personalization is a new connection. You can, for instance, start the subject line by addressing the name of a person that receives it. In that way, the person that receives the message will feel like you are speaking directly to them. The example below will probably serve as an inspiration. Additionally, you can use questions in the subject lines to wake up the curiosity of the potential client or introduce yourself by name to make the entire conversation more realistic. 


B2B Messaging

When we talk about the length of the subject line, the statistics Marketo published are something you should probably follow. Their research says that the subject line should not be longer than 7 words or 41 characters. There is no reason to write a novel there. The rest of the email is the place where you can say everything else. 

Finally, the format of the email needs to be eye-pleasing. You should use short paragraphs and sentences, headings, subheadings, bullet lists, etc. Despite that, you can also bold the most important part of the email like in the example above.

Show Understanding 

In this part, you are highlighting the problem that your potential customer has. You won’t manage to write down this part successfully if you don’t actively analyze your target audience. Your duty is to determine which concerns they exactly have and turn them into words in this part. Once again, don’t write a novel. It will be enough to write one paragraph and complete everything successfully. 

Now Represent Your Product/Service As Solution!

Here comes the main part that you need to work on. One of the ways to improve the quality of your content is to represent your product/service as a solution. However, this doesn’t mean you should only list all the features of your products or the way how your service works. Despite that, you should not make it salesy or try to convince people that you are the “best possible thing they can find in the world”. Instead of that, you should focus on highlighting the reasons why your offer can be beneficial for your needs and how exactly they will manage to boost their business performances. 

There are many ways of how you can complete this part successfully. The best way to do that is to represent real-life “before” and “after” situations where your products/services somehow were valuable for your previous customers. Logically, the best way to do that is to share a summary of a case study in your first message and try to allow the potential customer to get familiar with all the benefits you can offer to them.

B2B Messaging

However, here also comes the moment when you need to be sure your writing skills are at the highest level. This stage is probably the most important one of all. You need to clearly explain all the benefits (as well as features) of the product you sell. Just like in the example above, the potential customer needs to get answers on “when, how, and what”. In that way, you won’t only confirm the value of your product; you will also prove the credibility of your company. 

If you don’t have high-quality writing skills, there is some good news for you. AffordablePapers or a similar writing company is full of writing experts that can boost the quality of your content to an academic level. Thanks to their writing experience, you can be sure that all the core values of your products/services are going to be clear to the reader and convince them to interact with your brand. 

Don’t End the First Message Without Call-To-Action Part

Okay, you introduced yourself, described your offer, so…what now? Every B2B message needs to have a Call-to-Action part that will inspire the potential customer to interact with the brand. How exactly you will do that depends on the goals that you have. However, most of the B2B companies will try to convince the reader to visit a website and find out more about the company and its products. 

Your CTA part will convince the reader to visit your website, but the web design is something that keeps them. Before you even start writing your first B2B message, ensure that your website is properly designed and functional. Start the process with a web design brief where you will define your goals and determine who your target audience is. In that way, you will know what exactly they expect to see after clicking on the link in your message. 

The phrases you use are different. For instance, you can say something like “If you want to find out more visit our website/find out more here/click here”, or you can simply use some interesting elements to make everything look more interesting. The example below will probably serve as an inspiration. 

B2B Messaging

So, Is Email the Only Place Where You Can Send the First Message?

Of course, not! You can also use social media networks and try to reach your future B2B customers in that way. The process is, more or less, similar to the one that we previously described. You will also need to clearly explain who you are, what you offer, and why exactly the future customers deserve your attention.

Still, there are two different things that you need to have in mind. The lack of personalization is the main problem of this type of advertising. You are sending messages to everyone; not directly to a business/entrepreneur like in the previous cases. Despite that, you will need to remain active, but not in a spammy way that will many business owners consider annoying. To prevent this from happening, you should design a content calendar that will boost social media engagement and ensure that you attract new customers in that way.

Final Thoughts on Writing a Winning B2B Message

All the stages highlighted here are somehow connected. The headline is there to grab the attention of the reader, the next part is to convince them to continue reading, etc. That is the reason why you have to apply all the steps without any excuse. You can always use some services that will potentially boost the quality of the content you share there. However, the idea you have is only YOURS and you should continuously upgrade it until you reach the desired results. 


Dorian Martin B2B

About the Author

Dorian Martin is a writer, editor, and proofreader with years of experience in the writing industry. On his site, Dorian constantly publishes posts that can be valuable for people that want to improve their writing skills. In other words, he uses every possible opportunity to give something valuable to everyone. 



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