Chapter 1: B2B Email Fundamentals
B2B vs B2C Email Differences
B2B email requires a fundamentally different approach than B2C. You're not selling to individuals making personal decisions—you're engaging with professionals who need to justify purchases to multiple stakeholders.
Key B2B Differences
- Multiple Decision Makers: Average B2B purchase involves 6-10 stakeholders
- Longer Sales Cycles: Typically 3-12 months vs days/weeks for B2C
- Higher Stakes: Larger budgets and career impact on decisions
- Business Value Focus: ROI, efficiency, competitive advantage
Understanding Buyer Psychology
B2B buyers are motivated by both rational and emotional factors. While they need logical justification (ROI, features, case studies), the initial decision to engage is often emotional.
Credibility
Industry expertise and social proof
Reliability
Consistent value delivery and follow-through
Intimacy
Understanding their specific challenges
Self-Orientation
Focus on their needs, not your quota
First Touch Email Template
Here's a proven template that consistently achieves 20%+ reply rates:
Hi [First Name],
I noticed [specific observation about their company/role/recent news]. Congrats on [specific achievement].
I'm reaching out because we've helped companies like [Similar Company 1] and [Similar Company 2] [achieve specific result].
Based on what I'm seeing with [Company], it looks like you might be dealing with [specific challenge]. Is that accurate?
If so, I'd love to share some insights from what's worked for similar companies. Worth a quick 15-minute call next week?
Best,
[Your name]
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