Newsletter vs. EEC: Don’t Make This B2B Lead Gen Mistake
One of the most common mistakes I see in B2B lead generation: Confusing a newsletter with an Educational Email Course.
Both are email. Both reach prospects. The confusion is understandable. But for tech firms and MSPs with long sales cycles, treating them as the same thing is costing you leads.
A newsletter keeps existing contacts warm. It broadcasts content on your schedule, to whoever happens to be on your list. Useful for staying top of mind — but passive. There’s no learning arc, no destination, and no real reason for a cold prospect to sign up.
An Educational Email Course is built differently. It’s a 5-email sequence on one specific topic your prospect is already thinking about. They opt in because the topic solves a problem they have right now. Each email builds on the last. Opt-in rates run higher because prospects see immediate value in signing up.
More importantly, by the time the course ends, you’ve demonstrated your expertise and started building trust. Your buyer is already forming an opinion about you before you’ve had a single sales conversation.
That matters when your buyers take months to make a vendor decision.
If you’re an MSP, tech firm or are challenged by a complex sales cycle, get in touch. Let’s talk about what an Educational Email Course could do for your lead generation.
Kathleen Allardyce is the founder of Getting It Write, Inc., a B2B content and marketing consultancy specializing in Educational Email Courses for companies with complex sales cycles. If your pipeline feels harder to fill than it should be, let’s talk.
