15 Dec 8 Mistakes Made by B2B Marketers (And How to Avoid Them)
In this competitive age of personalization, B2B marketers realize that if they want to stand out they need to tailor their messaging to the specific person or team in charge of the company’s B2B sales.
Read on for 8 big mistakes that you could fall into as a B2B marketer so you know what to avoid.
1) You don’t realize B2B marketing is more similar to B2C marketing than you think.
Whether you’re marketing to a single customer who is buying one or two items, or a B2B buyer furnishing an entire office space, your messaging should be addressed to an individual human being. When B2B marketers craft messages that apply to the company as a whole, their communications often fall flat.
Particularly in an increasingly competitive space, B2B marketers need to stand out. Reports have started to confirm that 90% of B2B buyers agree that brand experiences that deliver stronger personal interactions are more compelling.
2) You’re making your prospect’s job more difficult.
Digital marketers unfortunately seem to forget the unique needs of a B2B purchaser compared to the average, everyday consumer. B2B buyers are extremely pragmatic because making purchases is an important part of job. They want marketers to get to the point about why they should buy a product, and they don’t want to have fancy bells and whistles cluttering up marketing materials that were intended to be informative.
Make your B2B target buyer’s work day easier by providing easy-to-digest research, visuals, pricing/payment options and delivery methods. The potential buyer will be glad to have a customized, streamlined, and clear buying journey.
3) You are sacrificing precision for broad reach.
When you sacrifice precision for broad reach, you are driving up marketing costs for no logical reason. B2B buyers want specific offers that cater to them, and they want the best possible deal for their company. A smaller list of qualified B2B buyer personas is incredibly more valuable than a massive list of leads that aren’t truly qualified.
Whereas you can sometimes capture the attention of the average consumer with a large, not super targeted list, the chances of a B2B buyer making an unforeseen purchase are slim to none.
4) You aren’t taking advantage of mobile marketing.
According to Google, delivering content-rich mobile and video experiences is now critical to successfully reaching B2B buyers and moving them along their customer journey.
Also, B2B buying influencers are younger than you would expect, so you need to make sure you’re reaching them where they are and providing them with the content they’re seeking. Therefore, it makes sense that you would want to increase your search, mobile, and video marketing efforts.
5) You’re only targeting the C-suite.
B2B marketing strategies usually only think about targeting senior-level executives. However, the number of influencers around the B2B buying research process has changed significantly.
According to Google, while 64% of the C-suite have final sign off, so do almost a quarter (24%) of the non-C-suite. Therefore, if you find yourself only marketing to the executives, other key decision makers won’t notice your efforts. For example, if you’re marketing to a manufacturing company, you can’t ignore the fact that you need messaging tailored to the head of each factory location and not just the CEO.
6) Your marketing language is vague and not industry-specific.
If your marketing communications are unclear or don’t properly use industry-specific terminology, the B2B buyer will move on to your competitor.
On the other hand, if you provide well-researched, accurate, and intelligent information that helps B2B purchasers choose your product/service you’ll be at an advantage.
7) You’re ignoring your millennial audience.
A large number of millennials are B2B researchers, meaning they have a significant amount of clout when it comes to buying decisions. Google has found that 18-34 year olds accounted for almost half of all B2B researchers by 2014.
As more millennials, digital natives, have been joining the ranks of B2B buyers, the more that marketers should focus on the kinds of content/media channels millennials use.
8) You have the wrong approach to social media.
B2B marketers need to realize that social media is a tool for knowledge sharing rather than a direct-response channel. Share impressive/engaging facts about your company or industry, put the spotlight on important employees or news headlines, or provide some other kind of value.
Don’t treat a B2B company as a B2C brand. If you want to achieve results, you need to devise a clear plan, adjust tactics based on experience, and be diligent about keeping content fresh and consistent across platforms.
Chainlink Relationship Marketing can help you revamp your B2B marketing strategy so you can avoid these common mistakes. Send us your contact information below and we will reach out at the earliest convenient time for you.