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 that B2B marketing is more similar to B2C marketing than you think.
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.
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
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.
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.
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.
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.
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
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.
Wrapping It Up…
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