5 marketing mistakes made by B2B Marketers

June 13, 2016

Some marketers are guilty of making some potentially costly mistakes in their marketing efforts – at least, that’s the suggestion made by the Business2Community website.

Do you think that’s fair? Well, there’s only one way to find out – are you guilty of any of the following?

1. The hard-sell approach

People today don’t respond well to being told “buy this”. Yet, some manufacturers, especially in their content marketing campaigns, are still merely writing about their product’s or service’s features and not bringing their benefits to life. It will erode your clients’ trust and show a small mindedness and product myopia. Clients want you to be objective in your opinion.

2. Lack of online reputation management strategy

Some see the frankness of social media as drawback from a business’s point of view; others see it as a great way to identify flaws in their company and use it as essential research. Regardless, organisations should make sure they are keeping on top of any negative feedback that comes their way. Those that fail to respond to criticism Facebook, Twitter and the like give off a vibe that they ‘just don’t care’ – not exactly ideal PR.

3. Personality-less marketing

To put it kindly, B2B marketers are often guilty of trying to be too professional, says Business2Community. In keeping the suit on at all times, they’re not really giving any of themselves away, leading to bland and personality-less marketing. While the data, studies and charts made available are all well and good, it doesn’t do much to endear people to your business. Emotive storytelling on the other hand…

4. Not understanding the buyer’s journey

It goes without saying that you want to be feeding your customers with content that is fitting of where they are in the buyer’s journey. For example, at the awareness stage ‘How-to’ guides work well, while at the final-stage product demos would be more appropriate. However, B2B organisations, it’s claimed, are still sending clients awareness-level content even when they are ripe for conversion.

5. Giving up too early

Manufacturers would be unwise to expect immediate rewards from inbound marketing. It takes a while to build up a head of steam and to earn a name as a business that is producing great content. However, it’s proving all too easy for some firms to throw in the towel just a few months down the line, citing a lack of leads. Keep at it and the leads will start rolling in, but see 1, 2, 3, and 4, above.

Dan Vivian - Business Development & Marketing Director