B2B marketing can be a tricky proposition; while it comes with its unique challenges, it can also bring in huge rewards if done correctly. Part of this process is learning from your mistakes. Luckily, you don’t have to reinvent the wheel! Check out these 6 B2B marketing mistakes and how to avoid them for your next campaign!
1. No Formal Marketing Strategy
Before you embark on a B2B marketing campaign, it is crucial that you have a plan before you take the plunge. Every marketing campaign needs clear goals beforehand in order to judge that campaign’s success, and B2B marketing is no exception. Without a formal marketing strategy, it can become very easy to waste marketing dollars on inefficient techniques. Make sure you have a plan, and then stick to it.
2. Marketing in the Wrong Places
In B2B marketing, it is crucial to market to the right people. Since so many B2B products are niche products, you can’t afford to market to any random person on the street. In marketing, this means going where your customers are. Choose marketing venues that will get you in front of the people who will actually buy from you, and if another venue doesn’t offer that, then don’t feel bad about turning it down.
3. Wrong Frequency Schedule
Frequency of your marketing messages is almost as important as choosing the right marketing venues. Test different frequencies to find out what works best for your customer base to make sure you aren’t turning people off of your products by bombarding them or, alternatively, by sending too infrequently.
4. Using Outdated Marketing Techniques
B2B marketing is one of those areas that is constantly evolving, and even tried-and-true marketing methods are applied in different ways than they used to be, (direct mail is a great example of this). Keep up-to-date on new techniques and repurposed, older techniques to make sure that your marketing methods don’t become stale.
5. Ignoring Existing Clients
Many businesses are so focused on new lead generation that they forget about their existing client base as a marketing tool. Not only is it important to keep existing clients happy so that they’ll continue purchasing from you; they can also be powerful assets when it comes to bringing in new business by referring friends and colleagues.
6. Forgetting About Branding
Sometimes businesses get so caught up in spurring engagement, they forget about their branding efforts. Now, don’t get me wrong – engagement is great, but branding is still just as important! Continuous exposure to your target audience will go far for your B2B marketing efforts, even if engagement levels don’t always match your expectations.