B2B companies are notorious for bad marketing. We’ve all seen it and – if we’re being honest – most of us have contributed to it, myself included.
We don’t mean to do it, but it happens.
Rapid change, missed sales quotas, and understaffed teams fan the fire. To keep pace, we quickly produce one-off email blasts and jargon-ridden blog content. But we don’t have to get stuck on the hamster wheel.
Here are four reasons why B2B marketing misses the mark and how you can avoid the same fate >>
Self Promotion – We all know that person who can’t stop talking about themselves at the dinner party. Many B2B brands have accidentally made themselves that person through self-promotion and “all about me” messaging.
Would you rather sit at dinner party listening to a guest talk for 10 minutes about why the steak they make is the best in the world or participate in a two-way conversation about the pros and cons of different grilling techniques? My guess is the latter. Aim to do the same for your buyer.
Instead of self-promotion, try using storytelling and educational content to help your buyer understand where you fit in their journey. And remember, your brand is not the hero of the story. Your buyer is the hero, always. You’re simply there to guide them on their noble quest.
Poor Positioning – Often, B2B marketing is so ubiquitous and full of jargon that it’s hard to distinguish one company from the next. And when you don’t stand out in the sea of competition, you blend in and become forgettable.
You don’t need to be everything to everyone. Own what makes you uniquely you. If you don’t know what that is…find out.
Take the time to survey your existing clients and partners to understand why they choose you. Consider reviewing audience insight reports to zero in on the things your buyers care about most. Then, create content that aims to serve them and leave the rest at the door. Remember: If your message is confusing, your marketing efforts will fail.
Lack of Personality – This dovetails with positioning. Many B2B brands default to stock photography and overly formal writing. One of the best ways to break the mold is to give your brand an authentic voice and personality.
While brand consistency is important, so is being human. Your buyers are people with emotions. Connect with them in human ways on the platforms they use most often. And don’t be afraid to engage your audience in creative ways.
Put your brand ambassadors in the spotlight. Create short form videos featuring real people vs. stock clips. Take a position on big topics. Test a B2C marketing tactic to see if it resonates with a segment of your market. Your audience will reward you for it.
No Clear Strategy or Sales Alignment – B2B tech changes on a dime, but your strategy should not. Your marketing efforts need to be backed by a plan that both sales and marketing leaders (+ the C-suite) agree on.
While priorities may shift quarter over quarter, your entire marketing engine should not be fueled by the flavor of the week or what your competition is doing. Make modifications to tactics and employ A/B testing, but don’t take your eye of the prize because one campaigns flops or a single sales leader gets noisy.
Key Takeaways
More than ever, buyers are interested in connecting with authentic brands that show their understanding of specific challenges and opportunities for innovation. Random acts of marketing and mass emails won’t drive ROI. Brands need to forge emotional connections with people and compel them to act by joining them along the buyer’s journey.
- Make your customer the center of your narrative and avoid self-promotion
- Understand your unique value proposition
- Give your brand a distinct voice and personality
- Keep branding, marketing, and sales strategies aligned
Not sure if you’re making any of these mistakes? Unsure how to shift course? Don’t fear. Schedule a 30-min discovery call with us and we’ll help uncover actionable ways to bolster your brand.