5 Flaws of B2B Marketing

by Karen

B2B marketing is complex. The wide variety of marketing channels and crafting messages that resonate with prospects and clients within each channel is demanding. Consequently it’s easy to have flaws in your marketing plan and strategy.

I saw a post on Mashable a few days ago, 5 Flaws in Your Mobile Marketing Strategy. All good points that I agree with.

Yet I think these five flaws are more universal and can be applied to multiple marketing channels. Plus if you overlook these flaws then your B2B marketing and lead generation efforts won’t be as effective as you need them to be.

Below you’ll see each of the five flaws Mashable cites along with their main point in a nutshell, plus comments I’ve added for other marketing channels:

1 – De-emphasizing the unique nature of the medium … recognize how “active” mobile users are and their mindset.

Examples from other B2B channels: In direct mail you’ve got to get the envelope opened. Newspaper ads have to stand out from the scanners and those who almost deliberately bypass ads. YouTube viewers often have the desire to be entertained (at least subconsciously) as well as informed about your B2B product or service. And so on.

2 – Treating connected consumers as stationary targets … they’re moving targets that you need to locate and engage at that moment.

Examples from other B2B channels: Arguably mobile is the champion of prospects who are “moving targets.” But for this item I’ll remind you that clients, customers and prospects do read newspapers on commuter trains, when visiting other cities, and in doctors’ offices. And if you’re creating video, don’t forget how much of this content is viewed on tablets and smartphones as well as PCs.

Perhaps most important of all is this … Integrate your B2B lead generation and other campaigns across multiple channels. Recognize that your prospects are moving targets and you want to reach them in as many ways and places as possible.

3 – Ignoring the power of contextual relevance … evolve with your customers and prospects and deliver messages that give the experience they expect at the time you reach them.

Examples from other B2B channels: One-size-fits-all is a lousy fit in today’s marketplace. Get away from “blast messages.” The wider your audience the more challenging this becomes (e.g., TV, radio, newspapers).

So consider pre-qualifying viewers, listeners and readers in any channel with the right headline and opening statement. And then deliver with an engaging and enticing offer. Be unique and stand out from the crowd.

You may need to send out multiple press releases with dramatically different slants and calls-to-action for the same campaign. You may need to segment your email list and send emails with dramatically different slants and calls-to-action where each email has its own landing page.

But again, consider the context in which prospects are receiving your message and give them a “… unique experience that is differentiated, highly relevant, and intensely personal” as the Mashable post states.

4 – Employing old world, unidirectional strategies … closely related to numbers 1 and 3 is the fact that you’re not simply marketing to people. You must also master marketing to a context determined by device or platform (e.g., tablet vs. smartphone; and iPhone vs. Android).

Examples from other B2B channels: In addition to what I’ve written in Flaw #1 and #3, with other channels consider that TV is different from radio; an online newspaper is different from a print newspaper; a direct mail postcard is different from a letter or a magalog; a case study is different from a white paper; the email and its corresponding landing page are each unique; and so on.

Tailor your content to the communication medium and be able to tell your story in a way that works for each medium.

5 – Not offering value in exchange for value … building relationships and getting people to “buy” requires a mutual exchange of value.

Examples from other B2B channels: I hope this one is incredibly obvious. Your clients, prospects, and customers demand value anywhere and everywhere.

If you want their email address (which is valuable), you need to deliver value and tell them in advance what it is. If you want them to give you contact info before they download your white paper, then they must believe they’ll receive value in return and you had better deliver it with your white paper. If you want them to buy your service you must exceed their expectations when you deliver it.

Marketing is marketing. Yet you need to consider what’s unique about every channel you’re working in if you want more quality B2B leads and clients. Bear these five points in mind to strengthen your B2B marketing and lead generation messages whether in mobile or any other channel.

More related posts:

How do I decide where to integrate mobile in my business?

B2B Email – Optimize based on how recipients are receiving and reading it

Retention just as important as B2B lead generation so you must deliver value

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