4 Shocking Mistakes That Are Killing Your B2B Marketing

by | Dec 26, 2016 | blog | 0 comments

“Anyone who has never made a mistake has never tried anything new.” – Albert Einstein

Sometimes, experimenting with your B2B marketing can lead to some unexpectedly positive results.

However, in trying new things, we’ve seen businesses end up making the same mistakes time and time again when it comes to B2B marketing.

From companies that are never able to live up to their full earnings potential to organizations that roll out bad marketing ideas only to receive backlash from their customers, there some B2B mistakes that aren’t that easy to recover from.

In a landscape as competitive as B2B, you need to make the most of every penny of your marketing budget. That means skipping the strategies that absolutely do not work.

To avoid catastrophic results from your B2B marketing efforts, you should be aware of these 4 shocking mistakes that are killing your B2B marketing efforts:

Mistake #1: Neglecting Conversion Rates

Do you know how well the content that you create converts? What is the average value of each visitor that comes to your website or joins your online community? Are you constantly finding new ways to improve your conversion rates?

If you didn’t answer yes to all of the above questions, then it’s time for you to start making some changes.

The solution is start listening to your audience to learn what their needs are.

Once you have some data, you’ll be able to make the appropriate adjustments to see how they improve your conversion rates.

Mistake #2: Sales and Marketing Don’t Work Together

When sales and marketing don’t work together, the results can be disastrous for a B2B marketing campaign.

Worse, some companies take the easy route when it comes to planning a marketing campaign and simply leave all of the marketing to the owner or CEO of the company.

Given the complex sales and marketing funnels that characterize the B2B buyer’s journey, it is absolutely essential that your sales and marketing departments work together to develop a consensus on what would be considered as a qualified lead.

Take time to ensure that the right individuals are working on your campaigns otherwise your marketing dollars will simply end up directly in the trash.

Mistake #3: Using the Wrong Types of Creatives

According to BrightTalk’s 2016 B2B Content Marketing Report, the types of content that B2B buyers respond to most (in order from the most effective to the least effective) are:

  1. Case studies (55%)
  2. Best practices (53%)
  3. How-to guides (47%)
  4. Market trends (43%)
  5. Product features (24%)
  6. Competitive comparisons (17%)
  7. Other (7%)

with case studies being considered as the most effective. Giving these findings, it is pretty clear that B2B buyers aren’t going to be convinced to try your product or service based on a banner ad.

This doesn’t even take into account that banners are much more effective for B2C businesses than B2B.

While the typical B2C purchase only involves one buyer, recent CEB research indicates that there are an average of 5.4 customer stakeholders are involved in a typical B2B purchase.

With more than one person involved in the majority of B2B purchases, you’ll need to provide more in-depth information about your business so that those stakeholders have the opportunity to perform their own research online.

In addition, with banner blindness at an all time high and the use of ad blocking software by the average internet user now at 198 million users around the world, it is very likely that B2B buyers aren’t seeing your banners in the first place.

If you want to see better results from your B2B marketing efforts, skip the banners and start focusing on delivering real value through your marketing materials, namely content, to your potential customers.

Mistake #4: Not Using the Right Technology

The use of technology is a significant differentiator between companies that are effective and those that are ineffective B2B marketers.

For example, a solution like InLoop’s NewsTracker, can deliver personalized content to your audience, allowing you to segment them into different groups and also discover the types of content that are most effective at any given time.

In fact, becoming a data-driven business, one that relies on technology in order to make decisions, is a top priority for many B2B businesses.


B2B marketing doesn’t have to be hard, but it always seems to be. By following this advice and using InLoop, you can set yourself up for success.

InLoop helps you to use personalized content to reach your business target audience, as well as other business leaders.

According to Mark W. Schaefer, roughly 3 to 4 buyer personas account for over 90% of a company’s revenue. However, if you don’t know your audience, you’ll never know what actually defines these personas.

By creating an online business community around quality relevant content, InLoop helps you to zero in on the trends that your audience is interested in and ensure that your B2B marketing is always relevant to the current needs of every member of your audience.

If you’re interested in learning more , contact us today!