7 Deadly Sins of B2B Marketing and How to Avoid Them
For business-to-business (B2B) marketing, there are seven deadly sins. For the overall success of your business, you need to learn what these sins are but also understand how to avoid them.
Deadly Sins to Avoid
- Lack of Self-Knowledge
Self-knowledge is defined as having a true sense of what you do as a sales or marketing professional. To avoid this particular sin, learn your strengths and weaknesses so that when faced with a challenge, you make right decisions that benefit the business. At the same time, you need to know the strengths and weaknesses of your competition.
- Striving for Perfection
Although perfection is essential in certain jobs such as brain surgery, it can be damaging for most businesses. Often, perfection will stop you from advancing with your business-to-business marketing strategy. While you want to do things well, avoid trying to be perfect.
- Refusing to Change
Even if your company has done things a certain way since being founded, there comes a time when you have to change processes and strategies. In today’s society, things change quickly. By failing to adjust, the business will suffer. If you do not take advantage of the next best technology, your competition will.
- Overlooking Numbers
Perhaps numbers are not your strong suit, but they should be. At minimum, you want a marketing manager who is great with numbers. For B2B marketing, detailed information must be measured and analyzed, quantitatively. Rather than guess how the company is doing, you need facts.
- Inadequate Testing
Testing your marketing efforts is critical. Only then will you know which strategies are effective. You want to tweak current techniques by measuring the things that you do. In addition, test results. Optimally, you want to incorporate testing into an integral part of your marketing strategy, using the results for setting the budget. Of your budget, 5 percent should go toward testing and 95 percent for actual marketing.
- Becoming Stagnant
Standing still is never good. Although you can expect slow times, remain proactive, always welcoming positive change. In fact, there will be times when you need to be somewhat aggressive with your business-to-business marketing.
- Being Wasteful
At no time do you want to waste valuable resources. Because there are many distractions specific to B2B sales and marketing, determining where to put resources can be difficult. Therefore, your marketing manager should know how to save your company both time and money.