Common B2B Marketing Mistakes

B2B marketing is the process of companies selling products or services to other companies. While the basic principles of B2B marketing are the same as those of consumer marketing, the decision-making process for B2B buyers is relatively different from regular consumers. Therefore, it is important to adjust your marketing plan accordingly based on who you are marketing to. Here is an overview of the most common B2B marketing mistakes.

Image via Flickr by PLEXKITS

Most B2B marketers focus on presenting an expert perspective on a particular product or service. They don’t realize that most B2B buyers are not interested in this type of information and it has a minimal impact on their decision to purchase. B2B buyers are more interested in marketing information that teaches them something new about their business or offers them something that is likely to improve their performance.

Over-Personalizing the Marketing Message

Many B2B sellers now cater to buyers across the globe. But, in an effort to reach these customers, they often end up over-personalizing the marketing message. While this strategy works well in consumer marketing, it can backfire as a B2B selling strategy. Research shows that there is an average of 5.4 customer stakeholders involved in a B2B purchase. When you personalize your marketing message for such a group, each with their own diverse perceptions, priorities, and expectations, it is difficult to come up with something that can be effectively personalized for each one of them. It is better to use a marketing message that incorporates a broader vision so that the members involved in the purchasing decision can agree on a collective solution.

Not Understanding the Purchase Progress

One of the most common B2B marketing mistakes is to believe the target audience’s engagement with your marketing content is an indicator of purchase progress. This is not always the case because that is not how B2B buyers generally operate. If B2B sellers want to track the purchase path, they first need to map it. They need to determine a typical buying process for the product or service in question and then design their marketing message accordingly.

Using Content That Is Too Technical and Not Value-Focused

The goal of content marketing is to motivate your target audience to take the desired action. But most B2B content is too technical and fails to generate the type of leads that have more potential to be converted. Nor is content always geared to attract the key decision makers. Thus, it does not generate the value that it ideally should.

Adapting Too Slowly to Changing Market Trends

The internet has made communication incredibly easy. However, this easy access to information means that B2B sellers have to be extremely vigilant with respect to their external environment. Your marketing message may have to be adapted according to competitor activity and market trends. Failure to do so can result in a setback concerning sales and performance. You need to closely monitor how your audience is responding to your message and whether your existing marketing strategy is delivering results in terms of conversion and sales.

Using Language That Does Not Connect with Your Audience

This is not a question of the language that your customer speaks but the language that they understand. B2B customers are well-versed in the product or service they want to buy. They understand the technical jargon and the application of that product or service as well. But marketers often beef up their marketing message to make it look fancy or appealing, but in the process, they end up using phrases that don’t have any impact on the customer’s purchase decision. Using clichés and hackneyed phrases are also among the B2B marketing mistakes that one should try to avoid.

Using the Wrong Graphics

The use of graphics is an important component of any company’s marketing strategy, but sometimes B2B sellers focus too much on using perfectly beautiful images which seem unrealistic and fake. B2B customers are smart. They know their business, they know their product, and they know what they want. They would much rather see the actual product or service in action. Businesses often make these B2B marketing mistakes and end up losing their customers because their graphics are impractical or irrelevant.

Rambling on about the Product or Service

The key focus of marketers is always their product or service. But that does not mean that your entire focus should be rambling on and on about the product. While there is no harm in outlining the key features and benefits, it is equally important to understand what your customer wants, what their unmet needs are, and what problems they face. Based on this understanding, your marketing message should address needs and offer solutions. Your marketing message should use a mix of information, from basic to in-depth. You should talk about your product or service, but at the same time, you should provide additional information to your readers, such as market analysis, a discussion of exciting trends, or features on major players in the market. This way you can connect better with the B2B buyer, and you can present things in a way that will motivate them to buy.

Eliminate the Mistakes

It is important to remember that the quality of your marketing is what will differentiate you from your competition. A high-quality marketing strategy will also improve your visibility through search engines.  This will help you connect with your customers more effectively. Many B2B sellers today use Magento Commerce Edition with its suite of B2B marketing tools. They also use the drag and drop content management system (CMS). The Magneto CMS allows you to create rich and relevant content. This will help you communicate your marketing message to your customers.

Magento is adaptive and flexible, and that is why it is one of the most widely used platforms today. It is designed to meet the needs of different types of businesses, whether small or large, local or international. You can use Magento to manage your content marketing efforts and monitor your customers’ purchase patterns and pathway.  You can also use it to offer them solutions that will motivate them to buy your product or service. By using an eCommerce solution like Magento, you can avoid making these B2B marketing mistakes.