Biggest Mistakes B2B Marketers Can Make in 2023

by Michael Phelan

B2B marketing can be complex and requires a different approach compared to B2C marketing. Here are some common mistakes B2B marketers make:

  1. Focusing on features instead of benefits: B2B buyers are interested in how your product or service can solve their specific problems or improve their business, so it's important to focus on the benefits of your offering rather than just listing its features.
  2. Ignoring the buying process: B2B buying decisions are often made by a committee, so it's important to understand the different stages of the buying process and tailor your marketing efforts accordingly.
  3. Not personalizing communication: B2B buyers want to feel like they're being approached with a customized solution, so it's important to personalize your communication and avoid using generic messaging.
  4. Neglecting account-based marketing: B2B sales cycles can be long, and it's important to focus on specific accounts and tailor your marketing efforts accordingly.
  5. Not measuring and analyzing data: Measuring and analyzing data is crucial to understanding the effectiveness of your marketing efforts and making data-driven decisions.
  6. Not aligning sales and marketing: Aligning sales and marketing efforts is crucial for B2B companies, and it's important for both teams to be working towards a common goal.
  7. Neglecting SEO and content marketing: B2B buyers often research a company and its products online before making a purchase, so it's important to have a strong SEO and content marketing strategy.
  8. Not investing in account-based advertising: B2B companies should invest in account-based advertising to reach their target accounts and build brand awareness.
  9. Not leveraging social media: B2B companies should leverage social media to build relationships with their target accounts, position thought leaders, and share industry insights.




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