Lack of interaction between sales and marketing departments
The results of B2B marketing depend on the work of the sales department and the advertising and marketing department. The combined sales results will allow you to evaluate the promotion strategy. Also, a joint discussion allows you to take into account possible errors in advance and make the necessary adjustments to the strategy.
Inability to listen
An experienced specialist uses rich people data package different channels of promotion in B2B marketing, focusing on his positive experience and offering valuable ideas. Regular monitoring of the related services market is important in order to adopt competitors' experience and useful tools of their marketing strategy.
At the same time, you should not ignore the employees of the sales department, the production department. Dialogue with them can provide new information that will help in promoting the product.
Sales specialists in the company are directly involved in promotion, so ignoring their comments can negatively affect the results of the marketing campaign.
Ignoring the customer's opinion
The effectiveness of B2B digital marketing can be assessed based on the experience of several loyal customers. For this, various marketing tools can be used – from telephone surveys to focus group research.
Every offer has its own client
Consumer demand is not the easiest B2B marketing tool, and opinions on how to manage it vary. However, demand cannot be created artificially, but it can be directed or found. Ideally, the right marketing strategy should correctly assess market volumes and build sustainable relationships with customers. This will allow you to be prepared for changing market conditions and use them to your advantage.
Working with people who are not empowered to make decisions
In B2B marketing, it is important to reach the decision maker, otherwise you can simply waste a lot of time negotiating with an ordinary employee.
The email message does not reach the company director immediately.
An emailed promotional offer will not reach the right person immediately. Most likely, the email will have to be sent more than once.
Missing important data in the customer database
To avoid problems, it is better to immediately find out from the sales department specialists what data about the client should be recorded, what the current profile of the partner is.
If the buyer profile does not correspond to the type that real clients should belong to, then there is a high probability of wasting the budget allocated for advertising and marketing.
There is no logical conclusion to the work with the counterparty
This phenomenon manifests itself in a decrease in interest in communication with the company's existing clients due to the increased workload on the sales department or the emergence of other counterparties. In this case, it is necessary to develop a clear algorithm of actions that must be performed with the partner and not allow him to go to a competitor.
Lack of knowledge of the features of your product
Without knowledge of the product features, it will be very difficult for an industrial B2B marketing specialist to develop an effective promotion strategy. Sales specialists should be aware not only of their product, but also of market innovations and competitors' achievements. This will make it much easier to present the product and maintain an expert level.
Exaggeration of the buyer's professionalism
A significant portion of buyers are poorly versed in the specifics of the relevant market, and B2B marketers often forget about this when building a marketing strategy for their company. Accordingly, marketing campaigns should not be filled with information that requires expert knowledge from the client, otherwise he will want to find the information he is interested in in a more accessible form. The message for a potential partner should take into account his supposed level of awareness of the market.
Evaluate the process, not the final result
When assessing the significance of their own contribution, B2B marketers often incorrectly calculate the number of customer responses, such as the number of clicks on a link.
However, in reality, an objective picture can only be obtained by studying the impact that buyer behavior has on business. In this case, it is possible to correctly assess the amount of investment in B2B marketing and the profits earned.
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