At DMG South East Europe we are regularly working with clients whose business is focused selling to other businesses. Therefore we want to share some common mistakes that we see in practice when it comes to B2B marketing.
1. YOU RELY TOO MUCH ON YOUR SALES DEPARTMENT
The sales department is certainly one of the strengths of each business. But many managers overestimate its role or underestimate the role of other departments. Yes, salesmen are those who have direct contact with customers, but they will not always be honest with you, and are not always able to diagnose long-term problems facing the company.
2. YOU FORGET ABOUT THE CUSTOMER SERVICE, ESPECIALLY AFTER CLOSED DEAL.
User experience is the most important point that companies must review their marketing strategy. Unfortunately, many companies underestimate their existing customers and don’t know how to utilize their potential. Instead, they invest in expensive advertising campaigns. You have no idea how many businesses forget to remind of themselves to their old customers.
3. YOU DON’T SEGMENT
There are various segments on the B2B market that have different needs, buy differently, in a different season, look for different types of information. Many businesses forget about it and offer their services in one and a same way. For example, in the construction business the architectures are searching for one thing, the builders another, and a third thing the masters. Try to present it to them.
4. YOU ARE NOT DRIVING THE CUSTOMER TO AN ACT
B2B marketers often forget that behind their business are real people, not just experts. Using from time to time the call-to-action techniques will help people you target to feel more actively attracted to the campaigns you do. Imagine you are selling sell raw materials where only 100 people are interested; this should not stop you to get these people to become part of your community and to share their experiences, ideas and topics that interest them.
5. YOU ARE TRYING TO TELL ALL THE ADVANTAGES OF THE PRODUCT
The products you sell can be great, they could a thousand advantages, but do not try to tell them all. Concentrate on one or two things that make your product / service unforgettable. We all hate when we have to combine all the information on a brochure, while in other cases it is collected in a catalog.
6. EXPECTING QUICK RESULTS
Unfortunately in B2B marketing results don’t come quickly. The purchase decision is subjected to many people, and more approval. B2B marketing has to build a brand that is superimposed in time in the minds of consumers and demonstrate sustainability. Many business owners change their strategies regularly, reflecting that they do not give the expected result, but at the same time not realizing how long is the entire process of purchase which their customers must pass.
7. NO STRATEGY FOR DIGITAL DEVELOPMENT
Developing a website and maintaining several social media is far from building a digital culture in a company. Typically, the process starts with these things, but to use all their potential, much more is needed. Unfortunately the companies do not realize how vital the maximum number of resources in their company to be digitized and covered in a single system. Although the initial investment is really big, if it is done with intent and professionally, it will recover incurred costs.
8. YOU ARE USING TOO MANY TERMS
Often a common mistake in B2B marketing is the tendency to talk too professionally. On the one hand this is good because it shows a thorough knowledge of the subject, but on the other may alienate some users. A good marketer needs to know where to extend the display of his professional skills.
9. YOU THINK THE PRICE IS EVERYTHING
The price has long ceased to be the main factor in the purchase of a product or service. Do not rely on it to sell. Customers, especially in B2B, usually do pretty thorough analysis before choosing one or another provider. Therefore may the price be not the leading edge of your business. There is always someone who can offer the service/good cheaper, so what will you do then?
10. YOU THINK THAT MORE IS “MORE”
In B2B marketing more users means more customers and sales. Every marketer must understand this. There are business segments that are so limited that people there know each other by name. In this case it is important to promote your product / service and strive for a greater number of knowing in detail what you are doing. Concentrate and offer a unique experience of the few who would really work with you.