Business-to-business (B2B) marketing is tricky: Though big successes go right to the bottom line, so can small failures.

Learning to embrace success and overcome failure is an essential skill when executing any marketing strategy. But it's not an easy skill to learn, because today's marketers have more choices than ever with the influx of digital and social media and other channels.

And though having many choices can make maximizing your marketing budget and expanding your company's buy-cycle presence easier, the wide selection also can increase the potential for errors.

In any industry, even the most seasoned marketing professionals sometimes fall prey to mistakes in tactics or implementation. But with a watchful eye, practitioners can avoid costly pitfalls.

Here is a quick review of the 10 most common B2B traps and how you can dodge them:

1. Not finding the fish

Virtually all your customers now use the Internet throughout their work processes and even throughout the critical buy cycle when they are discovering solutions before moving to the point of purchase. Are you reaching this target audience where they're looking for solutions and services like yours? If not, find them as soon as possible, and make sure you're included in the conversation.

2. Traveling on the same path as before

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Chris Chariton is senior vice-president of product management and supplier marketing for GlobalSpec, a leading provider of digital media solutions that connect industrial marketers with their target audience of engineering, technical, industrial, scientific, and manufacturing sector professionals. Chris can be reached via