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Five Big Mistakes That B2B Marketers Make in Driving Leads

by Erik Matlick  |  
November 19, 2014

Although 86% of B2B marketers are using content marketing, only 35% of them are tracking their efforts, according to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report by MarketingProfs and the Content Marketing Institute.

Many media outlets reacted to this error, rightly urging their colleagues to get tracking. Marketing via mobile device, the Internet, and tablets are evolving fields, and its practitioners are mere mortals, so growing pains and glitches are bound to happen as B2B marketers develop their skills in driving leads.

Here are some mistakes B2B marketers are making—and some ways they can fix them.

Mistake 1: Being too eager

Like a puppy with a new bone, B2B marketers can get excited about new prospects. They want to contact them right away and often to tell them all about their great products. In B2B marketing, however, there are a limited number of industries that directly correlate with your services.

To correct this mistake:

  • Slow down. For leads to be turned into long-term customers, marketers have to go slowly and not scare off prospects.
  • Segment lists. Rather than deliver every message to every prospect, break it down and serve the right message to the right audience.
  • Personalize your message. Otherwise, it's junk mail.
  • Do not over-contact.

Mistake 2: Not being eager enough

The temptation is to automate everything and let it run your marketing program. Timing and personalization are necessary.

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Erik Matlick guides corporate strategy and vision at Madison Logic Data, bringing over 15 years in founding, board, and executive management experience.

LinkedIn: Erik Matlick

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  • by Bret Rachlin Wed Nov 19, 2014 via web

    Erik, you're exactly right when you highlight the importance of sales and marketing alignment throughout the nurture process. Marketing and sales must deliver valuable content at each stage of the buying cycle to ensure that prospects understand why this particular vendor is relevant and how it can solve their problems. Based on an agreed lead definition, marketing and sales should know who owns each lead to lessen the chances of lead leakage.

    Bret Rachlin
    Marketing Strategist
    Carabiner Communications

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