Gesundheit!

In a Pro article at MarketingProfs, Kathryn Roy discusses seven infectious diseases often found in B2B marketing efforts. And she not only explains how to diagnose each disorder but also provides cures that can lead a campaign back to health.

Here are a few examples:

Glitzitis: This "refers to companies that produce gorgeous ads and collateral pieces that fall flat because they aren't based on solid analysis." According to Roy, the breakdown happens when marketers become so confident in their knowledge of prospects that they stop asking questions and listening to answers. "The only reliable means of correction is to test candidate key messages anonymously with the target audience or devise tests using interactive marketing techniques," she notes.

Sleep Apendea: This occurs most frequently when passionate marketing teams stuff every possible reason customers should buy products or services into collateral, websites and presentations. Roy says it "[c]oincides with the belief that prospects are patient enough to troll through your materials until they stumble across items relevant to them." Among the remedies: Identifying and eliminating redundant messages; testing for relevance; and determining where best to deliver the essential messages.

Ad Offerphobia: Seen most often in novice advertisers, this happens when companies fail to include an interesting offer that helps to track an ad's performance and capture contact information. The solution? "Identify an area your target prospect seeks education and create a great fulfillment piece," says Roy.

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