🕵🏻‍♂️ why your B2B marketing fail ?

Dear Trencher, 

Are your B2B marketing programs flopping?

You're not alone. Many programs die before they even see the light of day. Huge resources are expended, but the result is dismal.

In this newsletter, we'll look at the top five reasons why most B2B marketing programs fail, and show you how to develop a winning strategy.

Let’s get right into it.

Reason #1– Lack of marketing fundamentals 

One critical reason many B2B marketing programs fall short is a lack of focus on core marketing fundamentals. 

This often manifests in a desire for large-scale lead generation, driven by the fear of missing out on potential customers. This approach leads to several problems. 

First, companies neglect to define an Ideal Customer Profile (ICP). A clear picture of their perfect customer that should normally allow for targeted messaging and avoid wasting resources on unqualified leads. 

Second, without a well-defined ICP, it's difficult to develop a strong and differentiated positioning.  

As a result of this, companies get stuck in a cycle of simply generating leads, without converting them into qualified sales opportunities.

Reason #2 Impatience and lack of long-term thinking.

Sometimes a thirst for immediate results can be a recipe for marketing disaster. Companies, fueled by fundraising rounds or internal pressure, often fall into the trap of "spray and pray" tactics. 

This translates to a "reach out to more prospects faster" mentality, with a focus on short-term lead generation at the expense of long-term strategy. 

Unfortunately, only 2 tactics truly fit this bill – ads and automated outbound campaigns.

While these strategies might generate leads quickly, they often fail to build brand loyalty or effectively communicate the company's value proposition.

See, building genuine relationships with potential customers takes time and effort but the end result is just outstanding. 

Effective marketing initiatives, like content creation or nurturing programs, may not deliver instant gratification, but they cultivate trust and brand loyalty, leading to a more sustainable pipeline of qualified leads. 

Reason #3. Lack of appropriate skillset

The B2B buying process is way more complicated than «clicking on an ad -> going to the landing page -> paying for the product».

B2B sales cycles take longer, and there are often multiple people involved in the decision-making process. Many marketing programs fail because of the lack of the right skills to handle this complexity.

Most marketers try to sell 5-figure products as a pair of shoes or $5 subscriptions – quick and easy. 

But B2B requires skills in content marketing, lead nurturing, and building relationships. You need to become a trusted advisor, not just someone pushing a product. Trying to sell high-value solutions with basic tactics just won't work in the B2B space.

Reason #4. Trying to find quick and scalable programs instead of developing revenue processes and operations. 

Everybody wants to scale fast, but you need to focus on the things that enable scaling, not unrealistic numbers.

Revenue is a lagging indicator and the consequence of the right marketing and sales programs. It’s the result of well-oiled marketing and sales operations working in harmony. 

Think of it like a healthy tree – you wouldn't expect abundant fruit from a sapling with weak roots. Investing in developing robust revenue processes, with nurturing workflows and qualified lead generation, is essential for long-term success. 

Shiny, "get rich quick" marketing tactics might seem tempting, but they often deliver short-lived results without a strong foundation in place.

Reason #5. Pursuing trends instead of focusing on operations across the buyer journey.

The final pitfall to avoid is the blind race-to-trend syndrome. Just because a platform like TikTok or Snapchat is all the rage doesn't mean your target audience is actively engaging with it.  

Effective B2B marketing requires a deep understanding of your buyer's journey. Instead of chasing the next hot trend, prioritize clear communication channels across all relevant touchpoints. Talk to your customers, understand their buying habits, and tailor your marketing strategy accordingly. 

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Most tech companies were indoctrinated with marketing legends about Tech Unicorns. They try to scale fast without realizing that scaling is only possible when you have:

• Clear GTM strategy

• Right team and skillset

• Understanding of their customers and their buying process

• Marketing and sales operations across the full buyer journey

Scaling usually comes from running "non-scalable" operations, not from growth hacks or unrealistic funnels.

PS: If you want to elevate your B2B marketing game in 2024, join the Fullfunnel online academy and unlock the keys to B2B marketing success with our comprehensive courses.

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See you in Trenches 😉

Adechina D. ODJO