It’s a fact that none wants to commit mistakes; especially when the company’s bottom line is at stake. Companies work hard to avoid mistakes; however, over the years top B2B marketing companies identify and rectify marketing mistakes. So many businesses of different sizes, continue to make. Some errors involve failing to follow recent B2B marketing best practices, while others involve adopting only superficial aspects of a B2B tactic or strategy while ignoring the rest.
Many industries including the jewelry and earring box packaging industry have seen techniques evolve. However, the below-mentioned B2B marketing sales snafus and missteps occur regularly. Read on to discover and eliminate them from your marketing efforts.
1. No B2B sales and marketing alignment
It has become a run-of-the-mill thing – the age-old war between sales and marketing. However, there’s a reason this cliché thing keeps repeated by companies. When your marketing and sales teams don’t work in tandem, it poses a negative impact on your sales productivity, marketing return on investment (ROI), and revenue growth. It’s a shame because both sales and marketing departments share common goals – to drive sales and grow revenue.
One major aspect to eradicate the sales and marketing silos and to repair the gulf between the two teams is to consolidate them into one B2B operations team. Another remedy is to enhance data integrity. Take a deeper dig to look at what your B2B organization can do to align its marketing and sales teams.
2. Neglecting to track and analyze B2B customer data
The second mistake related to B2B marketing involves data hygiene; especially neglecting to trail and analyze client data. This mistake can be huge for online jewelry packaging manufacturers.
Your sales and marketing team may have arrived with an ad campaign or your team might have created and launched a new set of landing pages.
- However, how do you know if all the money, time, and effort they put into those efforts are paying off?
- What if you need to improve or change something?
- Have you identified the key performance indicators (KPIs) that should be monitored?
- Are these the correct KPIs?
From site traffic to newsletter subscriptions and everything in-between, your organization has multiple opportunities for gathering, tracking, and data analysis. Beyond data gathering, even before you begin to look at the recording and analyzing the client information you have collected, your company has to ensure your data is precise, consistent, duplicate-free, and up-to-date across systems and touchpoints.
Next, ensure you are tracking the correct data. That latest post you published may be getting loads of traffic, but are the readers clicking on the link in search results?
Tools like Google Analytics give statistics on how long visitors reside on a webpage and if they tapped or clicked on other links on your website. For instance, all the traffic from a new blog post is worthless if users realize it’s not the information they need and they will leave immediately.
When we talk about tracking online traffic, conversions, and leads, there is a plethora of things to ponder.
3. Not Paying Heed to Calls to Action (CTAs) in B2B marketing
A CTA is a concise, clear, and compelling phrase that asks a visitor who visits a landing page to see an online ad, sees a social media post, lands on your blog posts, read an email you sent them, etc., where to go next. The common and most effective CTAs say something like, “Contact Us,” “Learn More,” “Register Now, or “Call Now”.
A CTA directs readers or users what they are supposed to do to get the product you have showcased. No matter how badly they may need to sign up for a webinar, see a demo, or download an e-book if they are unable to see and click a link or a button to complete those things, they won’t go the extra mile to find you out. However, still, many organizations either use overly clever or unclear CTAs or no CTAs at all.
There are a couple of critical things B2B organizations can do to address this too common marketing blunder:
Follow the “keep it simple, silly” rule for every CTA. When you feel doubt, use something like “Learn More” that works in different situations.
Perform A/B tests and other elements on CTAs.
4. Overlooking B2B Search Engine Optimization (SEO)
B2B buyers start their search for new products and services online. As per a report, 71% of B2B customer research begins from Google.
Getting a B2B website found online is critical. To ensure you are found out at the top of a search results page, you require SEO.
It is key to appear on the first page when a potential client searches for a product your business gives. Still unsure?