The definition of success for a B2B marketing campaign can be subjective. Different companies use different metrics to gauge the effectiveness of their campaigns, and arriving at a single standard to define campaign success can be like chasing a mirage. However, most marketers may agree that their campaign effectiveness is directly proportional to their marketing investments.
Marketers would also agree that, like most B2C marketing campaigns, B2B campaigns fail because they lack strategic depth. Whatever the reasons, B2B marketers often fail to understand the causes for the failure of their marketing campaigns. Here are five pitfalls you must avoid to ensure the success of your marketing campaign:
1. Lack of skills and experience
Most companies make the mistake of not bringing together a team with the right skillsets. Some of the key skills for every B2B marketing team include data science, SEO, content creation, content strategy, and marketing operations. Businesses must also be effective in assigning the right resources to the right campaigns. One common mistake that companies make is assigning novice marketers to complex campaigns − they lack the experience and exposure needed to address complex challenges. In such cases, it is advisable to hire a senior marketer to help steer less experienced team members in the right direction. They bring outside experience to the team and look at campaigns from various angles. They also mentor the novice marketers and improve their skills.
2. Underperforming content
A large number of B2B marketers rely on content marketing to drive campaign effectiveness. Yet, only a handful succeeds in creating content that drives meaningful engagement with their audience. Marketers need to understand their audiences better, personalize their messaging, and deliver content that is not only engaging but also useful for their audience. Videos and images can drive high engagement, and it would be a mistake to economize on these. As a marketer, you need to create content that engages new customers and builds loyalty among existing customers. It is important to gain insights on the customers by researching their personas. To be effective, make sure you incorporate interactivity in your content, use data-driven storytelling, and prioritize informational content over sales messages.
3. Unclear strategy
Every marketing campaign begins with a solid strategy. The goals and milestones must be carefully defined and duly documented. Campaigns fail not only because they don’t meet goals but also because there’s no documentation of the learnings, setbacks, and failures. An effective strategy must take care of all these parameters and properly define the measurable goals and the target audience. A measurement strategy is equally important to ensure that the goals are attained within the stipulated timeline. It is very important to identify keywords and phrases that connect the content with the target market. Lastly, it is extremely important to keep track of the goals and regularly discuss them to make it a habit.
4. Saving analytics for last
Data and metrics are the soul of every B2B marketing campaign. Most campaigns fail when the team does not adopt a data-driven approach to marketing. It is imperative to identify the set of key metrics that link the performance of the campaign to the business objectives. Identify the right marketing technology to measure those data points. To build a better sales pipeline, use marketing software to measure first-touch attribution and conversion rates for channels or campaigns. This will help accurately track success and guide in making the right decision. It would also help in socializing the effectiveness of marketing campaigns within the organization and get buy-ins from decision-makers to secure future budgets for campaigns.
5. Lack of audience understanding
Every marketing campaign revolves around solving the fundamental need of the target audience. At times, marketers are unable to identify the pain points accurately. In such cases, the campaigns lack relevance and fail to build an emotional connection, which results in unimpressive conversions. Therefore, it is imperative for the marketing team to understand the target audience. This involves reading research papers, following potential or existing customers on social networks, and interviewing focus groups to get an idea of the challenges they are facing. The core focus of the campaign must be to resolve these issues. This will drive all the calls to action, ad copy, messaging, and follow-up emails.
About TA Digital
TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.
Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.
Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP, and Salesforce and possess global partnerships with industry leaders such as commercetools, Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.