• Posted On Monday, February 05, 2018

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    The single most important metric for business-to-business (B2B) marketing is return on investment (ROI). If you generate a low ROI, you should reevaluate your marketing strategy. While many factors can bring down your ROI, here are some of the top ROI-killing mistakes made by B2B marketers.

    #1) Not Using a Landing Page

    What is a landing page and how can it improve your B2B marketing ROI? A landing page is a dedicated website or web page that's designed for a single purpose: conversions. Unfortunately, some B2B marketers believe their company's website is sufficient. Even if a standard website generates leads or sales, a landing page can probably generate more; thus, offering a higher ROI.

    #2) Marketing to a General Audience

    B2B marketers often make the mistake of marketing their product or service to a general audience. The problem with this, however, is that different prospects have different needs. Therefore, a more effective strategy is to create different marketing messages based on your company's audience segments.

    #3) Not Using Data

    As a B2B marketer, data is one of the most valuable tools at your disposal. Using data about your prospects and customers, you can create more personalized and effective marketing campaigns while generating more leads and sales in the process.

    #4) Overly Aggressive

    No one wants to buy from a marketer who's too aggressive and pushy. There's a fine line that B2B marketers must balance between conveying their message and being too aggressive. If you contact a prospect too frequently, he or she may stop receiving your calls or otherwise disassociate themselves from your company. Either way, this means a lost sale and a lower ROI.

    #5) Only Using Outbound Marketing Techniques

    Outbound marketing techniques like cold calling are still an effective way for B2B marketers to sell their products and services. However, this doesn't necessarily mean you should overlook inbound marketing techniques. Inbound marketing, as you may already know, involves less invasive methods of promotion like content creation and social media marketing.

    #6) Not Tracking Conversions

    Finally, B2B marketers neglecting to track conversions will experience a lower ROI than their counterparts who do track conversions. Conversion tracking allows B2B marketers to determine exactly where their leads or sales are coming from. With this information in hand, B2B marketers can focus more on traffic channels that generate conversions and less on channels that don't.

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