13 B2B Marketing Mistakes That Can Hurt Your Business

The world of business-to-business (B2B) marketing can be a minefield for those whose experience lies in other areas. 

It’s common for B2B marketers to commit mistakes that others would find obvious, and other people may even unintentionally commit some of these errors without knowing it. 

We’ll go over 13 marketing mistakes that you should try to avoid if you want your business to get the best results from its marketing efforts:

13 Mistakes That B2B CEOs Make in Sales and Marketing
1. Targeting Missteps: Avoiding incorrect audience targeting is essential for effective B2B marketing campaigns.
2. Inadequate Research: Thorough customer research helps in understanding pain points and tailoring marketing strategies accordingly.
3. Neglecting Content Quality: High-quality content is key for engaging B2B audiences and establishing credibility.
4. Failing to Align Sales and Marketing: Coordination between sales and marketing teams ensures consistent messaging and better lead conversion.
5. Overlooking Lead Nurturing: Nurturing leads through the entire sales funnel increases the likelihood of conversions.
6. Ignoring Analytics: Regularly analyzing marketing data provides insights for refining strategies and improving results.
7. Neglecting Mobile Optimization: With mobile usage on the rise, optimizing marketing efforts for mobile devices is crucial.
8. Not Leveraging Social Media: Utilizing social media platforms can expand reach and engage potential B2B clients.
9. Skimping on Customer Support: Excellent customer support enhances customer loyalty and can lead to referrals.
10. Underestimating Competitor Analysis: Understanding competitors’ strategies helps in differentiating your offerings and standing out.
11. Neglecting SEO: Effective SEO improves your visibility and accessibility in search engine results.
12. Overlooking the Importance of Reviews: Positive reviews and testimonials can influence potential clients’ decisions positively.
13. Not Adapting to Industry Trends: Staying up-to-date with industry trends is essential for remaining relevant and competitive.

1. Not Using Buyer Persona Research

If you don’t know who your customers are, how can you speak to them in a way that resonates with them? That’s why it’s important to understand exactly who your target customer is and what their needs are when looking for a product or service like yours. 

This can be done through buyer persona research, which involves surveying a few hundred (or even thousands) of the right people about their preferences. 

You’ll get an idea of their demographics, psychographics, and traits so that you know how to market to them more effectively. You can also use this information to create better marketing campaigns or content by knowing what they want out of life and out of B2B marketing!

Focusing on quantity over quality when it comes to audience segmentation and targeting tactics; includes being obsessed with “big data” without putting it into context.*

Too much noise leads directly back into our first point: not understanding who your target audience is as well as where they’re spending time online.

Building strong relationships with potential buyers on social media is crucial for B2B success. Learn from the mistakes of others and discover the 11 key pitfalls to avoid when dealing with buyers on social media.

2. Not Focusing On Email Marketing

Email marketing is one of the best ways to reach your customers. It’s quick, easy, and inexpensive. You can use email marketing to build relationships with your customers and get them to trust you. You can also use it to get your customers to buy from you.

Don’t make the mistake of thinking that email marketing isn’t important for businesses that sell products or services directly through their website. 

If you don’t have an email list, create one now! It doesn’t matter if it’s small at first building an audience takes time but it will grow if you work hard on creating valuable content for them every week or month

3. Creating A Marketing Strategy Without A Content Marketing Strategy

The content marketing strategy is the foundation of your business. If you don’t have a clear idea of how to create and distribute content that serves your audience’s needs, you won’t be able to build a loyal following or convert leads into customers.

Here’s why: A good content marketing strategy should include all aspects of the B2B buying cycle:

  • Create valuable information based on buyer personas who are interested in your products or services (this tells us what kind of information we need).
  • Distribute that valuable information through various channels (this tells us how we’re going to do it).
  • Promote this valuable information using SEO, social media, email newsletters, and more (this tells us when we should do it).

4. Not Creating Personalized Landing Pages For Every Campaign

It’s important to create personalized landing pages for every campaign, because not only do you have a better chance of converting your leads, but it also enables you to more easily measure the effectiveness of the campaign. A well-structured landing page will include:

  • A strong headline that tells visitors what they can expect from the page (without making false promises).
  • An eye-catching graphic or banner image.
  • A benefit-driven value proposition that highlights what your product or service does for customers at a high level. 

Don’t get too technical here – just give potential customers an overview of what they’ll gain by using your business’ services/products/etc. This should be one sentence long, max! 

The rest of this section is where you’ll go into detail about how awesome your products/services are and how they’ll improve their lives or businesses…

But don’t make them read through 5 paragraphs before getting to any actual benefits! Instead, list out all of these bullet points under one subheading called “How We Help.” 

This makes it easier for people to skim through and find what’s most important to them right away.

This means less time spent reading things that aren’t relevant right now (or ever) and more time spent reading stuff that might actually matter later on down the road when maybe someday decide whether or not we should work together!”

Even in B2C marketing, there are valuable lessons to be learned. Explore the most common blunders and find out how to steer clear of them by checking out our insights on The Biggest B2C Marketing Mistakes.

5. Not Tracking And Analyzing Your Data

Tracking, analyzing, and acting on your data is the only way to improve your marketing.

If you don’t know what’s working or not working in your business, you won’t be able to make informed decisions about how to move forward with it.

Fortunately, there are many tools available that can help with this process and they’re getting better all the time.

Let’s look at an example: You’re running a promotion for free shipping on all orders over $50 (a tactic known as “free shipping cutoff”). 

The day after you run this offer out of curiosity about how well it performed, you log into Google Analytics and see that sales were up by 10% compared to the previous day but then again, so was traffic! 

With no history of performance data from past promotions like this one, it’s hard to tell whether this uptick in revenue is due to enough evidence alone to warrant repeating such a promotion in future months; 

However, if we had tracked these metrics before running our campaign (or even multiple campaigns).

We’d have more information at our disposal when deciding whether or not something like a free shipping cutoff should continue going forward based on its effectiveness thus far along with other factors like cost per sale etcetera.

6. Failing To Optimize For SEO

SEO is a long-term strategy, not a one-time thing. This is true for any digital marketing strategy, but especially SEO. 

It takes months (or years) to see results and build authority in your industry. If you stop optimizing for SEO after putting up a few pages of content and adding some links, you’ll get little to no results within the first month or two of launching your site.

SEO involves many different tactics, including keyword research and link building. However, it’s also about creating quality content that people want to share on social media or link back to a process that takes time!

A common misconception about optimizing for search engines is that it only includes keywords and links; however, this isn’t always the case! 

While keyword research plays an important role when it comes down to figuring out what keywords are relevant enough based on what people are searching right now (and thus more likely being clicked).

Other factors play into this equation such as structure/formatting which can affect how well pages will rank overall when compared with other similar webpages on sites across various internet domains like Google SERPs (Search Engine Results Pages).

Video marketing can be a powerful tool, but missteps can hinder its impact. Discover how to sidestep the most critical error that companies often make when trying to use video marketing effectively.

7. Avoiding Social Media

Social media is one of the most effective ways to reach your target audience. It allows you to communicate directly with customers, build your brand and promote your content, as well as engage on a deeper level than other methods like email marketing or direct mail. 

In addition to this, social media provides an opportunity for customer feedback which can help inform future marketing efforts.

Social media can be used for more than just posting content for the sake of posting it; you should be using each platform in a way that aligns with its purpose. 

On Facebook and LinkedIn, users are looking for updates from businesses they’re interested in engaging with so make sure that when creating posts on these platforms, they’re relevant and valuable (i.e., not just thinly veiled advertisements). 

On Instagram or Pinterest instead? Post photos/videos that showcase company culture around things like employee benefits or behind-the-scenes events so potential candidates want what you have!

To recap: Social media isn’t something brands should avoid doing because it seems difficult–it’s an incredibly powerful tool when used correctly!

8. Underestimating The Importance Of Mobile Optimization

Mobile optimization is important for B2B because it’s a good way to increase your search engine rankings. 

Google has stated that mobile-friendliness will be a ranking signal in its algorithm, meaning that sites that are well optimized for mobile devices will rank higher than those that aren’t. 

Mobile optimization also leads to a better user experience, which improves conversion rates and customer satisfaction.

SEO isn’t the only benefit of mobile optimization it can also help you reach new customers by driving traffic through paid ads on social media platforms like Facebook or Twitter (a practice known as “guerrilla marketing”).

9. Not Having A Blog

You want to blog.

That’s because blogging is a great way to build trust and authority for your business, which is one of the most important ways to generate leads (and sales). 

It’s also an effective way to promote your content, drive traffic to your website, improve SEO, and more! But if you’re not blogging yet or if you’re struggling with how and when here are 14 mistakes that can hurt your business:

Content marketing is a cornerstone of success in the digital age. Learn how to leverage content to its fullest potential and boost your sales with insights from our guide on increasing sales using content marketing.

10. Ignoring The Power Of Video Marketing

While many B2-B marketing companies still rely on traditional media, video has become one of the most powerful tools in today’s digital world. The ability to connect with your audience and showcase what you do has never been easier. 

Video can be used for everything from your homepage to product demos and testimonials, making it the perfect way to share your expertise with potential customers.

It’s no wonder why more and more businesses are turning toward video marketing it’s effective! 

If you’re looking for new ways to market your business online (or if you’re unsure about whether or not video should be part of your strategy), check out these 14 mistakes that will help guide you along the way:

11. Forgetting To Conduct A/B Tests With Your Landing Pages And CTAs.

A/B tests are a great way to optimize your landing pages, CTAs, and the content of those pages. This is all about creating a more personalized experience for your prospect at every step of their journey.

Start by identifying what’s working on your site and what isn’t. Are you seeing a higher conversion rate with one CTA than another? 

Is it because of the copywriting or a different image that’s associated with it? Do you think some visitors are confused by any part of the process between landing on your site to taking action? You need to know so that you can make changes accordingly.

12. Neglecting Live Chat On Your Website

Live chat is the best way to engage with visitors to your website. It has the highest conversion rate of all online marketing tools and can help you increase sales. 

Live chat also allows you to understand your customers better, which will help you make more informed decisions about how to market your business in the future.

For example: if a customer asks for information that isn’t available on your website or makes multiple inquiries about a product without buying it, this might indicate that they need more information before making a purchase decision. 

A good live chat agent will be able to provide this information without having to wait for an email response from their manager or sales team saving everyone time (and money) in the long run!

13. Looking At Competitors Instead Of Customers

When you’re working on the marketing strategy for your company, it’s easy to get caught up in what your competitors are doing. After all, they’re the ones that are winning over customers and gaining market share but this can be a mistake.

Instead of looking at what your competitors do well and how you can copy them, look at how they attract their customers and how you can make sure those customers come to you instead of them.

Your customers are not your competition. The people who fill out an online form on a competitor’s website aren’t trying to harm your business; they’re just looking for something new or different from what they already have. 

If you focus too much on other businesses in your industry like this one does (with quotes from industry experts), then it might seem like no one else is doing anything new or different at all!

Marketing success often involves unconventional strategies. Unlock 14 lesser-known tricks that can propel your efforts forward by diving into our guide on tricks for marketing success.


So, we’ve talked about a lot of different marketing mistakes. But remember, these are only some of the common ones to avoid. 

You may have a list that you need to be careful about. The important thing is that you keep on trying and learning from your mistakes so that you can reach more people with your B2B business!

Further Reading

Explore these resources for more insights on common B2B marketing mistakes and how to avoid them:

Common B2B Marketing Mistakes That Hinder Growth: Discover key errors to avoid to ensure successful B2B marketing campaigns.

33 Costly B2B Marketing Mistakes to Steer Clear Of: Learn about a variety of B2B marketing mistakes and how they can impact your business.

Avoiding SaaS Marketing Mistakes: Delve into SaaS-specific marketing blunders and gain insights on how to prevent them.


What are some common B2B marketing mistakes that businesses make?

Businesses often make mistakes like poor targeting, neglecting customer research, and failing to align marketing with sales goals, all of which can hinder their B2B marketing success.

How can I avoid costly B2B marketing mistakes?

To avoid costly B2B marketing mistakes, it’s crucial to conduct thorough market research, develop a well-defined buyer persona, and ensure alignment between marketing and sales efforts.

What are some common SaaS marketing mistakes?

SaaS marketing mistakes include failing to communicate value, not addressing customer pain points, inadequate onboarding, and underestimating the importance of customer retention.

How do SaaS-specific marketing mistakes differ from general B2B mistakes?

SaaS-specific marketing mistakes often revolve around the unique challenges of marketing software-as-a-service products, such as emphasizing the wrong features or overlooking the subscription-based model.

What strategies can help me steer clear of SaaS marketing mistakes?

Implement strategies like clear communication of benefits, targeted content addressing user needs, providing seamless onboarding experiences, and prioritizing ongoing customer engagement to avoid SaaS marketing mistakes.