B2B Marketing: The Most Undervalued Expense In Your Business

I’ll level with you: B2B marketing is tough! It’s a complex, ever-growing field, and there are a lot of things to get right to ensure that your marketing efforts work. 

But even though it can be difficult, it’s absolutely necessary if you’re going to make sure you’re reaching your target audience and driving those all-important sales. 

Unfortunately, in my years as a B2B marketer, I’ve seen far too many companies miss the mark when it comes to their marketing strategy. 

So today I’m going to name and shame some common mistakes that businesses make in B2B marketing. We’ll talk about how to avoid them and also how to implement some new strategies for making sure your business gets the attention it deserves.

The Principles of B2B Marketing – YouTube
1. B2B marketing is often overlooked as a crucial investment in business growth.
2. Proper allocation of resources to B2B marketing can yield substantial returns.
3. Effective B2B marketing strategies can lead to increased brand visibility.
4. Building strong B2B relationships enhances long-term business success.
5. Understanding the potential of B2B marketing is key to maximizing its benefits.

Ignoring Your Marketing Budget

A marketing budget is a necessity for every business. Without one, you are likely to make (or let) bad decisions about your marketing.

“I don’t have time for that!” is a common response when I suggest creating a marketing budget and putting it into place. But in most cases, if you create a marketing plan and put it into action, you will find that you have more free time than before!

To create your first B2B marketing budget, start with these questions:

  • How much do I want to invest in my product or service? How much am I making per customer? What’s the lifetime value of my customers?
  • What kind of ROI can I expect from this investment? Is there anything I can do right now to increase sales or conversions before investing in paid advertising or content creation?

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Unaware Of What Is Going On In The B2B World

You need to stay on top of the latest trends in B2B marketing. You’re never going to know everything, but you should be aware of the most important things that are going on in your industry. 

Things change fast and it can be hard for one person or even a small team to keep up with everything that is happening in B2B marketing.

If you want your business to succeed, then it might be time for you to start thinking about hiring an expert consultant who can help guide your business through this changing landscape of B2B marketing.

Neglecting Social Media

Social media can be an incredible tool for any business, but it’s a shame how many businesses don’t take full advantage of the opportunities that are available to them. 

With social media, you can engage with potential customers and find new ones, making your marketing efforts much more effective. 

You can also use social media to find new employees who have skills that you need; this allows you to get some great talent without having to pay top dollar for it or take the time-consuming approach of doing interviews yourself. 

Plus, by using social media properly when searching for partners or vendors (or even just getting information about competitors).

You’ll save yourself a lot of time and money as well as find exactly what it is that YOU want from your partnership with them – which may not always be possible through old-fashioned methods like cold calls or random emails!

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Misjudging Your Target Market

Why is it important to understand your target market? Because if you don’t, you could spend all the money in the world on marketing and still not see a return.

When it comes to B2B marketing, two things will help drive sales: knowing your target market and understanding their needs. You can do this by identifying who your ideal customer is and what is important to them. 

This includes everything from their interests to their buying habits and even where they hang out online (like LinkedIn groups).

Getting this information requires some research on your end, but once you’ve got all those details figured out, it will be easy for you or someone else at your company to tailor content for each of those groups. 

Think about how much easier it would be if every piece of content was automatically written for each type of person in a particular industry or niche — instead of having one generic blog post that might not interest anyone!

Overlooking Your SEO

It’s a common misconception that SEO is just another trendy marketing strategy. The truth is, SEO has been around for a long time and it’s here to stay. 

It’s one of the most effective ways to market your products and services online because it enables you to be visible in front of people who are actively searching for information related to your products.

The best way to use SEO is by targeting specific keywords and phrases that will help bring more traffic to your website. 

You can also use local keywords that are relevant in different parts of the country or even globally if needed! Search engines like Google want people who are looking for specific products or services and so does your business!

Not Understanding The Latest Google Updates

It’s important to note that Google is constantly updating its search engine algorithm, which means you need to keep up with the latest changes. As a marketer, you need to understand what these updates are and how they affect your business.

If you’re not keeping up with Google updates as they happen, then your site could be suffering from poor rankings or have been removed from their index entirely. You’ll also miss out on opportunities for organic traffic generation or new keyword research opportunities.

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Not Considering Design

Design is the first thing a customer sees, the first thing they use, and the first thing they interact with. It’s what defines your brand and makes you stand out from the competition. 

But if you don’t have a designer on hand to build your marketing materials or produce them yourself (which isn’t always feasible), you will be missing out on an important opportunity to make an impression on potential customers.

Design matters

The design of your product or service can affect whether people buy it and if they do buy it, whether they keep using it. Several factors may come into play here:

Not Having A Great Website

Before you do anything else, your website should be a reflection of who you are and what you do. It shouldn’t be a place where you just dump content and hope it sells itself. 

A good website needs to have great content that is updated regularly, easy navigation, and an engaging user experience (UX).

Your marketing strategy should be built around this foundation so that when visitors come to your site they are given the right information at the right time which makes them more likely to want to engage with what your company has to offer.

Poor Content Marketing

Content marketing is one of the most important parts of your B2B marketing strategy. It’s also one of the most undervalued.

If you’re not already doing it, or if you are but think it’s not worth all that much, now is the time to take a hard look at how effective your content marketing is and make some changes.

Your blog posts should be useful and insightful not just another piece of content in an endless stream of data out there on the Internet. If they don’t help people who read them (or even better: if they’re not read), then what good are they?

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Neglecting Video Marketing And Youtube Video Opportunities For Your Brand

Video marketing is one of the most powerful tools for reaching your target audience. 

YouTube is the second largest search engine in the world, the second largest social media platform, and (perhaps most importantly) it’s also the third largest website in the world as well as one of the top mobile apps with 1 billion active users every month.

With so many opportunities for video marketing on YouTube, you’re missing out if you’re not taking advantage of them!

Not Using Influencers To Promote Your Brand

The right influencer can help you reach a wider audience and build trust with your customers.

Influencers have the power to drive sales, but they also have the power to do even more. They can help you build your brand, reach a younger audience and even increase future sales by spreading awareness about your products or services.

For example, research shows that consumers are more likely to buy from brands that are endorsed by social media influencers than from those that use traditional advertising media like TV commercials or billboards. 

Influencers are trusted by their followers (and potential customers).

Because their recommendations reflect real-life experiences not simply product features like price or features and many consumers feel more comfortable buying from someone who has used the product before them

Failing To Optimize For Mobile Users

Mobile users are more likely to convert and make a purchase; they are also more likely to share content with others, be influenced by recommendations, and read reviews.

In fact, in a recent study of 20,000 online consumers across the US and Europe (conducted by Go-Gulf), it was found that mobile users have an increased willingness to pay on average 41% higher than desktop users! 

Also worth noting: more time spent on mobile devices translates into greater engagement with ads as well as conversion rates for eCommerce sites.

Using Out-Dated Tactics For Content Marketing

First, let’s talk about what content marketing is. Content marketing is not just writing articles or posting them on your website. There’s much more to it than that.

Content marketing is about creating and publishing content that is valuable to your target audience. 

It’s about creating content that is informative, inspiring, and entertaining so that people want to read it and then share it with others through social media channels like Facebook and Twitter.

The best part? Content can be anything from an infographic or video to a blog post or webinar recording but whatever you choose to create needs to have the desired effect of bringing more customers into your business without being salesy in any way whatsoever!

No Proactive Plan For Lead Generation And Nurturing

A lot of the time, B2B marketers are focused on lead generation but don’t have a plan for nurturing and converting those leads. If you’re doing it right, your sales team will be reaching out to prospective customers but what happens when they’re not? 

That’s where you come in. You can use tools like Salesforce to find out more about each person who signs up for your newsletter or blog and make sure that they’re getting personalized communications from the company over time.

You should also consider how to create personas based on what kind of information your team has about their ideal customer at this stage. 

For example, if someone signs up for an email list offering tips for tech startups, maybe she works in marketing at another startup company or wants to start her own one day (so we would want our content to appeal specifically to her needs). 

On top of this knowledge base is helpful during marketing campaigns going forward, it’ll help ensure that all subsequent communications stay relevant as well!

Poor Understanding Of Data From Analytics And How To Use It To Improve ROI

The second most undervalued expense in B2B marketing is a lack of understanding of data. Data, if done right and analyzed properly can provide critical insights that will improve every aspect of your business.

Here are some ways you can use data to improve your ROI:

Understand what the data is telling you. When trying to figure out where your efforts are paying off and where they aren’t, look at not only how many leads came through but also their quality. Did they come from paid sources or organic ones? 

Which emails were opened the most often? Did they click any links within those emails or just open them without doing anything else with the message? What was the average time spent on a landing page after clicking an ad – did it increase from previous campaigns? 

This type of detail allows for much more accurate targeting in future campaigns, which increases conversion rates for everyone involved.”

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Failure To Pay Attention To Customer Service

Customer service isn’t just a one-time thing. It’s an ongoing, long-term strategy that will pay dividends for years to come. 

When you think of customer service, you might think about the classic “customer is always right” mentality and what you should do when they call with questions or complaints. But there’s more to it than that.

If your business is going to succeed in the B2B marketing world today, it needs to be based on trust and loyalty. 

You can build those things over time through both good and bad experiences with your company’s customer service team and if they handle both well enough (and consistently).

They will help bring in new customers who are looking for a great experience from someone they know they can trust you!


This is all to say that B2B marketing is a critical part of business and should be treated as such. It deserves more attention, consideration, and investment than it gets. 

So, if you’re thinking about scaling back on your marketing budget or putting it off for later, you might want to reconsider.

Further Reading

Explore more about successful B2B marketing strategies with these resources:

Foleon: Successful B2B Marketing Learn about the key components of a successful B2B marketing campaign and how to effectively target your audience for maximum impact.

Marion: Best B2B Marketing Strategies and Examples Discover a collection of proven B2B marketing strategies, accompanied by real-world examples and actionable insights to enhance your marketing efforts.

Column Five Media: Tips for B2B Marketers Get expert tips tailored to B2B marketers, covering topics such as content creation, lead generation, and nurturing relationships within the B2B landscape.


What are some effective B2B marketing strategies?

Effective B2B marketing strategies include content marketing, account-based marketing (ABM), social media engagement, thought leadership, and personalized email campaigns.

How can I create compelling content for B2B marketing?

Creating compelling content for B2B marketing involves understanding your target audience’s pain points, offering solutions, using data-driven insights, and presenting information in a visually appealing format.

What is account-based marketing (ABM)?

Account-based marketing (ABM) is a strategy that focuses on targeting specific high-value accounts with personalized marketing efforts, tailoring messages and content to address the unique needs of each account.

How can B2B marketers generate and nurture leads?

B2B marketers can generate leads through methods such as gated content, webinars, and events. Nurturing leads involves providing valuable information, staying engaged, and gradually guiding prospects through the buying journey.

How important is data analysis in B2B marketing?

Data analysis is crucial in B2B marketing as it provides insights into audience behavior, helps refine strategies, measures campaign performance, and allows for informed decision-making to optimize marketing efforts.