7 Ways to Fail at B2B Social Media Marketing

April 9, 2018 addept Online Advertising

We’ve all made mistakes when it comes to B2B social media marketing. It’s an imperfect science, just like all marketing endeavors.

But the first step is to admit your mistakes, which is exactly what John J. Wall of the podcast, Marketing over Coffee, did in a Marketing Cloud webinar titled, Top 7 B2B Marketing Confessions.

Here are the seven confessions Wall made in his webinar, with a prescription for marketing absolution for each one.

1. I thought lead scoring was the silver bullet.

Solution: You’re better off using three key questions to qualify leads. Combine a numeric score to judge activity combined with qualification ratings. For instance, a letter grading scale is useful for sales to know what to do with a lead.

2. I fail most of the time.

Solution: Do all you can and carve away what’s wrong. Reconcile marketing initiatives to your closed deals, but realize there are tons of contributing factors. It’s hard to have a silver bullet for campaign tracking.

3. I measured the funnel by how the deals looked, not how they behaved.

Solution: Set up points where leads are transferred to sales. Execute different types of transfers based on your lead rating system. Leads and deals come in many shapes and sizes, so make sure you have several checkpoints to account for this.

4. I’ve created content and done SEO on topics not related to the sales process.

Solution: Start from the sale and work backwards. Think about the content that will help your sales team close deals, and start with that content. Then, move backward toward top-of-the-funnel content that provides nurture material for those leads not close to making a purchasing decision. Talk to your sales team to see what will help them.

5. I didn’t spend enough time in the shoes of the customer.

Solution: Automate your ticketing process so that you can keep track of cases. Provide extra care for the 20% of your customers who, in many companies, are providing 80% of the revenue. Provide helpful content to those struggling with your product, such as FAQs, content resources or user manuals.

6. I outsource email just so I have it.

Solution: You have the ability to lay email smack down. Read all about it in this post by John.

7. I’ve bragged about features on products that are too difficult to use.

Solution: Users want one button click, no instruction manual, and something easier than that if possible. The way you market a product makes a big difference. For example, when selling a car, you can focus on product features or emotions.

If your focus is on the heart and emotions, it focuses everything as far as further conversations on your product. Focusing on the heart scales easily within your company as well.

Everyone in your company can be on board with latter, instead of having to become an expert on every single feature you are touting.


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