And we are back. I am Dr. Alyx* and earlier this week we diagnosed and resolved four of the most common B2B marketing mistakes. Today, we’re diving in again. Before we start, I want to remind you of my previous marketing prescription: we all make mistakes, so we need to set our egos aside, be honest with ourselves, forgive ourselves, and then fix the problem.
So let’s get started and cover the final four common B2B marketing mistakes:
1. Working in silos
While it is very easy to work in your own cubicle and forget the rest of the office exists, don’t let that happen. The most successful marketers are marketers that are in-the-know. By going around and talking to other employees you could benefit by getting something as little as a great quote or something as large as early access to big news. Networking, both inside and outside the office, is a part of the job.
2. Bad timing
Another reason being in-the-know at the office is important is because it helps with timing. By getting to know all your coworkers you can make sure they know that you are the first person they should call after finalizing an event date. All events (parties, product launches, etc) require a marketing plan. A marketing plan will make sure everything is done on time and no opportunities are missed because you ran out of time or were too late.
3. Neglecting partnerships
Partnerships are marketing gold and yet many businesses fail to take advantage of them. You can partner with a charity, a like-minded company or local businesses and both parties will reap the benefits. With social media, partnering is easier than ever. Simply create a place on your website that talks about your partnership and then both parties will use social media to promote one another. This will lead to greater exposure for everyone and showcase that your company is committed to helping others succeed. (The announcement of the partnership is an event you will want to create a marketing plan for – see above).
4. Forgetting your brand
With all the talk about the importance of engagement, many marketers get so caught up in sharing and retweeting that they forget to speak for their own brand. Yes, you need to engage, but you also need to have an identity. Think of it as a conversation; you want to contribute to the conversation by listening and talking – not just one or the other. Make sure you, and every other employee, are clear on what your brand identity is and start promoting it.
Well that wasn’t so bad. It definitely sucks to realize mistakes have been made, but it is not the end of the world. Simply implement the suggestions above and all will be well again and maybe even better than before.
*Self-appointed doctor of marketing and overall awesomeness