Member Article

Why Do Your B2B Marketing Plans Keep Failing to Produce Results?

Trying the same thing over and over and expecting different results is on the very edge of sanity, so instead of wasting resources, time and energy on implementing a failing B2B marketing plan, you should try to discover the reason why the plan isn’t successful in the first place. It’s only human to make mistakes, and even experienced marketing professionals sometimes take a step in the wrong direction. Errors are a part of our private and professional lives, but those who learn from their mistakes are less likely to repeat them. So, let’s have a look at some of the most common reasons why B2B marketing plans fail to reach their goals.

Do You Know What You Are Trying to Achieve?

In marketing, like in life, it is much easier to achieve something if you know what you’re actually doing. Launching a marketing strategy without a written plan is like consciously putting a blindfold over your eyes just before you cross the street. Besides having no idea where your marketing strategy is headed you’ll also risk damaging your service’s and the company’s reputation. That’s why it is better to write down each step of your marketing plan and then execute it slowly, but efficiently. Furthermore, planning a marketing strategy in advance will enable you to define unique selling points for a particular service.

Are You Investing Enough Time In Networking?

Running a successful B2B marketing campaign is not like running a successful B2C or B2G campaign, because businesses think differently than consumers or governments. Frequenting networking events where you can meet representatives of companies that might be interested in using the services your business offers should undoubtedly be a part of your marketing plan. Talking to other industry professionals and understanding why and how they use a certain strategy might help you plan a better marketing campaign. Additionally, you will be able to get valuable insight into how your potential clients think, and you can use that insight to tailor your marketing messages in accordance with their tastes.

Don’t Let Other People’s Opinion Slow You Down

Hearing what each member of your marketing team has to say is important because it builds team spirit. However, the final decision should always be yours. Choose the members of your marketing team cautiously in order to foster decisiveness and put the focus on reaching the projected goals. Don’t spend too much time on feedback sessions, before launching a campaign, even though each unique perspective can be valuable. Sometimes you simply have to take matters into your hands and be a leader. Concentrate on improving your marketing plan in the future by listening to what your colleagues think while doing everything you can in the present to execute your marketing plan perfectly.

Measure and Evaluate the Success of Your Marketing Plan

Being analytical in your approach to marketing is of utmost importance for running a successful marketing campaign. That’s why you need to know which tools to use to track metrics or which data to monitor. The number of post views isn’t necessarily an indicator of service enquiries so you and your team have to make a concentrated effort to pinpoint the metrics that reflect the success of a particular campaign. Each marketing campaign is different, and for that reason, a statistic that perfectly reflects the progress and the success of one campaign can be completely useless on another campaign. In order to know which metrics to track, you first have to know what you’re trying to achieve. Once you have your priorities sorted out, it will become relatively easy to evaluate the success of your marketing plan.

This was posted in Bdaily's Members' News section by Helen Cox .