The 8 most common B2B outbound marketing mistakes

The 8 most common B2B outbound marketing mistakes, and how to fix them

Targeting the wrong people

• You need to understand exactly who your target audience is.
• Generate a detailed Ideal Customer Profile, for each business segment that you are targeting.
• Create a buyer persona, for the people within the companies that you are targeting.
• Adapt your communications and offerings to align with your target audience.

Using poor quality data

• Use reliable sources of data, where it can be validated and verified, as you are using it.
• Get your internal data refreshed continuously.
• Invest in the tools that generate, validate and enrich data for you as you use it, (its more affordable than you think).

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You are not focusing on the right prospects within your ICP

• Seek out intent data around your ICP and Individuals that you are targeting.
• Focus your efforts and budgets on those prospects entering or already in the buying cycle.

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You’re using the wrong content and assets

• Stop talking about ‘what you do’ and ‘about us’.
• Align content and offerings to prospect pain points and their primary objectives.
• focus on day-to-day pains.
• People want to buy solutions to their problems – so talk about how you can fix them.
• Adopt a jobs to be done approach – people want a picture on the wall, not a hammer and a nail.
• Use case studies and testimonials to validate what you say you can do

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Your content is a one size fits all approach

• Adapt the style and tone you take to meet different personas and mindsets.
• Use a question-based approach in the early phases of engagement.
• Create different versions of your best content, so that it adapts to the different ways people engage (pain v gain).

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What you are offering isn’t enough to generate interest

• Use the most powerful lead magnets that you have.
• Ensure that what you are offering has enough perceived or genuine value to warrant engaging with you.
• Calculate the cost of what your give-away is in order to secure a meeting or a customer, verses the cost and effort of doing it differently.

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You move in for the kill far too-fast

• Take the prospect through each stage of the buying-cycle
• Start with an awareness of the customers pains, frustrations and objectives.
• Nurture or romance the prospect, demonstrating value, before asking for a CTA.
• Use automated sequences designed to share content and to deliver the first phases of engagement.
• Replace automation with personal responses immediately that the prospect is engaging with you.
• Change your strategy to focus on a ‘let me show you how we do it’ approach.

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Your approach is too one-dimensional

• Use a multi-channel approach, but adapt your content to the channel that you are using.
• Use different styles and tones to create emotionally engaging content that stands out for the right reasons.

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If you need help with any of these items, feel free to get in touch.

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If your marketing outreach activities are not generating the levels of response that they used to, or you just need to boost activity or focus on specific areas of business growth, then feel free to book in a call with me to discuss how we can help.

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Internal marketing ROI among SMEs is typically between 3-4 X according to the latest research by Statista.

If you would like to consider ways double or treble those numbers, then maybe we can help.

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Use my Calendly link below to book in a quick discovery call with me.

I’ll even generate 1000 free leads for you, from within your ICP, as a thank you for meeting me and to demonstrate some up-front value.

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This Calendly link will ask you for the data that I need to generate your leads, which I shall ensure are sent across to you before our call.

Mark Stephens, Founding Director, BookMyDemos Limited

www.bookmydemos.com

[email protected]

https://calendly.com/mark-bmd/free-data-review-call

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About the Author

Mark has been a business owner in the Marketing, HR and Recruitment space for over 25 years, founding five companies and exiting three.

His experience spans across Marketing and Recruitment Agency, developing Recruitment and HR Technology, and as a consultant and advisor to business and senior teams in both early stage technology and service companies.

Areas of expertise are across business technology, Sales Acquisition, Marketing and Lead Generation, growth strategy and scaling at pace, and in maximising company valuations.

Mark is obsessed by behavioural science, and data and research in the pursuit of optimising performance and excellence, at every stage of the buying and hiring cycle, and has worked alongside several universities and academics to uncover powerful insights, industry secrets, and the truth.....