Wondering why your marketing strategy is not paying you as much as you would like? Looking to understand why you are failing to reach your goals? To generate qualified leads and acquire new customers? What if it was because your marketing strategy was out of date?
Our customers are mostly innovative companies: what’s more paradoxical than an innovative company that has an old-fashioned marketing strategy?
If only for your positioning, if you are an innovative company, we strongly advise you to avoid the following 3 marketing actions.
Beyond that, if only for reasons of performance and return on investment, it is important to devote your marketing budget to the achievement of effective actions, perfectly meeting the expectations of the buyer and his behavior. purchase .
Here are the 3 stale marketing actions to avoid in B2B:
1 – Mass e-mailing
Email Marketing remains the most effective marketing lever for converting qualified leads into customers. However, the competition is tough because in B2B, we receive on average about 20 commercial emailings each day.
In this situation, to attract and retain the attention of the buyer, it is essential to send him personalized e-mails corresponding precisely to his needs and his position in the purchase process.
Now, how do you want to be relevant in your e-mailings if you send the same to everyone?
2 – Telemarketing
Telemarketing proved to be a very effective lever in the 90s and 2000s. However, today, did you know that only 1% of cold calls generates a qualified B2B appointment?
If you are working with a telemarketing company – or if your sales people are enjoying the phoning – you have certainly already been disappointed with the leads generated.
In a previous life, I had the opportunity to recontact leads transmitted by telemarketing companies: I do not count the times when the interlocutor did not show up for an appointment and never gave a sign of life .
If telemarketing loses efficiency, the reason is simple. The buyer prefers to carry out his purchase thinking alone: he becomes aware that he has a problem to solve, he identifies and compares the solutions at his disposal, he retains the one he deems the best and finally seeks to validate that he makes the right choice. Only then does the buyer agree to contact (or contact himself) with a sales representative!
Telemarketing does not take into account this buying process and involves calling as many companies as possible: waste of time, loss of money and loss of opportunity.
3 – The showcase site
A few years ago, it was enough to have a website to be well referenced on Google. But that was before !
Having a website to simply present your business, your offer and put a contact form is no longer useful.
First, it takes a minimum of pages for a website to be well referenced on Google, and therefore visible. Your website should also be updated regularly.
In addition, the buyer no longer expects you to sell your solutions. The buyer expects you to show him that you are the best option to solve his problem and help him achieve his goals.
To meet this expectation of the buyer and distinguish yourself from the competition, a showcase site is no longer sufficient: you must offer on your website high value content that objectively addresses the needs and issues of your target and this, throughout his purchase thinking.