What annoys me about B2B Marketing

Hi everyone. And welcome to my video series. I hope you’re enjoying them so far. Please do like, and subscribe to YouTube or share this video if you think it will be useful. Today, I wanted to talk to you about what annoys me about B2B marketing.

I think for me, it’s just one thing that keeps cropping up repeatedly. And it’s to do with content, funnels, landing pages, and creating kind of a funnel so that people will be a lead at the end of it. 

So you hear a lot of things around, oh, we set up a eBook that has a landing page. People will go on there, we’ll get loads of leads, and we can follow up. And, with services and B2B marketing, I just don’t think it works like that.

Yes. Content does play a role. 

Ebooks are great, but I don’t think you’re going to have solid leads off the back of just feeding someone through to a landing page and having content in that way. It takes time when it comes to B2B marketing. It Is a long lead time. People need to know, like, and trust you.

Content helps play a part, but it’s not the overall part of the whole thing. 

For me, what annoys me is when they say, oh, you can do a campaign, you’re doing eBook, you’ll put it in the funnel. You’ll get loads of leads and it’ll be great. 

It doesn’t work like that. You need to have a lot of a lot of people going into the top of the hopper as it were for you to kind of spit out a good couple of leads.

With the hopper situation what people don’t tell you is that there’s only so many things you can do for free.

For example, free social media, you can do an e-newsletter from MailChimp and all that kind of stuff. That’s fine. But actually, to get the number of leads that you need, you’re probably going to have to put a good amount of budget into advertising this particular ebook or content that you want to help generate your leads for you.

It’s not a case of you’re going to put it on LinkedIn, 8,000 people are going to download it and you’re going to get like 200 qualified leads. It doesn’t work like that. I mean, I really would think about it when you’re thinking about putting your campaigns together, it needs to have some longevity to it. It can’t just be a one-off piece of content.

I would think about how that can be kind of leverage throughout the year consistently to push a message. 

It’s about long lead times with professional services, people don’t need family lawyers straight away. People might be happy with their accountants and their financial advisors is only when something goes wrong do, they then start looking around.

You just need to make sure that you’re on their radar. 

And the only other thing that I wanted to mention is it’s not about digital either. It is very much about how you build relationships with people. Face-to-face is so important when you are selling your services. People need to get to know you. And it’s not a case of hiding behind digital marketing. You do need to get your face out there. 

So, there are a couple of little things that maybe annoyed me about B2B. Hopefully that’s given you a little bit of insight and might make you think about your campaigns a little bit differently. I hope that helps and bye for now.

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