As a B2B marketer, one of your biggest responsibilities is lead generation. Your job is to generate a large volume of leads, and at the same time make sure you’re driving high quality contacts into your sales team’s pipeline. Without a B2B marketing strategy in place, it’s nearly impossible to do this. The experts here at ZoomInfo put together a list of top B2B marketing challenges and how to avoid them.
Top 3 B2B Marketing Challenges
- Identifying your buyer persona – If you haven’t identified your buyer persona, which is a detailed profile of your best customers, then your current marketing strategy is pretty much doomed. Identifying your buyer persona allows you to further segment your marketing database and send targeted messages to your leads. Stop damaging your marketing campaigns and learn how to better understand your customers immediately.
- Maintaining a healthy marketing database – When was the last time you cleansed and updated your marketing database? Unfortunately if you don’t know, you’re in for some trouble. Data decay happens naturally because people change jobs so frequently, companies go out of business, and mergers occur. In fact, 40% of business objectives fail due to inaccurate data. Make sure you clean and update your B2B database on a regular basis to ensure you’re getting the most out of your marketing campaigns.
- Generating high quality leads – If you haven’t identified who your best customers are, then how do you know who to target and with what message? Sure you can spend hundreds of thousands of dollars targeting whoever you want on every existing channel in hopes that you’ll generate a few high quality leads, but we don’t recommend this approach. Identifying your buyer persona gives you the opportunity to target more of the right types of leads for your organization with relevant messages, ensuring you’re generating higher quality leads.
What are the challenges you face as a B2B marketer? Let us know in the comments below!
Avoid these top B2B marketing challenges! Have a data scientist analyze your existing marketing database to identify your buyer persona as well as clean and update it for you on a regular basis. Contact ZoomInfo today for more information.