Is B2B Marketing Boring
Posted: Wed Jan 01, 2025 9:35 am
Sponsored email seems harmless, but it can have Phone number library time-consuming (at best) or even negative consequences on your marketing.
Showing up unannounced in a stranger's inbox never looks good, especially if they're not interested in your product.
Bulk campaign targeting is often poor, so you may end up with more contempt than leads.
Plus, there's nothing worse for a marketer than creating ads for an unknown audience.
Zero targeting? Zero personalization? No testing?
No thanks. No way.
Syndicated content
Sharing articles on forums and third-party sites is not necessarily a bad strategy.
But syndicated content is too often misused.
Most of the time, we just syndicate traditional content (our latest eBook, for example). Besides being an intrusive touchpoint for the recipient, this technique is off-putting, expensive, and the results are very volatile.
And, again, this is not a particularly stimulating strategy for the marketer - or the reader.
We have lost sight of the essential: the prospect.
Lead generation campaigns are all about collecting as much B2B data as possible and the buyer experience usually takes a back seat or is completely ignored.
Performance indicators focused on MQL volume trap B2B professionals in a hunt for leads that leaves little room for creativity. In no time, a new month begins and you have to prepare the next mass email campaign.
How to get out of this vicious cycle?
What happens when you abandon lead generation? When you spend less time collecting data and more time developing original, creative campaigns?
B2B marketing just got a lot more fun!
Why B2B Marketing Is NOT Boring
The old approach to lead generation has its flaws. But the good news is that marketing doesn’t have to be boring.
Moreover, many B2B professionals are innovating and offering creative, interesting and effective campaigns!
Showing up unannounced in a stranger's inbox never looks good, especially if they're not interested in your product.
Bulk campaign targeting is often poor, so you may end up with more contempt than leads.
Plus, there's nothing worse for a marketer than creating ads for an unknown audience.
Zero targeting? Zero personalization? No testing?
No thanks. No way.
Syndicated content
Sharing articles on forums and third-party sites is not necessarily a bad strategy.
But syndicated content is too often misused.
Most of the time, we just syndicate traditional content (our latest eBook, for example). Besides being an intrusive touchpoint for the recipient, this technique is off-putting, expensive, and the results are very volatile.
And, again, this is not a particularly stimulating strategy for the marketer - or the reader.
We have lost sight of the essential: the prospect.
Lead generation campaigns are all about collecting as much B2B data as possible and the buyer experience usually takes a back seat or is completely ignored.
Performance indicators focused on MQL volume trap B2B professionals in a hunt for leads that leaves little room for creativity. In no time, a new month begins and you have to prepare the next mass email campaign.
How to get out of this vicious cycle?
What happens when you abandon lead generation? When you spend less time collecting data and more time developing original, creative campaigns?
B2B marketing just got a lot more fun!
Why B2B Marketing Is NOT Boring
The old approach to lead generation has its flaws. But the good news is that marketing doesn’t have to be boring.
Moreover, many B2B professionals are innovating and offering creative, interesting and effective campaigns!