The Top 10 B2B Marketing Mistakes – And How to Avoid Them
Posted By Dianna Huff On December 21, 2010 @ 12:10 pm In E-book Central | 15 Comments
Download this free e-book now: The Top 10 B2B Marketing Mistakes . . . and How to Avoid Them [2], a Crowdsourced E-book compiled by Dianna Huff
My colleague, Mac McIntosh, and I asked our respective networks to send us the top ten B2B marketing mistakes they see other marketers making. From email to social media, people expressed their opinions — and often quite passionately.
The Top Three Mistakes?
1. No marketing strategy
2. Website not optimized
3. Wasting lead opportunities
Are the results surprising? Yes and no. You can find reams of blog posts, reports, articles, etc. full of how-to-do-it-right information. Yet, despite all of this information, you can still find many B2B Websites that aren’t optimized and companies that throw their unqualified “leads” at sales.
The remaining seven mistakes include:
4. Wrong messaging
5. No offer
6. Not testing
7. Jargon
8. Not paying attention to details
9. Not taking advantage of how people process information
10. Not marketing the Website
I included a description of each mistake as well as information from top marketers on how to avoid each one. And since it’s a crowdsourced e-book, you’ll find many of the survey responses on each page. It was a fun book to compile and write — I hope you enjoy it. If you like it, please be sure to tell your social network about it.
Thank you to following contributors who filled out the survey or sent in email:
Ardath Albee [3]
Bob Bly [4]
C. Edward Brice [5]
Katie Brown [6]
Meghan Carmody [7]
Kirstie Colledge [8]
Sarah Farrer [9]
Ed Gandia [10]
Mark Gibson [11]
Matt Heinz [12]
Anne Holland [13]
Adam Jacobson [14]
Russell M. Kern [15]
Rob Leavitt [16]
Michele Linn [17]
Jim Loadholt [18]
Kim Cornwall Malseed [19]
Barry D. Martin [20]
Mac McIntosh [21]
Raymond Ng [22]
Mike Ortner [23]
Ken Poray [24]
John Rasco [25]
Erica K. Rice [26]
Geraldine Roy [27]
Steven Sessions [28]
Mark Schaefer [29]
David Meerman Scott [30]
Altaf Shaikh [31]
Jim Somers [32]
Kate Spiers [33]
Jeremy Victor [34]
Kurt Weisenberger [35]
Ralf Weiser [36]
Edited to add:
No stock photography was used in the development of this e-book (Mistake #8). The people you see are actual contributors. I originally wanted to use an image of a “crowd” on each page, but didn’t want to use a stock photograph. The designer tried to custom make one out of people’s Twitter photos, but they were too low res.
I tried connecting the mistakes with each contributor, but that was becoming time-consuming and not everyone sent me a photo. So, the designer and I made the executive decision to post pictures of contributors through out to illustrate that “real people” were used in the making of the e-book (i.e. “crowdsourced”).
If someone was quoted on particular page, he or she is placed on that page — i.e. Ardath Albee or Michele Linn. The result may seem confusing — as someone just emailed me said, “Who are these people?” But I believe it’s a small trade-off for pictures of real people. What do you think?
The e-book was designed by Sonora DesignWorks [32] (for those of you who want to know).
Article printed from Dianna Huff: http://www.dhcommunications.com
URL to article: http://www.dhcommunications.com/2010/12/the-top-10-b2b-marketing-mistakes-and-how-to-avoid-them/
URLs in this post:
[1] Tweet: http://twitter.com/share?url=http%3A%2F%2Fwww.dhcommunications.com%2F2010%2F12%2Fthe-top-10-b2b-marketing-mistakes-and-how-to-avoid-them%2F&via=diannahuff&text=The%20Top%2010%20B2B%20Marketing%20Mistakes%20%26%238211%3B%20And%20How%20to%20Avoid%20Them&related=diannahuff:The%20Top%20Ten%20B2B%20Marketing%20Mistakes%20-%20And%20How%20to%20Avoid%20Them&lang=en&count=vertical
[2] The Top 10 B2B Marketing Mistakes . . . and How to Avoid Them: http://www.dhcommunications.com/pdfs/Top10MarketingMistakes.pdf
[3] Ardath Albee: http://marketinginteractions.typepad.com/marketing_interactions
[4] Bob Bly : http://www.dhcommunications.com http://www.bly.com/blog
[5] C. Edward Brice: http://www.dhcommunications.com http://www.marketinggimbal.com
[6] Katie Brown: http://www.industrytoday.co.uk
[7] Meghan Carmody : http://www.linkedin.com/in/mcarmody
[8] Kirstie Colledge: http://www.b2bseoblog.co.uk
[9] Sarah Farrer: http://www.linkedin.com/in/sarahfarrer
[10] Ed Gandia : http://www.edgandia.com
[11] Mark Gibson : http://www.admarco.net
[12] Matt Heinz : http://www.heinzmarketing.com
[13] Anne Holland : http://WhichTestWon.com
[14] Adam Jacobson : http://reportsyouneed.com
[15] Russell M. Kern: http://www.linkedin.com/in/russellkern
[16] Rob Leavitt : http://www.solutionsinsights.com
[17] Michele Linn : http://www.linncommunications.com
[18] Jim Loadholt : http://www.linkedin.com/in/jamesloadholt
[19] Kim Cornwall Malseed : http://www.linkedin.com/in/kimcornwall
[20] Barry D. Martin: http://www.copyquik.com
[21] Mac McIntosh : http://www.sales-lead-experts.com
[22] Raymond Ng : http://www.mastertax.net
[23] Mike Ortner : http://www.capterra.com
[24] Ken Poray: http://www.csg-design.com
[25] John Rasco: http://www.refreshweb.com
[26] Erica K. Rice: http://www.linkedin.com/pub/erica-rice/b/863/51b
[27] Geraldine Roy : http://www.bnurture.com
[28] Steven Sessions : http://www.sessionsgroup.com/blog
[29] Mark Schaefer : http://businessgrow.com/blog
[30] David Meerman Scott : http://www.webinknow.com
[31] Altaf Shaikh : http://www.listengage.com/blog
[32] Jim Somers : http://www.sonoradesignworks.com
[33] Kate Spiers: http://www.wisdomlondon.com
[34] Jeremy Victor : http://www.makegoodmedia.com
[35] Kurt Weisenberger : http://www.linkedin.com/in/kurtmw
[36] Ralf Weiser: http://www.ralfweiser.com
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