Avoid These Common B2B Missteps and Build Success

In the fast-paced world of B2B marketing, it's easy to get caught up in the excitement of creating captivating content and eye-catching visuals. However, if there's no solid strategy backing up your efforts, you might find yourself spinning your wheels without making any meaningful impact. These are a few common missteps that I have seen occur when strategy takes a back seat:

Email Campaigns with Nowhere to Go

Has this one happened to you? You craft the perfect email with stellar copy and engaging imagery; however, you don’t have a list of contacts segmented according to your target audience. When this happens, your email might end up lost in the abyss of unopened messages, or worse yet, it might never get sent at all. I have been there early in my career, and it hurts.

The Lonely Website Launch

Launching a modern, SEO-optimized website is a major milestone, but it's only the beginning. Without a strategy to drive traffic to your site, it could resemble a beautifully decorated storefront in the middle of a deserted street with tumbleweeds rolling by. This one is a sad tale that you can easily avoid.

Trade Show Confusion

Attending trade shows can be a significant investment, yet many companies find themselves scratching their heads afterward, unsure of what they actually gained from the experience. Without clear objectives and follow-up strategies, it's easy to get lost in the hustle and bustle of the event. Strategy is key to a successful and impactful trade show. This one is a pet peeve of mine since I have seen it happen many times. Strategy goes a long way here to provide success.

These scenarios all underscore the importance of having a campaign strategy in place. But what exactly does a solid marketing strategy entail?

Ingredients for Marketing Strategy:


What are you trying to achieve, and why? Define your objectives clearly. Whether it's increasing brand awareness, generating leads, or nurturing existing customers, your goals should drive every aspect of your campaign.


Who is your target audience for the campaign? It’s important to know your audience. Develop personas to understand who you're targeting and tailor your messaging accordingly. Targeting rather than spaghetti against the wall will always provide greater marketing success.

Communication Channels

Where can you find your target audience? Identify where your audience spends their time and be present there. Whether it's social media, industry blogs, or niche forums, choose your channels wisely.


What is the marketing messaging for your audience? Craft consistent messaging that resonates with your audience across all communication channels. Your messaging should speak directly to their pain points and needs with a solution to help provide relief and success for them.


What assets do you have, and what do you need to create or update? Sometimes you have to start from ground zero, and then over time you will grow your asset library. Sometimes a quick content audit will help guide you to what you already have in your library. Creating and leveraging compelling content that captures your audience's attention will help you on your way to a successful campaign. Whether it's blog posts, eBooks, videos, interactive tools, etc., invest in creating content that adds value to your audience.

Campaign Flow

What is the campaign cadence? Plan out the pace and sequence of your campaign across all the channels within your chosen strategy. Each touchpoint should guide your audience through the buyer's journey and have a clear path forward in the conversation.

Timeline and Budget

What can be achieved given your timing and budget? Set realistic timelines and allocate resources accordingly. Understand what can be done within your budget constraints and adjust expectations accordingly.

Lead Workflow

What path will your leads follow? Define a clear route for your leads from initial engagement to conversion. Be clear on how leads will get from one point to another and ensure smooth handoffs between marketing and sales teams to maximize conversion rates and closed won.

Tracking and Reporting

How will each component be tracked, and what does success look like for the campaign? Establish key metrics to measure the success of your campaign. Not all campaigns are tracked the same, so be sure your key metrics support your goal. Regularly track and analyze performance data to identify areas for improvement.


How will the campaign be communicated? Keep all stakeholders informed and aligned throughout the campaign process. Regular updates and transparent communication are key to ensuring everyone is on the same page. A cross-functional debrief after campaigns is highly recommended to gather key information for future improvements and success.


Remember, a marketing strategy serves as the foundation upon which successful campaigns are built and is worth the time to create. The house will fall down when the foundation is missing. By investing time into developing a solid strategy, you set yourself up for greater insight, efficiency, and, revenue growth.

So, before you dive headfirst into your next marketing initiative, take a step back and ensure you've laid the groundwork for success. A well-executed strategy can make all the difference in achieving your marketing goals.