5 Biggest Myths of B2B Marketing
There is a lot of misinformation out there about what works or doesn't work in B2B marketing.
That's why I decided to outline 5 of the biggest lies that are constantly being told about
marketing and tell the truth about each...I thought it might be of interest to my readers.
1. The myth: The web has made print obsolete
The reality: A lot of people still favor printed materials, and many marketing professionals
still regularly use catalogs, brochures and other printed collaterals. Some marketers maintain
that print media has been downsized to serve as a compliment to electronic media.
Oftentimes, consumers print out all the documents and then read or annotate them.
2. The myth: Social networks are the most important and widely used marketing tool.
They have become more important than websites.
The reality: Millions of people have embraced social networks. However, millions of
others HAVE NOT.
Without a doubt, social networking has emerged as one of
the hottest marketing strategies, gaining a great deal of media attention. But the
truth of the matter is, many of your customers do not actively participate in these
social sites and have to be reached through traditional marketing methods. In my
professional opinion, social media has yet to prove itself as a powerful
revenue-generating tool. When your prospects are looking for something specific,
they are not going to turn to Facebook or LinkedIn first. They go to Google and search
for the most relevant websites, providing valuable, interesting and informative
content. Always remember: Your website is your virtual storefront, your office,
the formal place of your business. It provides a place of "permanency" to
an online business.
3. The myth: Direct mail is dead.
The reality: Direct mail is still very much alive!
Although most lead generating tools have moved online, direct mail is still very
effective, if done properly. In fact, response to direct mail campaigns can sometimes be
higher than that of an email. In addition, it can help you nurture and cultivate
relationships. Why? Let me explain...Many companies and entrepreneurs are
doing business via email. Therefore, direct mail piece actually stands out and gives
you more clout. This leads to higher response rates and higher return on
marketing investment. Having said that, direct mail alone won't save you. What I
suggest you do is create a marketing mix and utilize a few different strategies to
promote your business.
4. The myth: Email marketing is an old-school strategy, and with spam filters or
firewalls, doesn't work anymore.
The reality: It does, despite some of the challenges of email deliverability.
Research shows that people still pay attention and respond to their email.
As a matter of fact, one source suggests that most users take action in less
than 2 minutes upon email receipt.
5. The myth: White papers are old hat - a marketing ploy that does not
generate a desirable outcome.
The reality: To this day, free content (including white papers!) remains
one of the most effective marketing tools.
Some individuals champion blogs over white papers. They suggest that
white papers may appear as a blatantly promotional strategy. In my view,
however, when it comes to quality and value of content, white papers often
trump blogs. Many blogs are unfocused and long-winded ramblings of an
individual whose credentials may be unproven or unknown. Eventhough
white papers do have a marketing objective, they are carefully crafted to
deliver valuable and informative content.
I hope you enjoyed the article. Please call (516) 889-8636 or
email: angela@kambarian.com if you have any
questions or need help with your marketing projects.
That's why I decided to outline 5 of the biggest lies that are constantly being told about
marketing and tell the truth about each...I thought it might be of interest to my readers.
1. The myth: The web has made print obsolete
The reality: A lot of people still favor printed materials, and many marketing professionals
still regularly use catalogs, brochures and other printed collaterals. Some marketers maintain
that print media has been downsized to serve as a compliment to electronic media.
Oftentimes, consumers print out all the documents and then read or annotate them.
2. The myth: Social networks are the most important and widely used marketing tool.
They have become more important than websites.
The reality: Millions of people have embraced social networks. However, millions of
others HAVE NOT.
Without a doubt, social networking has emerged as one of
the hottest marketing strategies, gaining a great deal of media attention. But the
truth of the matter is, many of your customers do not actively participate in these
social sites and have to be reached through traditional marketing methods. In my
professional opinion, social media has yet to prove itself as a powerful
revenue-generating tool. When your prospects are looking for something specific,
they are not going to turn to Facebook or LinkedIn first. They go to Google and search
for the most relevant websites, providing valuable, interesting and informative
content. Always remember: Your website is your virtual storefront, your office,
the formal place of your business. It provides a place of "permanency" to
an online business.
3. The myth: Direct mail is dead.
The reality: Direct mail is still very much alive!
Although most lead generating tools have moved online, direct mail is still very
effective, if done properly. In fact, response to direct mail campaigns can sometimes be
higher than that of an email. In addition, it can help you nurture and cultivate
relationships. Why? Let me explain...Many companies and entrepreneurs are
doing business via email. Therefore, direct mail piece actually stands out and gives
you more clout. This leads to higher response rates and higher return on
marketing investment. Having said that, direct mail alone won't save you. What I
suggest you do is create a marketing mix and utilize a few different strategies to
promote your business.
4. The myth: Email marketing is an old-school strategy, and with spam filters or
firewalls, doesn't work anymore.
The reality: It does, despite some of the challenges of email deliverability.
Research shows that people still pay attention and respond to their email.
As a matter of fact, one source suggests that most users take action in less
than 2 minutes upon email receipt.
5. The myth: White papers are old hat - a marketing ploy that does not
generate a desirable outcome.
The reality: To this day, free content (including white papers!) remains
one of the most effective marketing tools.
Some individuals champion blogs over white papers. They suggest that
white papers may appear as a blatantly promotional strategy. In my view,
however, when it comes to quality and value of content, white papers often
trump blogs. Many blogs are unfocused and long-winded ramblings of an
individual whose credentials may be unproven or unknown. Eventhough
white papers do have a marketing objective, they are carefully crafted to
deliver valuable and informative content.
I hope you enjoyed the article. Please call (516) 889-8636 or
email: angela@kambarian.com if you have any
questions or need help with your marketing projects.
Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol
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Thank you, Kayani!
I am using www.godaddy.com
You may check it out, if you wish...
Good luck!
Angela Kambarian
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