The team at Savvy B2B Marketing has a great blog with consistently valuable information and insight. Recently they printed a wrap-up of their “10 Most Popular Posts from 2012.” One of them is a post by Chris Fell, Managing Director and owner of G2M Solutions in Australia on “The Top 5 Reasons Your Great Content Fails.”
The point that struck me most from this post is that great content fails because it’s not marketed properly. He’s right. A company may have the greatest content, the greatest product or the greatest service – but, if it is not marketed properly, it can be a failure.
B2B marketing can fail, too. When prospects call me and I ask about their past marketing, I often hear stories of programs that produced zero response. This got me thinking about what causes B2B marketing failures and what I know about how to help prevent those failures.
In the late 1990s, I was fortunate enough to be able to take a sabbatical living and traveling on a sailboat in Mexico’s Gulf of California — or, as it is called by the locals, the Sea of Cortez. In preparation for this extended life at sea, my honey and I spent several years reading every sailing and cruising magazine available. Every time we read about a death or disaster at sea, we talked about it to understand the cause and try to make sure it never happened to us. Our conclusion was that, with rare exception, every time there was a disaster, it related to lack of proper planning, preparation or a bad decision on the part of the people involved.
B2B marketing failures are no different. Most every time a B2B marketing program fails, it’s because of a lack of proper planning, preparation or a bad decision.
B2B marketers can read blogs like mine and white papers all day long about dozens of best practices you can follow to make B2B marketing perform better. B2B marketers spend lots of time and energy on copy and design because, frankly, that’s the fun part of marketing.
But the fact is, there are only three things that can ensure 100% failure — that is, zero response to a marketing program — and none of them have to do with copy or design. They are:
- Marketing is targeted at the wrong industry or titles or both.
- There is no content or other offer being made to incentivize a response and no clear call to action — or the offer is bad.
- The marketing is directed at too small a number of potential responders.
Most B2B marketing teams spend 80% of their time on copy and design and 20% on market research, targeting and offer selection. The irony is that it should be just the opposite.
Perfect copy and design and a great content offer to the wrong market will fail. Mediocre copy, design and content offered to the right market will still generate some leads, even if the program does not maximize potential response.
So the best insurance against experiencing a complete failure in B2B marketing is spending more time on the big picture and less time on the details.