The Truth Behind B2B Marketing Myths: What You Need to Know

Are you steering clear of these common B2B marketing mistakes?

Lots of SMEs want their marketing to deliver more, but then their marketing consists of the same things year on year with a few new activities thrown in to try! So, effectively, they are doing more or less the same things and expecting miraculously different results? We all know that’s not going to work.

When this is the situation, it’s never a bad time to just double-check that you are steering clear of these common B2B marketing mistakes.

Here we highlight some of the most common incorrect B2B marketing assumptions and (most importantly) what to do if these sound all too familiar…

Myth 1: B2B Marketing Doesn’t Need Creativity

Many believe that creativity is reserved for B2C brands, with B2B marketing being purely logical and informational. However, creativity is just as crucial in B2B. A unique and engaging campaign can set your brand apart, help your prospects to feel great about your company and make your business more memorable.

What to do instead: Embrace storytelling, engaging visuals and innovative campaign formats. Take inspiration from successful B2B brands that use humour, interactive content and compelling narratives to stand out.

Myth 2: B2B Buyers are Always Rational

While data and logic play a significant role in B2B decision-making, more and more influencers are involved in buying decisions and feelings are influencing purchasing behaviour. Trust, perceived credibility, and developing good rapport and working relationships often tip the scales when businesses choose a new supplier.

What to do instead: Focus on relationship-building, case studies, customer references and a personalised approach. Demonstrate your understanding of their client pain points and clearly show how you can help without over selling, meaning it’s also better to be honest and authentic about what’s realistic – people will appreciate and remember this when evaluating your offer.

Myth 3: Content Marketing is for B2C

Some believe content marketing is better suited for consumer brands, but the reality is different. 91% of B2B marketers use content marketing to reach decision-makers, and 70% say it increases engagement and leads.

What to do instead: Create high-value content such as whitepapers, case studies, thought leadership articles and webinars. Educate your audience and position your brand as an industry authority. Don’t be afraid to share insight, it’s a great conversation starter and shows how well your know your stuff!

Myth 4: B2B Buyers Make Decisions Mainly on Price

It’s easy to assume that cost is the sole deciding factor in B2B purchasing, but research suggests otherwise. 71% of B2B buyers consider a vendor’s understanding of their business needs a top priority when making decisions (Forrester).

What to do instead: Showcase your expertise, highlight value beyond price, and tailor your messaging to demonstrate how your solutions solve specific challenges. Focus on value.

Myth 5: Social Media Isn’t Effective for B2B

Social media is often dismissed in B2B marketing, but LinkedIn is responsible for 80% of B2B leads generated through social platforms (LinkedIn). Decision-makers actively engage with content, network and research potential suppliers on social platforms.

What to do instead: Develop a strong LinkedIn presence, share thought leadership content and engage with your audience through comments and discussions. Create effective connection and engagement strategies so your content gets seen by the right people and follow-up on and off the platform to maximise conversion.

Myth 6: Email Marketing is Outdated

Despite the rise of newer marketing channels, email remains one of the most effective B2B strategies. 87% of B2B marketers use email for content distribution, and it delivers an average return of £38 for every £1 spent.

What to do instead: Personalise your email campaigns, provide valuable insights and use automation to nurture leads effectively, email marketing is great for helping telemarketing teams know where and when to focus their efforts to boost high quality leads.

Maximise your growth potential

Many B2B businesses unknowingly limit their success by clinging to outdated marketing myths. The reality is that creativity, developing brand loyalty, content marketing, social media and email marketing all play a vital role in winning and retaining clients.

At Definition Consulting, we help businesses break free from ineffective strategies and implement data-driven marketing and business development solutions that drive real results. If you’re ready to rethink your approach, get in touch today.