In B2B you can’t expect to:
- Gate a pdf and get hot leads
- Replace content marketing with AI
- “Growth hack” anything. It’s not a thing
- Not use the CRM and expect attribution
- Ignore brand awareness, but expect growth
- Launch Google Ads and get sales tomorrow
- Have successful campaigns without a strong GTM
- Build a website by consensus, but expect it to be good
- Target different audiences than Sales, but expect revenue
- Think that expensive martech will fix your strategy problems
- Never talk to customers, but want for them to love your content
- Treat marketing like a support role, but want impact on revenue
- For your one overworked marketer to be an expert in every area
- Not have a point of view, but expect for your content to resonate
- Be present on every channel, but give your marketers no resources
- Hold marketing accountable for MQLs, but expect qualified pipeline
- Set 20% YoY growth targets, but invest 0.05% of revenue in media spend
- See sales after a week of campaigns when your sales cycles are 2 years long
B2B companies need a reality check about where their marketing is today, and what results can be reasonably expected.
Failing to manage these expectations will result in burnt out marketers, frustrated Sales teams and unmet targets.
What else would you add to the list?