B2B Myth Busters:
4 Marketing Misconceptions Debunked

Published on: April 13, 2023
Prepare to have your mind blown. Certain "facts" you thought you knew about B2B marketing may not be true. It's time to separate fact from fiction and take advantage of proven principles that can propel your business forward.
Myth #1: B2B marketing is boring with a capital B
We're not sure where this originated from but there is a deep-seated belief that B2B marketing is dull, stale, and impersonal. Perhaps there is a little truth to that; industrial equipment is not as thrilling as a luxury car, but it doesn't have to be that way!Myth #2: The market is saturated
The average American is exposed to 4,000-10,000 ads per day. With retail and CPG brands dominating the marketplace, B2B companies question how they are supposed to compete. After all, no business wants to waste money on initiatives that won't produce results. But with the internet, advertising has become a level playing field.
The fact is you don't have to be a big brand with a big budget to compete. Unlike traditional advertising where more money equates to more coverage, digital marketing offers equal reach, no matter the investment. Targeting techniques allow marketers to specify exactly who they want their ads to deliver to, which reduces wasted ad spend. Additionally, pricing models provide better control over costs by letting companies pay for only the ads that get in front of their target audience.
As a B2B company, don't limit yourself to one form of advertising. If you want to be successful today, you must have a multi-channel approach. This includes social media, email outreach, content marketing, paid search, programmatic display and video, as well as traditional methods, like word of mouth and industry trade shows. The goal is to expand your reach and impact exponentially through the power of multiple platforms working together at once. In other words, work smarter, not harder.
Myth #3: What works for B2C doesn't in B2B
Though there are key differences between B2B and B2C marketing, the fundamental principles and overall goals are quite similar:
But somehow B2B companies have bought into the notion that their business is so specialized and niche that basic marketing techniques won't work for them. As a company that has successfully served digital media for thousands of B2B brands in the last 20 years, we can assure you that's not true. The fact is B2B can benefit from the same strategies as B2C. While the application may look a bit different, copying these best practices will enhance your marketing efforts and create a better experience for your customers.
Myth #4: Marketing is only about driving leadsIt's easy to think that if the sales pipeline is full, marketing's job is complete. But that's short-term focused. Acquiring and keeping customers is a process which requires time and attention. The fact is the purpose of marketing in B2B is to build lasting relationships.
Since B2B has a longer sales cycle, companies need to stay top-of-mind throughout the entirety of the customer journey. Creating multiple touchpoints along the way as well as consistently providing industry-related content will keep customers engaged while continuing to build your brand. Neglecting to do so, runs the risk of a competitor swooping in and stealing your business.
Developing client relationships is a win-win. The B2B market is constantly evolving and expanding. Leveraging the power of your B2B partnerships can help you stay up to date on industry and marketing trends, build brand loyalty with your clients and reach a wider audience through word of mouth. By capitalizing on those trusted relationships, you can amplify your message to a larger audience and increase the visibility of your brand, ensuring you stay relevant in the industry and can continue to provide effective solutions to your clients.
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