Research: B2B Marketers Not Focusing on Customer Pain Points Too much “about us," not enough WIFM

A new survey from Corporate Visions finds that four out of five (80%) B2B marketing and sales professionals think their demand generation campaigns are ineffective. Among those, content is the biggest challenge. Researchers concluded that nearly 40 percent of the 440 surveyed B2B sales and marketing pros think the single most important factor hampering their demand generation campaigns is that they aren’t “engaging” or “provocative.” Another 31 percent cite a lack of sales and marketing alignment, and 12 percent cite budget constraints. 

Perhaps more distressing was the fact that 60 percent of B2B marketing and sales professionals think their organization's demand generation campaigns focus solely on their own company's products, features, and services, rather than focusing on their customers' pain points. Not surprisingly, two-thirds (65%) of sales teams say they’re using less than one-half of the demand generation content their marketing department produces. Click to access the complete PDF infographic.

Our take: In this age of instant messaging, Tweeting, Yelping and Facebook and Pinterest posting, it’s never been easier to create content. But it’s also never been harder to stay relevant. Great educational content that really resonates with your qualified prospects must be thought about strategically and published purposefully within a nurturing campaign. We’ve found it takes at least 8 to 10 meaningful touches with your prospect before your message sinks in....so you better have message point 8 at the ready before you fire off No.1. Otherwise, you’ll be chasing deadlines and an idea black-hole that results in sloppy, superficial or otherwise ineffective thought leadership marketing.

Creating great content is hard work (who knew?!?) Respect the process and your prospect will respect you.

Micro view

Business inventories are up and retail sales fell for the third straight month in June, the Commerce Department reported yesterday, but in my own neighborhood, two of the 12 houses on our street just sold—at or near asking price-- and two of my direct neighbors are undergoing MAJOR renovation projects. The noise and dust is annoying, but at least some folks are prospering and that should give all of us a lift. Chances are you're seeing the same thing in your neighborhood.

Macro view

Despite a recent run of disappointing economic data, a broad range of experts and forecasters expect the economy to improve slightly in coming months, thanks to lower oil prices and new signs of life from sectors like automobiles and housing. Tensions in the Middle East have faded and gas prices have fallen to $3.38 a gallon from above $3.90 a gallon in April, which has left more money in American consumers’ wallets and businesses’ ledgers. Experts say every penny that the price of gas falls leaves about a billion dollars in American pockets over the course of a year, economists estimate.

The lower gas prices “will take a few months to show up” in consumer spending and confidence numbers, a Macroeconomic Advisers report said recently. But, it should lead to higher sales for businesses and greater optimism among households.

Economists pointed to surging new car sales as a good economic indicator: a sign that households are confident enough to make a major purchase and that they are accessing the credit markets. It is also a boon for auto businesses — the auto industry reported a 22 percent jump in sales in June, with some carmakers reporting that revenue increased as much as 60 percent year-on-year. And the closely watched ADP monthly survey showed that private sector employers added a strong 176,000 jobs in June.

Conclusion
It’s going to be a bumpy ridge for a while. Stay smart and stay focused. We’ll get through the summer doldrums with plenty of momentum for the elections, Q4 earnings and some clarity political and tax-policy clarity in 2013

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TAGS: Corporate Visions, Commerce Department, thought leadership, content marketing, demand generation, sale versus marketing tension