Listen, I get it. You're hustling, sending out cold emails like they're going out of style, and maybe even throwing up a few posts on social media when you remember. But let's be real – you're probably not seeing the results you want.

And you know what? It's probably not your fault. Most businesses fall into the same traps, thinking they can just "build it and they will come." Newsflash: that's about as effective as trying to sell floppy disks in 2024.

The truth is, 80% of business is about selling your thing. And if you're not getting in front of enough people, often enough, you're leaving money on the table. It's like that billionaire Grant Cardone says – your fancy ad copy won't beat good old-fashioned frequency.

So, what's the solution? Well, stick around because I'm about to break down the deadly B2B marketing mistakes that are killing your ROI. We'll talk lead generation, crafting killer offers, building an online presence that doesn't suck, and mastering the art of the follow-up. By the end of this post, you'll be ready to ditch the desperation and start signing clients left and right.

Let's get into it.

TL;DR: The 8 Mistakes Killing Your B2B Marketing ROI (And How to Fix Them)

• Selling Something Nobody Wants: Focus on proven demand and create an offer that solves a specific problem, has a unique mechanism, offers a guarantee, and provides evidence of its effectiveness.
• Looking Like an Amateur Hour Operation: Invest in a professional website, showcase your results, and get active on social media to build credibility and attract high-paying clients.
• Poor Sales Skills: Practice your pitch, focus on building relationships, and consider hiring a sales coach to improve your closing rate.
• Ghosting Your Leads: Follow up consistently, personalize your messages, and provide value to stay top-of-mind and nurture relationships.
• Stopping Lead Generation Efforts: Don't take your foot off the gas. Keep generating leads to replace the ones that inevitably fall out of your funnel.
• Trying to be a Superhero: Hire, automate, and delegate to free up your time and scale your business.
• Ignoring Market Sophistication: Adapt your offer and marketing campaigns to the sophistication level of your target audience.

Mistake #1: Ignoring Market Sophistication

Look, I'm not gonna lie. This whole "market sophistication" thing can be a bit confusing. But trust me, it's important. And if you ignore it, you're making a big mistake.

Not all markets are the same. Some markets are more "sophisticated" than others. What does that mean? It means that the people in those markets are more aware of the products and services that are available. They've seen it all before. They're not easily impressed.

So, if you're trying to sell to a sophisticated market, you need to be smarter about your marketing efforts. You can't just use the same old, tired tactics that everyone else is using. You need to stand out from the crowd.

Here's an example:

Let's say you're selling a weight loss supplement. If you're targeting people who are new to the weight loss world (low sophistication), you can get away with making some pretty bold claims. You can say things like, "Lose 10 pounds in 10 days!" or "Get the body of your dreams with our miracle pill!"

But if you're targeting people who have tried every diet and supplement under the sun (high sophistication), those claims are going to fall flat. They're not going to believe you. They've heard it all before.

In a sophisticated market, you need to be more subtle. You need to focus on building trust and credibility. You need to show people that you understand their needs and that you have a solution that actually works.

Here's a breakdown of the five market sophistication levels:

• Level 1: New product/service. This is the easiest market to sell to because there's no competition. You're the first one on the scene. Think about the first iPhone. People were lining up around the block to get their hands on it.
• Level 2: Outdoing the competition. As more competitors enter the market, you need to start differentiating yourself. You need to make bolder claims and provide more proof to back them up.
• Level 3: Showing customers how it works. At this level, people are starting to get skeptical. They've seen it all before. So, you need to show them exactly how your product or service works and why it's different from the competition.
• Level 4: Price wars. This is where things start to get ugly. Everyone is competing on price, and it's a race to the bottom. The only way to win is to be the cheapest.
• Level 5: Storytelling and personal branding. This is the most sophisticated market. People are bombarded with marketing messages all day long, and they're tired of it. The only way to stand out is to tell a compelling story and build a strong personal brand.

So, how does this apply to you?

Well, you need to adapt your offer and your marketing strategy based on the market sophistication level.

If you're in a low sophistication market, you can get away with a simpler offer and a more direct marketing approach. But if you're in a high sophistication market, you're going to need to get more creative.

My recommendation? Build a personal brand. This is the best way to stand out in a crowded market. When people know, like, and trust you, they're more likely to buy from you, regardless of what you're selling.

So, take some time to figure out where your market falls on the sophistication scale. Then, adjust your offer and your marketing strategy accordingly. It's the key to maximizing your ROI.

Mistake #2: Not Generating Enough Leads

You can have the most amazing offer in the world, but if nobody knows about it, you're not gonna make a dime. It's like trying to sell ice to Eskimos – they already have plenty.

The first mistake I see businesses making is that they're simply not generating enough leads. People can't buy from you if they don't know you exist. It's that simple.

Think of it like this: you wouldn't just open a store in the middle of the desert and expect customers to magically appear, would you? You need to get your offer in front of the right people.

And how do you do that? Well, there are two main avenues:

• Outbound Marketing: This is where you go directly to your potential customers. Think cold emails, cold DMs, and even gasp cold calls. Yeah, I know, nobody likes making those. But sometimes you gotta do what you gotta do.
• Inbound Marketing: This is where you create content and distribute it across the internet, hoping to attract potential customers to you. Think blog posts (like this one), social media, YouTube videos, and even podcasts.

The key is to use a combination of both. Don't put all your eggs in one basket. Diversify your lead generation efforts and watch your pipeline overflow.

Mistake #3: Selling Something Nobody Wants

You could be the best marketer in the world, but if you're selling something nobody wants, you're going to fail. It's like trying to sell a VHS player in the age of Netflix. Ain't nobody got time for that.

Too many entrepreneurs get caught up in their own "brilliant" ideas, thinking they've stumbled upon the next big thing. But the reality is that most of these "revolutionary" products or services are just solutions in search of a problem.

My advice? Don't try to reinvent the wheel. Focus on proven demand. Find something that people are already in the buying process and figure out how to do it better, faster, or cheaper.

How do you find out what's selling?

It's actually pretty simple. Pay attention to the ads you see over and over again. If a company is spending money on an ad for months on end, it's probably because it's working. They're not just throwing money down the drain for fun, right?

Now, once you've identified a winning offer, it's time to make it your own. Here's the secret sauce:

• Solve a specific problem: Don't be a jack of all trades, master of none. Focus on one specific problem and offer a targeted solution. Think about the pain points your target audience experiences and how your offer can alleviate them.
  • For example, instead of offering general "marketing services," you could specialize in "lead generation for B2B SaaS companies."
• Unique mechanism: What makes your offer stand out from the crowd? Is it your process, your delivery, or your guarantee? Consider how your approach differs from your competitors and what makes it more valuable to your customers.
  • For example, instead of just offering "website design," you could offer a "turnkey website solution" that includes hosting, content creation, and SEO (search engine optimization) for different search engines.
• Guarantee: Take the risk away from your customers. Offer a money-back guarantee or a performance guarantee to show them you're confident in your solution. This demonstrates your belief in your product or service and can help build trust with potential clients.
  • For example, instead of just offering a "satisfaction guarantee," you could offer a "results guarantee" where you promise to achieve a specific outcome for your clients.
• Evidence: Back up your claims with proof. Case studies, testimonials, and data are your best friends. Don't just tell your potential clients that your offer is great; show them.
  • For example, instead of simply saying your marketing services are effective, share case studies of clients who achieved significant results using your approach.

And here's a pro tip: Price your offer at a premium. Don't be afraid to charge at least $3,000 per month. You're not running a charity here. You're a business owner, and you deserve to get paid what you're worth.

By following these steps, you'll create an irresistible offer that practically sells itself. And that, my friends, is how you start raking in the dough.

Mistake #4: Looking Like an Amateur Hour Operation

Let's talk about your online presence. Or lack thereof. Because let's be honest, in 2024, if you're not online, you might as well not exist. It's like trying to run a restaurant without a storefront – nobody's going to find you.

Just having a website isn't enough. It needs to be a good website. One that screams professionalism and authority.

If you get a cold email from someone and their website looks like it was built in 1999 by their nephew who just learned HTML, are you going to take them seriously? Probably not. You're going to assume they're either a scammer or a complete newbie.

So, how do you avoid looking like an amateur? Here's the blueprint:

• Professional Website: This is your digital storefront. It needs to be clean, modern, and easy to navigate. And don't forget to include a video sales letter. People want to see who they're doing business with. A video allows you to connect with your audience on a personal level and build trust.
• Proof of Results: Don't just tell people you're good at what you do – show them. Include case studies, testimonials, and data on your website to back up your claims. This is social proof at its finest.
• Active Social Media Presence: Get on social media platforms and start sharing valuable content. This could be anything from blog posts and articles to videos and infographics. The key is to provide value to your audience and position yourself as an expert in your field.

Your online presence is often the first impression potential clients have of your business. Make it count. Don't let a weak online presence sabotage your success. Invest in a professional website, showcase your results, and get active on social media. It's the best way to build credibility and attract high-paying clients.

Mistake #5: Poor Sales Skills

Even if you have the best product or service in the world, you're not going to make any money if you don't know how to sell it. Sales is a skill, and just like any other skill, it takes practice to master.

One of the biggest mistakes I see businesses make is that they don't invest enough time in training their sales team. They assume that if they're good at what they do, they'll be able to sell it. But that's simply not the case.

Selling is about building relationships. It's about understanding your customer's needs and showing them how your product or service can solve their problems. And that takes practice.

Here are a few tips to improve your sales skills:

• Practice a lot: The best way to get better at sales is to actually do it. Practice your sales pitch with colleagues, friends, or family. The more you practice, the more comfortable you'll become with the material.
• Focus on building relationships: Sales is not about just making a sale. It's about building a long-term relationship with your customer. Take the time to get to know your customers and understand their needs. The better you understand their needs, the better you can position your product or service to meet those needs.
• Be a good listener: One of the most important skills in sales is the ability to listen. Pay attention to what your customers are saying and take notes. This will help you understand their needs and concerns and tailor your pitch accordingly.
• Be confident: Confidence is key in sales. If you don't believe in your product or service, why should your customer? Be confident in your ability to deliver value, and don't be afraid to show it.

Sales is a skill that can be learned and improved over time. By practicing these tips, you can develop your sales skills and start closing more deals.

Bonus tip: If you're struggling with sales, consider hiring a sales coach. A sales coach can help you identify your weaknesses and develop a plan to improve your skills.

Mistake #6: Ghosting Your Leads (and Wondering Why They're Not Buying)

Okay, you've generated some leads, you've got a killer offer, and your online presence is on point. But then... crickets. What gives?

One of the biggest mistakes I see businesses make is that they don't follow up enough. They treat leads like one-night stands – they get what they want (an email address, a phone call) and then they disappear.

People are busy. They've got a million things going on in their lives. Just because they don't buy from you right away doesn't mean they're not interested. It just means they're not ready right now.

That's where follow-up comes in. By staying top-of-mind, you increase your chances of closing the deal when your lead is finally ready to buy.

So, how do you follow up effectively?

First things first, get yourself a CRM. I'm not talking about some fancy, expensive software. Even a simple spreadsheet or the reminders app on your phone will do. The point is to have a system for tracking your leads and setting reminders for follow-up tasks.

Next, ditch the "spray and pray" approach. Don't just send the same generic email to everyone on your list. Take the time to personalize your messages and provide value.

Here are a few ideas:

• Regular check-ins: Send a follow-up email every 7 days or so. Keep your messages short and sweet, and focus on providing value. Share a relevant article, offer a helpful tip, or simply ask how they're doing.
• Engage with their high quality content: If your leads are active on social media, engage with their posts. Comment on their updates, share their relevant content, and participate in discussions. This is a great way to stay top-of-mind and build relationships.
• Offer helpful resources: Share valuable resources that are relevant to their needs. This could be a blog post, an ebook, a webinar, or even a template. By providing value, you position yourself as an expert and build trust.

Don't be desperate. Nobody likes a stage-five clinger. Your follow-up should be helpful, not annoying. The goal is to nurture your leads and build relationships, not scare them away.

Mistake #7: Stopping Lead Generation Efforts

I know, you're excited to close deals. You're probably thinking, "Why would I need to keep generating leads when I have a pipeline full of potential customers?"

But here's the thing: leads are always leaking out of your funnel. People get busy, they forget, or they find a solution elsewhere. That's why it's important to keep generating new leads to replace the ones you're losing.

Think of your lead generation pipeline as a funnel. You need a constant flow of leads coming in at the top to replace the ones that are falling out at the bottom.

So, don't make the mistake of stopping your lead generation efforts once you've reached your quota. Keep the funnel full and watch your revenue growth rise.

Here are a few tips to keep your lead generation machine humming:

• Set a daily or weekly goal: Decide how many leads you want to generate each day or week. This will help you stay on track and ensure you're consistently generating new leads.
• Use a variety of channels: Don't rely on just one or two lead generation channels. Experiment with different tactics, such as social media, content marketing, email marketing, and paid advertising. The more channels you use, the more leads you'll generate.
• Track your results: Keep track of your lead generation efforts and measure your results. This will help you identify what's working and what's not so you can make adjustments as needed.

By following these tips, you can ensure that your lead generation machine is always running smoothly. And when you have a steady flow of leads coming in, you'll be able to close more deals and grow your business.  

Mistake #8: Trying to be a Superhero (and Failing Miserably)

You're a hustler. You love the grind. You want to do everything yourself. But here's the thing: you can't be a superhero. Even Iron Man had Jarvis.

One of the biggest mistakes I see entrepreneurs make is that they try to do everything themselves. They think they can handle it all – sales, marketing, customer service, product development, you name it.

You can't scale a business by yourself. You're going to hit a ceiling. And that ceiling is usually around $10,000 per month.

Why? Because you're only one person. You have limited time and energy. And when you're trying to do everything yourself, something's gotta give.

So, how do you break through that ceiling?

It's simple: hire, automate, and delegate.

• Hire: Bring on talented people to help you with the tasks you're not good at or don't have time for. This could be anything from hiring a virtual assistant to handle your administrative tasks to bringing on a sales team to close more deals.
• Automate: Use technology to automate repetitive tasks. This could be anything from using email marketing software to automate your email campaigns to using CRM software to track your leads.
• Delegate: Don't be afraid to delegate tasks to your team. This will free up your time so you can focus on the things that only you can do.

By hiring, automating, and delegating, you can free up your time and energy to focus on what you do best – growing your business. So, ditch the superhero cape and start building a team. It's the only way to scale your business to the next level.

Ready to Nail These Strategies and Watch Your Business Explode?

These are the deadly mistakes killing your business-to-business marketing ROI. From neglecting the buyer's journey and failing to define detailed buyer personas to ignoring customers' pain points and crucial key performance indicators (KPIs) and building lackluster landing pages, these missteps can send your marketing department scrambling and leave you nowhere to be found on search engine results pages (SERPs). Avoid these like the plague, and you'll be well on your way to building a thriving business.

Key takeaways

• Generate leads like your life depends on it: People can't buy from you if they don't know you exist.
• Sell something people actually want: Don't try to reinvent the wheel. Focus on proven demand.
• Build a killer online presence: Your website and social media presence are your digital storefront. Make them shine.
• Master the art of sales: Practice your pitch and focus on building relationships.
• Follow up like a pro: Don't let leads slip through the cracks. Stay top-of-mind and nurture those relationships.
• Keep the lead generation machine running: Don't stop once you've hit your quota. Keep those leads flowing.
• Hire, automate, and delegate: You can't do it all yourself. Build a team and leverage technology to scale your business.
• Understand market sophistication: Adapt your offer and your digital marketing strategy to your target audience.

Ready to Scale Your Business to 6-Figures and Beyond?

Now, if you're serious about scaling your business to six figures per month and beyond, you need a proven system. You need a roadmap to success. And that's where Client Ascension comes in.

We'll help you build a client acquisition system that books calls and closes deals. We'll teach you how to generate leads, craft irresistible offers, and master the art of sales and follow-up. Plus, we'll give you a full refund if you do everything we say and it doesn't work. That's how confident we are in our system.

If that sounds interesting, book your discovery call today.