Are you making these audience engagement mistakes?
In B2B marketing and sales, the channels where you engage your target audience matter—a lot. That’s why we developed our funnily-named SHOPPPEECC Engagement Model. This model is designed to help you strategically navigate the complex landscape of B2B engagement, ensuring that your efforts are both holistic and properly integrated.
When it comes to that incredibly critical step of engagement, it’s common for B2B go-to-market (GTM) teams to make one, or a combination, of these six mistakes.
Mistake 1: Over-relying on the Same Engagement Channels
Why It’s a Problem:
While these channels might have delivered results in the past, relying too heavily on them can lead to diminishing returns. What worked to engage your audience in prior years very well might not work as well any more. Prospects and customers can grow numb to the same old tactics, and your messages can easily get lost in the noise.
Pro Tip:
Diversify your channel mix. Experiment with channels that are less saturated but highly relevant to your audience, such as podcasts, webinars, interactive content, or even personalized direct mail for key accounts. By testing new waters, you might discover untapped opportunities that can significantly boost your engagement.
Strategy in Action:
For example, instead of relying solely on email campaigns, consider integrating LinkedIn sponsored content or personalized video messages. These approaches can break through the noise and capture attention in a way that traditional channels may not.
Mistake 2: Using Tired, Outdated Approaches to Existing Channels
Why It’s a Problem:
Even if you’re using the right channels, using them in a stale, predictable way can render them ineffective. In B2B, creativity is key. If your emails look like they did in 2018, or if your webinars follow the same script structure, you’re likely losing engagement before you even get started.
Pro Tip:
Innovate within your existing channels. For instance, instead of a standard blog post, try creating interactive content such as quizzes or calculators. If you’re hosting webinars, consider shorter, more frequent sessions with highly interactive elements like live polls, Q&A, and breakout rooms.
Strategy in Action:
Turn a typical white paper into a series of bite-sized, visually engaging infographics or a short video series. By refreshing the way you present content, you can revitalize interest and increase the likelihood of your audience engaging with it.
Mistake 3: Not Testing and Learning with New Channels and New Approach Combinations
Why It’s a Problem:
B2B marketers often shy away from experimenting with new channels due to fear of failure or budget constraints. However, this can lead to missed opportunities for growth. The B2B buyer’s journey is evolving, and so should your approach to reaching them.
Pro Tip:
Adopt a test-and-learn mentality. Dedicate a portion of your budget to experimenting with emerging channels or unconventional combinations of channels. Keep the experiments small, measure the results rigorously, and scale what works.
Strategy in Action:
Try pairing traditional channels with new ones—like combining account-based marketing (ABM/ABX) tactics with AI-driven chatbots for personalized follow-up. This kind of innovation can create a more engaging and seamless experience for your prospects.
Mistake 4: Failing to Connect and Synchronize the Way They Use Their Channels to Reach and Engage Their ICP
Why It’s a Problem:
In B2B marketing, the lack of channel synchronization can lead to disjointed messaging and a fragmented customer experience. Your Ideal Customer Profile (ICP) expects a cohesive journey, regardless of the channel they interact with.
Pro Tip:
Create an omni–channel strategy where your channels work together in harmony. This means your email campaigns should align with your social media messages, your content should reinforce your sales pitches, and your website should serve as the central hub connecting all touchpoints.
Strategy in Action:
Use marketing automation platforms to help synchronize your campaigns across channels. For example, if a prospect clicks on a LinkedIn ad, they could be retargeted with relevant content through email, and receive a personalized follow-up from a sales rep. This ensures a seamless and consistent experience.
Mistake 5: Only Testing, Learning, and Innovating with Prospects, Leaving Customers with Old, Outdated Engagement Strategies
Why It’s a Problem:
Focusing only on new customer acquisition while neglecting existing customers is a common mistake. Your current customers are often your best source of revenue growth through upsells, cross-sells, and renewals, but only if you keep them engaged.
Pro Tip:
Apply the same level of creativity and innovation to customer engagement as you do to prospecting. Regularly refresh your customer marketing strategies to keep them relevant and valuable. Use personalized content, loyalty programs, and proactive customer success initiatives to keep customers engaged and satisfied.
Strategy in Action:
Create an exclusive customer community or portal where existing clients can access premium content, participate in discussions, and network with peers. This not only adds value but also strengthens the relationship and fosters loyalty.
Mistake 6: Failing to Measure, Period. And Also Failing to Measure the Combined Effectiveness of Channel Selection on Key Growth Metrics
Why It’s a Problem:
You can’t manage what you don’t measure. If you’re not tracking the performance of your channels, or if you’re looking at them in isolation, you’re missing out on crucial insights that could be driving—or hindering—your success.
Pro Tip:
Implement a robust measurement framework that tracks the effectiveness of each channel individually and in combination. Focus on key growth metrics like reach, engagement, opportunity creation, and conversion/win rates. Regularly analyze this data to inform your strategy and make data-driven decisions.
Strategy in Action:
Use multi-touch attribution models to understand how different channels contribute to your overall success. This will help you allocate resources more effectively and optimize your engagement strategy to drive better results.
Next Steps: Rinse and Repeat
By avoiding these common engagement mistakes, you can significantly enhance your B2B go-to-market strategy and drive better outcomes for your organization. Remember, the key to success lies in continuous learning, testing, and innovating—while always keeping your audience’s needs and preferences front and center.
Is it time your organization performs an in-depth audit of your use of channels? Reach out to learn more about how ID can help you make the most out of your engagement efforts.