Hiten Shah, founder of QuickSprout and publisher of Product Habits, a newsletter for product creators, recently polled his readers and asked them about their most common product mistakes.
His findings boiled down to three key trends – trends which are also among the most common problems I find when consulting with clients on their marketing.
The Top 3 #B2B Marketing Mistakes
- Insufficient prospect research. Rather than deeply research, meet with, and understand our market, we rely on stereotypes and generalizations. Without the necessary empathy, and deep understanding of pains, aspirations and day-to-day struggles, our messages fail to resonate.
- Listening to team members’ opinions rather than testing. Rather than testing our messages/content ideas/themes/product positioning in a systematic way, we sit in meetings and debate the merits of different approaches. Usually, the person with the loudest voice (rather than the most informed opinion) wins out.Rather than relying on opinions, modern digital marketing allows us to systematically (and quickly) test and vet our assumptions in measured and highly accurate ways allowing us to hone messaging and approaches with market feedback, rather than with opinion. Take the time to do so, and you’ll avoid missed opportunities and wasted efforts.
- Lack of focus. Too many markets/titles/products/campaigns without the resources or overarching strategy to support them. Rather than focus and segment our messages/efforts/content, we boil the ocean and reach no one.
We’d all do well to remember these mistakes to avoid making them in our own efforts. What else? What are some common mistakes you’ve encountered?