Authentic B2B Branding – Frequently Encountered Challenges by Marketers
Being in the shoes of a marketer is hard. Don’t you agree? They may need to be jack of all trades – multitaskers. In the B2B industry, where competition is cutthroat, strategic planning and execution of digital marketing plan demand you to master the required skills coupled with immense market exploration and business understanding.
Talking about the authentic branding of B2B companies, one of the other marketers faces hurdles and challenges, some of which will be presented in the document.
Let’s dive into it.
1- Stakeholders Interference
Marketers deal with both internal and external stakeholders. Both parties have their involvement in the campaigns. If we talk about internal stakeholders, it could be your peers, line manager and top management, etc. What if the conflict of interest among peers become an obstacle, might the manager demand to execute the plan in a different way?
Certainly, channelizing of tasks due to interference gets affected and consequently the goal. In similar veins, external stakeholders also have to play their part to get things done according to their requirements. Their feedback or alterations at the eleventh hour could make you work again from the scratch. Keeping in view both circumstances, marketers are sort of jugglers who bear these processes for a desirable conclusion.
2- Time Constraint
Time limitation is a big challenge nearly all B2B marketers face. It is one of the primary factors that needs to be managed and utilized properly to win valuable results. Insufficient time availability for plan execution inhibits the marketing team’s efforts to meet deadlines and outcomes. Less time puts forth fewer chances of collaborative tasks with a mere focus on goal accomplishment.
Time creates a direct impact on planning and executing digital campaigns. It is really a constraint when this insufficient resource creates a barrier in implementing the ideas.
When you plan for IT outsourcing services and define a time limit for the dedicated marketers to get desired results within the deadline, it arguably means that their work will be less likely to stand out. Even if they complete the project timely, there remains a room of uncertainties and their campaigns may not reach their full potential. As a result, you may need to invest more time and money to get the actual business output.
3- Lack of Internal Cooperation
B2B marketers cannot prepare and run campaigns in a vacuum. They need multiple insights from subject-matter experts, customer-facing co-workers, and product information, etc. It often becomes challenging for marketers to get cooperation from other teams. The proof lies in marketing results.
This challenge of not getting the much-needed internal support from different departments like content and design reports below-average satisfaction across campaigns concepts, feedback, and business outcomes. They also lack alignment with client priorities.
So, any marketing activity which perceived organizational support at any level brings forth further challenges which are tied to the more widespread aspects affecting organizational performance.
4- Inadequate Budget
When it comes to being aware of the digital marketing world and getting your company aligned with it to push it at the forefront in the sector requires a handsome budget. As per a survey report, B2B organizations release only 10% revenue on marketing activities.
For an ever-changing environment, if marketers don’t have enough budget to promote the products and services then it will eventually affect business growth.
Securing a budget for not only digital presence, but for continuously advertising the business commodities, marketers find it challenging to grab an adequate amount of money. To prove an ROI which justifies the investment, a predetermined amount to cover up the marketing campaigns smoothly should be allotted.
Driving marketing and sales processes are quite complicated because without this medium there is no scaling for business. Members of this department are the representatives of the organization. When they don’t get adequate support from the stakeholders, enough money to continue the processes within a limited time frame, then these predicaments provide minimum to no space for brand positioning.