Ending confusion is easy, actually

All too often, B2B marketing is based on guesswork.

Now that’s not to say these aren’t good guesses — industry professionals with a lot of experience in a lot of different markets can offer great insights based off their careers. But us marketers are so consumed by our industry that it’s often difficult to see out. This can lead to biases that are not only wrong but dangerous in their inaccuracies.

On Tuesday we talked about the importance of creating personalised marketing plans for your customers (and, really, this can’t be overstated). But getting this right is impossible without the proper research to back you up.

And this research needs to come from everywhere. That means research into your customer, research into your market, and research into what actually works.

It sounds obvious, but this kind of extensive research is often skipped by tactics-eager marketers who want marketing plans that drive results. Now. Sooner than now, even. But this will result in a dangerous trend of following your own biases, trends, and ultimately marketing plans that don’t deliver the results you are looking for.

In today’s podcast, Jason Ball of Considered Content sits down with Dave Stevens and discusses his dedication to research into B2B marketing. He discusses how popular marketing is often not the same as effective marketing and discusses his approach in using wide-scale research to combat it.