You often hear marketers talk about the “buyer’s journey.” Understanding it is a key to creating an effective marketing strategy. But today’s buyers lead their own journey by reviewing online content, then buy when they’re ready. So, how does this affect the “marketer’s journey?”
Marketers are challenged to create marketing materials and campaigns that support sales. This is essential to keeping the company strong and to build a brand throughout its growth trajectory. An effective marketing strategy is an educated guess about what will work, then continually making improvements.
That’s why I wrote “The B2B Marketer’s Journey: How To Generate More Leads With High-performance B2B Copywriting.” The goal of this book is to give you a brief overview of the complete B2B marketing process. And, to use the metaphor of Formula One racing, which I personally find very exciting.
10 Reasons B2B Marketing Fails
If you were a Formula One race car driver in the early 1960’s and 70’s your odds of getting killed in a race were 20%. Ugh! While Formula One racing has become a lot safer over the years, being in business hasn’t. The number #1 reason companies fail is that they can’t attract enough paying customers in a cost-efficient manner.
No overall plan for directing marketing activities
No strategy behind the brand and product messaging
Not knowing what motivates prospects to buy
Not researching customer SEO keywords in advance
Mismanaging the buyer’s journey
An ineffective B2B website
Chaotic approach to lead generation
Not driving website traffic with SEO copywriting
No system for pre-qualifying leads
Not staying abreast of the latest B2B marketing trends
A Roadmap for Marketing Results
My concept for the B2B marketer’s journey is a race track. Each curve represents a significant marketing challenge. My goal is to show how great strategy under-pins great marketing results. Like a Formula One driver, you either spin off track or get better at mastering the curves over time to reach the finish line.
The Making of The B2B Marketer’s Journey: The Book
“Rush,” is a movie about Formula One racing in the 1970s. It inspired me to write my book. Here’s a video on the making of Rush. This behind-the-scenes look at the process for making a movie makes you realize how much complexity is involved. B2B marketing is much the same.