When it comes to B2B marketing, what is your biggest pain point?

Figuring out what content is actually useful for our audience and then delivering that content in a way that doesn’t seem too market-y or pandering. Businesses are such big, amorphous blobs of diverse (often discrete) needs and it is hard to capture the attention of an entity and get it to engage with you in some way. 

I am in legal marketing in Canada and the legal profession does have rules and regulations with how things are marketed. My law firm, like many, doesn’t really have a documented business strategy or goals--it is something that evolves organically from the the partners work; it is ephemeral. This can make it tricky to confidently develop content that speaks to our business and USP. 

For us, it can be hard to find the right balance for each content pillar that we have. Our Product and Sales team love to have us do more product-focused or promotional posts, but too much of that can detract followers and engagement because it feels like we’re trying to “sell” too much. I do find that when I make time to try the other content ideas I call “social-first” can really help drive engagement & positive sentiment. 

A few examples of content we try:

• Trending memes with a relevance to our primary customers (the Olympics were great, as a global company)
• Highlighting new employees that join the team, it brings their network into the engagement, congratulating them and adding lots of comments with positive sentiment. 
• Polls are being prioritized in LinkedIn’s algorithm (more impressions) and those can be a very simple way of starting a discussion. 

I added a few examples below for inspo to anyone (I work for Duda, a website building platform for agencies):

I hope this helps! 

One of our biggest pain points in B2B marketing is balancing lead generation with meaningful engagement. We're always striving to connect with the right audience while ensuring that our efforts translate into measurable ROI.

Finding leads and growing an audience

In my opinion, creating B2B marketing content that’s relevant, valuable, and engaging for an often diverse and elusive audience of decision-makers is a definite challenge. The stakes are high — finding that audience can be tough, and capturing and holding their interest can be tougher still. That’s a pain point, for sure.

My biggest pain point working in B2B social media marketing is balancing relevant content ideas with executive buy-in and decision making. While its easy to hop on trends and have fun with social as a marketer, I have to simultaneously consider executive opinions about the relevance of trends for our brand and company. Not all trends are corporate-friendly and being on the lookout for trends that carefully match with brand guidelines and relevant topics can be tiresome. Additionally, since trends are quick and require diligence for deploying them, managing my time to successfully carry out trendy content becomes difficult. 

Even though this is a pain point. the end result usually produces well-craft social content that engages with our audience and keeps executive stakeholders satisfied. It is one of the most fulfilling aspects of working in social media for B2B brands. 

It’s no easy thing to keep up with the existing, new and changing governmental rules about data privacy and security, along with FTC guidelines too, in B2B marketing

Biggest trouble for us is business clients being hesitant to move forward based on consumer feedback on review sites such as Yelp. 80 negative reviews looks like a lot, but really is nothing compared to thousands of happy customers (who just haven’t left a review) Interested in balancing negative consumer reviews while respecting HIPAA privacy, etc. 

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Thank you, I am excited!