If you’ve been around B2B marketing for a while, you’ve probably heard all kinds of things about what’s possible, what works, and what doesn’t.
And a lot of these have no context or reason.
In this episode of Demand Gen U, Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing at Metadata, debunk six myths B2B marketers need to forget in 2022.
To hear all six of Jason and Mark’s marketing myths and other great advice for B2B marketers, listen to the full episode or keep reading to see three of the most common marketing myths debunked.
Watch the full episode
Three top marketing myths:
Myth 1: B2B marketing needs to be formal and stuffy
There’s an assumption in the marketing world that B2B content should be formal, professional, and, let’s face it, a little stuffy sounding.
But does it really need to be this way?
It all boils down to your audience. Are they the type of people who will respond better to formal marketing, or can you add a little fun into the mix? That should be the deciding factor.
There’s certainly nothing wrong with formality. Just don’t fall down that route because it’s the way “it’s always been done.” Instead, take a closer look at your audience and what they respond to – then be sure to address them that way.
Myth 2: Marketing tech will solve all your problems
As marketers, we tend to try and take the fastest path to value. And tech companies are great at making us feel like we have to have the latest tool – that’s their job, after all.
But don’t fall into the trap of buying a bunch of tools because everyone on LinkedIn is talking about them. Before you know it, you could end up with tech that really doesn’t benefit you or suits your working style.
The key point is don’t start with the tech. If you start with the tech and then try and alter your process to suit it, it may not work out.
But if you start with a plan in place and a clear idea of the problems you want to solve, you can then go out and find a tool that’s right for you.
Remember: Start with a plan > figure out the resources you need > buy the tech.
Myth 3: You need to ungate all your content
This has been a big debate for years. There’s no right or wrong answer. Nobody knows the best approach because there isn’t one.
Gated content is definitely okay to do. If you have high-value, educational content, you may be missing out on revenue or subscribers if you simply hand it out to all.
Just make sure you’re not gating too much content at the beginning of the buyer’s journey. Potential buyers need something they can sink their teeth into without handing over their contact details or credit card number.
If you want to gate your content, make sure you have a balance and don’t lose potential buyers straight away.
To hear more of the top marketing myths you need to avoid, be sure to tune in to the full episode today.