WHY MOST B2B MARKETING FAILS
Most B2B marketing collapses under the weight of its own nonsense. Teams cling to buzzwords, leadership clings to vanity metrics, and everyone hopes the buyer won’t notice that nothing actually says anything.
Spoiler: they notice.
Your buyer isn’t some wide-eyed consumer with a latte and a dream. They’re battling internal politics, budget constraints, legacy systems that should have been retired in 2004, and a boss who keeps forwarding “thought leadership” articles at 2AM like it’s helpful.
If you want their attention, you have to stop insulting them.
The Three Reasons B2B Marketing Fails (And Yes, It’s Mostly Your Fault)
1. You Think Your Buyer Cares About You
They don’t. Not yet. They care about their pain, their KPIs, and whether buying from you will make them look stupid at the next quarterly meeting.
Most B2B messaging reads like a corporate diary entry. “We believe,” “We strive,” “We are passionate.” Congratulations, but none of that reduces churn or increases revenue for your buyer.
2. You Have No Actual Point of View
A POV is not an opinion. A POV is a line in the sand that tells your buyer what you believe about their world and what you know that your competitors don’t.
Without a clear POV, you’re just another whisper in a hurricane of sameness.
3. You Sell Features Instead of Outcomes
No one is lying awake thinking, “Wow, I hope I can buy a platform with a robust API and seamless integrations tomorrow.” They want fewer headaches. Faster wins. Less panic before board meetings.
If your copy can’t articulate the transformation, you’ve already lost.
B2B Is Emotional, You Just Pretend It Isn’t
The biggest lie in B2B is that buyers make decisions based solely on logic. They don’t. They’re humans in khakis. They want safety, credibility, and a promise that choosing you won’t ruin their week.
Until your marketing acknowledges that, it’s going to keep failing.