Top 5 Challenges Marketers Face

Hubspot’s analysis of the top Challenges for B2B vs. B2C shows that the most common challenge across both segments is driving awareness and traffic, in other words, optimizing the top of the funnel to grow their reach. Here are the top challenges:

The top 10 challenges across both B2B and B2C companies are:

  1. Awareness/traffic (22.5%)
  2. Lead generation (16.2%)
  3. Social media (6.3%)
  4. Targeting (5.4%)
  5. Branding/brand recognition (4.5%)
  6. Converting leads to customers (3.6%)
  7. Keeping up with marketing trends (3.6%)
  8. Increasing/proving ROI (2.7%)
  9. Content creation (1.8%)
  10. Budget (1.8%)

The top 5 B2B marketing challenges are:

  1. Awareness/traffic (22.5%)
  2. Lead generation (16.2%)
  3. Social media (6.3%)
  4. Targeting (5.4%)
  5. Branding/brand recognition (4.5%)

The top 5 B2C marketing challenges are:

  1. Awareness/traffic (19.6%)
  2. Social media (17.9%)
  3. Targeting (10.7%)
  4. Budget (8%)
  5. Lead generation (8%)

The HubSpot Inbound Internet Marketing blog’s Sarah Goliger identifies 5 Major Challenges Marketers Face (And How to Solve Them). While we all face different challenges, there are some areas that any marketer can improve on. HubSpot’s quick 3-question quiz – “What’s Your Biggest Marketing Opportunity?”  can help you hone in on where you might best focus your efforts to improve the effectiveness of your marketing more effective.HubSpot’s analyzed their results to identify some of the most common challenges marketers have told them that they face, and suggests solutions.

1. Generating Awareness and Driving Traffic 

Challenge: To beging generating leads to convert into customers, you need to get your audience’s attention. This means generating a large enough volume of interested prospects by understanding which channels can get you the highest return.Solution: You first need to determine if you are using the right social networks where your natural audience is.  Some suggestions include using tools to “widen the top of your marketing funnel, such as:

2. Targeting Effectively 

 Challenge: Hubspot recommends that you identify your buyer personas. In other words, make a clear determination of who it is you should be marketing to:

Offer some sort of value to them (fulfill a need or desire – for instance, to learn or understand something about your industry or alleviate a problem that your product aims to solve.)

Make your message relevant to your audience.

Solution: Start by developing a detailed picture of your target audience, building buyer personas through a 3 step process:

  • Segment by demographics.
  • Identify their needs.
  • Develop behavior-based profiles.

Then determine what each buyer persona is looking for for and how you can provide value to that persona and tailor your content to make your message relevant to every individual lead.  Hubspot provides  and developed a  to help you research and create detailed buyer personas.

3. Using Social Media to Generate Customers and Revenue

Challenge: Increasingly, companies understand the business value in social media marketing. The problem is, they don’t know how to convert social engagement into dollars – the science of targeting, engaging, and nurturing a social following that can be a source of quality leads for conversion.Solution: Managing media marketing requires that you:

  • Recognize influencers.
  • Segment groups of users based on their social activity and interests.
  • Properly time and manage appropriate follow-up communication.

Social media lead intelligence about a lead’s behavior and interaction with your company in social networks will enable public facing representatives to have more meaningful and targeted conversations with specific, tailored information about that person’s activity. Personalized conversations based on information that is personally relevant to the customer lead to higher conversion rates.

4. Keeping Up With Marketing Trends and Strategies

Challenge: Marketing has increasingly shifted its focus from print media to online media, and social media is becoming a dominant platform for two-way communication and feedback collection. How can you keep up with new technologies, trends and strategies in this quickly changing environment?Solution: Effective marketing means investing in consumer research and ongoing marketing resources to know:

  • Where your audience is.
  • How to provide value to them.
  • What the best tools and methods are for doing so.

5. Proving ROI

Challenge: The proliferation of advanced analytics tools means that marketers are held to a higher standard. You must be able to measure the value of your efforts in terms of leads, customers, and revenue, tying every single lead, customer, and dollar back to the marketing initiative that created them.

Solution: Some suggestions Hubspot presents are as follows:

  • Closed-loop marketing cuts through the vagueness of marketing myths and assumptions and reveals real data about the results of your marketing efforts.
  • Advanced marketing analytics can track which marketing activities are generating leads, customers, and revenue.

Closed Loop Marketing means developing a loop of two-way messaging with customers. Done effectively, messages are pushed to the customer based on insights on customer preferences, or accessed in a self-service model. Data is gathered during the interaction leading to a cycle of continuous improvement. Enhanced knowledge about the customer and customer preferences allow you to refine the message or content to improve subsequent interactions.

In other words, it is about relationship building using data gleaned from customer interactions through various communication channels to support the continuous refining of relationships:

  • Selection of the channels and messages are driven by customer preference and receptivity.
  • This provides an improved customer database for refined segmentation by behavioral attributes.
  • Data about which content was presented, duration, frequency,which customers, feedback, responses to surveys, and click stream data, along with additional data sets such as sales, market share, sales growth provides you with the analytics to compare data sets for cause and effect in order to recommend corrections to the next approach.

In Closed Loop Marketing, when the insights gained during a customer interaction are used to make a change in the sales and marketing approach in order to improve a subsequent interaction, the loop is closed. Additionally, this intelligence can be extended to:

  • Multichannel Marketing – closed loop marketing with multiple interconnected channels.
  • Continuous Loop Marketing – allowing for improvements to happen on an ongoing basis, rather than one time only.
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