Three Biggest Obstacles for B2B Marketers


Let’s face it; every profession has its obstacles. For B2B marketers, there are a number of challenges that simply “come with the job” from lead generation to data quality management. Let’s take a deeper dive into these challenges as well as ways to solve them.

  1. Generating Leads: Investing time between inbound and outbound marketing strategies is a real issue for B2B marketers. We all would love to have demand gen engines that simply deliver all the MQLs we require each month… and if you’ve got it, werk it because that is fabulous. But if you haven’t gotten there yet, don’t worry. Start by reporting on the number of leads you are receiving through each channel, couple those numbers with the conversion to opportunity stats, and then compare ROI. That should give you a decent picture of where you need to invest your marketing dollars (or even just your time) for the rest of the year.
  2. Targeting Effectively: As you know, targeting is crucial to B2B marketing. In order for prospects to even consider doing business with you, your messaging has to be relevant, valuable, and on point—which ain’t always easy. The first step in successfully targeting is developing a complete picture of your target consumer (aka “buyer persona”). Need help in that department? Download our Guide to Developing a Buyer Persona. It really isn’t difficult to start developing a true picture of who your buyers are. Your sales team (and the company bottom line) will thank you.
  3. Data Quality: Marketers have more data than they know what to do with. We’ve got data coming out of our ears. In fact, as I’m typing this, I’m also running a report in my CRM to see which industry is driving the highest average deal size for NetProspex. But if I don’t have industry filled out in each of these deals, this report will be useless… or at the very least, misleading. And there is a larger impact than just my deal size report. Poor data quality and duplicate data have cost the U.S economy over $3 trillion every year. Inaccurate data can plague almost every aspect of your marketing efforts from targeting to segmentation to campaigns. To ensure your marketing database is squeaky clean you must first assess the state of your data, cleanse it, round out your records with missing details, and then grow it using those profitable channels we talked about above.


Editor’s note: Lauren Brubaker is the Director of Demand Generation at NetProspex. Her blog originally appeared on the NetProspex blog, NetPerspectives, and was reposted here with the author’s permission.