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  • Writer's pictureSimon Cantillion

The Good, Bad and Ugly of B2B Marketing

Cantillion King | Good, bad and Ugly of B2B Marketing

Industrial B2B marketing presents unique challenges and opportunities, particularly for smaller businesses and startups operating with limited budgets. In this competitive landscape, it's crucial to understand which strategies can yield the best results and which pitfalls to avoid.


My "Good, Bad and Ugly" post aims to provide startups with insights into effective approaches, common mistakes, and potentially disastrous tactics in the realm of industrial B2B marketing. By focusing on what works, what doesn't, and what should be avoided at all costs, we'll briefly explore how startups can maximise their marketing budgets and achieve sustainable growth in the industrial sector.


The Good

Content marketing is highly effective for industrial B2B startups. Creating valuable, informative content like blog posts, whitepapers, and case studies helps establish expertise and attract potential clients. Search engine optimisation (SEO) can boost visibility without large ad spends. Leveraging LinkedIn for networking and thought leadership is also cost-effective. Targeted email marketing campaigns can nurture leads over time. Attending niche industry events allows for valuable face-to-face connections.


The Bad

Overspending on flashy websites or expensive marketing automation tools before establishing product-market fit. Trying to be present on every social media platform rather than focusing efforts. Neglecting to measure marketing ROI and adjust strategies accordingly. Failing to clearly define the target audience and tailor messaging specifically to their needs and pain points.


The Ugly

Engaging in "spray and pray" tactics like purchasing email lists or spamming potential leads. Making exaggerated claims about products or services that can't be delivered. Ignoring customer feedback or negative reviews instead of addressing concerns. Focusing solely on short-term sales at the expense of building long-term relationships and brand reputation.


To maximise limited budgets, startups should prioritise targeted, measurable marketing efforts that directly address their ideal customers' needs.


Ready to seek the good and avoid the bad? Call +44 (0)1453 755551 / +44 (0)7876 688595 or email simon@cka.co.uk.

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