Vladimir Blagojević’s Post

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Accelerate this quarter’s revenue & build future pipeline with Full-Funnel B2B programs | Co-Founder @ FullFunnel.io

10 terrible B2B habits, that create boring content your buyers ignore: 🥱 STOP: 👎 1. Copying what others are doing. Look, I get it. It feels safe to do what everyone else is doing. But in a world of infinite supply of products and content, you have no choice: You need to STAND OUT. Share your unique POV. Take a stand against your industry status quo. Stand out by going deeper, and making your content actionable. 👎 2. Creating content for search engines. Create content that influences buyers. To do that, you need to understand WHO they are, what TRIGGERS them to start the buying process, what STAGES they go through, WHO is involved, and what QUESTIONS and OBJECTIONS each of them have as they move through the buying process. 👎 3. Writing for fictive personas. Don't write for Mary the Marketer, 32-year-old mother of two, from a New Jersey suburb. Write content that members of the buying committee in target accounts are genuinely interested in. 👎 4. Dropping links to blogs and white papers in the name of distribution. You want your content to reach your target buyers? Figure out where your buyers are, and share content optimized for native consumption. Use different formats to reach different people in different stages of their journey. 👎 5. Trying to be on every channel.  You're just spreading yourself too thin. Figure out one channel before moving on to the next one. Ignore the shiny new objects, and focus 80% on stuff that works, while spending 20% on new channels or formats. 👎 6. Creating content behind closed doors. Co-create content with people your buyers already trust: their colleagues, peers and industry influencers. 👎 7. Focusing on quantity. Your buyers don't need MORE content, they need BETTER content, delivered to them when and how they want to consume it*. * Stop introducing friction by trying to get everyone to your website, or worse, by gating. 👎 8. Creating product pitches masking as educational content. We all see you coming from a mile away. It's fine to share relevant cases and examples when it helps buyers understand better, and imagine it in their own context. 👎 9. Using corporate tone, akin to the way big mining corporations communicate. You gotta love those bingeworthy investor reports — said no one, ever. 👎 10. Chasing MQLs. Six-figure buyers don't download a boring "Introduction to cybersecurity e-book" and get "nurtured" into an opportunity with a five-step email sequence. They learn from people they know, like, and trust. So go ahead: understand your buyers, share stand out content where they are, and make sure it's content they'll want to share on places you cannot get to. Any I forgot?

Sara Stella Lattanzio

B2B marketer with a content DNA | Sr. Marketing manager @Adnovum | Content creator at 💖

1y

Copypasting your own posts 2x/ week calling it 'repurposing'

Andrei Zinkevich

Co-founder @Fullfunnel.io| ABM & full-funnel marketing for B2B tech companies with high ACV and long sales cycle

1y

The most terrible habit is cultivating and blending all the 10 habits you've mentioned above 😁

Koen Stam

Go-To-Market Enthusiast & Leader 🌟 | Community Builder @Pavilion 🧡 | Head of Benelux @Personio 🇳🇱🇧🇪🇱🇺

1y

👎 6. Creating content behind closed doors. Co-create content with people your buyers already trust: their colleagues, peers and industry influencers. —> So true. It amazes me that so few are not leveraging co-creation with those who are already seen as credible in your market + have figured out where your ICP buyers consume and gain knowledge 💡

Mony CHHIM

Spécialiste LinkedIn Ads pour entreprises B2B | Externalisation et Consulting | Podcast Marketing B2B (26 000 écoutes) 🎙️

1y

That could be a book: « The 10 habits of highly ineffective B2B marketers » 😂

Haris Spahić 🧈

Content @ ButterDocs │ Cooking Up Standout B2B Content 🥣🔥

1y

I'm struggling with this one ---> 👎 "You need to STAND OUT. Share your unique POV. Take a stand against your industry status quo. Stand out by going deeper, and making your content actionable." I can't say it any other way, day in and day out I come across hundreds of mini-Chris Walkers that repeat everything he says, word-for-word, and (at least on the surface) seem to be thriving. The same story is on Twitter, where there are groups of people that found a formula that works. All of them make decent money and have sizable followings. I don't think there's any shame in copying a formula that works.

George Terry

LinkedIn Ads Agency Co-Founder | Creative Director

1y

Not committing to an idea or narrative for long enough. So many brands flip-flop from one idea to the next, often guided by marginal gains or declines in 'engagement'. But building a consistent narrative around your product requires years of work. If you want your story to stick, you need to commit to it.

Mina Mesbahi

Get your brand and product into the minds of more customers | Content Marketing for B2B companies & Founders | Content Strategist & Consultant

1y

Masking a product pitch as educational content is the fastest way to lose the trust of your audience. I donno what’s worse, the laziness or assuming their prospects are stupid 🤦🏻♀️

Adam Kirsch

Vanquishing vague home page messaging for B2B SaaS 🔎 Certified SaaS Copywriter & Messaging Consultant 🔎 Copy Coach 🔎 Messaging Audits 🔎 Messaging Guides 🔎 Home pages 🔎 Need copy ASAP? Ask me about my VIP Day offer

1y

👎 11. Always speaking about yourself - how much you raised, what you've achieved etc?

Paul Slack

Executing B2B demand & lead generation campaigns to grow pipeline and generate revenue l HubSpot Partner focused on ABM

1y

Trying to write about everything. Pick 3-5 content pillars and focus there to help your audience know how you can help them.

Jay Desai

The Startup Marketer | Head of Marketing @ Captivate Talent | Founder at SummarAIze

1y

I agree on everything except 1 and 7. I think good marketers borrow and great marketers steal. It's a way to get to a later point faster and it's totally worth it IMO. As for being on a lot of channels, I think that comes down to your system. A poor system makes it hard to be active on even one channel. A great system can help you stay active on multiple channels because you know what goes where

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