7 B2B Industrial Construction Marketing Mistakes to Avoid

Convincing another business owner or upper-level executive to buy your industrial construction equipment or services isn't always easy. However, you can increase your chances of success by avoiding the following seven mistakes.

#1) Calling at the Wrong Times

Assuming you use sales calls as part of your B2B marketing strategy, you should avoid calling prospects at the wrong times. According to a 2017 study conducted by CallHippo, B2B marketers have the most success when calling prospects on Wednesday and Thursday. Consequently, the weekend is the worst time to call B2B prospects.

#2) Overlooking Branding

Direct sales are only one goal of B2B marketing. Branding is another important goal that shouldn't be overlooked. Even if a prospect declines your offer, exposing him or her to your company's name, logo, tagline and other identifiable characteristics will help you achieve stronger brand recognition.

#3) Not Tracking Conversions

What is conversion tracking, and why does it matter exactly? In marketing, conversion tracking is the process of identifying the channel and/or behavior that generated a sale. If you don't track your conversions, you won't know which marketing channels generate sales and which ones don't.

#4) Not Reaching the Decision-Makers

Not every prospect has the authority to make purchases for his or her company. If you're not able to reach the decision-makers, you'll struggle to sell your industrial construction equipment or services.

#5) Using Outdated, Unverified Leads

There's nothing wrong with using a lead list to promote your B2B industrial construction equipment or services. However, the quality of your leads will play an important role in your ability to generate conversions. Marketers that target outdated, unverified leads will exhaust a significant amount of their time and resources while generating few-to-no sales in return.

#6) Not Aligning Sales and Marketing

Failure to align your company's sales and marketing teams is a serious mistake that will hurt your efforts to generate sales. Marketing teams are responsible for promoting the product or service, whereas sales teams are responsible for converting prospects into customers. Because of their shared goal, it's important for these two teams to work in harmony with one another.

#7) Not Nurturing Prospects

Finally, some industrial construction marketers overlook the importance of nurturing prospects through the sales cycle. A prospect may initially show interest in their product or service, but the marketer fails to act on this interest. A successful marketing strategy should focus on nurturing and convincing prospects to buy your construction equipment or service.