We’ve all heard “facts” about B2B marketing that are based on misconceptions or assumptions. You might have read or heard that something is true when in fact research data or your own analysis can prove that it’s not.
Basing your marketing decisions on myths can lead to subpar results. To help you improve your marketing effectiveness, here are five common marketing myths, debunked.
Myth #1: People don’t attend webinars on Mondays or Fridays
Research conducted by HubSpot found that Tuesday, Wednesday and Thursday at 1 or 2 pm EST are the best times to host webinars, but the best time can vary widely based on your time zone, your audience’s time zone, their schedule, and more.
ClickDimensions Marketing, after experimenting with different times to hold webinars, offers this advice: “If you can offer a variety of times, you will get a great turn out and appeal to viewers in other countries for having made the effort. If you think about the average webinar, the majority of the effort goes into promoting it and assembling the content. Thus, if you’re going to go to all the effort, why not run the live webinar a few times during the day?”
Another issue with following the midweek trend for webinars is that you face more competition for your audience’s attention. Other companies are also hosting webinars on those days. It’s worth experimenting with a Monday or Friday webinar to find out what your draw is like.
Again, testing different times and days of the week is your best approach. Every business is unique—as is your audience—and what works for one company may not for another.
Myth #2: Tuesday through Thursday mornings are the best times to send email
It’s been common knowledge throughout the industry that people tend to open their email in the mornings and that Mondays and Fridays are days to avoid sending email. But as customers are becoming more and more mobile, email opens occur at all hours, on all days, and on all devices.
According to Entrepreneur, for B2B emails aimed at entrepreneurs and workaholics, the weekend is the best time to send emails. Saturdays yield the highest open and click-through rates. For those who work regular hours and don’t check email outside of work, the most opens and clicks occur Tuesday through Thursday.
Even though the weekend was not the most popular time to send emails, those who opened were much more likely to engage with the emails they received, and click through or purchase.
Again, experiment with different sending times and days, and track results to see what works best. Perform an A/B test using only the day or time as the variable to provide some insight.
Myth #3: When it comes to content, more is always better
Though it feels like the general advice about content marketing is “create as much content as possible,” the truth is that it’s better to have targeted, relevant content than simply more of it. The Content Marketing Institute reported that although the majority (88 percent) of B2B marketers use content marketing as a strategy, the median time people spend on an article is 37 seconds. That means your 3,000-word article is skimmed for a few seconds and then dismissed.
The solution is to focus on content quality that will keep your readers engaged. Understand your audience’s information needs and content consumption habits, and create content that fits those needs. That way, your content efforts won’t be wasted.
Myth #4: Engineers don’t make B2B purchasing decisions
Not true. The 2016 Industrial Buy Cycle survey conducted by IEEE GlobalSpec Media Solutions found that purchasing is a collaborative effort, with staff engineers and engineering managers having the majority of influence. Budget authority resides throughout the organization—not just with senior managers.
For marketers, this means you must communicate with the entire engineering team, including operations, corporate management, and purchasing. In addition to your overall marketing message, develop a strategy to communicate with each of these different personas, make a connection with them, and address their key concerns.
Myth #5: Social media results aren’t measurable
Like most things digital, social media is immensely measurable. Social media analytics and marketing automation platforms can surface meaningful numbers and benchmarks to guide your practice.
The key is to align your B2B objectives with your social metrics. Most industrial marketers use social media to increase brand awareness and distribute content. Shares, mentions, comments and likes can all provide brand awareness measurement. Clicks and download of content can demonstrate the effectiveness of content marketing. But if you’re expecting to measure new customers gained exclusively through social media outreach, you will be disappointed. Social media is only one of multiple tactics and touches that must work within an integrated plan designed to win new business.
That’s it for this edition of marketing myth busting. What other fallacies have you uncovered through your own data and analysis? Let us know!