{"id":14174,"date":"2019-05-10T12:24:36","date_gmt":"2019-05-10T12:24:36","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=14174"},"modified":"2026-02-26T16:58:23","modified_gmt":"2026-02-26T21:58:23","slug":"biggest-b2b-marketing-challenges-that-we-see-everyday-as-an-agency","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/biggest-b2b-marketing-challenges-that-we-see-everyday-as-an-agency\/","title":{"rendered":"Biggest B2B Marketing Challenges We See Daily [VIDEO]"},"content":{"rendered":"<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe title=\"Biggest B2B Marketing Challenges That We See Everyday as an Agency\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Pq7EqXulSrE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p>One of the blessings of working at a search marketing agency is we get to partner with over 70 different companies and help them solve daily problems. Today, we\u2019ll discuss the biggest B2B marketing challenges we see every day as an agency. Let\u2019s dive in.<\/p>\n<p>[ Note: Learn or retain more by reading? We got you. Here is the video above in blog format.]<\/p>\n<h2><span style=\"font-weight: 400;\">B2B Marketing Challenge #1 &#8211; Web Development <\/span><\/h2>\n<p>The first challenge we&#8217;ll discuss is website development.<\/p>\n<p>As a search marketing agency, we make various technical SEO adjustments to make positive changes for your website. Many times, we don\u2019t have access to the backend of your website.<\/p>\n<p>Also, especially with enterprise companies, we understand you have to keep information protected. However, without access to the backend, we can&#8217;t fix any problems you are experiencing. It\u2019s a balance, and it is challenging to help your website improve if we\u2019re not allowed inside.<\/p>\n<p>But it\u2019s not just agencies who need to make development changes. It\u2019s also in-house marketing teams.<\/p>\n<p>One of the most significant constraints and challenges they face is executing on their creative ideas.<\/p>\n<p>For example, if they want to try something new with their website, they can\u2019t because they don\u2019t have a software engineering or programming background.<\/p>\n<p>Of course, some programs provide reliable workarounds for this B2B marketing challenge. One such example is Google Optimize.<\/p>\n<p>With this A\/B testing software, marketing teams are empowered to test changes to web pages without having to change the real code that currently resides there.<\/p>\n<p>This provides intrinsic value as teams can measure results stemming from page variants to that of the original page\u2019s results. Winning modifications can then be implemented temporarily through Google Optimize.<\/p>\n<p>However, this represents a half-measure as top results are generated from these changes being made by a permanent change to the code.<\/p>\n<p>Even with workarounds like Google Optimize, make sure you have development hours blocked out for software engineers and developers to work on the company\u2019s own website and marketing.<\/p>\n<h2><strong>B2B Marketing Challenge #2 &#8211; Content Creation<\/strong><\/h2>\n<p>The second B2B marketing challenge we see almost universally is content creation.<\/p>\n<p>Let&#8217;s face it. Crafting effective content is hard. Why?<\/p>\n<p>Time may not be available to star in a video or to write an article (that\u2019s well thought-out and has a purpose for your audience). Or, maybe that\u2019s not your talent, or you could add value to the company somewhere else.<\/p>\n<p>When it comes down to it, you need to produce quality content consistently for, not only your marketing but your sales efforts.<\/p>\n<p>You\u2019ve heard it before. &#8220;Content is king.&#8221;<\/p>\n<p>Did you know \u201c<a href=\"https:\/\/www.hubspot.com\/marketing-statistics\">Content marketing gets three times more leads than paid search advertising<\/a>?&#8221;<\/p>\n<p>At Directive, we prioritize the discoverability of our clients&#8217; sites but also their ability to drive marketing qualified leads.<\/p>\n<p>This discoverability leads to more traffic. Content plays a significant role in this process and is frequently the main crux leading visitors to your site.<\/p>\n<p>Within Directive, we have many helpful guides to make content <a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/digital-content-marketing-art-of-storytelling\/\">more interesting for your audience<\/a>, <a href=\"https:\/\/directiveconsulting.com\/ca\/case-studies\/?q=content#start\">content case studies<\/a>, and even an entire <a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content\/\">content marketing service<\/a> dedicated to the execution of <a href=\"https:\/\/directiveconsulting.com\/ca\/services\/content\/strategy-consulting\/\">content strategy<\/a>.<\/p>\n<p>It is that important.<\/p>\n<p>First and foremost, to reap the benefits of content, ensure your pieces are discoverable.<\/p>\n<p>Discoverability is often cast aside when content teams build out their content calendars. Prioritizing discoverability means each piece of content has a dedicated search term that is referred back to often, has supporting content built around it, and has a complementary linking structure.<\/p>\n<p>With so many moving parts, this is one of the more time-consuming B2B marketing challenges.<\/p>\n<p>However, with the right team of search marketers and subject matter experts, the results are worth it.<\/p>\n<h3><span style=\"font-weight: 400;\">Search Matter Experts, Assemble<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One of the best ways to handle the B2B marketing challenge that is content is to find subject matter experts in your industry and pay them accordingly to write exceptional deliverables. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having an internal content team with the capacity to write content continuously is one of the most significant assets to acquire if you&#8217;re serious about your search marketing success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/blogging-frequency-benchmarks?_ga=2.263416908.1969299814.1556765879-1501264103.1547498717#sm.001o6d3zv162ceoascb2o9l50lh3z\"><span style=\"font-weight: 400;\">HubSpot<\/span><\/a><span style=\"font-weight: 400;\">, companies that produced 11+ content pieces a month generated 4X the leads compared to an organization that only published 4-5 articles a month. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, how do you find subject matter experts who create enough quality content that addresses your audience\u2019s pain points?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to find these writers is to look at top trade publications and industry journals. For search marketing, these include <\/span><a href=\"https:\/\/searchengineland.com\/\"><span style=\"font-weight: 400;\">Search Engine Land,<\/span><\/a> <a href=\"https:\/\/marketingland.com\/\"><span style=\"font-weight: 400;\">Marketing Land<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.searchenginejournal.com\/\"><span style=\"font-weight: 400;\">Search Engine Journal<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/moz.com\/\"><span style=\"font-weight: 400;\">Moz<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those same authors who are willing to write for the big players are usually ready to write for you. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The catch? You might have to pay them more if your audience isn\u2019t as broad as the publications. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not rocket science! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re struggling with content creation and don\u2019t want to build a large in-house team, you can outsource the task. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, be mindful. Only outsource to great writers who also have<\/span><i><span style=\"font-weight: 400;\"> subject matter expertise<\/span><\/i><span style=\"font-weight: 400;\">. Any person on the street can claim to be a writer. Find experts who can win your audience over and lead them back to your site. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">B2B Marketing Challenge #3 &#8211; Proving Value<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The third struggle we see plaguing B2B marketers is proving value for their work. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we can not prove our value in our clients&#8217; eyes, the relationship can become strained. Therefore, the first step to overcoming this B2B marketing challenge is to <\/span><i><span style=\"font-weight: 400;\">align<\/span><\/i><span style=\"font-weight: 400;\"> yourself with the overall business goals of your client, not just their website. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A mistake that many search marketers make is an overreliance on vanity metrics, such as traffic or impressions. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These metrics are not what drive business; lead generation is the accurate indicator of whether or not your search marketing efforts are making actionable change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since lead generation is essential to our daily tasks, we consider obtaining CRM access to be of the utmost importance. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We find that numerous companies have <\/span><a href=\"https:\/\/www.marketo.com\/\"><span style=\"font-weight: 400;\">Marketo<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.pardot.com\/\"><span style=\"font-weight: 400;\">Pardot<\/span><\/a><span style=\"font-weight: 400;\">, or <\/span><a href=\"https:\/\/www.hubspot.com\/\"><span style=\"font-weight: 400;\">HubSpot<\/span><\/a><span style=\"font-weight: 400;\"> accounts that sync directly into their <\/span><a href=\"https:\/\/www.salesforce.com\/\"><span style=\"font-weight: 400;\">Salesforce<\/span><\/a><span style=\"font-weight: 400;\"> systems. However, they struggle to take the data from their marketing efforts and detail the entire journey of their leads. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, having a fleshed-out staging process that tells the \u201clead\u2019s\u201d story enables businesses to prioritize specific tactics over others, to maintain cost effectiveness. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if an impression-based campaign results in an influx of opportunities but they fail ever to get qualified, this is something that must be made clear with your marketing platform. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without this story, it is difficult to attribute this small piece of the puzzle into the overarching strategy that dictates your search marketing efforts. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Building and maintaining the entire puzzle is essential, so you make better decisions on a weekly, monthly, quarterly, and annual basis. This helps determine where you need to allocate time and budget without waste. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">To overcome this challenge, there\u2019s essential software to come to the rescue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can look at software like <\/span><a href=\"https:\/\/www.bizible.com\/\"><span style=\"font-weight: 400;\">Bizible<\/span><\/a><span style=\"font-weight: 400;\">, where they help map the entire journey and do different types of attribution models. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond that, we\u2019ve built a closed-loop analytic system that allows us to take all of our clients\u2019 data, put it into a Google Database, and pull it into the <\/span><a href=\"https:\/\/www.sisense.com\/\"><span style=\"font-weight: 400;\">Sisense Business Intelligence Tool<\/span><\/a>,<span style=\"font-weight: 400;\"> which tells you the full story about your marketing campaigns. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gone are the days of \u201cguessing\u201d if campaigns work. <\/span><span style=\"font-weight: 400;\">Let the data do the talking! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever you choose to work with your data, ensure you\u2019re able to attribute your campaigns correctly. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a B2B marketer, if you can\u2019t prove your value to your executive team, your efforts, talent, and ability are always going to be undervalued. <\/span><\/p>\n<h2>B2B Marketing Challenge #4 &#8211; Finding Time for Creativity<\/h2>\n<p><span style=\"font-weight: 400;\">The last challenge we see crippling B2B marketers is creativity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the one hand, you must push the envelope and be on the cutting-edge when it comes to search marketing tactics. On the other hand, you must be aware of what the data is telling you and what continues to work in the industry. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You also have to remember your team\u2019s workload and what they\u2019re able to take on. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Balancing these aspects is where you\u2019ll find the best results, especially when it comes to web design changes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, an old site can <\/span><a href=\"https:\/\/www.woorank.com\/en\/blog\/5-warning-signs-your-business-website-is-outdateded\"><span style=\"font-weight: 400;\">severely impact its ability to generate business<\/span><\/a><span style=\"font-weight: 400;\">. Having a team on hand that can implement <\/span><a href=\"https:\/\/www.lyfemarketing.com\/blog\/web-design-best-practices\/\"><span style=\"font-weight: 400;\">web design best practices<\/span><\/a><span style=\"font-weight: 400;\"> is a critical B2B marketing challenge that must change if results are expected.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the reality is, most B2B marketing teams have a designer, but he\/she is often stretched too thin. This type of constraint leads to this person taking their foot off the gas and resorting back to what they have done previously, leaving creativity behind. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Innovation drives success, but if there is no room left to cultivate it, the change will stall. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The challenge is to think outside the box. At the same time, create a work environment that allows those around you to do so. If you don\u2019t have enough people on your team, you may not have time to add creative aspects that increase your growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the right resources, you can say, \u201cHere\u2019s exactly why you need to choose our company over everyone else, even in a commoditized market, because we do things differently here.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just saying that in a sales pitch is not enough. Each building block of your marketing and brand needs to exude it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Investing in creative design is a beneficial strategy to immediately increase your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/aov\/\">average order value<\/a> and conversions while growing your business. \u00a0<\/span><\/p>\n<h2>Final Takeaway<\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re battling any of these B2B marketing challenges head-on, don\u2019t stress. Our team would love to discuss your current search marketing strategies, discuss your business goals, and find ways we can partner together. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We don\u2019t have to do a proposal. You don\u2019t have to become a client, but we\u2019d love to assist you by having <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/contact\/\"><span style=\"font-weight: 400;\">a quality conversation<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the blessings of working at a search marketing agency is we get to partner with over 70 different<\/p>\n","protected":false},"author":6,"featured_media":16037,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[48,64],"tags":[70,74,127],"class_list":["post-14174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perspectives","category-videos","tag-agency","tag-b2b","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Biggest B2B Marketing Challenges We See Daily | Directive<\/title>\n<meta name=\"description\" content=\"Today, we discuss the biggest B2B marketing challenges we face every day as an agency. 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