In today’s B2B marketing world a large number of blogs, LinkedIn commentary, Webinars and the like focus on all the changes in marketing. In fact, the header on G. David Dodd’s Marketing Directions blog is positioned on following the changes. His header reads, “The rules of B2B marketing are constantly changing. What worked yesterday won’t necessarily work today. . .or tomorrow. This blog presents information, opinion, and speculation about where B2B marketing is headed.”
Unfortunately, there is one constant in the B2B marketing world in which I travel — and that’s “delay.” Web sites that could be redone in eight weeks suffer a six-month process of redesign. Marketing messages get reviewed and re-reviewed and reviewed again. One client got so backed up that they were months behind in sending out nurturing emails to prospects.
Many delays are impossible to avoid due to workloads and priorities. B2B marketing, however, should be a top priority. Generating leads, nurturing leads, upselling and cross-selling customers, maintaining customer loyalty — all those efforts are critical to company sales, growth, and success.
What can marketers do to minimize delays? Learn when to apply the rule of “IDM.”
“IDM,” of course, is “it don’t matter.” Many B2B marketing projects are held up by players messing with elements that, frankly, make little or no difference in response or results.
Ken Flowers, in his Practical Leadership blog, says it best when he updates Voltaire’s quote: “perfect is the enemy of good.” In Flower’s version, “Perfect is the Enemy of Done.” He goes on to point out that this quote comes in handy too often as people are reminded that there’s no value in perfect work until it is delivered.
A B2B marketer’s biggest job is knowing which marketing elements are critical to increasing response and which are IDMs. For example:
- Copy and buttons on landing pages and emails matter. (Ann Holland points this out on her “Which Test Won” site where she reports results of real-world testing of emails and landing pages.)
- Clear, prominent calls to action matter.
- Subject lines matter. (Testing subject lines is critical.)
- Home pages matter.
- Language clarity matters.
- Message targeting and personalization matter.
- Titles of content offers matter.
There’s much more. This entire blog is focused on covering the marketing stuff that matters.
When delays happen, B2B marketers should look at the element delaying the project and determine if it’s critical or if it’s an IDM. Then they should know whether to make the change or to move on.