Debunking 6 B2B Conversion Myths

In the B2B marketing arena, every individual conversion matters massively. When clients and customers can represent sales or partnerships worth thousands of dollars, making sure your marketing is on point and consistently effective is vital.

Unfortunately, it’s easy to get caught up in common B2B conversion myths and misconceptions, which can hinder your efforts at converting new clients for your organization. Today, let’s bust six of those big myths and set your team on the path to better B2B lead conversions.

Myth 1: Emotion doesn’t matter for turning B2B leads into conversions

There’s a tendency to prioritize data and statistics in B2B marketing. But that doesn’t necessarily mean that emotion doesn’t have a place at all. In fact, the reverse might be true!

The decisions in B2B marketing from the perspective of the consumer – like whether to partner with a service provider, whether to make a purchase worth thousands or tens of thousands of dollars, and so on – are hugely emotional. There’s a lot of pressure when so much is on the line, and decision-makers need to make the right choices consistently for the success of their companies.

So, to say that emotion doesn’t matter when converting B2B leads is flatly false. It’s more accurate to say that emotion matters just as much as in B2C marketing – and possibly even more!

Myth 1

Myth 2: The primary feeling to provide is excitement

But what emotions are most important? You might think that excitement is the single most critical emotion to cultivate in your target audience members. This is another myth.

The most vital emotions to provide prospective clients? Relief and elation.

Think about it from the perspective of a B2B decision-maker. In most cases, B2B consumers are looking for solutions to big problems that could potentially be plaguing their companies. They want those problems fixed ASAP, and they’re looking for partners who can provide them with peace of mind and results they can count on.

When they find the right solution, their primary emotion is relief. They’re thrilled to finally have a fix for their issue, whatever that might happen to be. In the best-case scenarios, they might even feel elated at finally overcoming a big hurdle.

So, how does this affect your approach? You should keep these emotions in mind when crafting marketing content, whether that includes advertisements, email marketing, website elements, or something else, and use this information to make sure your media resonates with the hearts and minds of your most likely partners.

Myth 2

Myth 3: Pitch your product from the start

The sooner you present your product or service as the solution for a B2B customer’s problem, the better, right? Not necessarily.

In B2B marketing, you always need to consider what stage of awareness a site visitor or prospective customer might be in. As a quick recap, the five stages of customer awareness are:

  • Unaware
  • Problem aware
  • Solution aware
  • Product aware
  • Most aware

To maximize the effectiveness of your B2B marketing, you don’t want to start pitching your company or product from the beginning. Instead, it’s usually smarter to begin actively trying to convert a prospect only after they are product aware.

When a B2B customer is problem or solution aware, they’re in “research mode,” which can include things like checking out your company, competing companies, different products and services, and so on. They don’t want your brand to aggressively position itself as the only solution to a challenge.

Positioning your brand as a helpful advocate or partner, a source of authoritative information, or a friendly pair of corporate ears for conversation is more likely to result in a positive connection between your company and a future client.

Myth 3

Myth 4: Expect a short, fast customer journey

In keeping with the above, don’t expect the B2B customer journey to be quick by any measure. Unlike with B2C sales, B2B customer journeys and lifecycles are much more extended and long-term. It’s not uncommon for a B2B customer journey to take over 190 days on average!

This isn’t a bad thing, either. Instead, you should embrace a longer customer journey and take advantage of that extra time to build an authentic, genuine relationship with each prospect that touches your brand or visits your website.

Those relationships can be highly worthwhile over the months and years to come, and the longer timeframe  inherent to the B2B customer journey offers ample opportunities to prove your company’s  value and authority  compared to competing organizations.

Myth 4

Myth 5: Free, valuable content isn’t worth it for B2B conversions

It’s a myth that providing free content or solutions to B2B prospects is a waste of time and money. Free and valuable content can be incredibly valuable, even if a potential client decides not to work with your company for now.

That’s because of the psychological principle of reciprocity. Put simply, most people are inclined to reciprocate attention, service, or partnership with someone who’s already done something for them. In a business context, prospects are more likely to give brands a chance if they feel a given brand has already offered them something of value.

In the B2B arena, you can offer free and valuable content in the form of:

  • Informative blogs and whitepapers
  • Tutorials or educational webinars
  • Industry insights and tips

Essentially, being willing to work with and assist prospects who aren’t (yet) giving your company money is a sound way to build the relationships that long-term B2B partnerships are founded upon and inspire reciprocity in clients. When a prospect has a choice between your brand and a competing company, reciprocity could ensure they extend an offer to you first.

Myth 5

Myth 6: To convert B2B leads, salespeople are your biggest movers

Historically, salespeople have played a big role in driving conversions and profits for B2B companies. But in the modern era, that’s not as true as it once was.

Your salespeople shouldn’t play as big of a role in converting B2B leads as you may think. Put another way; your sales staff won’t be directly selling your brand’s products or services to clients so much as your brand will advocate itself to decision-makers, such as executives or relevant department leads.

That’s because many consumers—both in B2B and B2C marketing—are increasingly product-aware and- are willing to do their own research before approaching a new company for a purchase. They won’t need to speak to a sales team member from your company to know whether what you offer will be a good fit for their needs.

The rest of your marketing apparatus, like your website, brand tone, social media presence, and more, will do a lot of convincing on your behalf. If you want to convert B2B leads and existing customers, your brand’s value needs to be apparent and upfront so prospects can discover that value for themselves before reaching out for more information.

Myth 6

Boost your B2B conversions with Infinity

Recognizing these B2B conversion myths for what they are is a great way to immediately improve your B2B marketing efforts. You can take another step toward hyper-effective B2B marketing and discover new strategies, insights, and tactics with Infinity.

Whether it’s through creating content that drives traffic, crafting new media pieces that speak to your target audience, or leveraging analytics for SEO and other optimizations, we’re confident our team can make a difference for your B2B brand. Call us today to start a conversation and learn more!

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