Ep. 52 | 6 Things Marketers Underestimate when Targeting B2B Buyers

This is a picture of Kari Seas for the Rethink Marketing Podcast where she talks about Ep. 52 | 6 Things Marketers Underestimate when Targeting B2B Buyers

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In this Rethink Marketing episode, Act-On CMO Michelle Huff interviews Kari Seas from Seas Marketing about the 6 Things Marketers Underestimate when Targeting B2B Buyers.

They discuss the main ways marketers struggle when targeting B2B buyers. This includes not fully understanding your buyer, underestimating how long it takes to close a deal, knowing what a high performing sales funnel looks like, and optimizing your website and content for conversions not just volume.

Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.


  • Can you tell us more about yourself and Seas Marketing?
  • From your working helping companies, what are the main ways marketers struggle or fall short when targeting B2B buyers, the things that they underestimate?
      1. Truly understanding the buyer — Demographics AND psychographics. What are their motivations, what pain or pride do they feel on a daily basis, how do they define success?
      2. Understanding how long it actually takes to close a deal, from entry into database to signed contract. You need to recognize the time it takes to market to a long, committee-based buying cycle (multiple influencers involved in the buying decision spanning many months).
      3. Knowing what an efficient, high-performing funnel looks like. Your marketing-to-sales funnel must be clearly defined and be comprised of agreed-upon definitions and triggers.
      4. Recognizing that content relevance is everything. It’s about the quality of the conversions, not how many people visit your website. You need to re-establish and reinforce your credibility with every touch. Make sure all content topics (whether for a blog, ebook, infographic) tie back to a core theme or topic your product addresses, no matter how “hot” the topic is. If it doesn’t do that, it’s wasted space.
      5. Defining success as a joint effort with sales and the executive team. Work with your sales counterparts to determine success metrics that support the entire business, instead of just telling how well marketing operates internally.
      6. Acknowledging that operational efficiency is the only way to get great results from marketing investment. You need the right tools to make all of the things above possible. What works for B2C in many cases just doesn’t support B2B marketing and sales. That’s where marketing automation comes in.
  • How does the relationship between sales and marketing affect lead gen efforts? What are some ways to make that better?
  • You helped Act-On rebuild its lead to revenue funnel. Can you tell us about that process?
  • If you’re building a new funnel or updating your current funnel, what are some things to consider or steps to take?
  • What do you think is marketing automation’s role with lead generation?
  • How about other technology? How does that fit in with better targeting of B2B buyers?
  • How can folks learn more about you?

Read Kari’s earlier blog post on 10-Step Guide to Rebuilding Your Lead-to-Revenue Funnel