From Danielle Wintrip, Wintrip Communications

This month, I offer you ways to judge your marketing efforts using common sense and benchmarks instead of how you feel.

B2B is Different

All the time, I see people make a big marketing mistake. Don't take marketing advice meant for businesses selling goods to consumers (B2C). You are not selling dish soap. You're selling a professional service.

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Vanity Metrics

Vanity metrics such as social media followers, likes, or website visits can be misleading.

Whether your numbers impress you or not, they don’t necessarily translate into meaningful business outcomes.

Instead, concentrate on reach - how many people are actually seeing your posts?

WOMM: WDTM?

"What does that mean?"

"Word-of-mouth marketing."

"What is that?"

A fancy way to market networking and referrals."

DYK?

80 to 90 % of B2B decision-makers start the buying process with a referral.

A good open rate

Benchmark your email open rate by the industry average.

• Agency 39.16%
• Consulting: 39.09%
• Legal 42.45%
• Marketing and Advertising 33.62%
• Non-profit 46.49%
• Real estate 40.1%
• Travel and Transportation 40.31%

Want to do more research?

If you are going to binge market (I suggest you don't), then start with my blog post under Benchmarks.​

sitcom quote

"The truth will set you free… but first, it will piss you off." — Dr. Sharon Fieldstone on Ted Lasso.

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Danielle Wintrip, Wintrip Communications

B2B Marketing Consulting for Professional Services

​danielle@wintripcommunications.com​

416-825-3424

​Book a 15-minute call​

​www.wintripcommunications.com​

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