B2B marketing mistakes can kill campaigns and response rates, and are usually made by two kinds of marketers. Let’s start with the second-worst kind of marketer, the “conscious uneducated.” An “uneducated” marketer is one who does not know the fundamentals of direct response marketing. “Conscious” means that, to their credit, they know that they don’t know.
A typical example is a marketer who, asked by the boss to create a direct mail campaign, realizes he knows nothing about direct mail, because he has never done a single direct mail promotion. So he begins a study of educational materials on direct mail and may hire a consultant, freelancer, or agency with direct mail experience to help.
