Growth companies often face similar obstacles in marketing, such as unclear targeting, disjointed tactics, or underperforming content. While the symptoms may appear familiar, addressing them requires tailored solutions.
In this post, we’ll break down five common marketing challenges we’ve encountered and how we’ve helped solve them in real customer cases.
Unclear targeting slows everything down and wastes money
One of the most common issues is inconsistent targeting. Three types of the most common targeting errors are a wide or too narrow audience, or the difficulty in finding the right decision-makers. Without a clearly defined audience, marketing messages lack focus, budgets are wasted, and sales teams receive the wrong kind of leads.
To solve this, we often start by helping companies define and validate their Ideal Customer Profile (ICP). From there, we can move into building more detailed decision-making personas and an Account-Based Marketing (ABM) process. Effective targeting is always grounded in real data and continually evolving. This enables more precise messaging, better results, and more productive collaboration between marketing and sales.
Marketing initiatives are scattered and inconsistent
Another typical challenge is a lack of tactical direction. Marketing activities are often executed as one-offs, driven by gut feeling or short-term needs, without clear priorities or measurable objectives.
We’ve helped companies bring structure by aligning business goals and marketing execution with our lean marketing process. This starts with a phased tactical marketing plan that’s rooted in strategic intent but flexible enough to adapt to changing conditions. With clear objectives, milestones, and responsibilities, companies can focus their resources where they matter most.
Interesting read: Plan All-In – Then Scale Smart: A Realistic Approach to B2B Marketing Planning
Expertise doesn’t turn into content, and ideas are left on the table
Experts within the company often hold valuable knowledge, but don’t have the time or process to turn it into content. As a result, thought leadership potential goes untapped.
To fix this, we’ve implemented content creation processes that respect experts’ time and capabilities. These often include AI-assisted planning, interview-based workflows, and ready-made post drafts that experts only need to approve or lightly edit. This makes it easier to maintain a consistent presence without burning out internal teams.
Marketing’s impact isn’t visible in business metrics
When marketing lacks clear KPIs or dashboards, it becomes hard to evaluate its impact. If the performance assessment turns into guesswork, it’s even harder to justify further investment. A lack of visibility leads to underfunding and missed opportunities, whereas comprehensive measuring enables a broader view and data-based decisions.
We regularly build unified marketing dashboards that tie key marketing metrics to business outcomes. These dashboards track KPIs such as leads, content views, meetings booked, and cost per lead. Even more importantly, they combine data across various channels and connect the KPIs to the sales pipeline, helping teams evaluate true ROI.
Marketing and sales don’t work together
Perhaps the most critical, yet overlooked, challenge in B2B marketing is the misalignment between marketing and sales. Without shared knowledge, communication, understanding, and responsibilities, both teams underperform.
Portfolio model: The perfect alignment for B2B marketing and sales?
To bridge this gap, we’ve helped growth companies implement joint planning sessions, integrated lead reporting, and synced outreach strategies. A shared definition of lead stages and clear ownership at each step ensures that marketing supports sales and vice versa.
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At Aboad, we believe that solving common marketing challenges starts with a deep understanding of the business. “One size fits one” mentality challenges us to investigate and plan to find the best marketing solutions for each challenge, industry, or company individually. By turning recurring problems into structured processes, marketing becomes a real growth driver, not just a cost center.