When doing B2B digital marketing, especially if your company operates outside the internet space, you’ll likely face disappointments if you expect results similar to those of B2C and B2B SaaS companies.
Let’s help you avoid these disappointments and focus on long-term success.
Who is this for?
Let’s clarify what we mean by companies “outside the internet space.”
These businesses can’t sell and deliver their products solely through digital channels. Think factory automation systems, machinery, and other high-ticket physical items. These are products that need more than just online marketing to close customers.
Learn the truth sooner rather than later
You can learn these essential lessons either before you start or after facing disappointing results. The former is better—understanding expectations and business realities early will save you time and frustration.
So, let’s explore four key truths.
1. Most companies are later to the game than they think
Digital marketing is over 25 years old, so don’t expect your business to explode the day after your first campaign. It won’t. You’re not breaking new ground—you’re catching up. The good news is that you can now do it with better methods, tools, and ROI than ever before.
Especially with the right partner. Find out if we’re the ones for you >
2. Digital doesn’t change your industry’s rules
No matter how fast and precisely you can deliver your message and sales opportunity to your client, it doesn’t change these fundamental factors:
- industry-specific sales cycles
- the time people need to process information and form opinions
- and many other inherent processes
It’s like buying a shiny sports car that goes 300km/h—it doesn’t change the fact that speed limits exist.
3. You need to spend more time and money than you think for results
If your organization is relatively unknown in the market or doesn’t have a significant market presence, getting results will take longer than expected. In heavy industry, digital marketing often focuses on lead generation, and commercially interested buyers typically appear around three months after launch.
Don’t waste money on 1-2 month pilot programs—if you’re only planning to dip your toe in, it’s better to save your budget entirely.
4. They’re not being fully honest
Many agencies—knowingly or unknowingly—misrepresent potential results. They often base projections on best-case scenarios that don’t match your industry or organization’s reality. Some lack the expertise to make accurate predictions. Instead of managing expectations realistically, they overpromise to please clients.
The uncomfortable truth is that results can’t be predicted with complete certainty. But great results can still be reached. Learn about our clients’ successes >
Why understanding these truths matters
Let’s get straight to the point—this post is about managing expectations. You’re smart (you’re reading our blog, after all), so you’ve probably caught on. If you, your agency, or anyone else fails to set realistic expectations, you’ll be frustrated with disappointing results. Even worse? If you can’t properly manage expectations within your organization and with your management team, you’re in real trouble.
Ready to protect your organization from costly digital marketing mistakes? Get in touch!