The top nightmares of B2B marketing

It’s Halloween today! The perfect day for telling a few frightful tales.

Our team tells you some of their worst nightmares, personal and professional


Personal phobia: Bears! Lynda sings when she goes jogging in the forest for fear of meeting a bear… Lynda, singing? What would scare off a 500 kg grizzly Kodiak anyway?

B2B marketing phobia : A client that has developed a product and has put all their eggs in one basket, R&D. Once at the start-up stage, two things occur frequently:

  • Customers for this product are ghosts; they don’t know their target and have made some trials, and sometimes, fatal errors
  • Not having planned a realistic budget for its product launch. We now know that the introduction phase of a product is the most expensive in the lifecycle of a product.

This gives goose bumps to several people at Exo!


Personal phobia: Fear of flying… and Nathalie has had to fly several times in her life. She can always count on her friend “Gravol” to soothe her anxiety.

B2B marketing phobia : A customer who has developed a new Web site, however, his site is the devil himself; attractive from the outside, but has an ugly interior. It is beautiful visually, but has several shortcomings. The message is not clear, so the site has no “call-to-action’ and has no specific purpose (what do you want people to do on the Web site? Your website must meet your target for lead generation!).


Personal phobia: Anne is very afraid of mice. The fact that there are 2 rodents for every human in this city terrifies her!

 B2B marketing phobia: Everyone has competition, but what do you do when the competition is a serial killer, who kills all its other competitors and now has you in its sight? You often have to do some strategic repositioning! With what marketing weapons you ask? Chainsaw, a 12-gauge or machete?


Personal phobia: Claudine is terribly afraid of heights! The thought makes her blood freeze in her veins.

 B2B marketing phobia:  A client that has an excellent web site, but who only uses Google Analytics to count the number of visits on their site. That’s fine, we do want traffic on a web site (contrary to traffic on Pie – IX Street), however, it only means that people come to see the site and not perform the desired actions.


Personal phobia: Spiders… but not just any, spiders with hair, larger than the spiders normally found in Québec, and the ones that bite.

B2B marketing phobia: Ending up with a Sales Funnel completely empty; No leads = no prospects = no future sales! How many will sell in the next 6 months? This is nothing compared to the abyss that may lie ahead, or the bankruptcy of the company. Oh, the horror!

Subscribe to our Newsletter

Blog Archive

More articles that might interest you?

Multicampaigning in B2B (Google Ads and LinkedIn Ads): the winning recipe

Those who know me know that I'm a big fan of Google Ads. The platform is well built, and there's… Read More...

Social selling: an essential B2B skill

The B2B marketing landscape is changing rapidly. Probably the biggest adjustment is in the sales approach. In a world where… Read More...


12 differences between B2B and B2C marketing

Is the consumer or business marketing all the same? If it were, buying a molten metal skimmer would be just… Read More...