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How does having a proper pace make for better B2B marketing?

Is there such a thing as an ideal pace when it comes to marketing efforts, and does it matter if you’re in a sprint or an ultra-marathon?

Part of proper pacing is recognizing the length of your marketing race and maximizing your efforts to fully take advantage of each mile of the journey, whether its a short one-off campaign or a protracted always-on marathon.

Knowing and implementing steady pacing are often-overlooked elements in long-term B2B marketing success, so let’s take a look at five ways they pay off.

1 — Burning The Marketing Candle at Both Ends Will Fizzle Out

It’s unfortunately all-too-common for marketers to engage in marketing efforts at an unsustainable pace, leading to burn-out, especially during the pandemic when the boundaries between professional and home life have narrowed or disappeared entirely.

Since penning it in 1978, Neil Young’s iconic lyric, “It’s better to burn out than to fade away,” has been co-opted by countless people in all walks of life, including marketers and many in the frenetic technology sector.

Our content marketing manager Nick Nelson shared how — from SEO and social to experiences and strategy — in our fast-paced digital world, B2B marketers can gain many benefits from slowing down. You’ll find his collection of tips for avoiding burnout in, “In a Fast-Paced Digital World, B2B Marketers Can Benefit from Slowing Down.”

Marketers who overcook their pace sacrifice long-term success for short-term gains, and often fail to recognize the harm that comes from trying to sustain a pace that is beyond their ability.

Operating at a pace that’s too fast can take time away from important tasks in B2B marketing, such as getting to know your customers, as we looked at in “Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley #CMWorld.”

[bctt tweet=”We live in a fast-paced world. But slowing down our marketing efforts — from experience to strategy to social to SEO — can help brands differentiate and achieve more. @NickNelsonMN” username=”toprank”]

2 — Steady Doesn’t Mean Glacial Pace

On the other hand, marketers who take too much of a wait-and-see approach, and get bogged down in labyrinths of overtly gratuitous procedures won’t be

By: Lane Ellis
Title: 5 Payoffs B2B Marketers Win From Precision Pacing
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/5co90dfXM48/
Published Date: Wed, 03 Mar 2021 11:30:38 +0000

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