B2B tech companies tend to overthink their marketing, delaying action out of fear of imperfection. This stems from ego and insecurity (both tied at the hip). By focusing on action and experimentation, we can drive innovation and adaptability without needing to be perfect from the start. This approach balances short-term results with long-term goals, something many B2B tech companies lack.
B2B tech companies, especially those led by engineers, often aim for perfection in everything they do. This mindset can hurt their marketing. Product launches get delayed and opportunities get missed.
A recent MDPI study shows how a perfectionist mindset can hinder progress. While the study focuses on consumer intentions to purchase imperfect products, there are similarities with B2B tech products.
Say the average hall-of-famer hits .310. That means they strike out 69% of the time. Marketing is no different. Not every campaign will be a home run. There are many unknowns and many factors that rarely align the same way twice.
Forget trying to create flawless campaigns. Focus instead on deeply understanding your best customers and making solutions that fit their needs.
Perfectionism often comes from ego. Dig a little deeper and insecurity will rear its head.
In tech companies, especially those led by engineers, people sometimes think perfect execution equals success. This belief can create an authoritarian leadership style focused on perfection no matter what. But perfectionism can actually hold us back.
Perfectionists care more about looking perfect than doing excellent work. CEOs often inflate performance and progress for investors and board members, adding to the pressure on marketing. This focus on image leads to endless changes, delays, and mixed messages. When the goal is perfection, it’s easy to never finish a project because you can always make it better. That hurts productivity and efficiency.
Just like with innovation, we need to focus on continuous improvement with marketing, not perfect execution. When we accept that nothing will ever be perfect, we can move forward and make real progress. This mindset creates a better work environment and encourages innovation and adaptability.
Perfectionism doesn’t improve quality, production, or efficiency. It disrupts and destroys them. Perfectionism is a fancy cover for ego and procrastination.
Brian Kight, Daily Discipline
Be excellent at continuous improvement rather than flawless execution because perfectionism undermines progress and innovation.
Yes, of course, high-quality marketing materials build brand reputation and trust. However, we shouldn’t let the pursuit of perfection hinder progress.
Mistakes are part of the path to success. Launch campaigns, gather intel, and adapt based on your findings. Treat mistakes as opportunities to learn.
Experiment, take risks, and find alternative creative solutions. If you’re going to fail, fail forward.
If you are not embarrassed by the first version of your product, you’ve launched too late.
Reid Hoffman, LinkedIn
Just like innovation, marketing needs experimentation. But unlike tech, marketing often lacks the freedom to experiment due to pressure for immediate results.
We need to afford marketing a culture of safety like we do for innovation. By testing different strategies and tactics, gathering insight, and iterating, we can create marketing solutions that produce consistent results.
For example, running A/B tests, trying new channels, and being open to change based on what our audience tells us gives us a better chance at achieving future success.
Experimentation leads to better marketing and builds a more adaptable team. It reduces the fear of failure and encourages creativity.
Real artists ship.
Steve Jobs
B2B tech companies are pressured to achieve results quickly. Marketing is often solely responsible for creating campaigns to generate fast leads.
Considering that B2B tech CMOs have the shortest leash at the CxO table, this might not be the best approach.
Focusing only on immediate results leads to a short-sighted view of marketing. Instead of understanding customers and building brand reputation, companies lean into short-term gains. But this rarely resonates with the audience or builds credibility.
B2B tech companies need to balance quick wins with long-term growth by balancing marketing and innovation. Set realistic expectations together with the CxO and invest in brand reputation.
B2B tech companies can overcome the obstacles of perfectionism by focusing on continuous improvement rather than perfect execution.
By testing different approaches through experimentation, we can quickly learn what works and pivot as needed, ensuring that our marketing strategies are both innovative and effective.
Take the time to do it right, yes, but don’t get stuck in making it perfect.
Keep testing. Keep iterating.
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PS: This article is also published and discussed on LinkedIn. Join the conversation!
