Common B2B Digital Marketing Mistakes to Avoid in 2025

📅 9 June 2025 | ⏱️ 5 minute read

We’ve all fallen victim to the classic mistake or two when it comes to digital marketing. However, in our fast-paced and competitive B2B food and nutrition industry where every strategic move matters, avoiding these mistakes could significantly boost your marketing efforts.

In this blog post, we’ll discuss the common mistakes most marketers make and share our tried-and-tested tips on how to fix them. After all, a single efficient optimisation could make a difference in your brand awareness, lead generation, or thought leadership conversion rates and ROI (Return on Investment).

Who are we? Smartcore is your best-in-class B2B food and nutrition marketing solutions partner for smarter digital campaigns that drive business growth. We help ingredient suppliers reach their target audience – our unrivalled first-party data of over 409,000 food and nutraceutical ingredient buyers – based in key regions around the globe. Download our Digital Media Kit to discover our smarter digital products and packages designed to meet your marketing needs.  

Mistake 1: Overlooking Your Target Audience

One of the top mistakes you could make is neglecting to define your target audience. While some marketing campaigns call for casting a wider net as a way of expanding market reach, often it’s a few specific segments that contribute the most to a business’ revenue. Not only that, but without a clear understanding of your target audience, you could be at risk of draining valuable resources and experiencing a low ROI.

Tip: Know Your Audience Inside Out

It may take time and resources initially but invest in a comprehensive audience research and create detailed buyer personas. Understand their pain points, preferences, and behaviours. The more you know your audience, the better you can create personalised messages to drive engagement and target your ideal audience. As Peter Drucker said, the aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself.

If you're looking for guidance, here's your blueprint for building effective buyer personas in food and nutrition.

Mistake 2: Broad and Irrelevant Content Marketing

Content is king, but only when it is consistent, relevant, and value-driven. In a digital world filled with lots of information, content without clear purpose can negatively impact your brand image and slow down lead generation efforts. Additionally, disconnected marketing messaging can confusing your audience and weaken the effectiveness of your overall marketing strategy.

Tip: Craft Relevant and Value-Driven Content

Your audience craves content that aligns with their interests and addresses their needs, encourages authentic engagement, showcases brand values. HubSpot’s State of Marketing 2025 report reinforces this trend, emphasising that B2B brands are increasingly investing in social responsibility content and sharing more boldly about their vision and values. This approach is strategic - delivering relevant, value-driven content builds trust and positions your brand as a thought leader in your industry.

Consider creating whitepapers, research reports, and webinars. And if you have news about responsible or ethical practices you’d like to share, we can help you communicate your sustainability story effectively with your network.

Mistake 3: Underutilising Data and Analytics

In the data-driven age we’re living in, ignorance is not bliss. Not setting key performance indicators (KPIs) and campaign metrics could result in missed opportunities. Additionally, without a deep analysis of your data, you risk missing valuable insights that could drive better decisions and achieve better results.

Tip: Embrace Data-Driven Decision Making

Data-driven marketing delivers the best results. This is supported by these statistics: 30.55% of marketers said data helps determine their most effective marketing strategies, 29.59% said it improves ROI, and 27.36% said it helps reach their target audience more effectively. (HubSpot Marketing Statistics, 2025). Analyse your KPIs and campaign metrics regularly, leveraging your data and analytics to understand what's effective. This will help you take decisions that enhance the effectiveness of your campaigns.

Uncover the must-know digital marketing metrics for effective campaigns and how to leverage them for real impact.

Mistake 4: Lack of an Omnichannel Strategy

You don’t want to have a disconnected marketing presence across channels. Nor do you want to utilise a single channel for your marketing campaigns. An online buyer journey that is anything but seamless can lead to broken and mixed messaging, slow down your ability to effectively engage and connect with your prospects, and result in missed opportunities. Not only this but focusing on one channel can also limit your campaign reach.

Tip: Embrace an Omnichannel Approach

Map out your audience's journey, understand which platforms they are present on, and merge your marketing efforts across various channels and formats. An omnichannel approach maximises your visibility and audience reach. From emails to display banners and social media to your website, try to maintain a unified brand message. This will ensure a seamless customer experience across all touchpoints, from awareness through to conversion.

Explore the B2B buyer’s online journey, the decision-making process at each stage, and actionable tips to move them forward from one stage to the next.

Mistake 5: Forgetting Human Touch in a Digital World

Adopting a one-size-fits-all approach to your marketing strategy no longer works. Customers look forward to personalised engagement that speaks directly to their needs. Generalised messaging, impersonal experiences, and overly promotional content can result in low conversion rates. Forgetting the human touch in a digital world can significantly interfere with your marketing efforts.

Tip: Infuse Personalisation into Your Digital Presence

Decision-makers desire real connections, compelling stories, and personalised experiences. Share customised communications that address the pain points and goals of your prospects. When you engage on a personal level, it sets the foundation for long-lasting B2B relationships. In fact, HubSpot’s State of Marketing 2025 report reveals that 96% of marketers say personalisated experiences have increased sales.

Partner with us

Digital marketing, when done right, can greatly boost your business success. Avoiding these common B2B digital marketing mistakes will guide you on your journey to a successful marketing and business presence.

At Smartcore, we prioritise thoughtful and strategic planning in all our smarter digital campaigns. If you’re launching a new ingredient or product and aiming to promote it to relevant buyers, determined to maximise your brand’s global awareness among your buyers, interested in establishing thought leadership within your industry, or ready to grow your business into new global markets, partner with us. Our smarter digital solutions with measurable ROI enable you to reach your buyers at every stage of their online customer journey, giving you greater returns on your investment and time.

Discover interviews with satisfied clients, including Uelzena Ingredients, IMCD Food & Nutrition, and Fonterra, about their success with our smarter digital products and packages. Get in touch today to learn how we can help you thrive in 2025.

Written by Serena Botelho

Serena is a digital marketing enthusiast with a passion for storytelling that empowers businesses to elevate their successes. Determined to inspire audiences, she enjoys collaborating with expert marketing teams to produce insightful content tailored to B2B audiences. In her free time, Serena loves cooking, creating content, and playing music.