Probably due to the outsized visibility of Mint.com’s success, I’m often labeled a B2C person. In fact, half my career has been B2B: at American Express (where I launched the Corporate Platinum and Corporate Gold Rewards cards), Intuit, Expedia Group, Mindflash and virtually all of my Board work.

Lately, I’m seeing some otherwise sophisticated B2B brands making unforced errors. Some easy tactics to get right:

#1. Include your brand name in your webinar calendar invites. You’re killing yourselves to put out good content…get credit for it! And when you’ve built a reputation for delivering great experiences, you may also find that your attendance rate increases if your invite reminds them that you’re the one hosting this webinar.

#2. Your “Book a Demo” link should allow prospects for actually book a demo. If, instead, that link drops them into your Account Opening workflow you’re most likely suboptimizing your yield from both your Demo seekers, and your Get Started Now candidates. Truth in advertising should always be your North Star.

#3. Remember to create a control group for your in-person events. Specifically, once you’ve created your list of qualified invitees, carve out every N-th name and don’t invite them. And then track the activity and revenue from those companies over the same post-event time frame. Trust me that your CFO is much more likely to renew or increase your Events budget when you can definitively demonstrate that the added revenue generated from event attendees was truly due to your efforts.

#4 TBD. More to come as I bump into other crazy-making B2B foot faults.

But please feel free to share your own frustrating B2B discoveries in the comments. Perhaps we can help raise the bar for B2B Marketing together.