Why Does My B2B Marketing Feel So Inconsistent?

By Michael Buzinski, Founder/CEO & Fractional CMO

Your B2B marketing feels inconsistent because you are running tactics without a clear, shared strategy. Different people make channel and campaign decisions in isolation, so your message, priorities, and efforts do not line up around the same outcome. On paper you look busy, but from the outside buyers see noise, not momentum.

Real consistency comes from a simple strategy that defines who you serve, what outcome you are driving toward, and how marketing, sales, and client success operate as one system instead of improvising week to week. It’s the difference between swinging wildly and striking the same point on the tree with intention.. 

The Hidden Cost of “Random Acts of Marketing”

Most B2B firms do not get ideas from a strategic roadmap. They come from Slack threads and ad-hoc conversations.

• “Let’s boost that post.”
• “We should try Google Ads.”
• “Can we send an email about this new service?”
• “Maybe it is time to redesign the website.”

None of those ideas are bad on their own. The problem is that they are rarely tied to a clear, measurable strategy. So you end up with:

• Wasted time and budget on half-built campaigns that never run long enough to prove if they work
• Burned-out teams that are constantly context-switching and always feel behind
• Stagnant growth and thin margins because revenue never compounds in one direction
• A founder stuck in the middle of everything, approving every campaign and tool

The hardest part is that this still feels like progress. Calendars are full, content goes out, agencies are busy. But when you ask, “What did all of this actually do for pipeline or profit,” the answer is usually fuzzy.

That fuzziness is the sign of missing strategy.

Common Signs Your Problem Is Strategy

If any of these sound familiar, you are dealing with a strategy gap:

1. Scattered efforts, no unifying plan
   Lots of activity, but no single plan that marketing, sales, and leadership are all following.
2. No clear “perfect fit” client
   You say “we can help anyone,” so your offers are broad, pricing gets negotiated to death, and nobody sees you as the obvious choice.
3. Inconsistent messaging and positioning
   Your homepage, sales calls, and proposals sound like three different companies. Prospects have to work too hard to understand what you really do.
4. Disjointed funnel and tech stack
   You have tools, but they do not work together. Leads disappear, records are duplicated, and no one can see the full journey from first touch to renewal.
5. No clear ownership or scoreboard
   When you ask “What is working right now?” or “Who owns this stage of our funnel?” you get silence or three different answers.

These are not tool problems. They are strategy problems.

What a Real B2B Marketing Strategy Actually Includes

Most “strategies” are just slide decks, campaign lists, or brand guidelines. A real B2B marketing strategy is much simpler and more concrete. It gives your team four things:

1. A clear outcome and timeframe
   One primary business outcome for the next 6 months, then a tight 90-day focus tied to revenue or profit.
2. A Predictably Profitable Prospect Profile (P3P)
   Not just “ideal customer” by industry and size, but a filter that checks Core Value Fit, Culture Fit, and Delivery Fit. So you stop filling the pipeline with PITA accounts that hurt margins and burn out your team.
3. A defined core offer and promise
   One flagship offer you want to sell first and best, with a clear transformation, delivery model, and value story.
4. One primary marketing engine
   A repeatable system that turns right-fit strangers into real sales conversations, for example:
• Outbound plus strong follow-up
• Content plus nurture
• Referral and partner engine

Everything else either feeds that engine or improves it.

1. Simple, consistent messaging
   One clear story about who you serve, what problem you solve first, and what changes for them when it works, repeated across web, sales, email, and decks.
2. A small scoreboard and review rhythm
   Three to five numbers you review every week and every quarter, such as:
• New qualified leads
• Opportunities created
• Win rate and sales cycle length
• Retention or expansion rate

This is the level of structure that turns random acts of marketing into a real system.

How To Start Fixing Inconsistent Marketing

You do not need a three-day offsite. You need a clear picture of where you are and a few good decisions about where to focus next.

1. Audit the last 90 days of marketing
   List everything you did to attract or nurture buyers. For each activity, ask:

• What was the specific goal?

• Did we measure it in any meaningful way?

• Can we see any link to pipeline or revenue?

2. Choose one core outcome for the next 90 days
   Examples:

• Increase qualified discovery calls by 25 percent

• Shorten average sales cycle by 15 percent

• Improve retention for a specific segment

If an idea does not support that outcome, it goes on a later list.

1. Pick one primary engine and park the rest
   Select the engine that best supports your outcome, then commit to building and refining it for the next 6 months instead of starting three new motions.

2. Align your message around one clear promise
   Answer in one short paragraph:

• Who this is for

• What urgent problem you solve first

• What changes when it works

3. Update your homepage, sales one-liner, and core offer description so they all tell the same story.

4. Assign ownership and set a simple scoreboard
   Put real names next to:

• Attract

• Nurture

• Close

• Keep and grow

Then review your small set of metrics on a weekly and quarterly rhythm.

When you do this, your marketing stops starting over every quarter and starts building momentum.

Quick Proof

FAQs about Inconsistent B2B Marketing

Why does my B2B marketing feel so inconsistent?
Because decisions are being made tactic by tactic instead of from one shared strategy. Different people choose channels, campaigns, and messages in isolation, so your efforts do not line up around the same outcome.

What are “random acts of marketing”?
They are one-off campaigns and ideas that are not tied to a clear strategy, outcome, or system. They keep your team busy, but they do not build a repeatable engine or create predictable growth.

How do I know if I have a real strategy or just tactics?
You have a real strategy if you can clearly state who you serve, what problem you solve first, how buyers move from stranger to client, and which numbers matter. If you mostly talk about channels and tools, you are living in tactics.

What is the first step to fixing inconsistent marketing?
Audit the last 90 days of activity, choose one core outcome for the next quarter, and pick one primary engine to support it. That shift alone moves you from random acts of marketing toward a real revenue engine.

The Takeaway

If your marketing feels inconsistent, the answer is not one more channel or clever campaign. You need a simple, shared strategy that sharpens the axe so every swing counts.

This is the work we do at Buzzworthy: helping B2B service firms move from random acts of marketing to a focused revenue engine that creates real momentum.

Ready to stop guessing and start growing? 

Schedule your Growth Diagnostic and see how a connected strategy can turn your marketing into a predictable growth engine.