After creating a number of BtoB lead generation and marketing programs for BtoB marketers, it is clear to me that we face sometimes overwhelming barriers to success. In mid 2011, Marketingsherpa performed research to uncover the barriers that exist for more than 1,700 BtoB marketers. The research graphs 13 barriers. But this post addresses 6 of the top barriers that reflect what my clients have confirmed many times.

Q. What do you view as the top five money-making benefits associated with database marketing? A. Here they are: 1.Improved Customer Understanding (better planning of marketing investment) 2.Expense Reduction/Operational Efficiency (marketing & sales) 3.Revenue Improvement/Better Performance (marketing & sales) 4.Greater Visibility of Business Performance (shared vision & understanding) 5.Greater Confidence & Predictability (cofidence)

From the digital marketer's perspective, why should (s)he want to seek the advice of a direct marketer? In my view, this is the real obstacle. Some digital marketers do not think direct marketers bring value to their programs. Could it be that digital media "experts" quickly develop tunnel vision tempting them to think they own the solution to all marketing problems and never recognize the need develop the breadth needed to look at all of the alternatives?

Companies put enormous resources into positioning their products, backing warranties, training customer service staff, creating benefit driven collateral and other content only to drop the ball in the sales process.

We tend to focus on the tasks, tactics and strategies marketers use rather than their role. Positioning products, branding the company, analyzing the competitive environment, creating the messaging, outbound combined with inbound marketing, establishing an effective CRM program -- all of these are generally how the job is done and not why the job may or may not be getting done.

Some online and social media proponents are proclaiming that inbound is replacing outbound marketing activities and that we are seeing a healthy and dramatic shift from promoting products to 100% customer engagement. Pardon my bluntness, but this is baloney.

Key differences between B2B and B2C direct marketing activities. 1. Telesales are used more in BtoB new business acquisition. 2. Lead and sale cost allowables tend to offer more flexibility in B2B. 3. The contact quantities for B2B are lower. 4. The database requirements make B2B direct response extremely complex.

To all of you who supply clents with services, listen up. You can loose a great client within less than one minute with these 5 comments. 1. "Send that request to me in writing" 2. "Exactly, what do you want us to do?" 3. "We will optimize your website for $XXXX a month..." 4. "What charge do you think your client will accept?" 5. "Our company demands a Purchase Order. Your email order is not acceptable even though you are paying our estimate to you in advance.”

Every now and then clients make assumptions about marketing that on the surface appear attractive. But when they call in the experts, the consultants spend a lot of effort and time re-educating the client about what works best for them. The Post Office has done a good job promoting their Every Door Direct Mail program. But there are always two sides to very story. And so it is with EDDM.