B2B marketers are addicted to shiny objects – and so are SMB marketers. It’s easy to get caught up in the latest, greatest technology or social media platform. But as Andrew Davis, author of Town Inc. said yesterday, October 20 at the MarketingProfs 2016 B2B Marketing Forum in Boston, it’s time to stop vomiting content across social media platforms in B2B social marketing – or using the “spray and pray” method, as it’s more commonly known.

Appropriately, the 2016 B2B Marketing Forum opened with a gospel choir. Spray and pray has been the traditional method of marketing and content distribution on social media. Marketers get caught up in the addiction cycle: after publishing a big piece of content, there’s a spike in desire. That leads to a craving to check analytics obsessively. When the analytics spike, B2B marketers feel a rush, then a crash as analytics flatline. There’s a tendency to be addicted to the spikes, which isn’t where success as a marketer lies. “Our marketing success is not defined by the height of our peaks, but by the depth of our valleys,” Davis said. Instead of thinking in terms of spikes, marketers need to think about lasting.

The peaks in analytics are just moments, not momentum. Davis advocates building momentum, raising the valleys and ignoring the peaks. Sometimes, that can seem overwhelming for marketers, which is why Davis also advocates picking a channel or two and sticking with it. Success with B2B social marketing and marketing in general is built one channel at a time, not by going on every channel and spraying content everywhere. Your audience won’t always come to you, so you need to go to them, he said.

One of the examples he cited was Orabrush. The company decided to target teenage boys with the fear of not getting kissed due to bad breath. To get its message out, Orabrush created a YouTube video and sent it to families with teenage boys. After selling 10,000 units very quickly on its website after the initial push, Orabrush then turned to Facebook to get its product in retail stores.

Social media distribution needs to be viewed as a universe, and before content is distributed, thinking about loyalty is critical. Where can momentum be built? For every $1 spent on creating content, Davis advises spending $2 promoting it, so choosing channels is critical.

“We all have choices to make when it comes to our marketing,” he said. Marketers can either try to find time to make Snapchat work (which will take away from channels where customers already are, congregating, and engaging with the company), or invest in slices of the marketing pie that will move them and their companies forward.