What is marketing. We don’t do that …

Marketing. Viewed by many as the gateway to your customers, a way of engaging and opening a dialog with prospects without the pushy feel of a sales cold call. Admittidly this is not a universal view – with some believing that marketing is an unnecessary expediture which doesn’t show a return on investment.  This view is particularly prevelant in the B2B community, and no where more so in the engineering and manufacturing sectors, despite the fact that with very few exceptions they are already marketing themselves.

That leads me on to my biggest pet hate at the moment. A lot of my time is spent reaching out to businesses I think we can help and offer value to.  These are businesses I’ve researched, so I have their website open, or a piece of their sales collateral in-front of me, and yet I get a verification on “We don’t do marketing”. For me it comes down to a fundamental mis-understanding of marketing, and the value that it can bring to a business.

Surprise surprise marketing isn’t just drawing you a pretty logo and printing a few leaflets for you to spam your market with. No. It’s a much more consultative strategic and scientific approach to engaging your market, embedding your business in their mind, so when you next reach out to them, they know who you are.

57% of customers feel that salespeople are poorly prepared or not prepared at all at initial meetings (source)

The Oxford Dictionary defines marketing as “The action or business of promoting and selling products or services”, my old text books talk of it as” tightly integrated effort to discover, create, arouse and satisfy customer needs” (Theodore C. Levitt),  but here at Voice it’s much more alive than that.

Obviously we’re a little biased here, but we see marketing as a gateway to expanding the markets knowledge of you. It’s about creating a brand that is known and reacts to market trends. When executed well marketing engages and intrigues your market, aligning you with the service you offer.

Sales and Marketing, now more than ever, are two parties that need each other. Sales take prospects with interest and convert them into customers. Whereas the entire point of marketing is to drive the business to you, to warm up those cold leads, to keep your clients interested in what you say and believe in your offering.

To put it simply, marketing is any way you reach out and engage with your market, and when done well it opens the dialog and sparks their interest in you. Now ask yourself; what impact would it have on your sales team, if their prospects knew who you were before they picked up that phone?

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