J♣️ Before the sale: Why brand marketing? 

Why do we bother with marketing? 20 or 30 years ago I would’ve certainly been asking this question. I used to think brand promotion was a waste of money. Leads were all that mattered. And if we built the brand as a side product of that, that was okay. But I was wrong! Brand marketing is important.

Still now, in many businesses, sales teams are often seen as the driving force behind revenue generation. Which may be true to a degree but effective brand marketing plays a crucial role today in creating awareness, building brand reputation, and generating qualified leads.

Problem or challenge:

Business leaders may overlook the importance of brand marketing, focusing primarily on sales efforts. This can lead to missed opportunities, decreased customer loyalty, and lower overall profitability.

Complexities:

Effective marketing requires a strategic approach that considers various factors. Firstly developing a strong and consistent brand message and identity that resonates with your audience. Importantly also gaining a deep understanding of your customers needs, preferences, and behaviours and choosing the right marketing channels to reach them effectively.

Solution:

Brand marketing plays a crucial role in setting the stage for sales. In many cases, a successful sale hinges on marketing's ability to establish a strong brand and customer relationships beforehand. Without a well-crafted brand, salespeople are often limited to negotiating on price and delivery terms.

Consider the automotive industry. Car manufacturers invest heavily in branding, creating emotional connections with their target audience. This branding often precedes the customer's interaction with a salesperson. Only after deciding on a brand and model do customers typically contact a dealership. Without brand recognition creating that interest the sales person probably doesn’t even know the customer is in the market.

It’s the same in many other fields. Buyers research a lot online before they talk to the potential supplier. Many sources suggest typically today over 70% of the decision is made BEFORE the potential buyer even approaches the potential supplier. Apparently it’s also true for B2B where technical articles and white papers influence credibility with members of the buying group well in advance of the purchase.

So while salespeople are essential for understanding customer needs and facilitating the purchase, their effectiveness is greatly enhanced by strong marketing and branding. As a sales-focused managing director, recognising the importance of marketing in driving sales is critical to success.

1. Align marketing with business goals: Ensure that marketing efforts are aligned with the overall business strategy and objectives.

2. Invest in brand building: Invest in creating a strong and recognisable brand that differentiates the business from competitors.

3. Focus on customer experience: Deliver exceptional customer experiences throughout the entire customer journey.

4. Measure and analyse results: Use data to track marketing performance and make informed decisions.

Benefits:

By prioritising marketing, you can expect several benefits, including:

• Increased brand awareness: Effective marketing can help increase your brand visibility and recognition.

• Improved customer loyalty: A strong brand and positive customer experiences can foster loyalty and repeat business.

• Higher conversion rates: Targeted marketing efforts can generate more qualified leads and improve conversion rates.

• Enhanced market positioning: A well-executed marketing strategy can help you establish a strong market position and competitive advantage.

Why it works:

Marketing plays a crucial role in creating demand for products or services. By building a strong brand and effectively reaching the target audience, businesses can generate more leads, increase customer loyalty, and ultimately drive sales.

Measurement:

The effectiveness of marketing can be measured through various metrics, such as:

• Brand awareness: Track changes in brand awareness over time using surveys or market research.

• Website traffic: Monitor website traffic and engagement metrics to assess the impact of marketing campaigns.

• Lead generation: Measure the number and quality of leads generated through marketing efforts.

• Customer acquisition cost: Calculate the cost per acquisition to determine the efficiency of marketing investments.

• Return on investment (ROI): Measure the return on investment for marketing campaigns to assess their effectiveness.

My story:

I think my change in understanding and increased understanding of the value of brands comes from my good friend and speaker Barnaby Wynter who demonstrated to my MD2MD members numerous examples of us recognising brands and having positive associations with them created well in advance of the sales process.

By recognising the crucial role of marketing and investing in effective strategies, you can significantly enhance your business's success. I encourage you to evaluate your current marketing efforts and identify areas for improvement. By focusing on building a strong brand, delivering exceptional customer experiences, and measuring your results, you can unlock the full potential of marketing for your business.