Marketing does matter

For more than 20 years, I have helped brands get noticed by their ideal customers. I’ve always believed that the key to successful B2B marketing is having your Sales and Marketing teams working hand in hand with a focus on your target customers and ultimately the bottom line. Marketing matters, and when done well, you will reap the rewards.

According to a 2024 report by McKinsey as mentioned in the Harvard Business Review, companies that view branding and advertising as a top two growth strategy are twice as likely to see revenue growth of 5% or more compared to those that don't (67% to 33%). This applies to both B2C and B2B companies. 

Why Marketing matters for B2B companies

In my experience with Forza, I’ve encountered numerous senior stakeholders in B2B companies who question the value of investing in marketing. This can be for a range of reasons such as there is no clear ROI, not a priority, not enough resources, lack of budget, just don't see the value, don’t understand what marketing is or they just don't know where to start. 

This is flawed thinking. Without marketing you risk being left behind, being overtaken by your competitors and as a result stalling your business growth. 

Marketing is essential for several reasons:

• Targeted engagement: Focus on companies most likely to need your services.

• Relationship building: Nurturing strong relationships leads to long-term success.

• Credibility: Effective marketing builds trust with potential customers.

• Visibility: Well-executed campaigns enhance brand recognition.

• Competitive edge: Differentiating your offerings helps attract customers.

• Growth: Consistent marketing drives lead generation and revenue.

For a deeper dive into the importance of marketing for B2B companies, check out my blog here. 

When is the right time to invest in Marketing?

As a sales or marketing leader, you might wonder when to ramp up your efforts. The truth is, there’s never a wrong time to invest in marketing, but timing can help maximise your return on investment.

The right time to invest in marketing is when you’re ready to:

• Understand your target audience

• Align your product or service with customer needs

• Build a consistent brand message

• Scale your business growth

Remember, marketing is an investment in the future, not an expense. In today’s digital age, a well-executed marketing strategy can make the difference between advancing and merely surviving. Don’t wait for the "perfect" moment; the best time to invest in marketing is now.

Need help with your marketing strategy or implementation - book a call.