Why marketing matters for B2B companies

Since starting Forza, my marketing and community consultancy, I have met with numerous senior stakeholders who tell me that they “don't put a lot into marketing their companies”. 

While this is shocking to me, their reasons seemed unsurprising.

Some said they just don't see the value.

Others have explained that they don't have the time, resources or the extra funds required to invest. 

And some admitted that with so much change in business, they don't know where to start.  

Every senior stakeholder I spoke to clearly cares about their bottom line and making strong returns. BUT to have the best return you need to make sure your company has the competitive marketing advantage. 

Gallup found that only 29% of B2B customers are engaged, while 60% are indifferent and 11% are actively disengaged.

This statistic underscores the importance of effective B2B marketing strategies and implementation to create customer engagement and loyalty. 

The main goal is to attract potential customers, build relationships, and ultimately drive sales.

Marketing is critical for B2B companies for several straightforward reasons:

1. Targeted Customer Engagement: B2B marketing allows companies to focus on specific companies that are most likely to need their products or services, increasing the chances of generating quality leads.

2. Relationship Building: Strong relationships with your customers are essential for long-term success. Marketing helps establish and nurture these connections, leading to partnerships and repeat business.

3. Credibility and Trust: Effective marketing strategies help build credibility and trust with potential clients, showcasing a company's expertise and reliability.

4. Increased Brand Visibility: Well-executed marketing campaigns enhance brand visibility in the industry, making it easier for potential and prospective customers to find and recognise your company.

5. Competitive Advantage: Marketing helps B2B companies differentiate themselves from competitors by highlighting unique features and benefits of your offerings.

6. Business Growth: Consistent marketing efforts drive lead generation, customer acquisition and ultimately, revenue growth, contributing to the overall success of the business.

It doesn't need to be difficult or time consuming. Start by identifying WHO your target audience is, determine WHERE they are (channels) and figure out HOW to cut through the noise with effective messaging. By doing this, you can successfully drive revenue.

Put simply if you don't do marketing for your B2B company…

1. No one will know you: Potential customers won’t know your business exists.

2. Fewer customers: You’ll struggle to attract new customers and make sales.

3. Competitors win: Your competitors who market will take your potential customers.

4. Weak connections: It will be harder to build relationships with other businesses.

5. Less trust: People may not see your company as credible or professional.

6. Slow growth: Your business may not grow or succeed without marketing.

In short, without marketing, your B2B company risks being invisible, losing customers and missing out on growth.

Need help on creating an effective and straightforward B2B marketing plan - book a call.