When people think of marketing, they often conflate it with sales. While sales and marketing are closely related and work hand-in-hand to drive revenue, they are distinct disciplines with unique roles and functions. Marketing encompasses a wide range of activities that go far beyond the act of selling. Here’s why marketing isn’t just sales and why it’s crucial to understand the broader scope of marketing.
1. Building Brand Awareness
One of the primary functions of marketing is to build brand awareness. Before consumers can buy a product, they need to know it exists. Marketing strategies such as advertising, public relations, social media campaigns, and content marketing aim to create and maintain a strong brand presence. This awareness forms the foundation upon which sales efforts can be built. It is important to also remember that consumers are not always ready to buy what you are selling at the moment they become aware of your brand/offering – especially for high involvement and large, infrequent purchases. Initial awareness and keeping your brand top of mind increase the chances that consumers will choose your brand when they are in the market for what you are selling.
2. Understanding the Market and Customer
Marketing involves an in-depth understanding of the market landscape, including consumer need, preferences, and behaviors, trends, and the competitive set. This understanding drives EVERYTHING – product development, pricing strategies, creative, content strategy, promotional activities, channel selection, etc.
3. Creating Value and Differentiation
Effective marketing communicates the unique value proposition of a product or service. It differentiates the brand from competitors by highlighting its unique features, benefits, and the problems it solves for consumers. This differentiation is crucial for positioning a brand in the market and attracting potential customers, setting the stage for successful sales interactions.
4. Nurturing Leads
While sales teams often focus on converting leads into customers, marketing plays a critical role in nurturing those leads once they enter the sales funnel. Through various channels like content marketing, email campaigns, webinars, and social media, marketers guide prospects through the buyer’s journey. This nurturing process builds relationships and trust, making prospects more likely to convert when they engage with the sales team.
5. Crafting Compelling Messaging
Marketing is responsible for crafting the messaging and narratives that resonate with target audiences. This involves understanding consumer psychology and using storytelling to create emotional connections with the brand. Effective messaging helps to communicate the brand’s value, evoke positive emotions, and motivate consumers to take action.
Stay tuned for Part 2 later this week.
Kristin Colleluori is a Partner at Bongo Consulting and can be reached at kristin@bongoconsulting.com