What We've Got Here, Marketers, Is a Failure to Communicate (Marketing's Value)

Marketing Management — Tue., Apr. 18, 2023

B2B marketers and politicians have one thing in common: the need for quick wins in order to remain in power. Many marketers fall into the trap of “short-term-ism”, focusing on lead generation rather than long-term demand creation and brand-building. Marketers should prioritize long-term health by focusing on the 95% of customers not looking to buy right now, and communicating successes in terms senior leadership will understand.

Research suggests the optimum marketing strategy is a 60-40 split between long-term brand marketing and short-term activation. However, in many companies, most of the budget is spent on leads with little thought given to long-term results or potential downturns. To ensure customers remember the brand when they are ready to buy, marketers should focus on creating brand recognition and demand.

To prove the value of their work, marketers must speak in terms of revenue and growth, not vanity metrics or engagement. By better communicating with senior leadership and demonstrating their impact on pipeline velocity and bottom line, CMOs can build a successful career and have tangible business impact.

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