Study has shown that in BtoB, more than 50% of the buying process happens before the act of the sale itself. Marketing has an important responsibility in the decision making of a buyer. Sometimes perceived as the cost centre, it is now evolving towards a ulture of value creation.
Marketing specifically tailored to the needs of the industry is an important factor of differentiation. In a very competitive environment, where the means of communication evolve very quickly, the connection between Marketing and Sales departments will be decisive in taking market share: selling better allows you to sell more!
Compared to what? With what deadline? The real question is the profitability of marketing and communication actions. If they are efficient and customer-oriented, they contribute to the foundation of an image and identity specific to the company and the results will show a sustainable ROI and profitability. In the long term, the development of a brand image generates trust, and therefore growth.
This is not entirely true. Communication is an integral part of marketing. This is one of the four pillars of the marketing mix. It intervenes upstream on strategic thinking and downstream on operational deployment.
If only! Certainly, it is not necessary to resort to major theories or schemes to qualify the uses of customers. Marketing can and must be done in a simple and pragmatic way. On the other hand, it is necessary to adapt marketing tools to the specificities of industrial companies. At Namkin, our processes are not standard but tailored to each customer's DNA.