Lien Sinnesael’s Post

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Transforming products and companies into irresistible brands 👉 Follow along

In B2B, marketing is an absolute waste of money! At least, that’s what many think. But the truth? It’s far from it. Just like in B2C, emotions drive decisions in B2B. Buyers aren’t just picking products; they’re choosing companies they vibe with. Marketing shapes that gut feeling-building your brand, creating value, and giving you that sweet edge over competitors. The problem? Marketing feels intangible and harder to measure. But without it, you’re invisible. Perception drives purchase, and if you’re not shaping it, someone else is. Because marketing can be so difficult to grasp, many B2B companies have shifted their focus heavily toward lead generation and pipeline building. Now, there’s nothing wrong with lead generation - for some businesses it’s essential. But it shouldn’t come at the expense of long-term brand building. It’s not an “either/or” situation. Leads may bring in quick wins, but without brand building, you won’t have a strong foundation to stand on. Leads can vanish faster than wool socks in a dryer, but a strong brand? That stands tall like an old oak tree, weathering every storm. To wrap up in potato terms: If you only harvest the crops without tending to the soil, you’ll have nothing left to grow in the future. But if you invest in enriching the soil, your harvests will keep coming, season after season.

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Karel Demeester

Founding & Managing Partner | Business, Sales & Marketing strategist | Co-Author of ACT HUMAN | Keynote speaker

2mo

Totally agree, Lien 🙌 That’s why a brand is a metaphor for a relationship and marketing should be all about building and activating long term relationships… no matter if it’s B2B or B2C.

Himm Y.

Founder And CEO @Proxima | Marketing | Lead Generation | Branding | Entrepreneur | Influencer

2mo

Love this analogy! Building a strong brand is crucial for long-term success in B2B. Let’s connect and explore how we can create that lasting impact together!

Fabrice Le Garrec

Founder of the OSICS network: the Pharma operations performance transformation experts / McKinsey, Toyota, GSK & Teva Alumnus

2mo

Well said Lien - absolutely agree

Bodhi Goetgheluck

Marketing at Savaco | Founder coachedbybodhi | Boosting brand and personal potential 🚀

2mo

Exactly 🤝 Nicely put into words Lien!

Els Costers

Co-pilot for B2B-companies to achieve commercial excellence by focussing on the right people & developing their skillset, coaching them in reaching their targets, improving support tools & processes. 🚀

2mo

Amen

Florine Vissers

Account Executive 🎁 | For HR & Customer Success

2mo
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