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.
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!
Well said Lien - absolutely agree
Exactly 🤝 Nicely put into words Lien!
Amen
Founding & Managing Partner | Business, Sales & Marketing strategist | Co-Author of ACT HUMAN | Keynote speaker
2moTotally 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.