3 Goals of Marketing - Attention, Connection & Revenue

I recently delivered a keynote (Marketing for SMBs on a Shoe-String-Budget) with the aim of making marketing as approachable as possible for non-marketers. 

During the session, I took a step back to the basics and focused on the three ultimate goals of marketing: Attention, Connection, and Revenue.

In this article, I break them down and explore how these three marketing goals really come to life in the customer journey, whether you're talking about everyday consumers (B2C) or businesses (B2B).

Attention

The first one is attention. If people don't know that you exist, they cannot buy from you. It's as simple as that.

I see that marketing's responsibility, as a whole, includes communication and strategic decisions on the business level.

Attention is usually the most obvious, it's what people think about when we talk about marketing.

It's advertising, it's content, it's letting your target group know that you exist.

Focus on your target group; you don't want to be there for everybody. Instead, aim to be there for the people who need you the most or the people you need the most.

Getting people's attention is an important part of marketing. But it's not marketing's only job.

Connection

The second goal in marketing is connection. After gaining people's attention, they won't buy from you immediately. It would be saying yes to a marriage proposal on the first date.

They don't know who you are yet.

Can they trust you, can you keep you promises, can you deliver, and all of that?

Connection is the next step. Being able to connect with your target group on a human level. Understanding their reality, understanding their paint points and showing them that you REALLY care about helping them solve their problems.

Creating those connections is the second goal, and that can be done in various ways and with various strategies. More on that later.

Revenue

The third one, obviously, is revenue. Sales and Marketing have to work together. Sales and marketing are not enemies; they create success together.

The old way is that marketing is a cost centre. We need advertising, marketing material, all of that. I see it differently. Marketing has to get a seat at the C-level.

For instance, when I work with clients, I usually have a revenue goal tied to my work or a bonus.

Marketing is part of your business development and your business strategy.

It is part of how to make that sale. Imagine a salesperson just knocking on somebody's door, "Hey, would you like to buy this?" No, it doesn't work like that. The person doesn't know you - attention. That person hasn't connected with you on a human level - connection. So, why would they purchase from you?

Marketing’s end goal is always revenue. Of course, there are milestones in between, when getting attention and building the connection, all of that. But everything marketing does should support the goal of eventually getting revenue.

What does it mean in practice?

Example B2C

1. Awareness:Scenario: Sarah is browsing social media and comes across an eye-catching ad for EcoEssentials' eco-friendly home products.Customer Journey: Sarah clicks on the ad, leading her to the company's website, where she learns about their commitment to sustainability and sees a variety of eco-friendly products.
2. Building Connection:Scenario: Impressed by EcoEssentials' mission, Sarah signs up for their newsletter to stay updated on new products and sustainability tips.Customer Journey: EcoEssentials sends regular emails showcasing their products, sharing customer testimonials, and providing informative content on sustainable living. Sarah engages with these emails, feeling a sense of connection to the brand.
3. Revenue (Gently Leading into Sales Funnel):Scenario: After several weeks, EcoEssentials launches a limited-time promotion on their best-selling sustainable home kits.Customer Journey: Sarah receives an email about the promotion, sparking her interest. She visits the website, explores the discounted kits, and makes a purchase. EcoEssentials ensures a smooth checkout process and provides a personalized thank-you email, reinforcing the positive customer experience.

This customer journey for EcoEssentials demonstrates how a potential customer progresses from awareness to building a connection and, ultimately, making a purchase.

Example B2B

Here's a B2B customer journey for each step:

1. Awareness:Scenario: Alex, an IT manager at a medium-sized company, hears about TechSolutionsPro through industry forums and online tech publications.Customer Journey: Intrigued, Alex visits TechSolutionsPro's website to learn more about their software offerings. He watches an informative webinar on how their solutions can streamline IT processes.
2. Building Connection:Scenario: Impressed by the webinar, Alex subscribes to TechSolutionsPro's monthly newsletter for updates on industry trends and advanced software features.Customer Journey: TechSolutionsPro regularly sends Alex newsletters containing case studies, whitepapers, and invitations to exclusive webinars. Alex appreciates the valuable insights, strengthening his connection with the company.
3. Revenue (Gently Leading into Sales Funnel):Scenario: TechSolutionsPro launches a free trial of their flagship software with personalized onboarding support for businesses.Customer Journey: Alex, considering an upgrade to his company's IT infrastructure, signs up for the free trial. TechSolutionsPro's sales team engages with Alex during the trial, addressing his specific needs and providing demonstrations. Impressed by the software's performance, Alex decides to invest in the full suite for his company.

This B2B customer journey for TechSolutionsPro shows how a business decision-maker progresses from awareness to building a connection and, ultimately, making a significant purchase for their company's IT needs.

About Tanja Törnroos

Hi, I'm Tanja Törnroos, B2B Marketer & Fractional CMO, based in Helsinki. 👋🏼

With a solid decade in B2B marketing and business development, I bring a wealth of experience for SMBs and scaleups looking for growth. Throughout my career, I've navigated zero and limited marketing budgets, consistently maximizing their impact.

In the past 5 years, I've offered CMO as a Service; a flexible and affordable solution for businesses that don't need a full-time hire but still want a strategic partner in driving growth.

Need a strategic partner for your B2B company without the employment hassle?

I work with companies that deeply care about their customers and aim to make a difference in their industry. For inquiries, please send an email to hi@tanjatornroos.com