What’s the real point of marketing?

The real point of marketing isn’t just to sell; it’s to sell and inspire. And in our experience, that is so much more powerful. It’s also longer-lasting.

So how do we explain the difference? Think of it as achieving impact over time, not just this month.

With selling, you may boost your turnover in the short term, and lift your bottom line for a year. Inspiring does that too, but it also builds confidence and emotional connections that last much longer into the future.

Engage emotionally

Top brands do it brilliantly. They engage their customers emotionally, highlighting the value of what they do - typically in our case, the technology they create or the services they deliver.

Through consistent messaging and positive narratives, amplified and repeated, their marketing campaigns build confidence and in time those deeper emotional connections.

And not just that. The same campaigns also impact positively on the oganisation itself, and inspire the people who are part of it.

Making the story real

For this reason the best marketing operations are integral to everything you do. They work hand-in-glove with your sales teams, your product development leaders, and your senior management, to understand and clarify the true value that you are giving your customers.

It’s the job of marketeers to understand that value, to tell that story, and make them real for your customers and your people.