The Unspoken Value of Marketing
Why business owners underestimate their most powerful growth engine
In most businesses, marketing sits at the kids' table. While sales gets credit for closing deals and operations gets praised for efficiency, marketing is often seen as a "nice to have"—the first budget cut when times get tough. This perception isn't just wrong; it's economically devastating for businesses that fail to recognize what marketing actually does.
The Perception Problem
In our current work providing fractional marketing services, we have encountered business owners who often dismiss marketing because they see it as an expense rather than an investment. This mindset stems from three common issues:
The attribution challenge: Unlike sales, where you can directly trace revenue to specific activities, marketing's impact feels intangible. A customer might see your ad, visit your website, read your content, get a referral, and then purchase months later. Which touchpoint gets the credit?
Bad past experiences: Many owners have been burned by agencies focused on vanity metrics—likes, impressions, brand awareness—without connecting those metrics to actual business outcomes.
The "expense" mentality: When you view marketing as money going out rather than investment coming back, every dollar spent feels like a loss. This creates a vicious cycle where reduced budgets lead to reduced results, reinforcing the belief that marketing doesn't work.
The companies that thrive understand a fundamental truth: marketing isn't just about promotion. It's about creating sustainable competitive advantages, building long-term assets, and driving predictable growth.
Marketing's Hidden Value Creation
Strategic marketing creates value in ways that extend far beyond immediate sales:
Asset Building
Every email subscriber, piece of content, and brand impression builds valuable business assets. A strong email list often outperforms paid advertising for ROI. High search rankings provide ongoing traffic without ongoing costs. Brand recognition makes all future marketing more effective and efficient.
Market Intelligence
Marketing activities generate crucial data about customer behavior, preferences, and market trends. This intelligence informs product development, pricing strategies, and expansion decisions. Companies with strong marketing operations spot opportunities and threats before competitors.
Risk Mitigation
Businesses with diversified marketing foundations are more resilient during economic downturns and competitive pressures. They have multiple customer acquisition and retention channels, stronger brand loyalty, and better customer relationships to weather difficult periods.
Changing the Conversation
Getting business owners to appreciate marketing's value requires shifting how we discuss and measure marketing activities:
Speak Their Language
Stop talking about impressions and engagement rates. Instead, focus on customer acquisition cost, lifetime value, ROI, and revenue attribution. When marketing speaks the language of business, its value becomes immediately apparent.
Start with Their Pain Points
Frame marketing as the solution to problems they already recognize. Inconsistent sales? Marketing creates predictable lead generation. Competitors stealing market share? Marketing builds differentiation and customer loyalty. Difficulty scaling? Marketing creates systems for sustainable growth.
Prove Value with Small Wins
Rather than asking for large budgets upfront, demonstrate marketing's effectiveness through small, measurable campaigns with clear ROI. Success builds trust and makes it easier to secure larger investments.
Example: Reframing Marketing Metrics
Instead of: "Our social media engagement increased 40%"
Say: "Our content marketing generated 150 qualified leads this quarter at $12 per lead, compared to $45 per lead from paid ads"
The Small Budget Reality
One of the most common scenarios marketers face is business owners who want significant results with minimal investment. This creates an opportunity to educate about marketing economics while setting realistic expectations. We have learnt to push back and turn the narrative around by asking them how they would feel if customers undervalue their own products and services the same way.
The $1,000 Monthly Budget Reality Check: A $1,000 monthly marketing budget translates to about $33 per day—enough for modest paid advertising OR content creation tools, but not both. With this constraint, success requires substituting time and strategy for money through content creation, SEO optimization, and partnership development.
The key conversation with budget-conscious business owners involves three critical points:
Set realistic timelines: Meaningful results typically take 6-12 months, not 6-12 weeks. With small budgets, everything moves slower because you can't outspend competitors to accelerate results.
Prioritize ruthlessly: Focus on one primary business goal—lead generation, brand awareness, or sales—rather than trying to accomplish everything simultaneously.
Choose your approach: Either do a few things really well within the budget, or spread it thin and see minimal impact across many channels.
"With limited budget, we need to be 80% strategy and sweat equity, 20% paid advertising. Most of the work will come from your team creating content, engaging with customers, and building relationships organically."
The Compound Effect
Perhaps the most misunderstood aspect of marketing is how it builds value over time. Unlike sales, which produces immediate results, marketing creates compound returns:
A blog post written today might generate leads for years. An email list built this quarter will drive sales next year. Brand recognition developed now will make future marketing more effective and cost-efficient.
Small, consistent marketing efforts—a daily social media post, weekly email newsletter, or monthly webinar—might seem insignificant individually, but collectively they build valuable assets that generate returns long after the initial investment.
Making Marketing Indispensable
The businesses that truly understand marketing recognize it as a strategic function that creates multiple forms of value. They measure long-term asset building alongside short-term revenue generation. They understand that marketing doesn't just generate customers—it generates customer intelligence, competitive advantages, and business resilience.
For marketers, the path forward involves patience, education, and consistent demonstration of value. Focus on business outcomes over marketing metrics. Start with small wins that build credibility. Show how marketing solves existing business problems rather than creating new initiatives.
For business owners, the opportunity is significant. Companies that embrace marketing as a strategic investment rather than a necessary evil gain sustainable competitive advantages that compound over time. The question isn't whether marketing has value—it's whether your business will harness that value before your competitors do.
Final Thought: Marketing's greatest value often lies not in what it accomplishes immediately, but in the foundations it builds for long-term business success. The companies that understand this difference don't just survive—they dominate their markets.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We have our own AI Adoption Readiness Framework to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
What B2B and B2C Marketing Can Learn From Each Other: A Two-Way Street
In today's interconnected business landscape, the traditional boundaries between B2B and B2C marketing are becoming increasingly blurred. Both sectors have developed unique strengths that, when cross-pollinated, can lead to remarkable results. Let's explore how these seemingly different worlds can learn from each other to create more effective marketing strategies.
Part 1: What B2C Can Learn from B2B
1. Deep Value Proposition Development
Good B2B marketing excels at articulating concrete value and ROI. Take Salesforce, for example. Their marketing doesn't just promote a CRM system; they quantify how their solution can increase sales productivity by 29% and sales revenue by 37%.
Real-world application by a B2C brand: Peloton successfully adapted this B2B-style value proposition by highlighting not just their bike's features, but calculating the cost-per-class compared to boutique fitness studios, demonstrating long-term savings of $2,000+ annually for active users.
2. Relationship-Based Marketing
B2B's focus on long-term relationships has valuable applications in B2C marketing. Management consultancies like EY, Accenture and PWC’s enterprise relationships often span decades, involving regular check-ins, dedicated account managers, and customized solutions.
Real-world application: Amazon Prime is a perfect example of B2C adopting this approach, creating a premium membership tier that builds long-term relationships and stickiness through enhanced services, exclusive benefits, and priority support.
3. Educational Content Strategy
HubSpot's comprehensive educational resources have set the standard for B2B content marketing. Their free courses, certifications, and detailed guides establish them as an industry authority.
Real-world application: Apple has successfully adapted this approach through Apple Creative Studios, offering in-depth tutorials, workshops, and creative education that goes far beyond basic product instructions.
Part 2: What B2B Can Learn from B2C
1. Emotional Connection
B2C brands excel at creating emotional resonance. Nike's "Just Do It" campaign isn't about shoe specifications; it's about inspiration and the human potential.
Real-world application: IBM's "Let's Put Smart to Work" campaign successfully adapted this emotional approach to B2B, focusing on the human impact of their technology rather than just technical specifications.
2. User Experience Focus
Amazon's one-click ordering and Netflix's intuitive interface have set consumer expectations for seamless experiences.
Real-world application: Slack has revolutionized B2B software by bringing B2C-level user experience to workplace communication, making complex team collaboration feel as easy as texting friends.
3. Social Media Engagement
B2C brands like Wendy's have mastered the art of engaging social media presence with their witty Twitter exchanges and viral content.
Real-world application: Adobe has successfully adapted this approach for B2B, creating engaging social content that showcases creative work made with their tools, sparking conversations and building community among professional users.
Key Implementation Strategies
1. Start Small, Test Often
- Begin with one cross-sector strategy
- Measure results carefully
- Adjust based on feedback
2. Know Your Limits
- Not every B2C tactic will work in B2B (and vice versa)
- Consider your audience's expectations
- Maintain professional standards while innovating purposefully
3. Focus on Integration
- Don't completely abandon your sector's proven strategies
- Blend new approaches with existing successful tactics
- Create a unique hybrid approach that works for your brand
The Future is Hybrid
The most successful marketing strategies of tomorrow will likely be those that effectively blend the best of both B2B and B2C approaches. As the line between professional and personal life continues to blur, especially in our digital world, marketing must evolve to meet these changing dynamics.
Remember: The goal isn't to completely change your marketing approach, but rather to thoughtfully adapt proven strategies from other sectors to enhance your existing framework.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
From Brand Love to Brand Relevance: A New Paradigm in Brand Building
In the evolving landscape of brand marketing, we often hear about the pursuit of "brand love" – that magical connection where consumers don't just buy your product but fall in love with your brand. But what if we're asking the wrong question? What if the goal isn't to be loved, but to be genuinely understood and valued?
The Paradigm Shift: From Love to Relevance
The truth is, your brand isn't about making customers love you. It's about understanding what they need from you and delivering it consistently. Success isn't measured by how many hearts your brand can capture, but by being top-of-mind when your customers have a need, want, or aspiration.
This shift from pursuing brand love to building brand relevance isn't just semantic – it's strategic. Here's why it matters and how to make this transition effectively.
The Three Pillars of Brand Relevance
1. Define Your Value Proposition
Start with your "Why, What, and How." This isn't just about crafting a clever mission statement – it's about crystallizing the value you bring to your target customers. What problems are you solving? Why should they choose you? Your value proposition should answer these questions clearly and convincingly.
2. Embrace Your Specific Audience
One of the biggest mistakes brands make is trying to be everything to everyone. Remember: You can't – and shouldn't – try to appeal to everyone. Your brand's strength isn't measured by universal appeal but by its resonance with those who matter most to your business. Are you building a brand that demands attention, or one that earns it through consistent value delivery?
3. Foster Organic Brand Presence
Think about brands like Panadol, Pampers, or Coca-Cola. When people have a headache, need diapers, or want a cola, these brands come to mind automatically. Why? Because they've established themselves not just through advertising, but through consistent delivery of value. It's what customers say about you when you're not advertising that truly defines your brand.
The Integration Imperative
When leaders ask me about improving brand perception and scores, they're often asking the wrong question. Instead, ask: "What broke down for our customers?" Because brand relevance requires holistic integration across:
- Sales interactions
- Customer service
- Employee behavior
- Leadership visibility
- Digital presence
When any of these touchpoints fails, customer trust erodes. Why? Because you're no longer doing right by them. You're not giving them what they want or need. They feel betrayed.
Building Sustainable Brand Value
1. Maintain Unwavering Consistency
- Across all channels
- Through time
- In messaging and delivery
2. Align with Your Target Audience
- Speak their language
- Address their specific needs
- Show up where – and when – they need you
Think of it as a relationship where loyalty is as good as your ability to serve their needs.
3. Demonstrate Value Continuously
Don't fall into the "too big to fail" mindset. Instead:
- Prove your worth through actions
- Deliver meaningful solutions
- Create tangible impact
Remember: It's a perpetual courtship.
4. Recognize and Reward Loyalty
Too many companies focus on acquiring new customers at the expense of existing ones. Build sustainable value by:
- Rewarding continued engagement
- Building long-term relationships
- Creating organic advocate communities
The Bottom Line
The question isn't whether your brand is loved – it's whether your brand is relevant. In today's market, relevance beats romance every time. Your brand's strength lies not in universal appeal but in its ability to consistently deliver value to those who matter most.
Are you building a brand that demands attention, or one that earns it through consistent value delivery? The answer to this question might just be the key to your brand's future success.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Marketing is not just a change of underwear
Someone once asked me what I do as “a marketing person” in a bank. Too fatigued at that time to give a lengthy explanation, I simply said, “I take a bunch of old products, repackaged them a bit in terms of visuals and tagline, and make them look new”. The person laughed and acknowledged it’s the same for his “marketing people” as well.
The above is partially true for most product marketing efforts and how it’s often applied across industries basically.
For example, Person A wakes up one day and realises he’s been losing out to the hotter guys in the dating scene. He took one look at his wardrobe and his grimy face in the mirror, and decided to go for a makeover with a visit to the hair salon and hip downtown mall. With his trendy new look, he does attract some girls but then these girls just somehow don’t become lasting relationships, much to his exasperation.
Talking to some of his previous relationships, close friends and family members, he finally has an epiphany. He realises that due to his tendency to blow up at the slightest displeasure and having too big an ego to apologise thereafter, many of his relationships have failed to progress into something more serious. This means that regardless of how well-dressed he looks, as long as he doesn’t make an effort to change for the better, he will still likely to be a single, lonely and forlorn bachelor ten years down the road. He will date, yes but he cannot be in a relationship for long. In this situation, Person A can choose to go either way - 1) ignore the gaps and continue with just a physical makeover for short term gains or 2) to really spend time to overcome the gaps for longer term gains.
The above is a very simple way of demonstrating the difference between two different business scenarios - 1) a business that simply sells products by repackaging and/or redesigning on the surface or by throwing freebies to attract customers only to have them churn after a year or two or 2) a business who actually makes an effort to transform the mechanics and/or features of their product or service offering in order to keep up with changing customer needs/demands in order to build longer lasting relationships with them.
Based on the same example, if the business realises what is the real problem with its products and make an effort to actually improve them to better cater to the needs of the same customer base, they will find it easier to start building relationships with them. To put it blindly, it’s not as simple as just changing your underwear.
This improvement actually moves the business from selling just a product to selling a solution that resolves a problem or need for their customers – ahead or on par with its competitors.
Again, as organisations move towards solution-selling, they also increasingly realise how daunting a move this is and that it goes beyond just making changes to its products but the way it operates too. Story for another post.
That said, this doesn’t dispel the need for marketing and promotions. It simply means that businesses should move first from product to solution-selling before it goes out to buy a whole new wardrobe.
Meanwhile, before organisations make this move, most marketers can only continue to “make a bunch of old products look new”. As a self respecting marketer, we should also seek to influence the business positively to move towards solution selling by making consistent effort to engage them in our planning and vice versa. Marketing doesn’t exist on its own but more as an enabler of the business to be that voice to bring their proposition to life.
About the Author
Mad About Marketing Consulting
Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.