WhAT is Marketing, Anyway?
I love this quote from Seth Godin’s new book, This is Marketing:
“Marketing is the generous act of helping others become who they were seek to become.”
This feels true for business-to-consumer marketing. But, is it true for business-to-business marketing like we do in high tech?
What do you think?
Here’s my take:
I think the focus of B2B and high tech marketing should be helping others.
In fact, I believe it’s the IDEAL, heart-centered way to view marketing.
When marketing helps customers address their real needs including their inner (e.g., emotional and psychological reasons they want a technology solution) as well as their outer needs (e.g., to solve a specific business problem using technology), marketing shows customers they care.
When marketing helps customers, it builds trust and long-term relationships.
IMHO, why would you want to do marketing any other way even for B2B or high tech marketing?