What Businesses Want From Their Marketing Partner (But Don’t Say)
Let’s face it — most businesses that understand the importance of marketing don’t want to deal with it. They know they need it and they know their competitors are investing in it. They may even have a campaign underway. But deep down they’re thinking…
”Can someone just handle this for us so we can get back to doing our job?”
On the many discovery calls I’ve participated in, they talk about website traffic and SEO, lead generation, branding, the customer experience — all of the usual marketing functions. But when push comes to shove?
They just want a partner who understands their business.
Someone who understands that the market can change quickly. That employees need to stay focused on their job function. That owners and executives are balancing operations, staff, competition and other issues. And as a result, that usually means marketing gets what’s left over.
What businesses really want is marketing that works quietly in the background.
Building credibility.
Positioning them as a market leader.
Keeping the brand front and center.
All this so they can keep doing what they do best.
They need a partner who doesn’t just ask for direction, but brings it. A partner who says, “Here’s what other firms like yours are doing right now to remain competitive. Let’s make it work for your business.” Or, “This message is working with customers, so let’s turn it into a campaign for you.”
It’s more than just building websites and writing clever content. It gets down to building trust. Relevance. Momentum.
At the end of the day, business depends on people. Relationships win. Timing matters. And when marketing reflects that — that’s when it all clicks.
So if you’re leading an organization, I’ll say this:
If your marketing doesn’t feel like a growth driver, if it feels like an afterthought or lacks weight, maybe you haven’t found the right marketing or the right partner.
When your marketing reflects who your brand is and where it’s headed, you stop chasing attention.
You start owning your space. And your market.
