How does your buyer persona browse and purchase?
Posted: Sat Jan 25, 2025 4:18 am
The problem with trade marketing today
Business marketing is vital in today's world, but it is really misunderstood.
There is a lack of knowledge about the strategic role it should play within a company.
Is trade marketing a specialized job?
Or shopper marketing?
Meanwhile, not everyone understands what a good business marketing strategy looks like. Companies really struggle to find a smart approach to business marketing that works.
As a quick example, a Nielsen study states that less than half of all trade promotions fail architects email list to increase brand or product category growth.
And that's quite shocking, because that's precisely what business marketing is supposed to accomplish. Business marketing exists in some form in most businesses, but it's hard to pinpoint exactly what's going on.
The official role that business marketing plays varies from company to company, but typically, one of three things is happening:
Someone is being hired specifically to operate on a freelance business marketing job.
Someone in a more conventional marketing role is responsible for dealing with trade marketing issues.
Someone is running some kind of commercial marketing strategy without really knowing it.
So, we are looking at an incredibly inconsistent situation for something so vital. And in all three scenarios, there are many problems. Most business marketing experts seem to agree that profitable strategies are being ignored, underused, or misapplied.
inbound-audit
Trade marketing vs marketing
A retail salesperson will clearly need a lot of marketing skills if he wants to be good at his job.
Business marketing is vital in today's world, but it is really misunderstood.
There is a lack of knowledge about the strategic role it should play within a company.
Is trade marketing a specialized job?
Or shopper marketing?
Meanwhile, not everyone understands what a good business marketing strategy looks like. Companies really struggle to find a smart approach to business marketing that works.
As a quick example, a Nielsen study states that less than half of all trade promotions fail architects email list to increase brand or product category growth.
And that's quite shocking, because that's precisely what business marketing is supposed to accomplish. Business marketing exists in some form in most businesses, but it's hard to pinpoint exactly what's going on.
The official role that business marketing plays varies from company to company, but typically, one of three things is happening:
Someone is being hired specifically to operate on a freelance business marketing job.
Someone in a more conventional marketing role is responsible for dealing with trade marketing issues.
Someone is running some kind of commercial marketing strategy without really knowing it.
So, we are looking at an incredibly inconsistent situation for something so vital. And in all three scenarios, there are many problems. Most business marketing experts seem to agree that profitable strategies are being ignored, underused, or misapplied.
inbound-audit
Trade marketing vs marketing
A retail salesperson will clearly need a lot of marketing skills if he wants to be good at his job.