Manifesting Marketing Magic: A Common Myth Explained

Myth: Marketing & Relationship Development are Interchangeable Concepts

Truth: No, they are not one and the same, but rather work hand-in-hand. An integrated approach that consistently cascades your story across one-to-many (marketing) and one-to-one (relationship development) channels is the key to success.

When I was the head of marketing for a consulting firm, I was often asked to present at semi-annual offsite meetings. A few years into my tenure, I questioned when the “hazing” would end, since it seemed I was always scheduled to appear first thing in the morning following the first evening’s festivities. Hmmm...

Seriously, though, on many occasions, these presentations focused on the distinction between “marketing” and “relationship development.” My mission to educate on these concepts became my personal brand – in fact, whenever someone would utter the words “marketing” or “relationship development” in my presence, they would follow up by asking, “Did I use the correct one?”

Of course, I am poking fun at myself here, but it is important to make a distinction between marketing and relationship development, particularly in the context of a business that offers intangible services.

What is Marketing?

As mentioned, marketing is the “one-to-many” messaging – the ethos of your brand, your reason for existing and the answer to why you are best positioned to serve clients as compared to competitors. Marketing allows you to stay in front of your target audience when you cannot physically be in the room. It also removes the question, “Who are they?,” which can help to more easily open doors from a sales perspective.

What is Relationship Development?

Relationship development – also known as client development or relationship management – are the efforts to cultivate one-to-one connections with specific people. From a marketing perspective, your audience may be a certain demographic - for example, single women in their 30s and 40s. Your relationship development audience is a handful of specific women on your contact list. It is a much more personalized exercise, and it requires the ability to build and maintain meaningful relationships with real people.

How Do Marketing & Relationship Development Work Together?

I like to compare marketing to a steady drumbeat that plays in the background. It’s a consistent and recognizable presence, but it may not be the reason someone prefers a particular song - that's where relationship development comes in. Services businesses are relationship-based; all skills being equal, potential clients will always work with people they like and trust.

Therefore, your marketing communications should tell a cohesive story, amplifying what you want your brand to be “famous” for in light of what matters to your audience. That intersection point is where meaningful conversations can be had in a sales context. Marketing essentially provides an excuse for one-to-one outreach by keeping topics of interest in front your audience and, at the same time, associating your brand as being a part of the “solution.”

The Marketing Medium Says:

Align messages presented to your target audiences across all channels, including one-to-one interactions. Then, observe how that story is received and adjust future communications accordingly. When you eliminate inconsistencies, trust develops more quickly, increasing opportunities and revenue, and delivering more successful results.