Tag Archive: Marketing

  1. Why is Marketing a Part of Business Development?

    Leave a Comment

    Marketing and business development are terms that are often associated with businesses. The bigger an organisation, the more chances of hearing these words mentioned within its premises. But what exactly is marketing and what is business development? There is still a lot of ambiguity surrounding these two terms.

    The difference between the two is still a blur, and the terms are used loosely and interchangeably. But both are used for the same reason – to grow a business. Here is a breakdown of what the difference between the two are; how they are both important to an organisation in their own special way; why marketing is a part of business development, and how they can work together.

    FAQ: What is marketing, and what is the role of the marketing department?

    Marketing within a business is the process of establishing a relationship between consumers and the product or service that the business has to offer to the market.

    Harvard Business Review found that the responsibility of marketing in a company varies from one organisation to the next, and the role of CMOs (chief marketing officers) in these organisations differ, so much so that the skills< required by a CMO varies from one company to the next.

    “To put it in a nutshell, marketing should be a strategic enabler of sales, a pipeline generator for the company’s future business, and a function that leads the entire company in positioning itself against the competition.”

    Business marketing is a marketing practice of organisations, governments, institutions and even individuals to help them sell their products or services to other companies or organisations that will either resell those products or services or use those products or services to support their own business.

    A business’ marketing department is also responsible with branding, participating in publicity events and activities, advertising and customer interaction.

    With both small and large businesses vying for the same market space, a business’s marketing efforts alone can either ensure its survival or its fall.

    An organisation with a good marketing department will have no problems in gaining consumers’ confidence in its products/services.

    Marketing also shapes the image of the organisation and how consumers associate the organisation’s products/services. So, marketing is, directly and indirectly, responsible for increasing revenue and increasing that company’s profitability.

    Product launches begin and end with the marketing department – the marketing department establishes the consumers’ needs for a particular product, and after the product has been introduced, identifies whether it meets the consumers’ needs.

    Marketing creates customer retention and loyalty. To ensure customers are happy and will remain loyal to their business, the marketing department carries out campaigns and promotions for the benefit of existing customers and also to attract more customers.

    The role of marketing in a B2B environment

    • Refining and communicating current product and service offerings and identifying new products/services that can be added.
    • Providing education and information regarding the company.
    • Creating a professional business/brand image and ensuring it is maintained.
    • Managing visibility through public relations and marketing collateral.
    • Creating, maintaining and monitoring the effectiveness of campaigns.
    • Measuring success that would help the department reach its marketing goals.

    FAQ: What is business development, and what is the role of business development in an organisation?

    Ask organisations what they believe is business development, and you will get several answers. Here are some invasive and vague answers:

    • “Business development is sales.”
    • “Business development is partnerships.”
    • “Business development is hustling.”

    The more you ask around, the more varied and contradictory the responses get. The truth is, business development is all this and more. In fact, business development is the creation of long-term value through relationships, markets and customers; the ‘value’ that business development is money- the lifeblood of any organisation or business. But ‘value’ can also refer to anything else that a company needs to grow. Access, power, permissions, prestige and even machinery are all forms of ‘value’ that business development brings to a business.

    The value brought in is long-term, which means it stays with the company.

    Business development is about creating opportunities to ensure that the “value” brought in stays with the company.

    Business development is all about ensuring proper customer awareness. It is about making customers aware of the business’ products/services, the features available on products, about the company that manufactures the products/services.

    Business development is about understanding markets and the customers who live in specific markets. It is about understanding customer lifestyles, the buying mindset and the demographics of the area.

    All business development efforts rely on good relationships with customers, partners, shareholders, employees and even the press.

    The difference between marketing and business development

    While marketing directly/indirectly promotes brand/product/service by identifying potential clients or by advancing a corporate message, business development identifies strategic partnerships and opportunities across industries and segments. Some of the opportunities that business development comes by are then passed on to marketing or sales for closing.

    Although it might appear that both marketing and business development are the same, they are not. They are two entirely different departments. But they do have one thing in common – they help a business grow.

    Now that we have covered what marketing and business development are and what functions they perform, we can get down to the crux of this article.

    Why is marketing a part of business development?

    The natural question that one might want to ask then is this – if marketing and business development are two separate entities, why then is marketing a part of business development? For marketing strategies to be successful, they should have extensive knowledge about the industry dynamics and also have the ability to think strategically. Marketing should also be able to track the success of completed tasks.

    For successful B2B business development, the team must have extensive knowledge regarding the industry dynamics, how to manage time strategically, and how to be resourceful and build connections.

    1. One message across marketing, business development and sales

    Business development tends to focus on leads, while marketing team members tend to wash their hands off a lead once it comes in and is handed to sales. This attitude can be damaging and cause a disconnect between the language that is used in marketing campaigns and the sales-oriented language that business development tends to stick to. However, when the marketing and the business development teams work together, they can ensure that a single message with a single language style attracts potential customers and converts them to leads.

    Likewise, marketing can look toward business development to get an idea of the type of language customers use to describe their requirements and needs. With information on the language customers expect, marketing can create a full-funnel messaging strategy. This strategy will make use of content, events and also special messaging through the entire marketing process to find, capture and nurture leads. There are better sales messaging and support that are in tune with the language and goals of marketing; the result is that of better conversion rates and retention rates throughout the marketing, business development and sales cycle.

    2. Setting up slam dunks for sales

    Business development is always on the lookout for better leads – or as they say in business jargon – qualified leads. But marketing cannot provide qualified leads without help from sales. Marketing can solve this problem. It can utilise the business development team’s idea and knowledge of what type of lead is considered a qualified lead to create effective campaigns and use these to target key buyers and influencers.

    Marketing is a part of business development in smart organisations that know the advantages that marketing can bring to business development and the organisation. Smart business development teams turn to marketing first for messaging, positioning and for a variety of different strategies.

    3. Creating a path for the future

    Marketing has the advantage of having access to competitive intelligence and activities on various social media sites. This information can help keep a business at the forefront of industry change. Business development can work with marketing to ensure they are on the same page regarding the future of the company and the way forward.

    Six ways marketing and business development work together in a B2B environment

    We have established that marketing’s goal is to position the organisation for success by warming up the market. Business development, on the other hand, focuses on developing lasting relationships and partnerships to bring in new business to the organisation.

    But within a business, there are several opportunities for marketing and business development to work together. When these two departments work together, there is maximum effort to bring in value to the business, and there is less chance of duplicated efforts.

    Listed here are some ways that the two departments can work together:

    1. Organisation’s messaging – Marketing and business development can together develop the company’s message. The message will depend on how the company is qualified to meet the needs and requirements of the client. The message is also spread across all collateral so that all consumers get the same message – no matter how they access it. The message will detail how the organisation is capable of meeting the client’s requirements.

    2. Strategy and planning – Marketing and business development can start coordinating all activities right from the very early planning stages. Good communication, a single organisation message and knowledge on what makes a good client can help both marketing and business development teams. This, followed by a proper follow-up process, can ensure that every campaign is measurable.

    3. Content – The content for marketing collateral and business development collateral include articles, blog posts, newsletter, website, webinars – and must be created by the two departments working together. Both teams together can come up with a list of the type of content that the target audience wants and cater to those needs. All content must be accompanied by a call to action (CTA).

    4. Hosted events – While marketing must handle the coordination and the promotion of business events, it is the business development team that reaches out to individual attendees after the event. Once the event is done with, marketing and business development, as well as the firm partners, can debrief the event, and through proper coordination, follow up.

    5. Client feedback – Both marketing and business development can ensure the company consistently provides quality services and products by ensuring they are aware of the clients’ changing needs and requirements. Marketing can develop the right questions, and business development can have conversations with the clients and ask the questions. By providing feedback regarding their needs, the company can take action and respond to these needs.

    6. Speaking opportunities – Marketing can bring in a partner to speak at your organisation for an event. You might have several potential customers attending the event. But just because they attend, does not guarantee that they will reach out to ask for your business. The business development team can be on-site to meet prospects, welcome them to the event, hand out business cards and follow up with them after the event.

    FAQ: Can marketing and business development survive without the other?

    No, and neither of these teams should have to be put up with the pressure of having to try to survive without the other. Marketing and business development are two essential departments, and while their roles often merge, a business that wants to be successful cannot run with only one of these teams.

    When marketing and business development are on the same page, an organisation can have a competitive advantage.

    When an organisation embraces marketing wholly but does not consider business development outreach and follow-up activities, potential clients and customers can be lost. The business will lose out on red-hot leads, and there is a danger of the ROI being low.

    When organisations emphasise on business development but ignore marketing, there is a very high chance of the organisation lacking one clear and consistent messaging, and a lack of creating brand awareness. This, in turn, leads to failure of the organisation to nurture prospects. There is a risk of rejection and missed opportunities.

    There is no doubt that marketing and business development both have skills that complement each other. They can function separately and together support the business. Any organisation that understands the importance of both these teams working together will naturally benefit through streamlined business growth and a very high return on investment.

  2. Web Designer and Web Developer – What is the Difference?

    Leave a Comment

    It takes just 0.05 seconds for a visitor to form an opinion about your website. If you fail to impress the visitor in this short span of time, there’s a very high chance that they’ll forego your business in favour of another.

    Often, brands find it difficult to know why a certain opinion (especially in the case of negative ones) was formed in the first place. Was it the background colour or font size? Maybe it was the page load time or the website glitches.

    Even when they identify the problem, companies are unsure who to contact for help. There are, after all, two people responsible for a company’s website – the web designer and the web developer.

    Here, we will look at the fundamental differences between the web designer and the web developer and understand what their roles are in an organisation. We’ll also see how companies can find and choose the designer/developer who is right for their needs.

    Web designer

    FAQ: What is web design?

    Websites are like empty shells until you fill them with write-ups, graphics, colours and codes. Website design is the field which pertains to the creation of an aesthetically beautiful website layout and the development of website content.

    Here, the focus isn’t on building a website from scratch, but on embellishing an existing website.

    FAQ: Who is a web designer?

    A web designer is a person who specialises in website design. You can consider a web designer as someone who only designs the outer package of a product, but doesn’t fill the package with anything. Their creation is an empty but beautiful box (of sorts) that still needs to be filled.

    The web designer creates a blueprint of how the final website should look and what it should offer visitors in terms of a unique website experience. They choose the aesthetics of the website, like the background colours, font styles & sizes, images, videos, back-links and even creates content (in some cases).

    The web designer determines the structure and layout of the website – how pages are placed and connected, to provide a seamless browsing experience.

    Types of web designers

    Web designers fall into three distinct categories:

    • UI web designers

    User interface refers to any element that acts as an interface between the company and the website visitor. The job of the UI web designer is to ensure that each of the website’s tangible elements – font, typography, colours, audio, images, and so on – function correctly, look good and are nice to engage with. These designers also make sure that the buttons, links and forms that are part of the website are located at the right place and are easily accessible to the visitors.

    • Visual web designers

    Each brand/company has its own story, and they wish to voice their story through visually appealing and meaningful web design. The task of visual web designers is to create a web design that is in line with the brand’s voice and ethos.

    Visual web designers also edit images, videos and infographics. They change the font style and typography, experiment with colour psychology and tweak the templates to make the website more visually appealing. More than this, visual web designers champion the brand’s unique style through the visual elements, design elements and related coding.

    • UX web designers

    User experience refers to the overall interaction that the website visitor has with the company’s website. The UX web designer looks at creating a hassle-free and enjoyable website experience throughout. The UX web designer specialises in both UI and visual web design. They also take care of website navigation, search and other related aspects. The objective of UX design is to create a favourable impression (of the website) in the minds of the visitors.

    FAQ: When do you need a web designer?

    Here are some instances when you need to hire a web designer:

    • You have an existing website whose aesthetics you wish to improve.
    • You want to update the content and tweak the features of your website.
    • You need a complete website redesign.

    Benefits of hiring a professional web designer

    Sure, there are many web hosting platforms that provide their own website templates, which you can either use for free or purchase. But there are some inherent benefits of hiring a web designer to custom-design a web template for you. These benefits are:

    • A web designer will create a website that is unique from your competitors.
    • You can get a completely personalised website designed for your brand.
    • Many web design templates don’t offer state-of-the-art features, integration and plugins, but a web designer can include these in your design.
    • Web designers specialise in both responsive and adaptive web designing, which can help you scale your website across devices.
    • Web designers can SEO-optimise your website, making it highly searchable. In fact, many web designers also assist with website branding.
    • The cost of website design & redesign is much lesser when you get everything done through a single web designer.

    Web developer

    FAQ: What is web development?

    Websites need to be developed or created from scratch. The process of developing websites is called web development. This includes everything from creating the site layout to doing back-end coding to client and server-side scripting to taking care of the website networking requirements and even hosting the website online.

    FAQ: Who is a web developer?

    A web developer is a professional who is skilled and qualified in website development. Their job entails building a functioning website from the ground up, running the website and conducting regular maintenance checks as required.

    Remember how we said the web designer only creates the package and not the products in the package? Well, a web developer’s job is to fill the beautifully designed package with top-quality and responsive products – in this case, website features, integration and other technical elements.

    The web developer builds the entire architecture of the website. They write the codes, mark-ups and programs for the website. They also take care of web security encryption. Web server operation and maintenance is another area that web developers take care of.

    Web developers use a variety of programming languages like Python, HTML, SQL, and so on to build websites.

    Types of web developers

    There are three categories of web developers that brands can choose from:

    • Front-end web developers

    The job of front-end web developers is very similar to that of web designers – they develop the elements that visitors see and interact with.

    But unlike web designers who focus on design elements, front-end developers build and embed technical elements like website navigation, contact buttons, customer/lead forms, back-links, images and videos, and so on. They use various codes like JavaScript, CSS and HTML to convert these elements into a machine-understandable format.

    Important features like inter-linking (and fixing of broken links & 404 errors), web application interface, web integration development, removal of glitches, and so on are jobs that front-end developers do.

    These developers also develop device-compatible websites by tweaking the desktop version that they build first.

    • Back-end web developers

    Back-end web developers build the foundations and frameworks of the website in the back-end. They write the codes and programs, which bring the website to life. These developers use languages like PHP, Rails and Ruby to build the databases; they manage the servers and networks, create the site architecture, build and integrate the plugins and other integration, do the bug fixes, and so on. Page load speed (which leads to a loss of $500 billion in sales when it’s too slow) is a key area where back-end developers assist. Website back-end security issues, regular security updates and other maintenance work is also done by back-end developers.

    This facet of web development is never seen by website visitors. But, it helps the visitors have a seamless website usage experience. Back-end developers also work with software engineers for API development & testing. They are also in charge of conducting QA for the websites developed.

    • Full-stack web developers

    Full-stack web developers are those people who have extensive knowledge of end-to-end website development. Essentially, they are experts in both front-end and back-end development.

    These developers are the best choice if companies have no website to their name, and they wish to have their website built from scratch. They are responsible for creating responsive and cross-platform compatible websites that meet both client and server-side requirements.

    FAQ: When do you need a web developer?

    The instances when you need to hire website developers are:

    • You don’t have a website and need one built.
    • You have a partially developed website, and you wish to add features.
    • You want to set-up an e-commerce store.
    • You require data management or content management services.
    • You want to scale your existing website to the needs of your growing business.
    • You require technical customisations for your website, which only a professional web developer can help with.

    Benefits of hiring a professional web developer

    So, what are the advantages of working with a web developer?

    • Your company will have access to best-in-class web development technology.
    • You can get a 100% customised website developed.
    • You will have hundreds of templates, integration and features to choose from.
    • Some web developers also offer web design services.
    • Web developers offer pocket-friendly cross-platform website development packages.
    • There will be greater reliability and higher quality in your website build.
    • You will have more time to focus on your core activities, leaving web development to the experts.
    • You can benefit from website hosting and cloud services as well.

    Similarities between web designers and web developers

    As we’ve seen, the primary difference between web designers and web developers lies in their responsibilities. While the former focuses on the creation of the website’s design aspects, the latter focuses on the development of the non-design aspects.

    However, there are a few minute similarities between the two roles. For one, they both write codes, and they both know programming languages. This is because both jobs – designing and development – can be done only through coding and programming.

    Second, both roles focus on UX. While the web designer focuses on the cosmetic UX and designs a website that can assist with the creation of back-end functionality, web developers build the technical features that power the website’s aesthetic elements.

    You can say that both roles are interconnected and dependent on each other. So, this brings us to the next question.

    FAQ: When to hire the services of both designers and developers?

    You will require the services of both a web designer and a web developer when:

    • You don’t know how to design and develop your website – you need external help.
    • You want your website’s cosmetic design and functionality elements to be aligned with each other.
    • You wish to retain the style and ethos of your company branding in both functionality and aesthetics.
    • You want to initiate a website marketing campaign, and you need both the design and developmental features to support you.
    • You wish to redesign large sections of your website.

    Tips for selecting a web design/developer who is right for you

    Once you identify which professional/s you wish to hire, it’s important to follow certain best practices to ensure that you select someone who is right for your business needs.

    • Take a look at your budget

    First and foremost, your budget sets the tone for the type and calibre of web designer and developer you will be able to hire. So, check your budget and filter through service providers whose packages meet your monetary circumstances.

    • Check to see their credentials

    Irrespective of whether the designer/developer is a freelancer or part of a company, they will need to have certain academic qualifications and experience to be considered professional web designers and web developers. Visit their websites, speak to your peers and read up on all the reviews that they have received to understand their credentials. Then take a call.

    • Browse through their portfolio

    All professional designers/developers showcase their past portfolio on their websites. These portfolios give you a clue about the type of work the individual has done and the response this work has generated from past clients. You can use these portfolios/project details to check if the designer/developer’s skills and expertise are compatible with your requirements or not.

    • Consider the services they offer

    Some web developers only provide front-end or back-end services. Others offer full-stack web development. Similarly, some web designers also offer end-to-end website marketing support and content creation service, while others don’t. You need to check whether the companies/people you’re considering working with offer the services you need or not.

    But to do this, you need to first consider your own website requirements. What do you want your website to look like and function like – should it be a one-page brochure with limited functionality or do you want a highly responsive and intuitive website that adapts according to visitor usage patterns (?). Answering these questions will help you narrow down the services which are essential for you.

    • Evaluate their ability to support the scope of your project

    Finally, you need to check whether the web designer and web developer you plan to hire have the experience to handle a project of this size or not. Will they be able to support the needs of your growing business? Can they customise their services according to your exacting specifications?

    All of these considerations matter when you’re making a choice.