Marketing Communication

Marketing communication forms the bridge between your business and its potential customers. While sales teams close deals, effective marketing lays the crucial groundwork by building trust and awareness with prospects.

By earning a prospect's trust you can speed up and provide support for the sales process at an early stage. Marketing is every effort you make to reach and convince your potential customers. The salespeople must convert these efforts into signed contracts.

“I used to underestimate the value of marketing, especially coming from a scientific background where it seemed like just ‘nice slides and good branding.’ But during my time at Novosanis, I learned that strategic marketing goes far beyond that. It’s not just about pretty flyers or a good website: it’s about deep research, understanding the market, and crafting communication that truly connects with people’s needs. Now, I see marketing as essential and something you should never overlook.” Vanessa Vankerckhoven, co-founder and CEO of Idevax

There is a difference between "pull marketing" and "push marketing". Pull marketing consolidates the sales process by creating a strong brand. Here you make use of the classic communication channels (posters, advertisement, billboards, commercials on radio and television, Internet, etc...). Except for the Internet, these communication channels are not efficient or financially feasible for a starting company.

Push marketing is much more recommended for a new company. Here you visit your customers yourself. Instead of a large-scale bombardment hoping to hit as many targets as possible, you go into the field, you track down the targets and try to hit them with a minimum of ammunition. Do not use heavy artillery but keep it cheap and efficient.

In push marketing there is an arsenal of channels and possibilities to reach potential customers: open house days, workshops, seminars with presentations, publications of technical white papers, extension and support of dealer channels, etc...

A classic is the trade show, which is especially useful because of the direct contact with both customers and competitors. Here you can obtain important information, which can help you to elaborate your business plan and company presentation.

A personal conversation at a trade show usually will generate much better results than a visit to a website. This certainly does not mean that you should not have your own website. A website is one of the affordable marketing instruments. It conveys a certain image of your company. In many cases it is the first introduction to your business. It is an important communication instrument towards new investors, new employees and customers. Keep your website up to date and professional.

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