What is Marketing

WHAT IS
MARKETING

Part 1 of the B2B Marketing Workshop Series by Reburn Marketing

by James Boshoff

Imagine there is a Circus in town.

You see billboards on the highway announcing it — that’s promotion.
You receive a glossy flyer at your office — that’s print.
Your LinkedIn feed shows a sponsored ad about the performers — that’s digital.
The elephants march down the main road while news cameras roll — that’s public relations.
You arrive at the venue and buy a ticket at the gate — that’s sales.

Now imagine none of those things happened — just a guy standing in a field with a tent, hoping people show up. That’s what most B2B businesses are doing.

Too many companies rely on word of mouth, networks, or a single big client to drive growth. While that might bring short-term success, it’s not marketing — and it’s not sustainable. Marketing is not one thing. It’s a system made up of multiple parts working together.

In this article — the first in our B2B Marketing Workshop series — we break down what marketing really is and why your business needs a strategic, holistic approach to succeed.

Many B2B businesses in South Africa still rely on referrals, tenders, or a small group of loyal clients to drive revenue.

While this might work for a time, it’s not a reliable or scalable strategy.

To build sustainable growth, B2B companies need to understand and apply holistic marketing — not just bits and pieces, but a well-integrated system.

Let’s begin by defining what marketing really is.

Marketing is not a department. It’s a system that drives demand.
And like any system, it needs all its parts working together.

Here is what Marketing actually includes

1. Sales

Many businesses, especially in the B2B space, mistakenly treat sales and marketing as interchangeable — but while they serve different functions, they’re two sides of the same coin. Sales is the conversion stage: it’s where deals are closed, relationships are solidified, and revenue is generated. Marketing, on the other hand, operates earlier in the buyer journey. Its job is to attract attention, educate potential clients, build trust, and ultimately qualify leads so the sales team can focus on closing warm, high-quality opportunities.

This distinction becomes even more critical in B2B industries, where sales cycles are often long, complex, and involve multiple stakeholders. According to Gartner, 77% of B2B buyers describe their last purchase as “very complex or difficult,” and Forrester reports that 60% of buyers prefer not to interact with a salesperson as their primary source of information. This means marketing must do the heavy lifting early on—through content, case studies, email nurturing, and targeted campaigns that guide prospects through their research process before a salesperson ever picks up the phone.

When sales and marketing work in alignment, the impact is measurable. Companies with strong sales-marketing alignment see 36% higher customer retention and close 67% more deals, according to studies by MarketingSherpa and Marketo. For B2B businesses, marketing isn’t just a support function—it’s a growth driver. And without it, your sales team ends up spending valuable time chasing cold or unqualified leads instead of closing business.

No leads = no sales. No trust = no conversions. Marketing drives both.

2. Print Promotions

In an age dominated by digital content, it’s easy to dismiss print as outdated. But in B2B marketing, where trust, credibility, and clarity are paramount, print still plays a vital role. Tangible materials like brochures, product catalogues, capability statements, and branded folders carry weight—literally and figuratively. They show that your business is established, invested, and serious about what it offers.

Well-crafted print materials act as physical representations of your brand. They help simplify complex offerings, guide boardroom discussions, and support sales teams during in-person meetings or trade events. According to the Data & Marketing Association, 79% of people say they act on direct mail immediately, compared to just 45% for email. In a B2B setting, where buying cycles are longer and decisions are often made in groups, printed content becomes a leave-behind that keeps your business in the conversation even after the meeting ends.

Ultimately, while digital channels are essential for reach and scalability, print adds a layer of professionalism and trust that’s hard to replicate. It’s not about choosing one or the other—it’s about knowing when to use print to reinforce your digital efforts and leave a lasting impression. In B2B, that often makes all the difference.

Print is your silent salesperson. If it looks cheap, you look unprepared.

3. Digital Marketing

Digital marketing is often misunderstood in the B2B world. It’s not about going viral or chasing trends — it’s about showing up where your buyers are looking, with the right message, at the right time. A strong digital presence includes a professional website, consistent email marketing, LinkedIn activity, SEO, paid media, and strategic content marketing. Each of these channels works together to build awareness, educate potential clients, and generate qualified leads — often before your sales team is even aware of them.

B2B buyers are researchers by nature. In fact, according to Gartner, B2B buyers spend just 17% of their time meeting with potential suppliers — and 83% researching independently online. If your website is outdated, your SEO is weak, or your content isn’t answering their questions, they’ll pass you by — even if you’re the most capable provider. A solid digital marketing strategy positions your business as the obvious choice long before a buyer reaches out.

In today’s competitive B2B environment, your digital presence is your first impression — and in many cases, your best salesperson. It runs 24/7, educates at scale, and ensures you’re in the consideration set when decisions are being made.

Your website is your 24/7 salesperson. Your digital presence builds trust before the first meeting.

4. Promotion

Promotion is the engine that drives visibility. In B2B marketing, this isn’t about catchy slogans or flashy discounts — it’s about strategically positioning your business in front of the right decision-makers. Whether you’re launching a new service, sponsoring an industry event, or running a targeted LinkedIn campaign aimed at procurement managers, the goal is focused exposure, not mass appeal. It’s not just about being seen — it’s about being seen by the people who matter.

Unlike B2C, where brands often aim for wide reach and fast conversions, B2B promotion is nuanced and deliberate. You may only need to reach 50 decision-makers to land 5 major deals — which makes precise targeting critical. According to LinkedIn, 75% of B2B buyers use social media to support purchase decisions, which means that well-timed, well-placed promotions can tip the scale in your favour.

When done right, promotion builds awareness, fosters familiarity, and opens the first door in a long sales cycle. It helps your brand show up not just once — but consistently — across the platforms and environments where your buyers are paying attention.

Promotion turns the invisible into the unforgettable.

5. Public Relations

In B2B marketing, reputation is everything. Clients don’t just buy products or services — they invest in a brand they trust, one with a proven track record and industry expertise. Public Relations (PR) plays a pivotal role in shaping that trust. Through thought leadership articles, press features, interviews, and showcasing industry credibility, PR positions your business as a knowledgeable and reliable partner.

When your brand is featured in respected trade publications or when you issue a professional, well-timed response to industry developments, you’re not just sharing information — you’re actively building your authority. PR shapes how your market perceives you and builds long-term credibility that drives confidence in your business. According to a Edelman Trust Barometer study, 71% of B2B buyers say that they rely on expert opinions and third-party validation when making decisions.

Whether you’re launching a new service, responding to a crisis, or offering expert insights, PR ensures your message is heard and taken seriously, helping to create a stronger, more credible image in the eyes of your target market.

PR is the bridge between your brand and public trust.

All These Combined in a Strategy is Called Marketing

Any one of these elements on their own can’t carry your business. Real marketing happens when you bring them together into a strategy — where each channel supports the others, and all roads lead to growth.

A strategic marketing system ensures:

Marketing is not a quick fix. It’s a long-term system for growth.

Conclusion

The circus analogy shows us something simple: marketing isn’t just one act — it’s the entire show.

If all you focus on is selling tickets (sales) without promoting the show (digital, print, PR, and promotion), the tent stays empty. In the same way, if you rely only on tenders, your network, or past clients, you’re gambling with your future.

Successful B2B companies don’t wait for leads — they build systems that consistently generate, nurture, and convert them.

At Reburn, we help B2B businesses stop relying on chance and start building growth engines. This article laid the foundation. In the next one, we’ll show you how to build your own marketing system — step by step.

Until then, remember:

Marketing isn’t magic. It’s the strategy behind the spotlight.

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