Walk into a room filled with B2B marketers, and you might notice a recurring theme. It’s not their shared enthusiasm for AI or data—it’s their frustration. Many feel undervalued by their colleagues in the C-suite and other departments. The underlying sentiment often boils down to one refrain: “They just don’t get marketing!”
This frustration is rooted in a profound truth: marketing, when done effectively, can serve as the primary growth engine for any business. In a world dominated by digital customer journeys, where sales teams frequently enter the conversation only after key decisions are made, marketing has the potential to drive unparalleled impact. So why doesn’t marketing receive the respect it deserves from business leaders? And what needs to change for marketers to shift this perception?
The answer lies in adopting a new approach—what industry insiders are calling commercial marketing.
What Is Commercial Marketing?
Commercial marketing isn’t about the latest campaign buzzwords or chasing vanity metrics. It’s about aligning marketing strategy with overarching business objectives and driving measurable growth. A commercial marketer approaches their work by thinking strategically, prioritising the organisation’s goals, and using marketing as a tool to achieve them.
Unlike traditional marketing roles, which often focus on isolated successes (like campaign engagement rates or lead generation), commercial marketers focus on outcomes that directly influence business performance. The aim is to shift conversations from impressions and click-through rates to measurable commercial impact.
This approach can bridge the trust gap between marketing and the C-suite, enabling marketers to demonstrate their tangible contributions to business growth. As one Propolis community member put it: “It’s about having commercial conversations that matter, not marketing conversations that confuse.”
Developing a Commercial Marketing Strategy
There’s no one-size-fits-all blueprint for creating a commercial marketing strategy. Every business is unique, shaped by factors such as industry, product type, and business model. However, the foundation of any successful strategy is a clear focus on the organisation’s objectives, with marketing acting as a strategic driver.
A commercial marketing mindset requires marketers to move beyond tactical wins and narrow metrics. It’s about adopting a holistic approach to the profession, ensuring that every action taken contributes to broader business goals.
For inspiration, marketers can look to the winners of the latest B2B Marketing Awards, where a dedicated category highlights the most commercially successful campaigns. These examples showcase the best of what B2B marketing can achieve when aligned with commercial objectives.
The Five Pillars of Commercial Marketing
To transition from traditional marketing to a commercial mindset, B2B marketers need to focus on five critical areas:
- Business Strategy – Understand why the business operates the way it does and how marketing can support its long-term goals.
- Product and Portfolio – Gain a deep knowledge of what the company offers and how these offerings meet customer needs.
- Customers, Community, and Teams – Build relationships with the people your business serves and collaborates with.
- Market, Industry, and Profession – Stay informed about the industry landscape, emerging trends, and external forces that could impact your business.
- Brand, Campaigns, and Channels – Focus on the tools and tactics that drive customer engagement and revenue.
By mastering these areas, marketers can position themselves as invaluable strategic leaders rather than simply campaign executors.
The Skills of a Commercial Marketer
Becoming a commercial marketer requires a shift in mindset, but it also demands a specific skill set. Based on insights from the Propolis community, here are the six essential skills every commercial marketer should develop:
- Insight Skills: Stay on top of market dynamics, industry trends, and external influences, from economic shifts to cultural changes.
- Analytical Skills: Interpret data effectively to make informed decisions that align with business priorities.
- Financial Acumen: Speak the language of the finance team, demonstrating marketing’s commercial impact in their terms.
- Strategic Skills: Look beyond marketing to understand and contribute to the company’s broader objectives.
- Agile Decision-Making Skills: Use real-time data and insights to adapt and improve strategies quickly.
- Communication and Collaboration Skills: Build strong relationships with stakeholders, simplify complex ideas, and encourage input from across the business.
Why Commercial Marketing Matters
Marketers who fail to embrace a commercial approach risk being sidelined in strategic conversations. Without a clear focus on business growth, traditional marketers may struggle to gain the trust of C-suite leaders or influence high-level decisions.
On the other hand, commercial marketers are well-positioned to lead not just marketing efforts but also broader business strategies. Their deep understanding of the customer journey—especially in a digital-first world—enables them to drive revenue and growth more effectively than ever before.
A Call to Action
The role of marketing in B2B businesses is evolving. Marketers are no longer just communicators; they’re strategic leaders with the potential to shape entire business trajectories. To seize this opportunity, B2B marketers must embrace the commercial mindset, equip themselves with the necessary skills, and start speaking the language of business.
For those looking to accelerate this transformation, platforms like Propolis provide invaluable resources, from expert insights to training materials. As the Propolis community highlights, the future of B2B marketing belongs to those who can think commercially, act strategically, and prove their impact with confidence.
Source: https://www.b2bmarketing.net/the-importance-of-becoming-a-commercial-b2b-marketer/
