Business Longevity and Industrial Marketing

How do your marketing efforts intersect with other core business functions? Time to think about it.
Rear view of manager at factory

Every industrial marketing firm or department has to balance its marketing efforts with other business longevity considerations. Marketing is critical to success, but only when coordinated with other elements of business management to produce ideal results.

The role of industrial marketing is vital when it comes to producing stronger market value and business alignment. That’s because marketing efforts interact with other aspects of financial continuity to optimize and supplement scaling operations. These are considerations you must make to secure the longevity of your business. Industrial businesses are often long-term businesses. By applying these longevity considerations in your marketing efforts, you stand to boost your potential.

However, striking the right balance requires insight and expertise. From the roles longevity considerations play in industrial marketing to tips for balancing your own efforts, here’s what you should know about marketing and business longevity.

The Role of Business Longevity Considerations in Industrial Marketing

Few things have showed us the importance of longevity considerations in marketing more than the coronavirus pandemic. Amidst the supply chain challenges and rapidly shifting consumer behavior trends of the era, businesses had to adapt swiftly to beneficial practices for uncertain times. This meant future-proofing marketing budgets with data-driven insights.

Data is the backbone of business longevity. With a quality stream of insights, companies can pivot marketing strategies on a dime to optimize outcomes. That’s because only data — in the vast quantities it is collected in these days — can provide the context necessary to produce a host of actionable improvements.

Longevity considerations are metrics that can be tracked, analyzed, and balanced against industrial marketing efforts to produce a pulse on the overall health of your venture. In an academic study on business longevity factors that sought to determine which best determine a business’s ability to thrive and grow, the following considerations were deemed most influential:

  • Innovative capability
  • Organizational systems
  • Resources
  • Organizational culture
  • Business strategy

All these longevity considerations should impact the structure and budget of your marketing efforts as you prioritize your core business activities. For example, if you’re spending a large chunk of funding on marketing but you have nothing invested in research and development, your revenue gains will be short-term and minimal. Instead, make measurable strides in R&D a consideration of your larger budget.

These various aspects of long-term business management must be considered before marketing is planned, budgeted for, and pushed onto the public. Everything from an organization’s information systems to its culture helps establish the effectiveness of marketing outcomes. Without exploring these considerations, businesses put themselves at greater risk for failures that occur down the line.

As you plan for a long-running operation, frame marketing decisions around these factors. First, however, you’ll need to understand how they align with and influence one another.

How Marketing Affects Other Business Longevity Elements

As the public face of your industrial business, your marketing department is both an extension and a representation of your larger organization. From here, industrial sales and marketing align to determine the overall customer experience. Providing a quality customer experience is an absolute must for any business that hopes to last in the highly competitive digital and global economy.

Build a cohesive customer experience by using these essential longevity considerations to improve marketing. Doing so requires insight into how marketing will impact each of these elements. Here’s what you need to know about each.

Innovative Capability

The innovative capability of a business is its potential to devise competitive new solutions. This includes marketing itself. For example, a marketing team — given the time and resources — can identify niche audiences, products, and service types that facilitate growth. In turn, marketing teams gain the benefit of being able to advertise this innovative capability, showcasing an operation capable of long-term improvements and thus greater value for the customer.

Organizational Systems

The organizational systems a business employs help it adjust to market fluctuations with speed and accuracy. Often, these systems take the form of comprehensive information dashboards. By employing these systems effectively, marketers can be better prepared to adjust and automate ad purchasing and campaign details against real-time market data.


The ultimate goal of industrial marketing is to maximize revenue. This requires optimizing resources for ideal results. A marketing push to align with new product development, for example, may seem like the best way to improve revenues now, but if it comes at the cost of impacting your business credit score, it won’t be worth it.

Companies have to balance credit just as individuals do to maintain access to greater funding and customer trust. Effective marketing takes this longevity consideration into account to ensure these resources will be around in the future.

Organizational Culture

Your organizational culture can undermine or support marketing efforts, depending on how well they align. These days, it’s important for an organization to authentically support social efforts and values that customers care about. This means reorganizing your culture to make your priorities your customers’ priorities. Whether that entails expanding your diversity and inclusion efforts or becoming more energy-efficient, adopt a caring culture that can ensure authentic marketing content.

Business Strategy

Last but not least, your business strategy is key to business longevity and marketing success. From continuity plans to disaster recovery, proper preparation should be made for all kinds of inevitabilities a business will experience. Included in these strategies should be marketing pivots that can be made if your industry undergoes a disruption. For instance, workflows for remote work on marketing content should be determined before having to make a transition to remote work facing pandemic outbreaks.

These longevity considerations each comprise a wide range of business components, all of which can impact your ability to adapt and survive in a changing economy. As you look to balance your marketing efforts with your long-term financial outlook, explore how these factors impact business longevity.

Balancing Marketing with Your Overall Financial Outlook

Fortunately, balancing your ability to advertise and scale with the overall financial health of your business is easier with modern tools. Big data and the systems for analysis lend themselves to better business decisions. Meanwhile, this data can be used to track, analyze, and improve other business longevity factors with your industrial marketing campaigns.

Your marketing should support your organization’s ability to scale and thrive. Utilize these tips and points of intersection to build marketing efforts that last.


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