What Is Marketing? – The Critical Success Factors of Serving and Sharing

what is marketing

Several years ago I attended a training conference where an expert shared a marketing strategy he called ABM… Always Be Marketing. If you are an entrepreneur or in sales, you know the importance of having a good marketing mix. You probably even realize that ABM is an important concept and likely a key to success for your business. However, when you first hear ABM, does it make you ask the question: what is marketing in the first place?

To me, the definition of marketing is not primarily selling. The definition of marketing is serving and sharing first, selling second. Therefore, ABM is a good approach IF it focuses on serving and sharing first, selling second. And notice…this IF is big and bold!

2 Marketing Success Factors

In today’s day and age, people are bombarded with marketing. It’s in our books, on our phones, and on billboards as we drive to work. As marketers try to sell, sell, sell, consumers get more and more tired. They don’t want to be sold, but served!

These two critical success factors of marketing—serving and sharing—are what make the sale possible in the first place. What’s more, learning to authentically serve and share before the sale occurs, or even whether the sale occurs, never comes back to you empty. In other words, the critical success factors of serving and sharing are just that…CRITICAL SUCCESS FACTORS.

Serving and sharing with no strings attached is not just a slick sales strategy. Serving and sharing are keys to success for doing business. They are also the best ways to guarantee your success in anything you do.

When you serve and share with no strings attached, you:

  • Become a better person
  • Become a better business person
  • Impact the lives of others and make a real difference
  • Somehow end up making more money

What is marketing? It’s not just ABM – it’s ABS! It’s Always Be Serving.



Photography Copyright: 123 RF / Everythingpossible