The proliferation of digital information has created a new buying environment. Most buyers do their own research on companies consider...
What is Internal Marketing?
Business-to-business (B2B) and business-to-consumer (B2C) represent two different models of externally marketing products and services to different types of customers. External marketing describes the promotion and distribution of brands and products to customers of the business. Marketers at most organizations spend the majority of their time creating and executing on external marketing strategies that drive revenue and sales target attainment for the organization.
While organizations focus most of their marketing resources on external marketing, there’s a separate area of marketing that gets comparatively little attention: internal marketing. Internal marketing refers to the promotion of a company’s objectives, processes, culture, brands, products, and services to employees and staff members within the organization.
When companies market internally, they typically have different goals and intentions than when they market externally. The goal of internal marketing is to keep employees engaged, spread knowledge about the organization’s activities and help ensure that employees have a positive image of the organizational culture and brand. In contrast, the goal of external marketing is usually to generate brand awareness that yields increased numbers of leads, opportunities, and sales for the business.
Ultimately, internal marketing has more to do with selling the company vision and mission than selling products, but internal marketing still plays an important role in moderating employee behaviors and ensuring the success of the firm in the marketplace.