Issue link: https://iconnect007.uberflip.com/i/1537616
12 PCB007 MAGAZINE I JULY 2025 the sales cycle. It pushes a company's story and solutions into the market, builds awareness, and cuts through the noise to reach the strongest pros- pects. Done right, marketing creates a runway for sales to take off. Brand awareness takes root through targeted content, industry reach, and consistent engagement that builds visibility and trust over time. Whether it's educa- tional articles, thought leader- ship, or social cam- paigns, this marketing does more than inform; it positions your company as a credible, go-to solu- tion. When sales enters the conversation, pros- pects are already familiar with your brand, people, and value. That familiarity lowers barriers, short- ens the sales cycle, and increases the likelihood of conversion. From the shop floor's perspective, the customer relationship may begin with that first PO and its successful execution. However, seasoned sales- people know that earning a new customer's trust and, eventually, their business, takes time. Custom- ers don't switch vendors lightly, and qualifying a new supplier or process is neither quick nor cheap. That first PO results from the longer, foundational process I've mentioned. It's naïve to think the sales cycle starts with a quote request. If you're seri- ous about sales, the journey begins with marketing through visibility, credibility, and consistent thought leadership. Real Case Example 1: Leading With Education A PCB company wanted to raise awareness and credibility in a competitive market. Experts within the company began contributing short, practical arti- cles to I-Connect007's newsletters and magazines, sharing industry insights and lessons learned. Over time, this steady stream of thought leadership deliv- ered through a trusted industry platform helped position the company as a credible, knowledgeable voice. When customers were ready to explore new vendors, this company was already on their radar. The articles didn't pitch; they educated, which built trust. That trust translated into new inquiries, sales conversations, and ultimately, purchase orders. I-Connect007's platform helped amplify their mes- sage to the right audience, laying the groundwork for the sales team to close. Real Case Example 2: Visibility Through Promotion and People An equipment company representing multiple machine lines wanted to expand its reach to more decision-makers. To support their sales efforts, they partnered with us to run a series of digital ads across our publications and website. With I-Con- nect007's broad industry reach and engaged read- ership, the company consistently stayed top of mind among key buyers. Those repeated, trusted impressions paid off, turning passive interest into demo requests, sales meetings, and ultimately, new deals for their reps to pursue. In today's competitive landscape, buyers may research for a long time before reaching out for ini- tial contact. Marketing ensures that your company is top of mind when they're ready. Without this important "pre" work—the research, content, lead nurturing, and brand positioning—the rest of the cycle struggles to gain traction. Marketing doesn't just support sales; it sets them in motion and gives sales the best possible chance at success. PCB007 Brittany Martin is the digital marketing manager for I-Connect007. Brit tany Mar tin If you're serious about sales, the journey begins with marketing through visibility, credibility, and consistent thought leadership. " "