“How many sales have we received from that ad?”
Several years ago, my boss asked me that question. She was talking about a print ad campaign we were running in multiple trade publications. I was caught off guard at the time, and I cannot even remember what I said in response. But I know it was the wrong answer.
One of the most common misconceptions we hear in marketing is the idea that if a specific tactic or channel has not produced clear leads or sales, it must not be working.
It seems logical at first. But that thinking misses how marketing actually works, especially when you are selling B2B solutions to veterinary practices.
Marketing is Surround Sound, Not a Straight Line
Marketing is not a simple, one-step path. Buyers do not see a single ad and immediately decide to purchase your product or service.
Veterinary practice owners, managers, and staff live in a world full of information. They read industry publications, listen to podcasts, attend conferences, browse social media, and talk to colleagues. So, it often takes multiple impressions over time before they are ready to act.
They might see your ad in a trade magazine and think it sounds interesting. Maybe they visit your website but are not yet ready to act. Later they see your retargeting ads online. They read a LinkedIn post you shared or attend one of your webinars.
By the time they are ready to solve their problem, they remember your brand because you stayed visible and relevant along the way. That’s how marketing really works. It’s about staying top of mind so you are the first choice when prospects are ready to buy.
What This Means for Marketers
You need to judge each tactic by its role in the bigger strategy, not just whether it created a sale this month. Did your print ad raise awareness? Did your social post drive traffic to your website? Did your retargeting ads remind prospects about your solution during their research?
If so, those are wins.
Of course, you still want to track hard metrics like leads and sales. But you should also watch measures of awareness, engagement, and education, such as impressions, click-through rates, and campaign responses. Website traffic, content downloads, webinar sign-ups, and social engagement are all steps that help move buyers closer to choosing you.
Marketing channels work best when they support each other. No single channel should be expected to do everything on its own.
Just because one tactic did not create an immediate sale does not mean it failed. It may be planting the seeds that lead to future sales.
Exceptions to the Rule
Sometimes there are exceptions. Here’s a good example.
Last Christmas I received a direct mail piece advertising men’s watches that were incredibly unique. I knew my husband would love one, so I bought it as a gift.
That one impression worked because of timing, targeting, and need.
It arrived during the holiday shopping season when I was looking for a gift. It was perfectly targeted because my husband is ex-military and the watches were made from recycled U.S. Army ammunition crates. I still checked their website and reviews to make sure the product’s claims were legitimate, but that mailer grabbed my attention at just the right moment.
These things happen, but they are the exception, not the rule. More often than not, marketing tactics and channels work together to create multiple touchpoints, build trust, and ultimately drive sales.
Asking the Right Questions
If I could go back to that meeting, I would have given my boss a better answer, such as:
“Actually, that is the wrong question. If we want to measure the effectiveness of the campaign, a better question is, ‘How is the ad performing? Is it doing what we expect it to do?’”
Good marketing creates the conditions for sales to happen. It builds awareness, trust, and interest so your product or service is there when the buyer is ready.
If you want to build a strategy that truly connects with veterinary practices and drives real results, let’s talk.