Use the word marketing and many people think of fluffy branding activity or expensive awareness campaigns. Many of which seem to have little link to an actual sale at the end of the day. But, if you switch the word to talk about how you’re going to motivate potential buyers to want to talk to you, and then to want to buy from you, and then to want to keep buying from you; then the purpose of the activity becomes clear. The purpose is to help them.