The word “marketing” can evoke a variety of perceptions. Some see it as synonymous with advertising. For many, the word might connote coercion to buy a product or service, or a seemingly endless flow of junk mail and spam messages.

However, marketing is broader than merely advertising, and does not have to encompass manipulative tactics. The American Marketing Association defines marketing as:

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

For the missional enterprise leader, that delivery of value can and should be a noble pursuit.

Marketing and sales are often lumped together as interchangeable terms, but they serve distinct roles in the life of a business. Marketing is the art and science of creating interest in your goods or services and establishing a foundation for long-term customer relationships. Sales, on the other hand, focuses on closing deals and delivering on the promise. Marketing sets the stage; sales delivers the performance.

In this article, we will focus on marketing and especially explore what it can and should be for missional enterprise leaders. As leaders of missional businesses pursuing a triple bottom line (profit, discipleship, and community impact), our marketing must reflect these broader goals.

A Key Passage: 1 Corinthians 9:19-23

Paul’s words in 1 Corinthians 9 offer a compelling model for marketing in a missional context: “To the Jews I became like a Jew, to win the Jews . . . I have become all things to all people so that by all possible means I might save some.” While Paul’s words are specifically directed toward his preaching of the gospel, we can obtain wisdom from this passage to help us in each aspect of the triple bottom line. Paul’s flexibility in approach — without compromising his identity in Christ — serves as a reminder that effective marketing starts with understanding and adapting to your audience.

As Christians called to be salt and light in the marketplace, our marketing strategies must embody integrity, empathy, and a commitment to serve others, while also advancing the mission of making disciples and making a difference. Let’s explore principles for marketing that align with these values.

Principles for Marketing in Missional Enterprises

1. Know Your Audience

Understanding your target market is foundational. Proverbs 20:5 offers some guidance here: “The purpose in a man’s heart is like deep water, but a man of understanding will draw it out.” Take time to ask questions and learn to speak the language of your audience. Who are they? What are their needs, values, and pain points? For a missional entrepreneur, this might involve learning cultural nuances and speaking the “language” of a particular group. For example, being prepared to greet a Turkish Muslim at a trade show with “Salam alaikum” not only helped me acknowledge his culture but also led to a deeper and fruitful conversation about Isa al Masih (Jesus the Messiah).

This principle mirrors the Apostle Paul’s approach. Just as he adapted to connect with different audiences, missional entrepreneurs must do their homework. For instance, I had no idea what an amplicon was until recently, when I did some research to prepare for a customer meeting. That preparation enabled me to ask better questions, which helped us close the sale. This is not rocket science (unless you are doing marketing for a rocket company). It just takes a willingness to be a lifelong learner.

2. Highlight Your Value Proposition

Philippians 2:4 reminds us, “do not merely look out for your own personal interests, but also for the interests of others.” Marketing isn’t just about showcasing what you offer; it’s about demonstrating how your product or service benefits others. Why does your business exist? How does it address a need or solve a problem?

Missional enterprises have the added dimension of sharing kingdom values. Your value proposition should reflect the multifaceted benefits of engaging with your business. For example, your marketing could emphasize not only quality and innovation but also the integrity and care that define your mission. We don’t have to put down our competitors either. By emphasizing consistent performance and exceptional customer responsiveness, we can attract prospective customers who have experienced just the opposite with certain competitors.

3. Build Trust and Credibility

Proverbs 22:1 states, “A good name is more desirable than great riches.” Trust is the currency of marketing. Building trust means being truthful about what you offer and avoiding exaggeration or manipulation. Overpromising may win a short-term sale but damages long-term credibility.

For a missional entrepreneur, credibility goes beyond honesty; it’s about reflecting Christ in your interactions. Proverbs 23:23 encourages us to “buy the truth and do not sell it” — a reminder that integrity is non-negotiable. As customers experience consistency between your words and actions, they’ll trust not only your product, but also your mission.

Conclusion

Marketing for missional enterprises is about more than driving revenue. It’s about connecting with people in ways that reflect Christ’s love, meet genuine needs, and build lasting relationships. By knowing your audience, articulating a compelling value proposition, and prioritizing trust, you lay a foundation for a business that honors God and impacts the world. As you apply these principles, may your marketing efforts advance your business and the kingdom of God.1

Verse of the Week:

“A good name is more desirable than great riches.” Proverbs 22:1

Creating a name for our company through effective marketing may drive sales, but a good name for a company that honors God is valuable in and of itself. May God empower us to honor him in every area of our enterprise, including our marketing operations.