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Emma and Ruta discuss why marketing isn't just about vibes with guest Jane Stecyk, the SVP of Marketing at Mighty Networks. They explore the challenges marketers face in articulating the value of their ideas and the importance of data-driven decision-making. They emphasise the need to move beyond subjective opinions and focus on measurable outcomes. The conversation also touches on the significance of asking the right questions, conveying messages effectively to stakeholders, and aligning marketing efforts with the wider business goals. Building relationships and effective communication are crucial in remote work.
Takeaways
- Marketing is not just about vibes; it requires data-driven decision-making and measurable outcomes.
- Marketers should focus on articulating the value of their ideas and avoid subjective opinions.
- Asking the right questions is crucial to understanding the audience and framing marketing strategies.
- Effective communication with stakeholders involves conveying key messages concisely and providing necessary context.
- Maintaining boundaries and not bringing your entire self to work is okay.
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Ruta and Emma discuss common marketing cliches and unpack their true meanings.
Be cautious when using phrases like 'Can we just...' as it often leads to unrealistic expectations and disrespect for the marketing profession.Content is important, but it must be high-quality and useful to the target audience. Distribution and promotion are equally important for content success.Saying 'It depends' is a necessary response in marketing, as every situation is unique and requires careful consideration.Avoid over inflating claims of being a market leader and focus on proving the value and uniqueness of your product or service.Low-hanging fruit is often overrated and doesn't always lead to high-impact results.Efficiency in marketing requires a balance of time, cost, and resources.
They explore phrases like 'Can we just...' and 'Content is king' and provide ideas on how to handle these situations. They also discuss the phrase 'It depends' and why it is important for marketers to use it. The conversation highlights the need for marketers to be honest, realistic, and focused on providing value to their audience. This is a live recording with additional points added in by the lovely audience.
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Ruta and Emma, alongside the Advocitude team discuss the importance of campaigns in marketing and the challenges that come with them. The conversation highlights the key elements of a successful campaign, including a clear message, targeted audience, and measurement metrics. Creating great campaigns comes with the benefits of consistent messaging, brand awareness, and providing valuable information to potential customers. The conversation explores the value of consistency and credibility in marketing campaigns. There's also a little Harry Potter thrown in for good measure.
Takeaways
- Campaigns are essential in marketing as they allow for a consistent message to be delivered to the target audience.
- Proper planning and execution are crucial for the success of a campaign, including defining the key idea, understanding the target audience, and setting clear measurement metrics.
- Campaigns provide numerous benefits, such as consistent messaging, brand awareness, and the opportunity to provide valuable information to potential customers.
- Stakeholder management and alignment are important to ensure the campaign's success and avoid potential roadblocks.
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Emma and Ruta are joined by Liam Currie, Content Creator, Actor and Writer to discuss the importance of injecting personality into company social media pages. They explore why many companies are hesitant to push the boundaries and showcase their true voice. The fear of getting canceled, jeopardising reputation, and dividing the audience are some of the concerns that hold companies back. The conversation highlights the benefits of building trust, engaging with the audience, and creating a unique brand identity through social media.
Takeaways
- Injecting personality into company social media pages can help differentiate the brand and build trust with the audience.
- Finding the right tone of voice starts with understanding the values and vision of the founders and senior leadership team.
- Encouraging founders to be more personable and authentic can help them connect with the audience and build trust.
- Social media is a valuable channel for showcasing the company's personality, engaging with the audience, and establishing a unique brand identity. Storytelling is an important aspect of content creation and marketing.
- Authenticity and being true to oneself are crucial in business.
- Video content is highly effective in engaging audiences.
- Podcasts offer numerous benefits, including showcasing industry expertise and facilitating conversations with experts.
- Editing is a key part of content creation, allowing for the selection of the best moments and the creation of engaging narratives.
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Emma, Ruta, and guest Jade Faulconbridge (Founder of Attributed Marketing) discuss the importance of marketing tech stack and marketing operations. They highlight the need for a holistic approach to marketing technology, including data, technology, processes, and people. They also discuss the challenges of disconnected tech solutions and the importance of marketing and sales alignment. Jade shares her insights on how to prioritise and improve marketing operations within a business.
Takeaways
- Marketing tech stack and marketing operations are crucial for effective and efficient marketing.
- A holistic approach is needed, including data, technology, processes, and people.
Integrating all systems and data provides a single customer view and valuable insights.
- Disconnected tech solutions and lack of marketing and sales alignment can hinder success.
- Prioritising and improving marketing operations requires understanding the current state, identifying gaps, and creating a roadmap for improvement.
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Ruta and Emma discuss the challenges of doing more marketing with less resources with Sam, CMO of Dealfront and Stephen, Partnerships Manager at Dealfront. Whilst marketing budgets are shrinking expectations of growth are not. We also highlight the dangers of cutting back on marketing and the importance of balancing long-term and short-term marketing strategies. As well as the value of partnerships in tough times and provide insights on how marketers can maintain calm and set realistic expectations.
Takeaways
- Regular meetings with different teams help align partnerships with business goals.
- There is a shift in metrics towards customer retention.
- Open communication and cross-team alignment are crucial for success.
- Founders need to share the burden and involve marketing in target setting.
- Realistic targets and budget allocation are essential for achieving goals.
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Emma and Ruta are joined by Matthew Wahlrab, CEO of RapidAlpha, to discuss intellectual property for marketers and the trademark 'drama' that went down over the last 12 months in regards to Blame it on Marketing itself. They discuss what marketers should know when it comes to IP and use the BIOM trademark experience to give specific pointers and actions.
Takeaways:
- Intellectual property is crucial for marketers and should be given more attention.
- Freelancers should clarify ownership of content through contracts.
- Evidence is essential in IP disputes to establish credibility and protect one's brand.
- Taking proactive steps, such as interference proceedings and freedom to operate analysis, can help protect trademarks and resolve IP disputes.
- Marketers should be aware of the legal and IP implications of their work, including copyright, trademark, and patent considerations.
- Collaborating with IP professionals and having a basic understanding of IP can help marketers navigate legal challenges and protect their organisations.
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In this episode, Jessica and Gina from MEDDICC Media discuss their roles as Chief Media Officer and Head of Media, respectively, and how they have built a media empire within their startup. They explain that media is a core part of their strategy and that they see media as an umbrella term that encompasses all aspects of their business. They emphasise the importance of providing value first and focusing on revenue as the main metric. They also discuss the balance between marketing and media, the role of freelancers, and the importance of data and metrics in their work.
Takeaways
- Media is a core part of the strategy at MEDDICC Media, and they see it as an umbrella term that encompasses all aspects of their business.
- Providing value first is a key focus for MEDDICC Media, and they believe in giving away value to build trust and establish themselves as an authority in their industry.
- Revenue is the main metric they track, and they prioritize driving revenue as a business.
- Balancing marketing and media requires collaboration and a focus on the strengths of each team member.
- Building a freelancer shortlist can be helpful for accessing production resources when you don't have them in-house.
- Data and metrics play a crucial role in tracking performance and ensuring that content is delivered on time and of high quality.
Link to part one of this collaboration with MEDDICC:
https://youtu.be/QNNWD__r0Hw?si=b6cFEVc8LXW0JE0d
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Emma and Ruta are joined by Tyler Lessard, ex-VP of Marketing at Vidyard, and Will Aitken, ex-Vidyard & ex-Lavender B2B Sales Influencer, to talk about brands building themselves on the backs of B2B influencers.
They talk about the change of influencers from thought leaders and the risks and rewards of hiring in-house influencers and the delicate balance between personal and corporate brand as well as the challenges influencers staying relevant.
Tyler and Will will share their views on compensating influencers and internal creators and how to ensure you set up right from the get go (rather than expecting your current sales people to become internet sensations).
Takeaways
- B2B influencer marketing has experienced significant growth due to changes in buyer behavior and the rise of social media networks.
- The shift from thought leaders to personal brands has allowed for greater audience engagement and the leveraging of trust and authenticity.
- Hiring in-house influencers carries the risk of public departures and the challenge of aligning personal and corporate brands.
- Influencers must be cautious about maintaining authenticity and avoiding the perception of being a sellout.
- Compensation of influencers vs content creators.
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Timi Olotu, the Chief Revenue Officer at Charlie HR, joins Emma and Ruta to discuss the role of a Chief Revenue Officer (CRO). They explore the common misconception that CROs are solely focused on sales and neglect other functions. Timi emphasises the importance of collaboration between sales, marketing, customer success, and product teams to drive revenue growth. He also highlights the need for CROs to focus on creating value for customers and understanding market dynamics. The conversation concludes with insights on metrics and accountability for CROs and the potential for CEOs to excel in the CRO role.
Takeaways
- The role of a CRO is not solely focused on sales but requires collaboration with other functions such as marketing, customer success, and product teams.
- CROs should prioritise creating value for customers and understanding market dynamics to drive revenue growth.
- Metrics should go beyond traditional sales targets and include indicators of value across functions.
- Implementing change and overcoming challenges in the CRO role requires strong leadership, communication, and a focus on long-term success.
- CEOs with a strategic mindset and experience leading multiple functions can make effective CROs.
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Emma and Ruta discuss the importance of buyer experience in B2B marketing. They highlight the challenges in prioritising buyer experience, such as the self-centered B2B sales approach and the focus on the wrong conversion rate levers.
Prioritising buyer experience is crucial in B2B marketing.Bad buyer experiences have a negative impact on advocacy and do lead to lost sales.Collaboration between marketing and product teams is essential in improving buyer experience.Building relationships and trust with buyers is key to a successful buyer experience. Prioritising buyer experience is crucial for companies to stay competitive and avoid potential business failure.Standing out in a saturated tech market requires providing an exceptional buying experience.Tracking metrics that align with buyer experience is essential for understanding and improving it.Companies can improve buyer experience by focusing on categories such as understanding, trust, speed, friction, and future-proofing.
The conversation also explores the disconnect between company messaging and customer needs, as well as the lack of collaboration between marketing and product teams. Ruta and Emma highlight the need for companies to focus on buyer experience in order to stay competitive and avoid potential business failure.
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In this episode Emma and Ruta are joined by the '2 Pizza Marketing' Podcast hosts Ashley McGovern and Melissa Moody. We discuss efficient small marketing teams and the importance of balancing workload and priorities. Ashley and Melissa share tips on how to manage time and tasks effectively, including using systems and processes, setting boundaries, and getting agreements from team members.
Takeaways
- Learn how to say no
- Find ways to work collaboratively
- Create systems that allow you to prioritise what you need to work on
- Take great ideas and don't discard them
- Senior Leadership, be transparent with your goals!
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Watch Part 1 of this collaboration on the 2 Pizza Marketing PodcastSponsors:
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Ruta and Emma are joined, again, by Brian Fraser to discuss the difficulty of landing a first marketing job and provide tips for success. We emphasise the importance of doing research, networking, and tailoring CVs to stand out in a competitive market. We also highlight the value of portfolios and side hustles in showcasing marketing skills and experience. The hosts acknowledge that marketing is a broad field with diverse opportunities, and they encourage job seekers to market themselves effectively and demonstrate their passion for the industry.
Takeaways
Networking is crucial for career growth in marketing. Attending networking events and building a professional network can lead to new opportunities and personal development.Taking courses and obtaining certifications can enhance skills and make a career switch easier. It is important to choose courses that align with the desired marketing path.Deciding between being a generalist or specializing in a specific area of marketing depends on personal preferences and career goals. Both approaches have their advantages.When looking for a job, it is important to consider the personal development opportunities offered by the company. Mentors can also provide valuable guidance and support.Overcoming networking anxiety is essential for professional growth. Networking events provide an opportunity to connect with like-minded professionals and learn from their experiences.Join the Blame it on Marketing Community!
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In this episode, Emma and Ruta are joined by Rob Boyle and Jonny Kenyon from the Marketing Dribble Podcast to discuss the difference between in-house marketers and external marketers.
They explore the reasons for conflict between the two groups, including differences in perspective and goals, also the pros and cons of both in-house and external marketers. Ultimately, the effectiveness of in-house or external marketers depends on the specific situation and industry.Takeaways
Clear communication and alignment of objectives are crucial for successful collaboration between in-house and external marketers.In-house marketers have in-depth knowledge of the product or industry, while external marketers bring fresh perspectives and specialised skills.The relationship between in-house marketers and external agencies can be improved by setting clear expectations, involving the marketer in the decision-making process, and establishing effective communication channels.The effectiveness of in-house or external marketers depends on the specific situation and industry, and there is no one-size-fits-all solution. Manage expectations and set clear boundaries in the client-agency relationship.Consider resource allocation and specialised expertise when choosing between in-house and agency solutions.Align on technology and reporting methods to avoid miscommunication.Be honest and transparent in the client-agency relationship.Manage skepticism and plan for challenges.Sponsors:
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Emma and Ruta discuss conversion rate optimisation (CRO) with Greg Landon, Head of Marketing at Leadoo. They explore the importance of CRO in 2023 and why it is often overlooked by marketers. They also discuss the tension between SEO and CRO and how they can work together. Greg highlights the role of personalisation, ease, and interactivity in CRO and shares practical examples.
Takeaways
Conversion rate optimisation (CRO) is often overlooked in marketing, but it is crucial for achieving desired outcomes on a website.CRO is not just about changing button colours or headers; it involves personalisation, ease of use, and interactivity to improve the user experience.To prioritise CRO, start by talking to customers and understanding their needs and preferences.CRO and SEO are not mutually exclusive; they can work together to improve website performance.Data from tools like Google Analytics and A/B testing can provide insights for CRO, but customer feedback is invaluable. When conducting CRO, it is important to avoid making wholesale changes without evidence or logic. Test hypotheses and gather evidence to support decisions.Marketers should prioritise CRO and conversions, as driving traffic alone does not guarantee success. Increasing conversion rates can lead to more leads and better ROI.The average conversion rate across the internet is 2%, highlighting the need for improvement. Marketers should strive to decrease this number through effective CRO strategies.Increasing conversion rates can have a significant impact on lead generation, even with a decrease in traffic. Investing in CRO can yield better results than solely focusing on increasing traffic.Consider the cost and effort required to drive additional traffic compared to investing in CRO. Improving conversion rates can be a more efficient and effective strategy.Sponsors:
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Emma and Ruta are joined by guest Clark Barron, Founder of Demand Gen Therapy, to tackle the issues around marketing becoming sales. They try to decipher what marketers are really selling and the importance of the 'why' in marketing.
The conversation emphasizes the need for marketers to demand a seat at the table and advocate for themselves, ensuring clear lines of communication and the ability to speak the language of different stakeholders. The key takeaway is to take action and have the confidence to do what is necessary to be effective in the role of a marketer.
The concept of selling in marketing can be challenging to define.Marketers often focus on tactics and strategies without fully understanding what they are truly selling.Asking marketers what they are selling can lead to deeper insights and a better understanding of their goals.Marketing is a complex field that requires constant exploration and understanding.
In this conversation, Clark Barron discusses the concept of selling and the challenges marketers face in defining what they are selling. The conversation delves into the different paths one can take when exploring this topic and highlights the importance of asking marketers what they are truly selling. Overall, the conversation provides insights into the intricacies of marketing and the need for deeper understanding.
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Ruta and Emma welcome Lea Turner, a LinkedIn expert and trainer with over 160k followers. Lea shares her unique journey, evolving from a small business owner to a LinkedIn marketing specialist. The discussion centers around the significance of niching down in marketing and the balance between being a generalist and a specialist.
Lea emphasises the importance of specialisation, particularly for self-employed individuals, and shares her experience transitioning to LinkedIn training during the COVID-19 pandemic. We talk about maintaining authenticity on LinkedIn, dealing with inappropriate messages, and the power of personal branding in attracting diverse clients and talent.
The episode covers strategies for companies and individuals to effectively use LinkedIn, including establishing clear social media guidelines for employees.
Key takeaways include:
The value of finding a niche in marketing, especially for entrepreneurs.Balancing specialization and general knowledge in marketing roles.The importance of authenticity and personal branding on LinkedIn.Strategies for companies to leverage employee branding on LinkedIn.Find more of Lea's work on her LinkedIn and Website!
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Join us for a rollercoaster of revelations as we dive deep into the world of sales and marketing pipelines! Marisa Kacary, Global CMO in the proffesional services industry and Ollie Shape, VP of Sales at Abicum, help us explore the tension between quantity and quality in pipeline building. Say goodbye to the notion of a 5x pipeline.
We'll also shine a spotlight on the often-overlooked misalignment between revenue and profitability, the feat of scaling your pipeline, and the alignement needed to have an understanding between sales and marketing teams.
Our experts will share their golden nuggets on how CEOs and C-suite members can become the ultimate cheerleaders for sales and marketing, and we'll even take a sneak peek into the future of pipelines.
Focus on quality rather than quantity in pipeline building.Challenge the myth of a 5x pipeline and consider the specific needs of your industry.Develop a clear strategy and align sales and marketing efforts.Measure and analyze the value of activities rather than just the volume.Educate sales leaders on the role and impact of marketing.Encourage CEOs and C-suite members to understand the full buying cycle and support data-driven decision-making.Join the Blame it on Marketing Community (FREE)
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Paul Devoy, CEO of Investors in People (IIP) joins Emma and Ruta to talk about brand. Although both Emma and Ruta find it a hard topic to stomach, Paul shares his experience of being a very well known brand and why that wasn't enough to make Investors in People the success it is today! This is an interesting episode since most brands have the opposite problem, but Paul and Emma talk us though how they are tackling this. Paul also shares his best tips as a CEO on how to make your marketing team thrive.
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Ruta and Emma go through many confessions that B2B marketers left on their stand during the two day B2B Marketing Expo at the Excel. They include PPC mistakes, sales annoyances and also wrong email to wrong people. They also pick a winner to recieve a podcast headphone and microphone!
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