In this episode of Blame It on Marketing, Ruta and Emma take on the obsession with chasing competitors in B2B marketing. They dig into why marketers fall into the copycat trap, share their own experiences of getting it wrong, and discuss how to break out of the cycle with a strategy that actually works. The conversation covers the importance of knowing your own product and audience, the risks of playing it safe, and the ethical dilemmas that come with marketing today. Bottom line? Creativity beats imitation every time.

Takeaways

• Chasing competitors leads to bland, copy-paste marketing.
• Understanding your unique value proposition is non-negotiable.
• Creativity and originality win in the long run.
• A solid go-to-market strategy keeps you focused.
• Differentiation matters—especially in a crowded market.
• Managing internal stakeholders is just as important as external messaging.
• Ethical marketing is no longer optional.
• Marketers should prioritize their ideal customer profile (ICP) over industry trends.
• Copying competitors often results in surface-level strategies with no depth.
• Close collaboration with product teams can make or break marketing success.