Blame it on Marketing ™

In this episode, Emma, Ruta and Jennifer Macdonald dive into the all-too-common confusion between marketing strategy and business strategy—and why marketers shouldn’t be expected to magically fix business problems. They get into the mess that happens when there’s no clear business direction, how CEOs sometimes (okay, often) misunderstand marketing’s role, and why a solid business strategy is essential for marketing to actually do its job.The conversation highlights the struggle marketers face in getting proper investment, battling unrealistic expectations, and setting boundaries with the C-suite. They call out fake engagement on social media and why it’s time for marketers to be real about the ups and downs of the job. Honest communication, a clear plan, and a reasonable budget? Turns out, that’s the real “secret sauce” for effective marketing.Takeaways:Marketing ≠ Miracle Worker: Marketing strategy supports business strategy, but can’t fix what’s broken.Business Strategy First: Without a clear direction, marketing is left spinning its wheels.Educate the Execs: Misunderstandings about marketing’s role often lead to misplaced expectations.Set Boundaries: Clear communication between marketing and the C-suite can save everyone a lot of headaches.Demand What You Need: Marketing requires real investment; advocating for budget based on strategic priorities is essential.Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

In this episode, Emma, Ruta, and Talya Heller G. Founder at 'Down to a T' tackle the misunderstood, often-overlooked world of product marketing. They dive into the real role of product marketing, share what it means to sit smack in the middle of marketing, product, and sales, and highlight why it’s one of the most misunderstood roles in the game. Talya drops a marketing confession about the chaos of translating customer comms for international markets and gives her two cents on the nonstop online “advice” around product marketing. Spoiler: not all of it is worth your time.They also get into how product marketers can actually influence product decisions, pricing, and even the culture of the company. From navigating company culture to collaborating across teams, this episode’s packed with insights on how product marketing can make or break a company’s success—and why some marketers are ditching traditional roles to go freelance.Takeaways:It’s a Balancing Act: Product marketing sits at the intersection of marketing, product, and sales—often juggling all three.Customer Insights Are Key: Understanding the market and the customer is everything in product marketing.Don’t Believe the Hype: Online “advice” on product marketing? Be discerning; not all of it holds up.Influencing the Product: Depending on the company, product marketers can impact product direction and pricing.Team Up: Collaboration with customer marketing and other teams is crucial for product marketing success.Culture Counts: Company culture can make or break product marketing’s effectiveness—especially in toxic workplaces.Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma, Ruta, and Greg Landon take on the rollercoaster that is global marketing. Think juggling time zones, dodging cultural landmines, and realizing pretty quickly that a one-size-fits-all strategy is a no-go. They chat about how to tailor your messaging for different markets, why just translating your English tagline won’t cut it, and the massive importance of local market research (hint: you can’t just wing it). Greg spills some behind-the-scenes stories, like how Starbucks tiptoed into Italy’s hardcore coffee culture and actually made it work. If you're ready to take your brand worldwide (without falling on your face), this episode’s for you.Takeaways:Lost in Translation? Directly translating your marketing materials is a recipe for disaster. Localization is key.Know Your Audience: Each market is unique—do the legwork and adapt your strategy to the local culture.HQ Doesn’t Know Everything: Letting one office call the shots for global markets? That’s asking for trouble.Virtual Boots on the Ground: You don’t need a full team in every country, but you need local insights.Global ≠ Copy-Paste: What works in the US might bomb in France—don’t assume success translates across borders.Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma, Ruta, and Olga Karanikos tackle the wild ride that is building a career in marketing. Spoiler: there’s no neat, defined path here. They dive into why being a jack-of-all-trades (aka a Renaissance marketer) can be your secret weapon, how to show leadership without a fancy title, and why your stack of certifications might not matter as much as you think. Plus, they share tips on managing bad bosses, the shift from marketing as a cost center to revenue driver, and the cringe-worthy trend of marketers jumping on outdated bandwagons.Takeaways:Your Career, Your Rules: No defined paths here—marketers need to take control and carve out their own growth.The Renaissance Marketer: Being versatile across marketing functions is a major key to career success.Certifications Are Cool, But... Experience and practical skills? Way more valuable.Leadership Without the Title: You can lead by taking initiative and showing up where it counts.Bad Boss? No Problem: Find support, make a business case for your ideas, and don’t let bad managers hold you back.Revenue Talks: Tie your marketing efforts to revenue, and watch your career (and paycheck) grow.Trend Alert: Avoid hopping on outdated trends and focus on what’s actually driving results.Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

In this episode, Emma and Ruta are joined by the brilliant Shana Pearlman, a seasoned content and brand leader with a journalism background. Shana spills her marketing confession about an expensive mishap with a video vendor (oops!) and then dives into why interviewing is a skill every marketer needs in their toolkit. Whether it’s talking to customers or getting the scoop from subject matter experts, the art of interviewing is all about breaking through the fear and tapping into stories that matter. Expect real talk on how to actually listen, ask the right questions, and use interviewing to strengthen every part of your marketing strategy—from content creation to relationship building. Takeaways:Interviewing = Marketing Superpower: Learn to connect with customers, experts, and stakeholders to unlock valuable insights.Fear Not! Interviewing isn’t about pressure—it’s about uncovering great stories that serve your audience.Ask Like a Pro: Master open-ended questions, active listening, and the power of awkward silences.Beyond Content Creation: These skills can help marketers navigate everything from customer discovery to internal politics.The Human Touch Matters: AI is great, but it can’t replace genuine curiosity and the ability to connect with people.Strategic Insight: Use your interviewing skills to understand your audience and drive smarter marketing decisions. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma and Ruta team up with the marketing team from the Technology for Marketing and eCommerce Expo London, to spill all the dirty secrets of conference and event marketing. They’re calling out the most common mistakes vendors make—like thinking it’s enough to just show up and pitch products. Spoiler: It’s not.This episode is packed with tips on how to actually engage with your audience, work hand-in-hand with the event’s marketing team, and turn your boring booth into the talk of the expo. Personalization, interactive experiences, and valuable content are the name of the game. Oh, and let’s not forget—using the resources the event organizers offer isn’t just smart, it’s essential.From pre-event planning to post-event follow-ups, they cover everything you need to know to make your next conference not just another line item on the budget, but a major win for your brand. They even sprinkle in a few hilarious stories from the trenches because, hey, we’ve all been there.Takeaways:Teamwork Makes the Dream Work: Engage with the event’s marketing team to create unforgettable experiences.Don’t Just Pitch—Provide Value: Ditch the hard sell and focus on delivering content that matters.Make it Personal: Stand out by creating personalized, interactive experiences that draw attendees in.Use What You’re Given: Maximize your exposure by taking advantage of the resources and tools provided by event organizers.Plan Ahead: Set clear goals, communicate with your main contact, and don’t forget the post-event follow-up.Learn and Adapt: Keep an eye on competitors, but remember to stay true to your brand and voice.Take Care of You: Conferences are marathons, not sprints—eat, drink, and take those much-needed breaks.Leadership Matters: Senior leaders should be hands-on and have clear goals for event sponsorships.Have Fun with It: A little humor and creativity go a long way, but always align it with your brand values. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma and Ruta get real about how Blame it on Marketing went from an idea to a podcast that’s actually, somehow, is working out. This episode serves as their complete playbook, laying out everything they’ve done so far—from costs and time investment to mistakes, tech stack, and all the hard-earned lessons along the way.They talk about how they built a community and how those in-person events have been more than just an excuse to hang out. There’s a lot of talk about perseverance—because, let’s be honest, we’ve all thought about quitting when things get tough. And if you think you need to be everywhere on social media, think again—they’re all about working smarter, not harder.Throw in some AI love, a nod to their sponsor Dealfront (because, hey, keeping the lights on isn’t free), and you’ve got an episode that’s as much about learning on the job as it is about celebrating the little wins along the way.Takeaways:You don’t need a perfect plan to start a podcast—just keep it real and valuable.Building a community around your podcast isn’t just a nice-to-have; it’s a game-changer.Automation tools like Dripify and Zapier are your best friends for promoting and growing your audience.In-person events? Total game-changer for podcast engagement and growth.The secret sauce? Perseverance. Most podcasts don’t make it past a few episodes, so sticking with it is half the battle.Focusing on just a few social platformsHaving a co-host is the ultimate hack for staying accountable and keeping the podcast going strong.AI isn’t just a buzzword—it’s making the podcast production smoother than ever. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Maddie and Megan talk to us about guerrilla marketing and its punchy impact on B2B brands. They’re talking about why playing it safe won’t cut it anymore, and why bold, creative, and downright unconventional tactics are the way forward. From branded beers to cheeky merch, they break down some of their campaigns that made waves and sparked serious buzz. They also dig into the fears that come with going guerrilla, like ticking off your audience or getting pushback from the higher-ups. The key takeaway? You need a safe space to experiment if you want to shake things up and make a real splash.Takeaways:Bold or Bust: Guerrilla marketing is all about going big, bold, and unapologetically creative.Stand Out in B2B: When everyone else is playing it safe, guerrilla tactics help your brand cut through the noise.Safe Spaces Matter: Innovation thrives where there’s room to try, fail, and try again.Buzzworthy Campaigns: The best guerrilla moves get people talking and keep your brand on their minds.Risk and Reward: Sure, there’s the fear of alienating your audience, but without risk, there’s no reward.Creativity is King: To stand out and engage, you’ve got to be willing to take some risks and get creative.Balance is Key: Mixing fun with strategy and keeping an eye on the results is how you win.

Emma and Ruta get real about what it's like to be a woman in the marketing industry. Joined by their guest, Beth Crowe, they tackle everything from gender bias and the motherhood penalty to the glaring lack of women in leadership. They’re spilling the tea on the double standards, sharing personal war stories, and shining a light on why diversity and inclusion aren’t just buzzwords—they’re necessities. The conversation doesn’t shy away from the hard stuff, like the self-doubt and competition that can trip women up, and the boys' club mentality that’s still hanging around. But they’re also dishing out hope, talking about how women can support each other, and why men need to step up if we’re ever going to see real change.Takeaways:Gender bias is alive and well in marketing, and it’s time to call it out.Motherhood shouldn’t derail your career, but too often, it does.Women in leadership? Still way too rare, and that needs to change.Supportive policies and true diversity aren’t optional—they’re crucial.Women lifting each other up could be the secret sauce to smashing the boys' club.Men, we need you on board. Real change requires all hands on deck.The fight for equal pay and career opportunities isn’t over yet, so let’s keep pushing. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma and Ruta dive into the world of marketing generalists with their guest, Michelle Boland. They kick things off by defining what it means to be a generalist and how it stacks up against being a specialist. Spoiler alert: specialists aren’t always the top dogs!Michelle dishes out her top 10 must-have skills for generalists, including everything from learning agility and marketing planning to data analysis and brand governance. The trio chats about the unique challenges generalists face, especially when juggling a bit of everything.They also tackle the myth that generalists are less valuable than specialists and spill the tea on the earning potential of both. Plus, there’s a deep dive into the unrealistic expectations of the so-called 'unicorn marketer'—you know, the mythical creature expected to excel in every marketing niche.To wrap it up, the hosts highlight the importance of having a solid personal development plan, getting coaching and mentoring, and knowing when to call in the specialists.Tune in for some real talk about setting boundaries and communicating what generalists can (and can’t) do.  We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.