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. TakeawaysConversion 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: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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. 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.TakeawaysThe 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. Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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!Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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. Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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! Join the Blame it on Marketing community!Get in touch for sponsorship at ruta@sudmant.com or emma@advocitude.com Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

Nina Müller, Director at Ethical Commerce Alliance (and podcast host) joins Emma and Ruta for a meta episode about making podcasts. They discuss some of the stats around podcasts and that it takes to be in the 1% of podcast publishers, as well as all the tips and tricks you should consider before diving in. Whether you want to start a podcast for yourself or for your organisation, this is a great listen.  Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

Alice Edwards, Director of Customer Success and Klenda Martinez-Gasbarro,Customer Marketing Manager joins Emma and Ruta for an episode to talk everything customers! They discuss why companies are so reluctant to invest in customer marketing, even though its proven to be a great source of revenue, why customer marketing goes wrong and why there's fear and tension between Customer Success and Marketing (of any sort).   Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

Courtney Glymph, PR Legend and Founder of YourStoryPR joins Emma and Ruta for an episode to talk the realities of PR in B2B businesses. We discuss what makes for interesting PR and how that can be achieved in B2B, where ego fits in or gets in the way of good work, and how to work together with a PR agency to get the most out of your investment. Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

Tom Boston, Brand Awareness Manager at Salesloft joins Emma and Ruta for an episode to talk about social selling from a sales persons perspective. We discuss what the future of working in sales is, what you can do to start social selling, how marketing should be involved (and be useful) and most importantly the leadership and accountability support that will make your employees flourish at social selling.Join the Blame it on Marketing Community (FREE) Sponsors: No more 'shit marketing leads' with Leadfeeder by Dealfront! Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!