Blame it on Marketing ™

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.Join the community Blame it on MarketingConnect with our speakers:Tylers LinkedInWills LinkedIn 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.

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.Join the community Blame it on Marketing 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.

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. 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. TakeawaysPrioritising 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.Join the Blame it on Marketing Community! It's totally free! 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.

Ashley McGovern, Head of Content Strategy at Real Inc. and co-host of the 2 Pizza Marketing podcast, dives into the nuances of small marketing teams. She discusses the vital balance of workload and priorities while emphasizing authentic communication and transparency between leadership and marketing. Tips on effective time management, creating supportive systems, and the power of saying no are shared. Ashley also highlights the advantages of structured creative processes to nurture collaboration and focus in achieving business goals.

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. TakeawaysNetworking 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! 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 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. TakeawaysClear 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. 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.

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. 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.

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. 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.

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)

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)