Blame it on Marketing ™ (Emma Davies and Ruta Sudmantaite)

Jaime De Freitas, Director of Sales at Diversity Travel joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of marketing reporting into the sales function. They talk about, why this has become commonplace, how sales and marketing could work together and why the functions are often pitted against each other.

Will Aitken of Sales Loft joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of creating marketing content that goes viral. They talk about the difficulty in going viral with corporate content, why consistency matters and how the future of B2B marketing teams will include product influencers.

Join Will's Social Manager Community: https://linktr.ee/socialsocialio

Meighan Worsley, Head of People at Troi joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of hiring marketing professionals. They talk about the misaligned expectations and where the market is at the moment. As well, Meighan shares her top tips in negotiation and ensuring a new hire is set up for success.

Ian MacRae, Workplace Psychologist and Author of 'Dark Social', 'Myths of Social Media', and 'High Potential' joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of toxic thought leadership online. They talk about the difference between Influencers and Thought Leaders and push for founders and senior leaders to be seen as 'thought leaders' in the industry and why that can be ethically questionable.

In this episode of the Blame it on Marketing podcast Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude give you a proper introduction to themselves and their experience and discuss their New Year marketing and personal resolutions. 

Also check out this blog with lots of other marketers: https://budget.sudmant.com/2022/12/19/5-marketing-predictions-and-resolutions-for-2023-from-the-people-who-actually-do-marketing/

Lewis Staples, Senior Sales Director at StaffCircle joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of relying on marketing interns to run marketing teams. They discuss why this can be detrimental to a company and the intern themselves and when and how you should be recruiting interns for the best chances of success.

Timi Olotu, Director of Revenue at CharlieHR and Founder of òtító joins hosts Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude to discuss the topic of virtue signaling that can be expected of marketing teams. They talk about the recent World Cup controversy, greenwashing, and the neuro-diversity hiring trends. Why are marketing teams expected to comment on these issues or even make them the center of their campaigns and most importantly is it even appropriate?

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.

Dan Montagu, PPC/ Performance Marketer at Unmind with Tim Cameron-Kitchen, Owner and SEO Expert at ExposureNinja and Courtney Glymph, Founder and PR Expert at YourStory PR join Ruta and Emma in an all out war of an episode. They ask each other all the spicy questions that they have heard before and dig into the value of each of their specialisms. 

*No marketers were harmed in the making of this episode*

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.

Ade Risidore  joins hosts Emma Davies of Advocitude and Ruta Sudmantaite of Sudmant to discuss the topic of sign off. Most marketers in their career have bumped heads with bad sign-off situations and it often leads to vanilla marketing efforts and lots of frustration. We dig into stakeholder management, micromanagers and ways to set up editing and ideation processes that work!

Ben Goodey of 'How the F*ck', an SEO community joins hosts Emma Davies of Advocitude and Ruta Sudmantaite of Sudmant to discuss the topic of community building for B2B business.  Most B2B business pine for 'communities' but don't necessarily have the understanding, patience or resource to build them. We discuss what makes good and bad communities, what it takes to get the right type of engagement and of course the need for leads and quick results.

Check out 'How the F*uck' if you want to learn about incredible SEO growth stories.

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.

Tim Cameron-Kitchen, Owner and SEO Expert at ExposureNinja joins Ruta and Emma again to discuss why so many companies have had negative experiences with marketing agencies. He gives tips on how to find an agency that is right for you and the questions you should be asking yourself and them. 

Connect with Tim here: https://www.linkedin.com/in/timcameronkitchen/

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.

Ettie Holland of HR Tech Copy and Emily Wood of Words by Emily join Ruta and Emma to talk all things content. Ettie represents the B2B and Emily the B2C side of content and we discuss: what is content marketing, what mistakes companies make and how to get the most out of your content.

Connect with Ettie and Emily using the links below:
Ettie Holland: https://www.linkedin.com/in/ettieholland/
Emily Wood: https://www.linkedin.com/in/emilywood89/

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 of the Blame it on Marketing podcast Ruta Sudmantaite of Sudmant and Emma Davies of Advocitude talk about how to look after yourself as a marketer or your marketers in order to prevent it. They also cover why marketing is prone to burn out and the externally motivated nature of marketers and the work they do. 

Steffen Hedebrandt Co-founder and CMO of DreamData join Ruta and Emma to talk about leads! We talk about where the 'we need more leads' panic comes from and how sometimes it can be misleading to go after volume. We also dig into ICP and ABM as well as sales and marketing relationships. This is a fab episode for those wanting to learn more about how to generate leads that close!

Blog from DreamData that shares tips on Marketing and Sales alignment:
https://dreamdata.io/blog/10-ways-to-align-sales-and-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.

Chris Walker (the OG one), Director at JoeMule, an animation studio, join Ruta and Emma to talk all things B2B video. We chat about why everyone wants to create more video in B2B and why making a demo video and putting paid ads behind it probably won't be the silver bullet you wanted. Chris shares with us his experience of good and bad video outcomes and his top tips to making sure you get the right outcomes when working with an animation or video agency!

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.

Peter Benei, Founder of Leadership Anywhere, joins Ruta and Emma to talk about personal brand, specifically in the B2B space. We discuss the ethics of 'expertise', the challenges of building your own brand but more importantly the challenges of getting your CEO's and Founders to commit to building their brand. Peter shares his expertise from working with Start-ups and Scale-ups and how he has seen the power of personal branding develop.

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.

Lucie Ilbury, occupational psychologist, joins Emma and Ruta for a meta episode of 'Blame it on Marketing' to talk about why is it that marketing get blamed. We talk about psychological safety, if there is something innately wrong with marketers and whether we are actually getting blamed? 

If you are interested in becoming better leaders, improving your teams creativity and phycological safety this is THE episode for you.

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 celebrate their birthdays with 'marketing presents' and also talk about the notion of marketing being a 'fun squad' and what that means when it comes to events. They share their stories on great and horrible event experiences and give some perspective into 'why does marketing get stuck with all the events'. 

We also share some tips on how to make business and internal events run smoother and ensure that your marketers are feeling appreciated.

Vladimir Blagojević, Co-Founder of FullFunnel.io, joins Emma and Ruta for an episode that might seem to most marketers like 'old news' and that's because it's on the topic of Demand Generation. BUT most companies are still not doing demand generation and are stuck in lead generation programmes so we must be missing something. Vlad shares his best practical tips on how to start a successful demand gen programme, how to sell in, test and also get sales on your side.

Here are some posts that Vlad has written which also helps understand the points made in the podcast:

Measuring the right things for Demand Gen
Why 'ungating' is the wrong advice
General framework for Demand Gen
Guide for the modern buyer journey

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.

Kiran Mehta, VC Investor at Mercia Asset Management, joins Emma and Ruta for an episode that digs into what the board and investors want to see from marketing and why senior marketing positions are often short lived in SaaS startups. Kiran shares his tips and experiences on how to impress your board members as well as some things for both marketers and founders to think about before they spend any marketing budget.

Alina Vandenberghe, Co-founder and CMO at Chili Piper, joins Emma and Ruta for an episode that explores the 'new' world of product led growth and marketing. Alina breaks down the ways they have been implementing product led growth in Chili Piper and her best advice on how to take back that elusive Product 'P' (4Ps of marketing). Watch this if you are curious to know what you can do to push your organisation in this direction.

Dana Alvarenga , VP of CX at SlapFive, joins Emma and Ruta for an episode that is really just one big advocacy session for customer advocacy. It's sometimes known as customer marketing or potentially 'the people who can give us a reference' but it's so much more than that. Dana together with Emma really focus on how to start a great customer advocacy programme, how to measure it and make sure it aligns to your companies strategy and who should be involved.

Liam Bartholomew, VP of Marketing at Cognism, joins Emma and Ruta for an episode to talk about how we get marketing and sales aligned. Liam shares all the work they did at Cognism to ensure that the sales and marketing team are working on the same goals and for the same team. The answer to much of this is Revenue. If you ever felt the need to improve your alignment (hence the dentistry joke) this is the one for you.

Brian Fraser, Head of Marketing and Digital Recruitment at Nine Twenty Recruitment, joins Emma and Ruta for an episode to talk about red flags when looking for a new marketing role or hiring a new marketer. He tells us more about the current hiring market as well as sharing his tips on what to look out for and do if you're looking for a new job. In the second half of the podcast, we dig into interview questions, talking about vulnerability and asking financials questions in order to understand a business as well as you can before accepting a role.

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.

Justin Rowe, Founder and CMO at Impactable, joins Emma and Ruta for an episode to talk about why some marketing projects, jobs or initiatives are just doomed to fail. Emma and Justin share their experiences and what they have done to mitigate risks both from a marketer and a senior leader perspective. We touch on marketing specialisation, skills, comms and budget.

Join the Blame it on Marketing Community (FREE)

Follow Justin on LinkedIn

Amira Kohler, Performance and Change Management Expert, joins Emma and Ruta for an episode to talk about the conflict that arose when they worked together at Clear Review due to the different expectations and experiences between marketers and SME's. Ruta and Amira candidly speak about their fall out during their time working together and what they did to resolve the conflict and build a very successful working relationship, not only between them but also the whole marketing department.

Join the Blame it on Marketing Community (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.

Matthew Feenan, Sales Development Director at Revcelerate, joins Emma and Ruta for an episode to talk about the wonderful world of outbound sales, specifically to meeting booking function that SDR's play. We talk about the importance of both outbound and marketing collaborating for optimal results, what happens when one or the other is dropped and the expectations one should have when setting up outbound teams.

Join the Blame it on Marketing Community (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.

Ruta and Emma take turns in triggering each other with marketing scenarios – based on real life events.  We talk about TAM, not being able to do your job, bad sales and marketing alignment and more. All this accompanied by some light drinking. This is a really fun and light episode if you need a good giggle.

Join the Blame it on Marketing community!

Jonathan Bland, Co-founder of Omni Lab Consulting, joins Emma and Ruta for an episode to talk about the world of PPC advertising specifically in the B2B space. We talk about the expectations senior leaders often have when it comes to PPC performance, proper measurement and what are some of the common mistakes marketers make.

Join the Blame it on Marketing Community (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.

Dan Lubetsky, Product Marketing, GTM, and AI Consultant at Sky Strategies , joins Emma and Ruta for an episode to talk about AI! The scary scary world of AI in marketing. Just jesting we actually talk about how to utilise AI in your marketing teams to do more of the right things and new things that you were previously unable to do. Whilst we don't go into any platforms specifically we do talk about policy and leadership management when it comes to starting to use AI at work.

Join the Blame it on Marketing Community (FREE)

Lottie Unwin, Founder of Up World & Brand Hackers joins Emma and Ruta for an episode to talk about marketing foundations, specifically when it comes to startups. They discuss two scenarios where this happens, typically right at the beginning of a marketing effort and then once expansion starts. There's lots of personal tips for marketers to ensure you drive the right behaviour in your startup as well as information for founders on how to hire and lead strategically for the best outcomes.

Join the Blame it on Marketing Community (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.

Stuart Hearn, Founder of Clear Review joins Emma and Ruta for an episode to talk about what happens when a CEO gets marketing. Stuart shares his experience with marketing in his previous business and why he knew starting early at Clear Review was the right call. He also shares his tips on leadership when it comes to working with other functions.

Join the Blame it on Marketing Community (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.

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)

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)

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.

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)

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.

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)

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

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)

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)

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)

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.

Takeaways

• 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.

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. 

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.

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. 

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.

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 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!

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 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!

Join the community www.blameitonmarketing.com
Watch Part 1 of this collaboration on the 2 Pizza Marketing Podcast

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. 

Takeaways

• 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.

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.

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 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 Marketing

Connect with our speakers:

Tylers LinkedIn
Wills 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.

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

Join the Blame it on Marketing community: https://blameitonmarketing.com 

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.

Find Matthew in the Blame it on Marketing Community! Register here.

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 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.

Join the Blame it on Marketing Community! Register here.

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.

Join the community for free! 

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.

Join the community for free! 
Find Liam here

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, 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.

Join the Blame it on Marketing community for free!

Ruta and Emma discuss common marketing cliches and unpack their true meanings. 
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.

Takeaways:

• 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.

Join the Blame it on Marketing community for free!

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.

Join Blame it on Marketing for 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.

In this episode, we tackle the monumental shift towards video marketing and why business are still struggling to make video in 2024. Platforms like TikTok and Instagram have exploded in popularity, and Jess shares her expert insights on the hurdles businesses face in creating video content. We're talking about the fear of imperfection, the misalignment between senior leadership and marketing teams, and how brands like Duolingo and Ryanair are nailing it. Video is no longer a nice-to-have; it's a must-have, and we’re here to help you embrace it with open arms.

Finally, we dive into the nitty-gritty of video production. From scriptwriting to editing, Jess emphasises the need for specialised roles and thoughtful strategy. We also touch on the impact of AI in marketing, advocating for a balanced approach that keeps the human touch intact. Whether you're just dipping your toes into video marketing or looking to refine your existing strategy, this episode offers actionable tips and insights to help you stand out. Tune in, take notes, and get ready to transform your video marketing game.

Takeaways:

- Mistakes happen, and it's important to learn from them and move on Companies should prioritize video production and understand the time and resources required for success.
- Short-form video platforms like TikTok have increased the demand for video content.
- There may be a fear of the video production process and a disconnect between senior leadership and marketing teams.
- Generalist marketers may struggle to take on video production without proper training and resources.
- Engaging thumbnails and titles are important for attracting views. Align video content with the interests of the target audience to ensure quality views and conversions.
- Don't prioritize the number of views over the quality of views.
- Video content is often not as respected as written content, but it requires skill and practice to create engaging videos.
- Use AI appropriately in marketing and avoid generating content that is misleading or irrelevant.
- Debrief after each video to identify areas for improvement and refine the video production process.

Check out the Exposure Ninja YouTube channel for some top quality B2B content!
Connect with Jess on https://blameitonmarketing.com

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.

We're diving into why learning and development aren't just nice-to-haves for marketers—they're our responsibility. Our fabulous guests, Robyn Hartley and Tom Blake dish on why staying sharp isn’t just for your boss's benefit but for your personal growth too. We chat about making learning intentional, carving out time for it (yes, even in your busy schedule), and focusing on what truly sparks your interest.

We’re balancing the art of playing to your strengths while also stretching that skillset to keep pace with the ever-evolving marketing landscape. Spoiler alert: it's up to YOU to take charge of your development—don’t just wait for your manager to nudge you.

From setting personal development goals to seeking feedback, we’ve got tips to help you navigate performance management like a pro.

Takeaways:

Confidence is Key: Learning and development aren’t just for show. They’re crucial for boosting your confidence and giving your clients top-notch support and advice.

Intentional Learning: Carve out time for learning, even if you feel guilty or busy. Prioritize your growth—it’s worth it!

Stay Trendy: Keep up with industry changes and trends to hit your target audience with the right message through the right channels.

Embrace Tech: Use automation and AI tools to streamline your processes and free up time for strategic, client-focused activities.

Balance and Growth: Work to your strengths, but don’t get too comfy. Expand your skillset to keep up with the evolving marketing landscape. Own your learning journey!

Set Goals: Be proactive in setting personal development goals. Take charge of your growth.

Seek Feedback: Don’t shy away from feedback and constructive criticism. It’s how you get better!

Stay Updated: Keep an eye on new technologies and trends in marketing. Adapt and learn continuously to stay relevant.

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.

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, 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.

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 platforms
• Having 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, 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 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, 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, 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 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 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 and Ruta tackle the world of automation and AI with guest Tim Cakir, breaking down why marketers keep ignoring the tech that could save their sanity. The chat dives into how automation isn’t just about efficiency—it's a creative lifesaver that can make the daily grind a little less grindy. Tim pushes for marketers to get an “AI-first” mindset, experiment more (even if they’re a lean team), and shows how to get buy-in from skeptical bosses. From using ChatGPT to kill off mundane tasks to automating Slack reminders, this episode serves as a wake-up call for every marketer still stuck in the manual rut.

Takeaways

• Automation isn’t a nice-to-have; it’s essential for keeping up (and keeping sane) in marketing.
• Many marketers skip automation because MarTech is a crowded mess, but it’s time to prioritize.
• Start small by automating the repetitive tasks eating up your time.
• Test new tools regularly—even a small team can make a big leap in efficiency.
• Got a skeptical boss? Show them the time and money automation can save.
• Make automation visible: Slack alerts, reminders, and integrations can prove its value to the team.
• With an AI-first mindset, tools like ChatGPT can streamline processes and spark new ideas.
• Automation and AI aren’t just techy fads—they’re essential for staying competitive and future-proofing your team.

This episode gets real. Emma, Ruta, and special guest Cohan expose the madness of sales and marketing culture, from absurd pipeline expectations to commission nightmares. We tackle the age-old question: why do outdated sales tactics still exist—and who’s really to blame?

Cohan, a seasoned sales leader, doesn’t hold back as he spills the tea on toxic company cultures, leadership fails, and the collateral damage of BS metrics. Spoiler: it’s costing you revenue and sanity. Plus, we dive into the role of AI in sales (and how it’s failing at inclusivity) and call out the elephant in the room—why marketers always get the blame.

Takeaways

• How pipeline manipulation starts at the top (and ends with AEs fired).
• Why cookie-cutter targets and outdated processes are sabotaging teams.
• The myth of the “Black Book” and why it’s time to retire this relic.
• Why 4-5x coverage quotas are more about fantasy than strategy.
• The truth about commission plans (spoiler: it’s a mess).
• How marketing can align with sales to actually fix the chaos.
• The untapped potential (and pitfalls) of AI in tech.
• This isn’t just a podcast—it’s a call for sanity. Whether you’re in marketing, sales, or leadership, this episode is your blueprint for building a culture that works.

co@equityintechgroup.com

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.

Marketing: the first budget cut and the last to get the credit. In this episode, your favorite co-hosts Ruta and Emma sit down with Angeley Mullins, Chief Commercial Officer at Resourceify, as she shares her no-nonsense perspective on why cutting back on marketing during tough times is the business equivalent of eating soup with a fork: messy, ineffective, and you’ll still be hungry.

They dive into the delicate dance between performance marketing and brand building, why sales and marketing are like peanut butter and jelly (yes, they belong together), and how ignoring your customer’s needs is a fast track to irrelevance.

Takeaways:

• Investing in marketing leads to long-term growth. Don’t let economic pressures push you into shortsighted decisions.
• Performance marketing is just one slice of the pie. Don’t forget the power of brand.
• Sales and marketing should work hand in hand. The dream team works best together, not in silos.
• Understanding customer needs is crucial. Forgetting this? That’s a fast track to irrelevance.
• The pendulum is swinging back toward brand investment. And it’s about time.
• Mistakes are part of the process. If you’re not failing, you’re not trying.
• ROI isn’t the whole story. Marketing is more than just numbers on a spreadsheet.
• A strong brand presence makes selling easier. Build it, and sales will follow.
• Early-stage companies need balance. It’s not just sales or just marketing—it’s both.

Blame It On Marketing Turns Two! 🥳 In this special anniversary episode, Ruta and Emma reflect on two years of podcasting, marketing gossip, and relentless honesty about the industry we love (and sometimes love to hate).

From the chaos of LinkedIn to outrageous sales commission stories, they revisit their favourite episodes, hard-earned lessons, and hilarious highlights. Expect shout-outs to iconic guests like Timi and Talya, alongside a passionate plea for marketers to stop settling for 35K manager roles and to demand better buying experiences. Plus, Ruta reveals her unfiltered LinkedIn comment philosophy, while Emma dreams up LinkedIn-integrated podcasts for all our scrolling convenience.

Takeaways:

• Buying Experience: It's still a mess—why aren't companies focusing on the buyer?
• Sales and Marketing Alignment: Compassion, not competition, is the key to collaboration.
• CRO Insights: A great CRO transforms businesses, not just quotas.
• Influencer Sales: Stop expecting your team to moonlight as TikTok stars unless you're paying for it.
• Career Advice: No job is worth sacrificing your mental health. Make that exit plan if needed.
• Bad Marketing: Sometimes, breaking the rules is where the magic happens. (Ask them about their tattoos!)

Stick around for some spicy LinkedIn gossip and a heartfelt thank-you to the listeners who've made this two-year journey unforgettable. 🚀

In this episode of Blame It On Marketing, hosts Emma and Ruta explore the challenges of marketing attribution with Tara Robertson. They share their own experiences with attribution, unpack the complexities of measurement, and highlight the importance of collaboration between sales and marketing teams. The conversation tackles the messy reality of attribution, emphasizing the need to better understand how marketing influences customer journeys. Their takeaway? Embrace the imperfections—attribution is rarely straightforward.

Key Takeaways:

- Attribution is often oversimplified and can mislead marketing decisions.
- The pressure to measure everything can stifle creativity in marketing.
- Sales and marketing teams should work collaboratively towards common goals.
- Understanding the customer journey is crucial for effective attribution.
- Self-reported attribution can provide valuable insights into customer behavior.
- Attribution tools can be helpful but should not be seen as a silver bullet.
- The ideal attribution setup varies by company and should focus on key touchpoints.
- Marketing should influence all types of opportunities, not just inbound leads.
- Leadership expectations around attribution can be challenging to navigate.
- Embracing the messiness of attribution can lead to better marketing strategies.

In this episode of Blame It on Marketing, Emma, Ruta, and guest Jamie Pagan dive into the gritty realities of marketing budgets. From the awkward dance of asking for money to the headaches caused by mismatched sales and marketing priorities, they unpack the budgeting struggles marketers face daily. Jamie shares practical advice from his years in B2B marketing, offering insights on educating leadership, proving ROI, and making the most of lean budgets.

This episode tackles why tight budgets make for tight-lipped marketers and how better communication and alignment with sales can turn things around. 

If you’ve ever had to justify your existence to the finance team, this one’s for you.

Takeaways:

• Budgeting in marketing is often ignored until there's a problem.
• Misalignment between marketing and sales creates budget gaps.
• Sales cycles heavily influence budget timing and strategies.
• Proving ROI isn’t just nice; it’s non-negotiable.
• Educating leadership on marketing's value is critical to securing funds.
• Shoestring budgets lead to lackluster engagement and retention.
• Free tools and creativity are lifesavers when the budget is tight.
• Building trust with leadership pays off in future budget negotiations.
• Regularly tracking and sharing your impact builds a case for investment.
• Negative past experiences with marketing can skew leadership's perception.

In this episode of Blame it on Marketing, Emma and Ruta are joined by Alex Vince-Myers, Head of Marketing, to tackle the big question: which marketing metrics actually matter? Together, they sort the fluff from the facts, breaking down the difference between vanity metrics and actionable ones that drive real results. The trio dives into personal confessions about marketing missteps, the perks of sharing metrics across teams, and why getting leadership to buy into metrics is easier said than done.

The discussion doesn’t shy away from the hard stuff—like the gap between marketing efforts and revenue—and wraps up with insights on how to navigate the ever-evolving trends shaping today’s marketing landscape.

Takeaways:

• Marketing metrics are a cornerstone for growth and accountability.
• Vanity metrics might look good, but they don’t always tell the full story.
• Sharing metrics internally can boost team morale and engagement.
• Senior leaders need to get on board with understanding marketing numbers.
• Metrics should align with business goals to ensure relevance.
• Tailor the metrics you present to the audience at hand.
• Accurate attribution relies on understanding the full customer journey.
• Context matters—analyze metrics within appropriate timeframes.
• Don’t lean too heavily on vanity metrics for decision-making.
• Leadership buy-in is essential to maximize marketing’s impact.

This one’s all about making your numbers work for you, not against you.

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 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.

LinkedIn isn’t what it used to be, in this episode, we sit down with Andy Lambert to break down what’s actually working in social media marketing today. We get real about the mistakes marketers keep making, why engagement matters more than ever, and whether company pages are hard work.

Oh, and AI? It’s changing the game—but let’s be clear: it’s a tool, not a replacement for actual strategy. We also dive into community building, video content (spoiler: just posting isn’t enough), and why authenticity beats algorithms every time.

Takeaways (or, what to yell at your marketing team about)

✅ Social media keeps changing—marketers need to keep up.
✅ LinkedIn is still gold for B2B (but you need a strategy).
✅ Rushed marketing = bad marketing.
✅ Video is big, but quality > quantity.
✅ Engagement > just posting.
✅ Personal brands > company pages (sorry, corporate).
✅ AI can boost creativity, but don’t let it kill your soul.
✅ Community > audience—build relationships, not just reach.
✅ Focus on what your audience actually wants.
✅ Authenticity wins—people can smell BS from a mile away.

Marketing changes, but the fundamentals don’t. Listen in, take notes (or don’t), and let’s talk about what actually works.

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 no-holds-barred episode of Blame It on Marketing, hosts Emma and Ruta team up with the ever-so-authentic Marie-Claire Silfer (MC) to spill the tea on everything LinkedIn. Tired of the endless parade of AI-generated spam, forced selfies, and “engagement pod” shenanigans? So are we.

Join the trio as they dissect the art (and occasional disaster) of creating content that’s genuine, engaging, and refreshingly human. They share their war stories—from early “pitch-slapping” mishaps to dodging misogyny and microaggressions—and dish out the real-deal tips that can help you level up your LinkedIn game without losing your cool.

Key Takeaways:

• Authenticity Wins: Learn why mixing personal struggles with professional wins beats bland, over-polished posts every time.
• Consistency Is King: Discover how treating content creation like “brushing your teeth” can transform your online presence—even if it’s just 5–10 minutes a day.
• Content Remix Magic: Get tips on repurposing old posts into videos, carousels, or bite-sized text gems, so you’re never out of ideas.
• Call Out the Cringe: From forced selfies in random settings to all-male influencer shout-outs, find out what to avoid if you want to keep it real on LinkedIn.
• Community Over Clout: Explore why building genuine relationships beats chasing likes and how to navigate the pitfalls of engagement pods and fake comments.

Why do so many senior marketers think a website rebuild will solve all their problems? 🤔 We’ve all seen it—new leadership comes in, declares the site outdated, and suddenly, it’s full steam ahead on a total overhaul… with zero strategy behind it.

In this episode, we’re joined by Alice Walton, website expert and our new Blame It on Marketing bestie, to unpack the fresh start fallacy—why marketers keep rushing into website redesigns, why it backfires, and what to do instead.

We get into:
✅ Why marketers love (and overuse) the “new website” play
✅ How to know if you actually NEED a new site (or just tweaks)
✅ The #1 mistake companies make before redesigning
✅ Why some brands obsess over their site… and others ignore it completely
✅ How bad CMS choices force unnecessary redesigns
✅ The secret war between devs & marketers (and how to win it)
✅ SEO, CRO, and why marketers STILL forget them in a rebuild
✅ How AI & voice search are changing website strategy

If you’re tired of watching websites get scrapped for no reason—or if you’ve been guilty of pushing a redesign without a real plan—this one’s for you.

🎧 Listen now and let’s talk about what actually works.

How do you keep the spark alive with MQLs when everyone’s ready to call them dead? In this episode, Ruta and Emma sit down with Ross Howard, Product Marketing Director at Inbox Insight, to share a no-holds-barred conversation about the messy, hilarious, and sometimes maddening world of Marketing Qualified Leads. Rather than ditching MQLs altogether, our guest and hosts explore how a little relationship-building, a whole lot of content creativity, and a fresh look at aligning sales and marketing can make all the difference.

We dive into:

✅ The truth behind the “MQL myth” and why these leads aren’t the enemy
✅ How early marketing blunders (hello, email typos!) paved the way for smarter strategies
✅ Balancing lead gen and demand gen without sacrificing quality or your sanity
✅ Creative multi-touch tactics that keep your audience engaged long after the first email
✅ The secret sauce of building genuine connections, even when the system seems stacked against you
✅ Insider marketing gossip that proves even the pros have their off days

If you’re ready to rethink your lead strategy without scrapping everything you’ve built, this episode is your new go-to guide. Let’s embrace our MQLs for life—done right, they can be your secret weapon.

Why do CEOs sometimes go rogue on social media—and what does it mean for your brand? 🤔 In this episode, we’re joined by Amber to dig deep into the wild world of executive online antics. From LinkedIn mishaps to rogue posts that cross the line, we unpack how CEOs’ off-the-cuff behavior can affect everything from corporate culture to talent attraction.

We get into: 

✅ The high-stakes world of CEOs building personal brands—and sometimes stepping way over the line
 ✅ How misguided attempts at “juicy” engagement can backfire and why a little media training goes a long way
 ✅ Real-life examples of rogue posts that made waves (yes, including the infamous “boob post”)
 ✅ The power of a solid social media policy and crisis plan in keeping your brand safe
 ✅ Insider gossip and survival tips from marketers who've navigated the fallout

If you’ve ever wondered how to manage the fallout when a CEO’s online behavior starts causing havoc—or if you just love a good marketing scandal—this episode is for you.

What’s causing senior marketing leaders to burn out, feel isolated, and lose their edge? 🤔 In this episode of Blame It On Marketing, Emma and Ruta sit down with the insightful Fiona Jensen—a veteran with over 20 years of B2B marketing recruitment experience—to break down the hidden crisis in senior marketing.

We get into: 

✅ The real reasons behind the burnout and isolation of senior marketers
✅ Why being the “glue” of the company can make your contributions invisible
✅ How unrealistic KPIs, shifting roles, and ever-growing pressure are driving top talent to quit
✅ The essential role of building a robust network and finding the right mentors
✅ Practical red flags and tips for spotting unhealthy work environments and preventing burnout

If you’re tired of seeing top marketing talent get crushed under endless pressure—or if you’re a senior marketer needing a wake-up call on how to safeguard your career and well-being—this episode is for you.

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.