Why are marketers still arguing about ROI in 2025? 🤯 “ROI is reductive!” “You can’t measure brand!” Meanwhile…budgets are getting slashed and CFOs are sharpening their scissors.

In this episode, we’re joined by Jordan Stachini—founder of Co & Co and proud member of the “least-fluffy marketers” club—to cut through the noise. We get real about what ROI actually is (and isn’t), how to report it without strangling creativity, and how to keep your budget safe when the money people come calling.

We get into:
 ✅ “All sales are conversions—but not all conversions are sales.” How to set objectives and measure the right thing at each stage
 ✅ Holistic > siloed: why channel-by-channel ROI gets marketers in trouble (and how to report at the right altitude for board, C-suite, and team)
 ✅ When you don’t have revenue access: scrappy ways to start measuring today (yes, even if it’s manual)
 ✅ Offline → online is one journey: activations that earn digital reach (and why tying every post to a till receipt is a trap)
 ✅ Founder taste ≠ ICP truth: keeping opinions out of your metrics
 ✅ Talking to CFOs without losing your soul (or your budget)
 ✅ “Champagne results on lemonade money”: setting realistic ROI expectations
 ✅ AI vs human creativity: Billy bookcase content vs bespoke craftsmanship—and why connection still wins
 ✅ Regional ads that slap (Hooch in Ancoats) vs ones that flop (Magnum in Piccadilly Gardens)—and the ROI lesson behind both

If you’re done with ROI theatre and want a practical playbook for proving value without dumbing down your marketing, this one’s 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.

Why does every second LinkedIn post promise an “AI system” that will fix your marketing overnight? 🤖✨ If you’ve been told to “just automate everything,” this episode is your antidote.

In this episode, we’re joined by Fiona Sherwood (fractional CMO & AI marketing trainer) and Joanna Edwards (events leader behind a GenAI-for-marketers summit) to get practical about what an AI strategy actually is—and why tools come last, not first. 

We get into:
 ✅ Why “automate everything” isn’t a strategy (and where automation does belong) 
✅ Using real customer insight (CRM + sales-call transcripts) to fuel content that isn’t beige 
✅ Guardrails that matter: GDPR, FCA/regulated industries, brand voice, approvals, and culture 
✅ Tooling sanity: start small, personalize your stack (Copilot, GPT, etc.), and budget for training 
✅ How marketers can lead company-wide AI standards—without shaming or “AI-washing” 
✅ Measuring what matters, spotting hype, and setting expectations with the C-suite 

If you’re tired of guru threads and beige outputs—and you want an AI plan tied to revenue, compliance, and actual customer problems—this one’s 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.

Why do marketers blame shadow bans when their posts flatline? 🤔 If you’ve ever felt like LinkedIn’s algorithm is out to get you, you’re not alone. From engagement pods to Top Voice conspiracies, the platform’s quirks spark more theories than a late-night Reddit scroll.

In this episode, Emma & Ruta play detective with two LinkedIn insiders—Corey Johnson, growth marketer (LinkedIn addict), and Ash Turner, ex-LinkedIn creator manager to bust myths and reveal what really moves the feed.

We get into:
 ✅ Engagement pods vs. genuine reach—does LinkedIn even care?
 ✅ Top Voice badge drama—why some big influencers get snubbed
 ✅ Carousels, video & clicks—how metrics hijack your content
 ✅ Shadow banning: myth, marketing excuse or content fail?
 ✅ Company pages vs. personal profiles—which one wins?
 ✅ Creator monetization & pay-to-play—sponsored posts explained
 ✅ API lock-down—why third-party tools struggle on LinkedIn

If you’ve ever wondered why your best posts get buried—or why a meme explodes while your thought pieces vanish—this one’s for you.

🎧 Listen now and crack the LinkedIn code.

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’re ditching the basic bitch prompts and going deep on real AI power for marketers. Emma and Ruta unpack everything from prompt engineering to custom GPTs to automated workflows—so you can stop treating AI like a toy and start using it like a pro.

We get into:
 ✅ The AI lingo you actually need: models vs. providers vs. platforms vs. benchmarks
 ✅ Prompt engineering 101: zero-shot, few-shot, meta-prompts & when to use “reasoning”
 ✅ Building your own Custom GPTs—for content, strategy docs, coaching & more
 ✅ Automations that turn transcripts into blog posts, spreadsheets into insights
 ✅ Data cleaning, contract checks & process docs—all without lifting a finger
 ✅ Picking the right model: why cheaper LLMs sometimes outscore GPT-4 on copy
 ✅ AI as your personal CMO-mentor: role-plays, feedback loops & impulse checks
 ✅ Content audits, gap analyses & campaign plans—instant, AI-powered QA

If you’re tired of treating AI like a magic wand—or you’re ready to stop copy-pasting prompts and start building real AI-driven workflows—this one’s 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.

Why do so many marketers break into a cold sweat at the mere mention of “board meeting”? 🤔 We’ve all been there—calendar invites arrive, you scramble through slide decks, and suddenly your palms are slick with nerves…

In this episode, we’re joined by Chris Kelly, Head of Marketing, to unpack the marketer’s boardroom debut—how to earn that seat, craft the right story, and walk out with the board singing your praises blame-it-on-marketing_f….

We get into:
 ✅ Why only commercially minded marketers should elbow their way in (and how to know if it’s your moment)
 ✅ Networking tactics that turn casual hallway chats into boardroom invitations
 ✅ Crafting slides that follow your narrative—story first, data second, and a dash of creative flair
 ✅ The board’s must-know metrics (cost per lead, brand awareness lift) vs. vanity numbers you can ditch
 ✅ Surviving the toughest questions: AI tools for mining potential Q&A and rehearsal hacks
 ✅ Rehearsal rituals—record yourself, get feedback, and build unshakeable confidence
 ✅ Showcasing your team’s wins to build internal advocates (and succession backups)
 ✅ Post-meeting power plays: following up on board queries to cement your credibility

If you’re tired of sweating over last-minute decks—or you’ve been knocking on the boardroom door with no answer—this one’s for you.

Why do so many marketers build campaigns in a vacuum—then wonder why they flop? 🤔 We’ve all seen it: content calendars packed with guesswork, launch after launch… and still, crickets.

In this episode, we’re joined by Helen Saxton, customer-experience advocate and Blame It On Marketing’s newest bestie, to unpack why customers must be at the heart of every business—and how to turn real-world feedback into content that converts. 

We get into:
 ✅ Why brand managers who never speak to customers keep missing the mark
 ✅ Mining free insights from social comments, CS tickets & on-site reviews
 ✅ Balancing quant (surveys, NPS) with qual (deep-dive interviews) for true customer clarity
 ✅ Partnering with customer-success/service teams for an always-on feedback loop
 ✅ When to pick up the phone—and when to gather feedback asynchronously

If you’re tired of launching campaigns nobody asked for—or if you’ve been guilty of marketing by gut instead of data—this one’s 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.

Why do so many B2B marketers treat YouTube like a dusty archive? 🤔 We’ve all seen it—upload a stale webinar, paste a podcast video, and then scratch your head when views don’t budge… with zero strategy behind it. 

In this episode, we’re joined by Jake Kitchiner, co-founder of Channel Crawler and our new Blame It on Marketing YouTube guru, to unpack the B2B Tube trap—why companies dump content on YouTube and see no ROI, and how to build a channel that actually drives leads. blame-it-on-marketing_y…blame-it-on-marketing_y…

We get into:
 ✅ Why simply reposting webinars and demos is YouTube clickbait… for crickets
 ✅ The three-step service model: free tutorials → paid deep-dives → new clients
 ✅ How B2B SaaS brands like Clay turn “how-to” videos into product subscriptions
 ✅ YouTube’s three discovery feeds—Homepage, Suggested, Search—and how to win them
 ✅ Crafting hooks, thumbnails & chapters that make viewers click, watch, and subscribe
 ✅ Evergreen content planning: batch filming, SEO research, and a six-month runway
 ✅ How to use YouTube Ads with channel & video-level targeting (not just keywords)
 ✅ Repurposing your podcast or LinkedIn content into short-form YouTube hits

If you’re tired of uploading endless “just-because” videos—or if you’ve been guilty of treating YouTube like a dumping ground—this one’s for you.

🎧 Listen now and let’s talk about turning YouTube views into real business.

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.

Why do so many companies treat consultants like magic beans? 🤔 We’ve all seen it—bring in a “growth expert,” sprinkle them between teams, and pray they fix everything… without clear goals or accountability.

In this episode, we’re joined by Loren Shumate, growth consultant and our new Blame It On Marketing bestie, to unpack the consultant conundrum—why leadership chases silver bullets, where it blows up, and how to get real ROI instead ​E84.

We get into:
 ✅ The biggest myth giving consultants a bad rap—and why clear deliverables matter
 ✅ How to know when your startup needs outside help (and who should make that call)
 ✅ The right questions to ask before signing a statement of work
 ✅ Why siloed tactics fail—and how consultants drive cross-functional alignment
 ✅ Dodging “magic bean” tech plays: why you need vendor-agnostic advice
 ✅ Turning boardroom truths—like “my CRM’s a ball of yarn”—into actionable change ​E84
 ✅ Red flags that scream “run away” when you’re vetting marketing experts
 ✅ The LinkedIn soap-opera of fake influencer feuds—and why labels don’t make better marketing

If you’ve ever hired (or been tempted to hire) a consultant—and ended up with a mess—this one’s for you.

Why does email marketing often feel like shouting into the void? 🤔 We’ve all been there—campaigns get built, contacts pile up, and engagement flatlines… yet somehow “just send more emails” remains the rallying cry.

In this episode, we’re joined by Beth O’Malley, self‑proclaimed Email Queen and 12‑year CRM veteran, to dismantle the biggest email myths—why your campaigns keep missing the mark, and exactly how to fix them.

We get into:
 ✅ Why borrowing B2C “best practices” and 2004 segmentation still holds you back
 ✅ The real risks of buying cold lists (and smarter ways to reach prospects)
 ✅ The three pillars of email mastery: strategy, data integrity & tech setup
 ✅ How to build subscriber‑centric journeys that deliver the right message at the right time
 ✅ Quick wins with exclusion‑based campaigns to trim the fat and boost engagement
 ✅ Why open rates lie—and which metrics actually prove email ROI
 ✅ Avoiding technical dead ends: SPF, DMARC & platform limitations to watch
 ✅ Winning leadership buy‑in with analogies (and the cost‑of‑inaction playbook)
 ✅ The unethical tricks—like fake order confirmations—that always backfire

If you’re done watching your emails underperform—or you’re ready to turn email into your highest‑ROI channel—this one’s for you.

Link to Beths course: https://www.certifiedguru.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.

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.

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.

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 so many great marketing plans get kneecapped by…ego? 🤯 You know the drill: a founder who “already knows” the playbook, a swoop-and-poop exec, or a client who hires you for your expertise—then ignores it.

In this episode, we’re joined by marketing strategist and consultant Rissy La Touche (Dimple Studio; ex-Square) to unpack how ego shows up at the top, how to spot it early, and how to navigate it without losing your mind—or your results.

We get into:
 ✅ Red flags on discovery calls (no questions, prescriptive “do this,” trash-talking their team, refusing audits/strategy)
 ✅ Curiosity as a power move: “What makes you believe that?”—and other ego-disarming questions
 ✅ When to walk away (and why solo-founder gigs can be the toughest)
 ✅ “Most founders don’t need a podcast” 🙃 — hard truths about shiny-object marketing
 ✅ Using ego for good: value props that make buyers look brilliant at work (hello, promotions & advocacy)
 ✅ Keep your receipts: decision logs, recap emails, and notes that save your sanity
 ✅ Culture math: why leaders’ “bad-day behaviors” trickle down—and how to push for change
 ✅ Building allies across the org (the simple “time to chat?” outreach that actually works)
 ✅ Early-stage reality checks: experiments, resources, and the Square pivot story
 ✅ Staying sane: feedback loops, mentors, boundaries, and choosing freedom as a consultant

If you’ve ever been steamrolled by a HiPPO, battled a micromanager, or just want better tools for managing up—this one’s 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.

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.

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.

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 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.

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, 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, 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.

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. 🚀

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.

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.

Why do so many teams grab a shiny rebrand when the real problem is strategy? 🤔 We’ve avoided this topic for ages… but today we go there—with brand strategist Beatrice Gutknecht, whose mission is, ahem, “F*** rebrands.” She breaks down why visual-first overhauls flop, how to get brand + marketing actually working together, and what to measure so brand work shows up in revenue—not just mood boards. 

In this episode, we unpack when you need a rebrand (rarely), when you need repositioning (usually), and how to make it stick inside the business—not just on the website. We swap horror stories (hello, “my wife doesn’t like the logo” feedback) and get practical about test-and-learn, ICP research, and cross-functional buy-in. 

We get into:
 ✅ Why “visual-first” rebrands backfire (think Twitter→X, Jaguar) and what to do instead.
 ✅ Repositioning 101: align brand, marketing, sales, and CS—then ship fast tests, not 100-page brand bibles.
 ✅ Killing subjectivity: replace “CEO’s spouse said no” with customer research and data.
 ✅ Building a brand world in B2B (yes, really) so people feel your positioning—not just read it.
✅ A real case study: moving an architectural hardware brand earlier in the buying cycle and making marketing actually easier. 
✅ Agency red flags to watch for (and why big glossy “guidelines” ≠ business impact). 
✅ What to track so brand = pipeline: category mentions/associations, market share & engagement, retention & advocacy, and even CAC. 
✅ Leading through the AI noise while staying human-first (without whiplash). 

If you’re tired of expensive rebrands that change the logo but not the results—and you want brand work that sales, customers, and your team can feel—this one’s 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.

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.

In this episode, Emma, Ruta and Jennifer Macdonald dive into the all-too-common confusion between marketing strategy and business strategy—and why marketers shouldn’t be expected to magically fix business problems. They get into the mess that happens when there’s no clear business direction, how CEOs sometimes (okay, often) misunderstand marketing’s role, and why a solid business strategy is essential for marketing to actually do its job.

The conversation highlights the struggle marketers face in getting proper investment, battling unrealistic expectations, and setting boundaries with the C-suite. They call out fake engagement on social media and why it’s time for marketers to be real about the ups and downs of the job. Honest communication, a clear plan, and a reasonable budget? Turns out, that’s the real “secret sauce” for effective marketing.

Takeaways:

• Marketing ≠ Miracle Worker: Marketing strategy supports business strategy, but can’t fix what’s broken.
• Business Strategy First: Without a clear direction, marketing is left spinning its wheels.
• Educate the Execs: Misunderstandings about marketing’s role often lead to misplaced expectations.
• Set Boundaries: Clear communication between marketing and the C-suite can save everyone a lot of headaches.
• Demand What You Need: Marketing requires real investment; advocating for budget based on strategic priorities is essential.
  
  

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

In this episode, Emma, Ruta, and Talya Heller G. Founder at 'Down to a T' tackle the misunderstood, often-overlooked world of product marketing. They dive into the real role of product marketing, share what it means to sit smack in the middle of marketing, product, and sales, and highlight why it’s one of the most misunderstood roles in the game. Talya drops a marketing confession about the chaos of translating customer comms for international markets and gives her two cents on the nonstop online “advice” around product marketing. Spoiler: not all of it is worth your time.

They also get into how product marketers can actually influence product decisions, pricing, and even the culture of the company. From navigating company culture to collaborating across teams, this episode’s packed with insights on how product marketing can make or break a company’s success—and why some marketers are ditching traditional roles to go freelance.

Takeaways:

• It’s a Balancing Act: Product marketing sits at the intersection of marketing, product, and sales—often juggling all three.
• Customer Insights Are Key: Understanding the market and the customer is everything in product marketing.
• Don’t Believe the Hype: Online “advice” on product marketing? Be discerning; not all of it holds up.
• Influencing the Product: Depending on the company, product marketers can impact product direction and pricing.
• Team Up: Collaboration with customer marketing and other teams is crucial for product marketing success.
• Culture Counts: Company culture can make or break product marketing’s effectiveness—especially in toxic workplaces.

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma, Ruta, and Greg Landon take on the rollercoaster that is global marketing. Think juggling time zones, dodging cultural landmines, and realizing pretty quickly that a one-size-fits-all strategy is a no-go. They chat about how to tailor your messaging for different markets, why just translating your English tagline won’t cut it, and the massive importance of local market research (hint: you can’t just wing it). Greg spills some behind-the-scenes stories, like how Starbucks tiptoed into Italy’s hardcore coffee culture and actually made it work. If you're ready to take your brand worldwide (without falling on your face), this episode’s for you.

Takeaways:

• Lost in Translation? Directly translating your marketing materials is a recipe for disaster. Localization is key.
• Know Your Audience: Each market is unique—do the legwork and adapt your strategy to the local culture.
• HQ Doesn’t Know Everything: Letting one office call the shots for global markets? That’s asking for trouble.
• Virtual Boots on the Ground: You don’t need a full team in every country, but you need local insights.
• Global ≠ Copy-Paste: What works in the US might bomb in France—don’t assume success translates across borders.

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma, Ruta, and Olga Karanikos tackle the wild ride that is building a career in marketing. Spoiler: there’s no neat, defined path here. They dive into why being a jack-of-all-trades (aka a Renaissance marketer) can be your secret weapon, how to show leadership without a fancy title, and why your stack of certifications might not matter as much as you think. Plus, they share tips on managing bad bosses, the shift from marketing as a cost center to revenue driver, and the cringe-worthy trend of marketers jumping on outdated bandwagons.

Takeaways:

• Your Career, Your Rules: No defined paths here—marketers need to take control and carve out their own growth.
• The Renaissance Marketer: Being versatile across marketing functions is a major key to career success.
• Certifications Are Cool, But... Experience and practical skills? Way more valuable.
• Leadership Without the Title: You can lead by taking initiative and showing up where it counts.
• Bad Boss? No Problem: Find support, make a business case for your ideas, and don’t let bad managers hold you back.
• Revenue Talks: Tie your marketing efforts to revenue, and watch your career (and paycheck) grow.
• Trend Alert: Avoid hopping on outdated trends and focus on what’s actually driving results.
  
  

Stop losing customers because of a bad user experience. Try Mouseflow for free and get a free extended trial at https://bit.ly/4dZp58a

In this episode, Emma and Ruta are joined by the brilliant Shana Pearlman, a seasoned content and brand leader with a journalism background. Shana spills her marketing confession about an expensive mishap with a video vendor (oops!) and then dives into why interviewing is a skill every marketer needs in their toolkit. Whether it’s talking to customers or getting the scoop from subject matter experts, the art of interviewing is all about breaking through the fear and tapping into stories that matter. Expect real talk on how to actually listen, ask the right questions, and use interviewing to strengthen every part of your marketing strategy—from content creation to relationship building.

Takeaways:

• Interviewing = Marketing Superpower: Learn to connect with customers, experts, and stakeholders to unlock valuable insights.
• Fear Not! Interviewing isn’t about pressure—it’s about uncovering great stories that serve your audience.
• Ask Like a Pro: Master open-ended questions, active listening, and the power of awkward silences.
• Beyond Content Creation: These skills can help marketers navigate everything from customer discovery to internal politics.
• The Human Touch Matters: AI is great, but it can’t replace genuine curiosity and the ability to connect with people.
• Strategic Insight: Use your interviewing skills to understand your audience and drive smarter marketing decisions.

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma and Ruta team up with the marketing team from the Technology for Marketing and eCommerce Expo London, to spill all the dirty secrets of conference and event marketing. They’re calling out the most common mistakes vendors make—like thinking it’s enough to just show up and pitch products. Spoiler: It’s not.

This episode is packed with tips on how to actually engage with your audience, work hand-in-hand with the event’s marketing team, and turn your boring booth into the talk of the expo. Personalization, interactive experiences, and valuable content are the name of the game. Oh, and let’s not forget—using the resources the event organizers offer isn’t just smart, it’s essential.

From pre-event planning to post-event follow-ups, they cover everything you need to know to make your next conference not just another line item on the budget, but a major win for your brand. They even sprinkle in a few hilarious stories from the trenches because, hey, we’ve all been there.

Takeaways:

• Teamwork Makes the Dream Work: Engage with the event’s marketing team to create unforgettable experiences.
• Don’t Just Pitch—Provide Value: Ditch the hard sell and focus on delivering content that matters.
• Make it Personal: Stand out by creating personalized, interactive experiences that draw attendees in.
• Use What You’re Given: Maximize your exposure by taking advantage of the resources and tools provided by event organizers.
• Plan Ahead: Set clear goals, communicate with your main contact, and don’t forget the post-event follow-up.
• Learn and Adapt: Keep an eye on competitors, but remember to stay true to your brand and voice.
• Take Care of You: Conferences are marathons, not sprints—eat, drink, and take those much-needed breaks.
• Leadership Matters: Senior leaders should be hands-on and have clear goals for event sponsorships.
• Have Fun with It: A little humor and creativity go a long way, but always align it with your brand values.

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

In this episode, Emma and Ruta get real about how Blame it on Marketing went from an idea to a podcast that’s actually, somehow, is working out. This episode serves as their complete playbook, laying out everything they’ve done so far—from costs and time investment to mistakes, tech stack, and all the hard-earned lessons along the way.

They talk about how they built a community and how those in-person events have been more than just an excuse to hang out. There’s a lot of talk about perseverance—because, let’s be honest, we’ve all thought about quitting when things get tough. And if you think you need to be everywhere on social media, think again—they’re all about working smarter, not harder.

Throw in some AI love, a nod to their sponsor Dealfront (because, hey, keeping the lights on isn’t free), and you’ve got an episode that’s as much about learning on the job as it is about celebrating the little wins along the way.

Takeaways:

• You don’t need a perfect plan to start a podcast—just keep it real and valuable.
• Building a community around your podcast isn’t just a nice-to-have; it’s a game-changer.
• Automation tools like Dripify and Zapier are your best friends for promoting and growing your audience.
• In-person events? Total game-changer for podcast engagement and growth.
• The secret sauce? Perseverance. Most podcasts don’t make it past a few episodes, so sticking with it is half the battle.
• Focusing on just a few social 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, Maddie and Megan talk to us about guerrilla marketing and its punchy impact on B2B brands. They’re talking about why playing it safe won’t cut it anymore, and why bold, creative, and downright unconventional tactics are the way forward. From branded beers to cheeky merch, they break down some of their campaigns that made waves and sparked serious buzz. They also dig into the fears that come with going guerrilla, like ticking off your audience or getting pushback from the higher-ups. The key takeaway? You need a safe space to experiment if you want to shake things up and make a real splash.

Takeaways:

Bold or Bust: Guerrilla marketing is all about going big, bold, and unapologetically creative.

Stand Out in B2B: When everyone else is playing it safe, guerrilla tactics help your brand cut through the noise.

Safe Spaces Matter: Innovation thrives where there’s room to try, fail, and try again.

Buzzworthy Campaigns: The best guerrilla moves get people talking and keep your brand on their minds.

Risk and Reward: Sure, there’s the fear of alienating your audience, but without risk, there’s no reward.

Creativity is King: To stand out and engage, you’ve got to be willing to take some risks and get creative.

Balance is Key: Mixing fun with strategy and keeping an eye on the results is how you win.

Emma and Ruta get real about what it's like to be a woman in the marketing industry. Joined by their guest, Beth Crowe, they tackle everything from gender bias and the motherhood penalty to the glaring lack of women in leadership. They’re spilling the tea on the double standards, sharing personal war stories, and shining a light on why diversity and inclusion aren’t just buzzwords—they’re necessities. The conversation doesn’t shy away from the hard stuff, like the self-doubt and competition that can trip women up, and the boys' club mentality that’s still hanging around. But they’re also dishing out hope, talking about how women can support each other, and why men need to step up if we’re ever going to see real change.

Takeaways:

• Gender bias is alive and well in marketing, and it’s time to call it out.
• Motherhood shouldn’t derail your career, but too often, it does.
• Women in leadership? Still way too rare, and that needs to change.
• Supportive policies and true diversity aren’t optional—they’re crucial.
• Women lifting each other up could be the secret sauce to smashing the boys' club.
• Men, we need you on board. Real change requires all hands on deck.
• The fight for equal pay and career opportunities isn’t over yet, so let’s keep pushing.

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

Why is it still harder for women to be seen, heard, and safe in B2B marketing? 🤔 We work in female-heavy teams, but the mics, panels, and power seats still skew the other way—and it shows up in our careers, our DMs, and even at conferences.

In this episode, we’re joined by Jane Serra, host of Women in B2B Marketing, to dig into what actually moves the needle: women-only spaces, real allyship, and building the support systems that carry you further than any “hustle harder” mantra ever will.

We get into:
 ✅ Why “women-only” rooms still matter (and how they change the convo)
 ✅ How to build your Personal Board of Directors (P-BOD)—and use it for jobs, pay, and sanity
✅ Practical allyship for men (hint: share those opportunities you’re handed)
✅ Equity vs. equality: what companies get wrong and how to fix it
✅ Conference reality checks: safety, safeguarding, and setting boundaries
✅ “Do it scared”: putting your name in the hat before you feel “ready”
✅ The visibility gap—why fewer women get the mic and how to change it
✅ Surviving the “do more with less” era without burning out

If you’ve ever felt alone in a room full of marketers—or you’re ready to make B2B better for the next woman in line—this one’s 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.

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.

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, 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.

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.

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!

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!

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.

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! 

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 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.

Think events are all free prosecco and LinkedIn photos? 🤔 Behind every smooth show is a sleep-deprived team juggling power sockets, panic emails, and a thousand tiny fires—often at the same time.

In this episode, we’re joined by Sarah Tully (Group Event Director, eCommerce Expo & Technology for Marketing), Laura Dazon (Marketing Manager), and Phoebe Dunsmore (Marketing Executive) from CloserStill Media to pull back the curtain on event season—what really breaks, what actually matters, and how marketers can survive (and even enjoy) the madness.

We get into:
 ✅ The biggest misconceptions about events marketing (and why the show is the middle of the campaign, not the end)
✅ How to balance sponsors, exhibitors & attendees with a clear “value story” (Laura’s “chair with four legs” framework)
✅ Real on-site war stories: raining ceilings, no-show speakers, surprise venue drills, and the eternal Wi-Fi scam
✅ Ops gotchas marketers miss (power, internet, signage, space for photo areas… and why people never read the emails)
✅ Inbox triage during peak season: empathy, boundaries, and why “please unsubscribe me” isn’t a personal attack
✅ Neurodiversity on the show floor—headphones, quiet resets, and planning for the post-event crash
✅ Exhibitor & visitor playbooks: keep activations simple, plan before/during/after, train booth teams, and download the app
✅ Self-care that actually helps on-site: snacks + water, pacing, buddy up, and don’t schedule your whole life the week after

If event season has you clutching your lanyard and whispering “I need a nap,” this one’s 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.

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 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.

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. 

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.