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.

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.

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.

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

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.

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 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.

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.

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.

Ruta and Emma welcome Lea Turner, a LinkedIn expert and trainer with over 160k followers. Lea shares her unique journey, evolving from a small business owner to a LinkedIn marketing specialist. The discussion centers around the significance of niching down in marketing and the balance between being a generalist and a specialist.

Lea emphasises the importance of specialisation, particularly for self-employed individuals, and shares her experience transitioning to LinkedIn training during the COVID-19 pandemic. We talk about maintaining authenticity on LinkedIn, dealing with inappropriate messages, and the power of personal branding in attracting diverse clients and talent.

The episode covers strategies for companies and individuals to effectively use LinkedIn, including establishing clear social media guidelines for employees.

Key takeaways include:

• The value of finding a niche in marketing, especially for entrepreneurs.
• Balancing specialization and general knowledge in marketing roles.
• The importance of authenticity and personal branding on LinkedIn.
• Strategies for companies to leverage employee branding on LinkedIn.

Find more of Lea's work on her LinkedIn and Website!

Join the Blame it on Marketing Community (FREE)

Join us for a rollercoaster of revelations as we dive deep into the world of sales and marketing pipelines! Marisa Kacary, Global CMO in the proffesional services industry and Ollie Shape, VP of Sales at Abicum, help us explore the tension between quantity and quality in pipeline building. Say goodbye to the notion of a 5x pipeline.

We'll also shine a spotlight on the often-overlooked misalignment between revenue and profitability, the feat of scaling your pipeline, and the alignement needed to have an understanding between sales and marketing teams.

Our experts will share their golden nuggets on how CEOs and C-suite members can become the ultimate cheerleaders for sales and marketing, and we'll even take a sneak peek into the future of pipelines.

• Focus on quality rather than quantity in pipeline building.
• Challenge the myth of a 5x pipeline and consider the specific needs of your industry.
• Develop a clear strategy and align sales and marketing efforts.
• Measure and analyze the value of activities rather than just the volume.
• Educate sales leaders on the role and impact of marketing.
• Encourage CEOs and C-suite members to understand the full buying cycle and support data-driven decision-making.

Join the Blame it on Marketing Community (FREE)

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.
 
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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

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)

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.

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.

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.

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)

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.

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.

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)

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.

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.

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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.

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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.

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.

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.

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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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. 

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.

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.