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.

Sponsors:

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Extended free trial of their Lead Gen Platform for Blame it on Marketing listeners!

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.

Sponsors:

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