When Marketing Goes Wrong: Top Triggers That Make Us Sip Our Cider | E28
Ruta Sudmantaite
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Ever had one of those days where you just want to throw your hands up and blame it on marketing? Well, Emma and Ruta certainly have. In a recent episode of "Blame it on Marketing," the duo decided to turn the tables and see who could utter the most cringe-worthy marketing faux pas. Spoiler alert: It led to a lot of sips from their trusty cider glasses.
Dismissing MQLs: The Numbers Game Gone Wrong
First up, Ruta hit a nerve by discussing the mishandling of Marketing Qualified Leads (MQLs). Imagine being in a meeting, everything seems great with your MQLs, and then someone slams down, "We’re only counting MQLs bigger than 60K now. Marketing really sucked this month." Emma didn't hold back, admitting she felt instantly triggered.
"That's me. That's it's already on from the first one I'm really worried about whether I'm gonna be able to beat you or not."
The takeaway? Metrics matter, but so does understanding and supporting your marketing team. Dropping arbitrary numbers can demoralize the team and cripple pipeline growth.
Rebranding Without SEO: A Recipe for Disaster
Rebranding is a bold move, but doing it without considering SEO can be a marketer’s worst nightmare. Ruta and Emma both expressed their frustrations with companies prioritizing aesthetics over functionality.
"It's mainly because people think that a brand is purely what you look like, which is so untrue."
Changing colors and logos might look good, but without SEO, all those new visuals won’t drive the organic traffic necessary for leads and conversions. Remember, a brand is more than just looks; it's about the value and experience you provide.
Marketing as Just Lead Generation: Selling Thin Air
Emma took a jab at organizations that limit marketing’s role to mere lead generation. She emphasized that marketing should influence the entire funnel, from awareness to advocacy.
"Our job is just so much more than that, and if we're not able to influence that whole funnel, the pipeline, all of those things and have oversight on all of that..."
Reducing marketing to just filling the funnel disregards the vital roles of nurturing leads, enhancing customer experience, and building lasting relationships.
Cutting Off Communication: No Customer Conversations
Another major trigger was the idea of restricting marketers from talking to customers. Ruta and Emma both highlighted how essential customer insights are for effective marketing strategies.
"Not being allowed to speak to customers or like put marketing out into the universe... That's just such an outdated mindset."
Without direct communication, marketers are left in the dark, unable to gather valuable feedback or understand customer needs, leading to misaligned campaigns and wasted resources.
The Outbound Rejection: Sales Teams Shunning Prospecting
Emma didn’t hold back when Ruta discussed sales teams refusing to engage in outbound prospecting. She pointed out the disconnect this creates between marketing and sales objectives.
"If you're not actually doing that BD, you know, we say it's gonna get ya..."
The reluctance to embrace outbound efforts can stall growth, especially when relying solely on inbound leads isn't meeting targets. Collaboration is key to bridging the gap and driving revenue.
SEO Cuts: Thinking It’s a One-and-Done Deal
Finally, Ruta touched on the misconception that SEO is something you can tick off a list and forget about. Emma echoed this sentiment, highlighting the long-term commitment SEO requires.
"We've SEO'd now. Oh, God, who was I talking to about that?"
SEO is an ongoing process that needs continuous optimization and strategy adjustments. Viewing it as a short-term fix not only wastes resources but also misses out on sustainable growth opportunities.
Choosing the Worst: A Tough Call
When asked which trigger was the worst, both Emma and Ruta leaned heavily towards issues like minimal lead generation and restricting customer interactions. These practices not only hinder marketing effectiveness but also create a toxic environment where collaboration and innovation are stifled.
"My job is to just generate leads... that's the worst because I just feel like our job is just so much more than that."
It's clear that for marketing to thrive, organizations need to foster an environment that values comprehensive strategies, open communication, and ongoing support.
Conclusion: Let's Not Blame Marketing
Emma and Ruta’s candid discussion serves as a reminder that marketing is multifaceted and crucial to business success. Instead of blaming marketing for shortcomings, it's time to address the root causes—lack of support, poor communication, and misguided strategies.
So next time things go south, before you point fingers at marketing, take a step back and evaluate the bigger picture. After all, a well-supported marketing team can turn challenges into opportunities, driving growth and fostering lasting relationships with customers.
Join the Conversation
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