{"id":86150,"date":"2025-02-13T17:44:27","date_gmt":"2025-02-13T17:44:27","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/how-to-convince-a-marketing-skeptic\/"},"modified":"2025-02-13T17:44:27","modified_gmt":"2025-02-13T17:44:27","slug":"how-to-convince-a-marketing-skeptic","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=86150","title":{"rendered":"How To Convince A Marketing Skeptic"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<div class=\"wpsso-pinterest-image\" id=\"pin-it-post-13376_type-post\" style=\"width:0;height:0;display:none !important;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/How-to-persuade-a-marketing-skeptic_FB.jpg\" width=\"0\" height=\"0\" class=\"skip-lazy\" style=\"width:0;height:0;\" alt=\"\" data-pin-description=\"How do you convince a marketing skeptic of the value that a well-structured marketing department brings to the business?\"\/><\/div>\n<p>Designing and executing effective marketing programs is a tough gig at the best of times. Today\u2019s marketer faces a wide range of emerging strategic and operational challenges. Yet, on top of everything else, many marketers in small businesses are saddled with having to convince skeptics on the value of marketing in the first place.<\/p>\n<p>Pretty much every small business has (at least) one marketing skeptic. It\u2019s the person who remains unconvinced of the ultimate effectiveness of marketing as a business function. The one who wonders whether all this hippie talk of \u201cfeelings\u201d and \u201c<a href=\"https:\/\/kexino.com\/marketing\/business-branding\/\" title=\"Why Business Branding Takes Care Of Itself | KEXINO\" target=\"_blank\" rel=\"noopener\">brand narrative<\/a>\u201d isn\u2019t just a thinly-veiled communist plot to overthrow the country.<\/p>\n<p>Marketing skeptics can come from any walk of life, and may be embedded at any corporate hierarchical level \u2013 from the CEO down. Marketers inevitably run into creative and budgetary blockades thrown up by such cynics.<\/p>\n<p>What\u2019s worse is the public display of indifference (at best) from such denouncers gets noticed throughout the company. Their influence effectively works against your best efforts to integrate marketing-centric thinking within the organization. <a title=\"Business Process Alignment: Singing From The Same Hymn Sheet | KEXINO\" href=\"https:\/\/kexino.com\/business\/singing-from-the-same-hymn-sheet\/\" target=\"_blank\" rel=\"noopener\">Without their buy-in<\/a>, your chances of success aren\u2019t looking great.<\/p>\n<p>So how do you convince a marketing skeptic? How can you convert them from cynical detractor to a supportive advocate?<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>Marketing skepticism is partly our own fault<\/span><\/h2>\n<p>Part of the reason why marketing is seen by some as being inconsequential fluff can be blamed on marketers themselves. We talk to civilians (the people existing outside our little bubble) as if they know what we know.<\/p>\n<p>We\u2019ll use insider jargon and acronyms in our explanations and justifications. But by trying to sound clever, we end up alienating the very people from whom we\u2019re trying to elicit support.<\/p>\n<p><a title=\"Customer Communication: Stop Talking Gibberish | KEXINO\" href=\"https:\/\/kexino.com\/business\/stop-talking-gibberish\/\" target=\"_blank\" rel=\"noopener\">Using marketing jargon<\/a> outside of the marketing department ends up reinforcing the naysayer\u2019s perception that marketing\u2019s all about intangibles and hocus-pocus.<\/p>\n<p>To be taken more seriously we need to read the room. We need to <a title=\"Why Marketers Need To Learn The Language Of The Finance Department | KEXINO\" href=\"https:\/\/kexino.com\/marketing\/learning-the-language-of-finance\/\" target=\"_blank\" rel=\"noopener\">adapt our language<\/a> depending on who\u2019s asking the question. Finance types like the CEO or CFO like to hear about <a title=\"Top 10 Small Business Marketing Mistakes | KEXINO\" href=\"https:\/\/kexino.com\/marketing\/top-10-small-business-marketing-mistakes\/\" target=\"_blank\" rel=\"noopener\">ROI<\/a>, <a title=\"What is customer lifetime value? | Qualtrics\" href=\"https:\/\/www.qualtrics.com\/uk\/experience-management\/customer\/customer-lifetime-value\/\" target=\"_blank\" rel=\"noopener\">LTV<\/a>, and <a title=\"The Importance of Marketing Strategy in Today\u2019s Evolving Free Market | KEXINO\" href=\"https:\/\/kexino.com\/business\/importance-of-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">conversion rates<\/a>. Hit them with words like <a title=\"Definition of Brand Salience | IPSOS\" href=\"https:\/\/www.ipsos.com\/en\/ipsos-encylopedia-brand-salience#:~:text=Definition,at%20the%20moment%20of%20truth.\" target=\"_blank\" rel=\"noopener\">saliency<\/a> and <a title=\"Share of Voice: What It Is, Why It Matters &amp; How to Measure It | Search Engine Journal\" href=\"https:\/\/www.searchenginejournal.com\/share-of-voice\/359752\/\" target=\"_blank\" rel=\"noopener\">share of voice<\/a> and watch their eyes glaze over. Using words people already know and understand makes it infinitely easier to bring someone to your way of thinking.<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>The lack of confidence in marketing<\/span><\/h2>\n<p>Part of today\u2019s cynicism of marketing is rooted in employment practice, effectively fueling the fire. What happens so often is the wrong person is employed for the job.<\/p>\n<p>It\u2019s a vicious cycle. A business owner knows they have to employ a marketing person. However their experience with marketers hasn\u2019t been great. So they employ someone with little experience or education in order to keep costs low.<\/p>\n<div id=\"attachment_13385\" style=\"width: 310px\" class=\"wp-caption alignright blogimagecenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-13385\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/stereotypical-digital-marketer-at-work.jpg\" alt=\"woman sitting on floor working with laptop\" width=\"450\" height=\"608\" class=\"size-full wp-image-13385\" data-wp-pid=\"13385\" srcset=\"https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/stereotypical-digital-marketer-at-work.jpg 450w, https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/stereotypical-digital-marketer-at-work-222x300.jpg 222w, https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/stereotypical-digital-marketer-at-work-100x135.jpg 100w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\"\/><\/p>\n<p id=\"caption-attachment-13385\" class=\"wp-caption-text\">A \u201cDigital marketer\u201d hard at work<\/p>\n<\/div>\n<p>The (ahem) \u2018marketer\u2019 dives straight into tactical execution. But they\u2019ve ignored the basics of where every engagement should begin \u2013 diagnosis, analyses, strategy, segmentation, targeting, positioning, and all the rest. This is usually because <a title=\"What You're Doing Isn't Marketing | KEXINO\" href=\"https:\/\/kexino.com\/marketing\/what-youre-doing-isnt-marketing\/\" target=\"_blank\" rel=\"noopener\">they don\u2019t know what marketing is<\/a>. Alternatively, it\u2019s because their boss is expecting an immediate tangible deliverable (since they don\u2019t know what marketing is either).<\/p>\n<p>Inevitably, results don\u2019t meet with the business expectations of the organization \u2013 and marketing (in this case rightly) gets blamed.<\/p>\n<p>Why didn\u2019t the \u2018real\u2019 marketers, the ones who know what they\u2019re doing, get a look in? Because the people playing at marketing have screwed things up, made life harder for everyone else, and tarred every marketer with the same brush. While there are plenty of marketing qualifications out there, none are mandated. Today anyone with a passing interest, regardless of experience or education, can call themselves a marketer.<\/p>\n<p>The other side to this is the lack of marketing-trained people found in other areas of the business. If marketing\u2019s influence really does extend to sales, customer support, and even to finance, surely it makes sense to have representation in such departments. The more we can spread marketing-driven thinking within other business areas, the less chance what we do will be misunderstood.<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>The 4 types of marketing skeptic<\/span><\/h2>\n<p>Marketing skeptics broadly fall into four categories:<\/p>\n<ol>\n<li><strong>The KPI Fascist<\/strong> is the person who\u2019s looking for a direct, cause-and-effect correlation between every marketing cent spent, and a corresponding sales result. Their myopia is based on thinking marketing is a cost and nonessential option, rather than an integral component of the value creation process. They\u2019re often egocentric narcissists.<\/li>\n<li><strong>The Technocrat<\/strong> is commonly the business founder, or maybe the CTO. They think the reason people buy things is purely down to features, flashing lights, or the choice of programming language they used. This is the \u201c<em>if we build it, they will come<\/em>\u201d or \u201c<em>our product sells itself<\/em>\u201d type of person. They boast about their prowess in using Microsoft Excel.<\/li>\n<li><strong>The Manipulation Objector<\/strong> thinks marketing is about brainwashing, trickery, and subterfuge. They voice their ethical objection to what they see as Machiavellian practices, putting us at the same level as founders of religious cults. They often have too many cats at home, and are usually vegan.<\/li>\n<li><strong>The Rigor Fanatic<\/strong> thinks marketing, like every part of the business, can (and should) be driven by process, pragmatism, and logic. Unless there\u2019s a rational, repeatable \u2018machine\u2019 in place, any commercial result attributed to marketing must be examined with caution. They see marketing in the same way they see logistics, or manufacturing. The idea that human beings don\u2019t always act and think in the same way, often behaving irrationally and emotionally, escapes them. They probably wore a <a title=\"Pocket Protector Definition | Wikipedia\" href=\"https:\/\/en.wikipedia.org\/wiki\/Pocket_protector\" target=\"_blank\" rel=\"noopener\">Pocket Protector<\/a> at school.<\/li>\n<\/ol>\n<p>The opinions of each of these category types are based on erroneous, out-of-date, caricature-based assumptions of what marketing actually is. Again, I think much of this is down to people\u2019s historical experience with \u2018those who call themselves marketers.\u2019 They\u2019re skeptical because they\u2019ve been burned in the past.<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>Why marketers have a marketing problem<\/span><\/h2>\n<p>Most non-marketers have a distorted view of what marketing actually is. Ask them and their answers usually fall into two groups:<\/p>\n<ol>\n<li><strong>Sales support<\/strong> \u2013 passing qualified leads to the sales team, designing slide decks, or posting on social media. This includes sales activation work such as promo ads and email blasts. Also things like planning trade show logistics or ordering stress ball giveaways.<\/li>\n<li><strong>Prettifying<\/strong> \u2013 taking something already produced, the creation of which we had no involvement, and \u201cmaking it look nice.\u201d<\/li>\n<\/ol>\n<p>Now while the above is most definitely part of marketing\u2019s function, there is a copious amount of other marketing work happening below the water line. At least, there should be.<\/p>\n<div id=\"attachment_13386\" style=\"width: 310px\" class=\"wp-caption alignleft blogimagecenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-13386\" src=\"https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/Marketing-is-not-taken-seriously-by-the-C-suite.jpg\" alt=\"office worker with a red nose\" width=\"300\" height=\"388\" class=\"size-full wp-image-13386\" data-wp-pid=\"13386\" srcset=\"https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/Marketing-is-not-taken-seriously-by-the-C-suite.jpg 300w, https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/Marketing-is-not-taken-seriously-by-the-C-suite-232x300.jpg 232w, https:\/\/kexino.com\/wp-content\/uploads\/2022\/04\/Marketing-is-not-taken-seriously-by-the-C-suite-100x129.jpg 100w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\"\/><\/p>\n<p id=\"caption-attachment-13386\" class=\"wp-caption-text\">It\u2019s no wonder Marketers aren\u2019t taken seriously<\/p>\n<\/div>\n<p>Doing the tactical stuff without having first done the work that dictates its nature produces insipid, uninspiring, generic communication. Such work fails to move the needle in terms of mental availability, brand development, or \u2013 most importantly \u2013 sales conversions.<\/p>\n<p>For proof of this, you just need to take a look at 90% of small business marketing output we see today. Customers find it increasingly difficult to tell one provider from another, since everyone looks the same and says the same thing. Creativity and emotional reasoning have been frozen out of the process. Most times, you could change the logo to that of your competitor and no-one would notice the difference. It\u2019s hardly surprising, therefore, when marketers are looked at with such cynicism.<\/p>\n<p>Much of what we call marketing today has been devalued from a marketing function to a communications function. It\u2019s become a targeting-optimization game \u2013 a competition between algorithms. Any pretense of effectiveness, mental availability, or distinctiveness has been consigned to the scrap heap. Hiding behind <a href=\"https:\/\/kexino.com\/marketing\/difference-between-strategy-and-tactics\/\" rel=\"noopener\" target=\"_blank\" title=\"Marketing: The Difference Between Strategy and Tactics | KEXINO\">Martech solutions<\/a> allows the inexperienced to justify bad decisions under the ostensible legitimacy of technology.<\/p>\n<p>For years, marketers have been on the back foot, told time and time again that we\u2019re a cost to the business. What\u2019s worse is that we\u2019ve come to believe it. The reason marketers are spending all their time on <a title=\"Privacy Protection: Why Ad Tracking Must End | KEXINO\" href=\"https:\/\/kexino.com\/marketing\/privacy-protection-why-ad-tracking-must-end\/\" target=\"_blank\" rel=\"noopener\">ineffective programmatic advertising<\/a> or banal social media posts is because they\u2019re desperate to justify their existence.<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>How to turn a skeptic into a convert<\/span><\/h2>\n<p>So how do we change the minds of the cynical, wary, marketing skeptic? We start by earning their trust, so they understand the process methodology which underpins what we do. We show them what marketing actually is from a <strong>strategic<\/strong> and <strong>operational<\/strong> standpoint, rather than just a <strong>tactical<\/strong> one. The gamut of activities we perform has never been greater. We need to make more people aware of what happens <em><strong>before<\/strong><\/em> all the ads, content, and social media. <\/p>\n<p>The first step lies with educating non-marketers to the work that happens before a single piece of consumer-facing collateral is produced. Take them on the important initial journey of <a title=\"Marketing onboarding process | KEXINO\" href=\"https:\/\/kexino.com\/services\/marketing-for-small-businesses\/\" target=\"_blank\" rel=\"noopener\">diagnosis and strategy<\/a> that underpins any successful marketing project. Show them how market orientation identifies consumer needs, and how this data is used to create (or reframe) products and services that address pain points.<\/p>\n<p>Demonstrate how you take research data to compile market segmentation. The drivers, behaviors, and purchasing commonalities that allow you to make decisions on targeting, messaging, and positioning. Enlighten them to the tangible, qualitative-based data that allows you to make emotional and creative messaging that\u2019s both resonant and relevant. Messaging that builds mental availability and distinctiveness at the point of buying consideration.<\/p>\n<p>Cajole them into accepting the premise that customer-perceived value is subjective and context-dependent. Acknowledge that, sometimes, you can\u2019t draw a straight line between marketing efforts and sales results. At the same time, they should accept the role irrationality and experimentation plays in optimizing effectiveness. Just because a particular channel is easy to track, doesn\u2019t mean it\u2019s inherently more valuable than channels where attribution is less clear.<\/p>\n<p>Finally, champion the value of a blended marketing model that combines creative execution and channel definition. The goal is to find the ideal mix of both, to build the most effective \u201cmarketing engine\u201d for your particular business.<\/p>\n<h2 class=\"h-custom-headline mts h4\"><span>Awareness, education, and transparency<\/span><\/h2>\n<p>Educate the marketing skeptic as to what marketing is actually about. Once they understand the diagnostic, research, and strategic work that forms the basis of any tactical execution, you have half a chance at getting them on your side.<\/p>\n<p>Unless, of course, you don\u2019t know how to do any of this. In which case, stop thinking you\u2019re a marketer. Know your limits, move aside, and let the grown-ups get on with it.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Designing and executing effective marketing programs is a tough gig at the best of times. Today\u2019s marketer faces a wide range of emerging strategic and operational challenges. Yet, on top of everything else, many marketers in small businesses are saddled with having to convince skeptics on the value of marketing in the first place. Pretty [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":86151,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[42362,8402,42363],"dealstore":[],"offerexpiration":[],"class_list":["post-86150","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-convince","tag-marketing","tag-skeptic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Convince A Marketing Skeptic - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=86150\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Convince A Marketing Skeptic - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Designing and executing effective marketing programs is a tough gig at the best of times. 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Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=86150","og_locale":"en_US","og_type":"article","og_title":"How To Convince A Marketing Skeptic - Som2ny Network","og_description":"Designing and executing effective marketing programs is a tough gig at the best of times. Today\u2019s marketer faces a wide range of emerging strategic and operational challenges. Yet, on top of everything else, many marketers in small businesses are saddled with having to convince skeptics on the value of marketing in the first place. 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