We asked experts from different corners of the marketing industry one simple question:
What’s the best marketing advice you’ve ever received?

Here’s what they had to say:

Robert Pease | Practice Lead, Pipeline Performance | Heinz Marketing, Inc.

Robert PeaseView marketing success through the sales pipeline.
Marketing is sales with a budget.

Mike Templeman | Founder | Foxtail Marketing

Mike TemplemanIf your marketing doesn’t evoke an emotion, you’ve failed. Instead of starting in the weeds, start with the emotion you want to illicit, then work back from there.

Scott Williford | Founder and CEO | vLink Solutions

Scott WillifordFocus on the problem you solve, not the services or product you offer. Too often marketers want to talk about themselves and what they offer, when they should be looking at things from their customer’s perspective. Customer’s don’t care what you sell but what’s in it for them.

Mike Neumeier, APR | Owner and Principal | Arketi Group

Mike NeumeierI’ll give you two tips I have held onto for nearly 20 years now. They were told to me when I was a young buck likely in my mid-20s. One helps ground me as a marketer and the other reminds me that our profession is special and full of smart people. 1) No one ever died from a lack of marketing. There are many other professions in which this is not the case. Think about it. 2) Marketing is not rocket science. Unless you are a rocket scientist, in which case what marketers do simply amazes them!

Malinda Wilkinson | CMO | Sugar Market, previously Sugar Market

Malinda WilkinsonMarketing is not just about colors and messaging. Be a strategic business partner that is analytical and driven by numbers. Use terms that are meaningful to the broader organization such as sales accepted leads, opportunities generated by marketing and cost per opportunity. Work hand in hand with sales leaders to build demand funnels, set conversion goals and commit to what marketing will deliver at each stage.

Scott Vaughan | CMO | Integrate

Scott VaughanIt is simple as everything starts with this: Marketing is the truth well told. Your customer/company/brand/product narrative, design, messaging, programs, experience, etc. should all start with this foundation.

Kelli Miller | Marketing Manager | Plus Consulting

Kelli MillerSuccess in any role hinges on the support system you build for yourself. Whether part of a large team or a one-man shop, never think you have to go it alone. Seek out a circle – member organizations made up of other marketing professionals, experienced marketers willing to mentor, or simply coworkers sympathetic to the marketing role. It will make all the difference in your professional happiness…guaranteed.

Jacqui Chew | Marketing Catalyst, ATDC | CEO, iFusion Marketing

Jacqui ChewA manager once said to me “follow the money.” I didn’t fully appreciate the meaning then and this is my interpretation now. Marketing needs to drive revenue. Depending on a company’s business model such as a SaaS tech company, it could drive up to 80 percent of revenue. The fallacy, though, is that every tactic has to have direct revenue attribution. It doesn’t, but marketing tactics need to be measured against how they are contributing to the buyer journey and optimized and when necessary removed from the marketing mix. Thankfully, modern marketing tools and automation have made this process more tenable.

Dave Sutton | Marketing Engineer | TopRight, LLC

Dave SuttonI have two tips that have been very impactful on my career: 1) Successful implementation of marketing technology has more to do with social science than computer science. 2) If you’re not measuring, you’re not marketing

Amanda Anderson | Director of Marketing | W-Systems Corporation

Amanda AndersonSome of the best marketing advice I have received came from a book on operations. The Goal by Eliyahu M. Goldratt, states that the most critical goal of every company is to make money. As a marketer it is important to stay focused on that goal and build a strategy that is in support of driving new business. Sometimes marketers try to do too much and spread themselves too thin. Keeping the focus on what objectives will have the most impact on reaching the goal helps create a more solid and measurable marketing plan. Before planning each new campaign or writing a single piece of content, I challenge myself and our team to ask “why are we doing this?” and “is this the best use of our time and resources to reach the goal?

Daniel Kushner | CEO | Oktopost

Daniel KushnerThe best marketing advice I have ever received is to always be repositioning the company. This is especially true for small and micro brands. If I have a conversation with you, via phone, email, website, whatever, and we discuss Oktopost – my company, offerings, and value propositions, the next time you hear the company name, you will most likely not remember exactly what we do. On my next email (sure, this can be automated via Sugar Market), I need to reposition and when I mention Oktopost, to remind the reader that we’re talking about the B2B Social Media Management Platform. You can’t imagine how many times I get a followup email that starts “Hi, this is Jim from xyz.io” and I have no idea whatxyz.io is all about.

Tami McQueen | Director of Marketing | SalesLoft

Tami McQueenThe advice I’ve gained in my career has come by way of experiences gained and lessons learned during the highs and lows of a hyper-growth SaaS startup. Be intentional about the alignment between your brand and product and how you tell that story. Listen to your customers and understand that your target audience chooses what they consume; innovate, be disruptive, make it memorable, and fail fast if you must.

Neha Verma | Director of Marketing | Core Security

Neha Verma‘Its not about you’. I heard this a while back and it has been stuck in my head ever since. And to be honest, it makes sense. Marketers are busy and many times they are running from one project to another and thus ticking check boxes can be our only way of surviving. We may create content and other marketing and sales enablement pieces based on what we want to think and write about rather than what our audience may want to hear and consume. And this is why this advice is important. Let’s move away from feature talk and rather create content that will touch on the pain points of your audience. Let’s create a more memorable experience for your prospects by creating a dialogue that’s not about you..but about them.