Meet Emma Davis and Ruta Sudmantaite, co-hosts of the podcast Blame it on Marketing.

Ruta and Emma's career journeys and advice

Tell us about your career so far and the essential turning points that got you where you are today.

Emma: I worked in the charity sector for over 10 years, always doing jobs that involved marketing. After becoming really disillusioned and jaded, I sold my soul to go work at a start-up where I met Ruta. That was a major turning point as it was there I solidified my understanding of digital marketing - properly! The start-up then sold 5 years ago and I went on to start my own company which has been eye opening not just because I am learning all the time but because I now know what it’s like to really need to market and run a business efficiently.

Ruta: I graduated uni with an Economics degree and realised that I really couldn’t stomach a career with the Finance bros. I fell into sales (as many of us do) and then ended up at a Marketing Tech company. After learning enough about marketing to blag my way into my first real marketing job I haven’t looked back. My marketing style is pragmatism and logic, sprinkled with a bit of fun (and a lot of maths).

Looking back at your career, what advice would you give your 20-year-old self?

Emma: I wish I had ignored more people who told me being nice or too girlie was a weakness!!

Ruta: Don’t work for a**holes. Not worth it.

Your conference at Technology for Marketing 

Tell us more about your session to encourage people to come and see you live at the event.

"Today’s Marketing Pressures in a Digital World with ‘Blame it on Marketing’"

Ruta and I do the job. Not only have we pushed boundaries with Blame it on Marketing to talk about all the taboo marketing topics people are worried about discussing, but we get our hands dirty and we love to speak to those who also believe getting their hands dirty is the way to do the best marketing.

Don't miss out! Attend Ruta and Emma's session at Technology for Marketing:

REGISTER TO ATTEND

What are the top three challenges marketers face today?

1. Communicating - Senior Leaders still don’t fully understand marketing, and we suck at explaining it so we need to get better at that ASAP!

2. The Economy - the UK / global economy is so unstable and that’s impacting businesses across the board, it’s hard for us to counter that, so we need to be smart about doing more with less and less.

3. Data and reporting  - still an issue for marketers! Having access to it, understanding it and consistently reporting it.

What is the marketing blame?

• Marketers always get the blame for:
  • Pipeline down and poor conversion rates, being about £1million down in revenue and having to try and make that up from somewhere, but 0 collaboration with sales and product
  • Blamed for crappy stands at events as the reason for sales not generating leads 
  • Blamed for filling the pipeline up with big deals sales couldn’t close
  • Being ostracised for showing what the world actually looks like (using maths and data) vs. what the investors wanted it to be like.

How can marketers stay updated with the fast-paced changes in the industry without feeling burnt out?

Burnout sometimes feels like a privilege most marketers can’t afford, so to stay sane:

• Carve out personal development time - even if its setting up your dogs' TikTok.
• Stay organised - block time and use project management tools.
• Form internal allies - form strong bonds with colleagues who can support you.
• Advocate for yourself and marketing - don’t feel bad about blowing your own trumpet! Take credit for your contribution!
• Consistent data and reporting.
• Help educate people about marketing -  hold marketing 101 sessions so they can learn about what it is you do and how you do it!
• Look outside of pure marketing, to sales, finance, CS, ops to make yourself a more rounded business individual (not just a better marketer).

What are some strategies for communicating marketing successes and challenges to non-marketing stakeholders to mitigate blame?

• When deals are closed and people are high-fiving each other feel free to chime in about any marketing input that influenced the deal and congratulate all of your colleagues who were involved - the amount of times CS and Product also don’t get thanks - unreal!
• Plan in campaign / content briefing sessions with the different teams showcasing how what you’re doing is relevant and can support them, get them involved in the beginning so that they don’t railroad when they see the end product.
• Organise marketing 101 sessions with the team where people can come and learn about what you do.
• Consistent and transparent reporting - anything that goes to your Board should be shared with the entire team and by being consistent you can show people what is / isn’t working
• Ask for feedback - ask people: what did we do well? What could we improve on next time?
• Communicate when you don’t think things are going to work just as much as when you do think they will, that way if someones ‘genius idea’ doesn't pan out you have a paper trail.

Where can marketers find support?

Our Marketing community blameitonmarketing.com (duh).

Quick-fire questions

What is your favourite social media platform, and why?

• Emma: Newly converted TikToker - the reach is just so impressive!
• Ruta: Old school Youtube girlie. I LOVE a deep dive!

The tool do you use the most on your laptop?

• Emma: Canva - sorry graphic designers!!!
• Ruta: Notion - All note taking, planning ect in one place.

What is a marketing campaign (from any brand) that you liked recently?

• Emma: I’ve really been enjoying all the post MS / Crowdstrike digs made.
• Ruta: Any of the female athlete centric sports campaigns.

How many unopened emails do you currently have in your inbox?

• Emma: 0 I’m a boss.
• Ruta: 84 but if its not on page 1 its never getting looked at again.

What is one of your proudest moments in your career?

• Emma: Getting to Season 8 of Blame it on Marketing - not just saying that!
• Ruta: Believing in myself enough to start working on my own tech and building Blame it on Marketing.

What is something you’re still looking forward to achieving in your career?

Emma: Ruta and I getting Kris Jenner on the podcast - one day! << Second that (Ruta).