Small Budget = Big Expectations. Always. | E102 with Lucy Blenkinsopp

Why do tiny marketing budgets come with sky-high expectations? 💸 In this episode, we’re joined by Lucy Blenkinsopp, marketing lead at Version 1, to talk about how to do more with less—without burning out or BS-ing the board. From choosing fewer, higher-ROI channels to proving marginal gains and building a real case for budget, we get practical about what actually moves the needle when cash is tight.We get into: ✅ Fewer channels, done better: double down on what works and drop the FOMO ✅ Test–learn–report: micro-pilots, clear hypotheses, and sharing results every quarter ✅ Create 25%, distribute 75%: repurpose relentlessly and let AI speed production ✅ CRM hygiene: turn it every 12 weeks, go “intent fishing,” revive stalled opps ✅ Measure marginal ROI: track incremental wins instead of waiting on full-cycle proof ✅ Budget storytelling: pipeline-to-spend ratios, define your attribution terms, post-it metrics ✅ CFO as ally: model scenarios together and set expectations early (not in Q4) ✅ Sales x Marketing: capture anecdotes from the field to complete the data picture ✅ Spoof-video sanity check: memorable ≠ relevant—know your ICP and the lineIf you’re being asked to deliver a miracle on a shoestring—or to “just get more pipeline” with lunch money—this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why do leaders still want to “be on LinkedIn”… even when the content makes buyers cringe? 🤳 In this episode, we’re joined by Brad Zomick—executive content coach and host of LinkedIn Famous—to get real about getting senior leaders to create content that actually helps the business (and doesn’t read like buzzword soup). We dig into when a CEO should be the face, what they should post, and how to build an idea flywheel that never runs dry. We get into:✅ Should every exec post? How to decide (audience fit, proximity to customers, time, POV). ✅Content that works: start with audience pain, not product; find content–market fit; avoid the “jargon casserole.”✅Pillars × funnel: top- and mid-funnel stories 80% of the time; when to dip into BOFU. ✅The podcast play: easier than talking-head videos, produces endless clips, and doubles as elite product-marketing research. ✅Idea pipeline: sales FAQs, customer calls, events, team-sourced prompts—and why thoughtful commenting now has real reach. ✅Coaching execs: make it easy, measure in quarters (not days), encourage smart risks, and help them find the fun so it sticks. ✅Gossip corner: AI makes us “bionic marketers”… and why that can help or hurt depending on how leaders use it. If your exec wants to “get LinkedIn famous” by next week, play them this—and build something that actually moves pipeline, product, and trust. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why do the same marketing headaches keep coming back every year? 🤯 Three years in, 100 episodes later, and we’re still hearing “can you make it go viral?” like it’s a brief.In this special 100th-episode live show, Ruta and Emma look back at the biggest themes from Blame It On Marketing so far—and the stubborn problems that refuse to die. From CROs who are just Head of Sales with a shinier title, to “pipeline” being treated like a strategy, to AI hype outrunning reality, we get honest about what needs to change (and what marketers can actually do).We get into: ✅ “Make it go viral” and other immortal bad briefs (plus what to ask instead) ✅ CRO ≠ Head of Sales: what a real revenue leader should own (product, CS, renewals) ✅ Pipeline isn’t a strategy: start with business strategy → marketing strategy → goals ✅ Firefighting culture: why constant “sprints” without breathers burns everyone out ✅ Video obsession & personal-brand pressure: formats ≠ strategy, receipts > vibes ✅ Sales & marketing alignment: the forever battle (and the only fixes that stick) ✅ AI reality check: you’re not late, you don’t need “vibe coding,” and it’s AI-in-workflow, not human as an afterthought ✅ How to push back internally without sounding like a jerk (or losing your budget)If you’ve ever wanted to hand your CEO a five-year plan when they ask for “viral,” this one’s for you. And if you’ve been here since episode 1—thank you for sticking with us. 💛

Why are marketers still arguing about ROI in 2025? 🤯 “ROI is reductive!” “You can’t measure brand!” Meanwhile…budgets are getting slashed and CFOs are sharpening their scissors.In this episode, we’re joined by Jordan Stachini—founder of Co & Co and proud member of the “least-fluffy marketers” club—to cut through the noise. We get real about what ROI actually is (and isn’t), how to report it without strangling creativity, and how to keep your budget safe when the money people come calling.We get into: ✅ “All sales are conversions—but not all conversions are sales.” How to set objectives and measure the right thing at each stage ✅ Holistic > siloed: why channel-by-channel ROI gets marketers in trouble (and how to report at the right altitude for board, C-suite, and team) ✅ When you don’t have revenue access: scrappy ways to start measuring today (yes, even if it’s manual) ✅ Offline → online is one journey: activations that earn digital reach (and why tying every post to a till receipt is a trap) ✅ Founder taste ≠ ICP truth: keeping opinions out of your metrics ✅ Talking to CFOs without losing your soul (or your budget) ✅ “Champagne results on lemonade money”: setting realistic ROI expectations ✅ AI vs human creativity: Billy bookcase content vs bespoke craftsmanship—and why connection still wins ✅ Regional ads that slap (Hooch in Ancoats) vs ones that flop (Magnum in Piccadilly Gardens)—and the ROI lesson behind bothIf you’re done with ROI theatre and want a practical playbook for proving value without dumbing down your marketing, this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why does every second LinkedIn post promise an “AI system” that will fix your marketing overnight? 🤖✨ If you’ve been told to “just automate everything,” this episode is your antidote.In this episode, we’re joined by Fiona Sherwood (fractional CMO & AI marketing trainer) and Joanna Edwards (events leader behind a GenAI-for-marketers summit) to get practical about what an AI strategy actually is—and why tools come last, not first. We get into: ✅ Why “automate everything” isn’t a strategy (and where automation does belong)  ✅ Using real customer insight (CRM + sales-call transcripts) to fuel content that isn’t beige  ✅ Guardrails that matter: GDPR, FCA/regulated industries, brand voice, approvals, and culture  ✅ Tooling sanity: start small, personalize your stack (Copilot, GPT, etc.), and budget for training  ✅ How marketers can lead company-wide AI standards—without shaming or “AI-washing”  ✅ Measuring what matters, spotting hype, and setting expectations with the C-suite If you’re tired of guru threads and beige outputs—and you want an AI plan tied to revenue, compliance, and actual customer problems—this one’s for you.  We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why do so many great marketing plans get kneecapped by…ego? 🤯 You know the drill: a founder who “already knows” the playbook, a swoop-and-poop exec, or a client who hires you for your expertise—then ignores it.In this episode, we’re joined by marketing strategist and consultant Rissy La Touche (Dimple Studio; ex-Square) to unpack how ego shows up at the top, how to spot it early, and how to navigate it without losing your mind—or your results.We get into: ✅ Red flags on discovery calls (no questions, prescriptive “do this,” trash-talking their team, refusing audits/strategy) ✅ Curiosity as a power move: “What makes you believe that?”—and other ego-disarming questions ✅ When to walk away (and why solo-founder gigs can be the toughest) ✅ “Most founders don’t need a podcast” 🙃 — hard truths about shiny-object marketing ✅ Using ego for good: value props that make buyers look brilliant at work (hello, promotions & advocacy) ✅ Keep your receipts: decision logs, recap emails, and notes that save your sanity ✅ Culture math: why leaders’ “bad-day behaviors” trickle down—and how to push for change ✅ Building allies across the org (the simple “time to chat?” outreach that actually works) ✅ Early-stage reality checks: experiments, resources, and the Square pivot story ✅ Staying sane: feedback loops, mentors, boundaries, and choosing freedom as a consultantIf you’ve ever been steamrolled by a HiPPO, battled a micromanager, or just want better tools for managing up—this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why do so many teams grab a shiny rebrand when the real problem is strategy? 🤔 We’ve avoided this topic for ages… but today we go there—with brand strategist Beatrice Gutknecht, whose mission is, ahem, “F*** rebrands.” She breaks down why visual-first overhauls flop, how to get brand + marketing actually working together, and what to measure so brand work shows up in revenue—not just mood boards. In this episode, we unpack when you need a rebrand (rarely), when you need repositioning (usually), and how to make it stick inside the business—not just on the website. We swap horror stories (hello, “my wife doesn’t like the logo” feedback) and get practical about test-and-learn, ICP research, and cross-functional buy-in. We get into: ✅ Why “visual-first” rebrands backfire (think Twitter→X, Jaguar) and what to do instead.  ✅ Repositioning 101: align brand, marketing, sales, and CS—then ship fast tests, not 100-page brand bibles.  ✅ Killing subjectivity: replace “CEO’s spouse said no” with customer research and data.  ✅ Building a brand world in B2B (yes, really) so people feel your positioning—not just read it. ✅ A real case study: moving an architectural hardware brand earlier in the buying cycle and making marketing actually easier.  ✅ Agency red flags to watch for (and why big glossy “guidelines” ≠ business impact).  ✅ What to track so brand = pipeline: category mentions/associations, market share & engagement, retention & advocacy, and even CAC.  ✅ Leading through the AI noise while staying human-first (without whiplash). If you’re tired of expensive rebrands that change the logo but not the results—and you want brand work that sales, customers, and your team can feel—this one’s for you.  We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why is it still harder for women to be seen, heard, and safe in B2B marketing? 🤔 We work in female-heavy teams, but the mics, panels, and power seats still skew the other way—and it shows up in our careers, our DMs, and even at conferences.In this episode, we’re joined by Jane Serra, host of Women in B2B Marketing, to dig into what actually moves the needle: women-only spaces, real allyship, and building the support systems that carry you further than any “hustle harder” mantra ever will.We get into: ✅ Why “women-only” rooms still matter (and how they change the convo) ✅ How to build your Personal Board of Directors (P-BOD)—and use it for jobs, pay, and sanity ✅ Practical allyship for men (hint: share those opportunities you’re handed) ✅ Equity vs. equality: what companies get wrong and how to fix it ✅ Conference reality checks: safety, safeguarding, and setting boundaries ✅ “Do it scared”: putting your name in the hat before you feel “ready” ✅ The visibility gap—why fewer women get the mic and how to change it ✅ Surviving the “do more with less” era without burning outIf you’ve ever felt alone in a room full of marketers—or you’re ready to make B2B better for the next woman in line—this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Think events are all free prosecco and LinkedIn photos? 🤔 Behind every smooth show is a sleep-deprived team juggling power sockets, panic emails, and a thousand tiny fires—often at the same time.In this episode, we’re joined by Sarah Tully (Group Event Director, eCommerce Expo & Technology for Marketing), Laura Dazon (Marketing Manager), and Phoebe Dunsmore (Marketing Executive) from CloserStill Media to pull back the curtain on event season—what really breaks, what actually matters, and how marketers can survive (and even enjoy) the madness.We get into: ✅ The biggest misconceptions about events marketing (and why the show is the middle of the campaign, not the end) ✅ How to balance sponsors, exhibitors & attendees with a clear “value story” (Laura’s “chair with four legs” framework) ✅ Real on-site war stories: raining ceilings, no-show speakers, surprise venue drills, and the eternal Wi-Fi scam ✅ Ops gotchas marketers miss (power, internet, signage, space for photo areas… and why people never read the emails) ✅ Inbox triage during peak season: empathy, boundaries, and why “please unsubscribe me” isn’t a personal attack ✅ Neurodiversity on the show floor—headphones, quiet resets, and planning for the post-event crash ✅ Exhibitor & visitor playbooks: keep activations simple, plan before/during/after, train booth teams, and download the app ✅ Self-care that actually helps on-site: snacks + water, pacing, buddy up, and don’t schedule your whole life the week afterIf event season has you clutching your lanyard and whispering “I need a nap,” this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.

Why does B2B influencer marketing feel so chaotic right now? 🤔 LinkedIn reach is down, creators are charging enterprise prices, and everyone’s asking how to prove ROI without waiting nine months for a deal to close.In this episode, we’re joined by Hector Forwood, co-founder & CEO of Flooencer, to demystify what’s working (and what’s broken) in B2B influencer marketing—how to pick the right creators, what to pay, and how to measure impact the C-suite will actually buy.We get into: ✅ What’s changed on LinkedIn (why organic reach has dropped & what still works now: carousels/PDFs, mixed media, and long-tail impressions) ✅ Creator types—content creators vs. thought leaders—and when you need both ✅ Pricing sanity: flat fee vs. affiliate/rev-share, and avoiding the “three posts for £18k” trap ✅ Measuring ROI for PLG vs. enterprise (discount codes & clicks vs. engaged-persona tracking) ✅ Running technical campaigns that aren’t cringe (how to make deeply technical features land with data teams) ✅ Small-budget playbook: start with customers, employees & partners, then micro-creators off LinkedIn (TikTok/YouTube) ✅ The four pillars of advocacy (influencers, employees, partners, customers) and how to stack them ✅ Red flags to skip: AI “agents” that are just automations, bait resources, and vanity engagement ✅ A couple of painfully honest “don’t do this” stories to keep you out of trouble 😬If you’re trying to make influencer work on a B2B budget—or trying to price your own content without getting fleeced—this one’s for you. We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.Visit blameitonmarketing.com and let’s get this show on the road.