Marketers, if trust is our greatest currency, why are we lying so much?
Apologies in advance for the cynicism — maybe I woke up on the wrong side of the bed this morning, or the traffic was more frustrating than usual. But, when I sat down to write this column, all I could think about was how sick and tired I am of the same old marketing BS.
You know what I’m talking about — all the jargon-ridden claims from martech vendors that sound really cool but don’t mean much. I can’t tell you how many times I’ve gotten to the end of a web page, email or white paper and thought, wait, what does that company actually do, why should I care, and how will this technology actually live up to its promise?
Then, I stopped myself mid-rant and remembered the words of my former boss: A problem identified is half-solved. Rather than complaining, I spent some time reflecting on what it will take for our industry to get real. I realized that as a CMO of a marketing technology company, it starts with me.
So, I’m coming clean and confessing where I’ve blurred fact with fiction. Here are the five lies I’m pledging to stop. I encourage you to join me.