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.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Joe Hyland is the CMO of the leading webinar platform company, ON24, where he is responsible for the company’s global marketing, communication and brand strategy. He has over a decade of experience creating and marketing innovative products in the enterprise and SaaS software markets. Before joining ON24, Hyland was the CMO at Taulia, the SaaS market-leading financial supply chain company. He holds a Bachelor’s degree from Dartmouth College.