Consultants like to tell you what to do but often don’t help you do it.

Consultants are slick talkers.

They should be avoided.

That’s an extreme viewpoint and, for the most part, it’s not true.

Consultants fill strategic and tactical gaps.

They help companies reduce risk and capitalize on opportunities.

Hiring a marketing consultant is often a leap of faith.

You’re hoping their expertise and experience fill gaps and make things happen.

But a lot of consulting engagements don’t work as well as expected.

- There’s a misalignment in expectations.
- A lack of engagement and collaboration (no partnership)
- Not enough…

The gated vs. ungated pendulum has swung way too far.

It’s not a marketing “crime” to collect email addresses.

There are many instances when content should be set free and allowed to reach a broad audience.

But there are also cases in which content (e.g. original research) can be gated AND people will happily provide an email address to access it.

In other words, there’s no hard and fast rule.

Marketing is as much an art as science.

Success often depends on identifying (or guessing) customers’ motivations and what they’re willing to do (e.g. cough up an email address) to get something they want.

For more bite-sized marketing insight, sign up for my newsletter.

The gated vs. ungated pendulum has swung way too far.

It’s not a marketing “crime” to collect email addresses.

There are many instances when content should be set free and allowed to reach a broad audience.

But there are also cases in which content (e.g. original research) can be gated AND people will happily provide an email address to access it.

In other words, there’s no hard and fast rule.

Marketing is as much an art as science.

Success often depends on identifying (or guessing) customers’ motivations and what they’re willing to do (e.g. cough up an email address) to get something they want.

For more bite-size marketing insight, subscribe to my newsletter. Quick, user-friendly advice and thoughts.

Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing. marketingspark.co

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