When bad marketing turns your brand into a punchline.

A couple of years ago, I witnessed a common mistake in marketing, one that too many fast-growing ones companies make.

One of my B2B clients had just come off a highly successful launch.

The company grew quickly, and new sales reps were being onboarded equally fast.

So, while my marketing team was finalizing new marketing collateral like pitch decks, one-sheets and videos, the sales team was asked to begin compiling targeted prospect lists.

Simple enough, right?

Well, one eager sales rep saw this as an opportunity to create their own marketing materials instead.

The result?

Half-baked, horribly branded content that misrepresented the company and failed to deliver any real value.

And the worst part?

The rep had weak marketing materials, and no clear audience to send them to.

Tactics vs. Strategy: Why It Matters

Why this situation raises a red flag:

Too many people confuse marketing tactics with marketing strategy.

• Pitch deck? Tactic.
• Corporate video? Tactic.
• Flyer? Tactic.
• That impressive convention booth? Still a tactic.

Tactics are the tools and assets you use to communicate your sales message.

But without a clear strategy or without a well-defined audience and a concrete plan for engagement, those tools are just noise.

A solid marketing strategy answers the critical questions:

• Who are you targeting?
• What is the specific problem you’re solving for them?
• What action do you want them to take?

Without these answers, even the most beautifully designed marketing collateral is just decoration.

Worse, it can create inconsistency in your brand messaging, weakening trust and credibility in the market.

❌ Don't get me wrong, one is not better than the other.
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In fact, they are complimentary!
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Together they deliver a killer one-two punch.
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It goes something like this:
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1️⃣ Start by defining a marketing strategy scope:
→ Who's the audience you are targeting?
→ What's the problem you’re solving for them?
→ What action do you want them to take
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2️⃣ Have a plan in focus:
→ How will you position your brand for the campaign?
→ What's the optimal message and CTA that will engage your target?
→ How does your campaign stack against your competition?
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3️⃣ With clear answers, then brainstorm the best marketing tactics:
→ How and where will you reach that audience?
→ For how long will your promote that campaign?
→ What is the best mix of tactics to achieve your goal?
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4️⃣ And above all, ALWAYS measure expectations:

What do you realistically aim to achieve?
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TL;DR - Don’t let urgency undermine strategy

In fast-moving companies, there’s often pressure to act quickly.

But rushing ahead with tactics without a strategic foundation is like throwing dollar bills out the window.

Marketing isn’t just doing things, it’s about planning the right things for the right audience and time.

Before your team gets caught up in producing assets, ensure a clear roadmap guides their efforts.

Your brand’s reputation and your bottom line depend on it.

Keep pitching 💥

Alejandra Copeland
Founder, Ok Yes Pitch Storytelling​

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