In this episode, Emma and Ruta are joined by the brilliant Shana Pearlman, a seasoned content and brand leader with a journalism background. Shana spills her marketing confession about an expensive mishap with a video vendor (oops!) and then dives into why interviewing is a skill every marketer needs in their toolkit. Whether it’s talking to customers or getting the scoop from subject matter experts, the art of interviewing is all about breaking through the fear and tapping into stories that matter. Expect real talk on how to actually listen, ask the right questions, and use interviewing to strengthen every part of your marketing strategy—from content creation to relationship building.
Takeaways:

• Interviewing = Marketing Superpower: Learn to connect with customers, experts, and stakeholders to unlock valuable insights.
• Fear Not! Interviewing isn’t about pressure—it’s about uncovering great stories that serve your audience.
• Ask Like a Pro: Master open-ended questions, active listening, and the power of awkward silences.
• Beyond Content Creation: These skills can help marketers navigate everything from customer discovery to internal politics.
• The Human Touch Matters: AI is great, but it can’t replace genuine curiosity and the ability to connect with people.
• Strategic Insight: Use your interviewing skills to understand your audience and drive smarter marketing decisions.

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.