Before you hire your next "marketing expert," read this.

Not All “Marketing Experts” Are Created Equal: What It Really Takes to Lead Marketing

If you spend any time on LinkedIn, Instagram, or even in your local business community, you’ve probably noticed a growing number of people calling themselves “marketing experts.”

Sometimes it’s because they’ve learned how to post on social media.
Sometimes it’s because they’ve mastered a single tool or tactic, like Facebook ads or email automation.
And sometimes it’s because they read the latest book from a well-known thought leader and began repeating the ideas as if they were their own.

To be clear—there’s nothing wrong with learning new skills, trying new tools, or sharing what inspires you. Marketing is a field where we’re all constantly learning, and fresh perspectives matter.

But here’s the truth most business owners don’t realize: knowing one tactic doesn’t make someone a marketing expert.

And in the last five years—accelerated by COVID, the rise of DIY marketing platforms, and the explosion of AI tools—we’ve seen an influx of well-meaning but under-experienced consultants stepping into the industry. They may be charismatic and visible, but they often lack the depth and breadth that real marketing leadership requires.

Why This Matters for Business Owners
When you hire someone to guide your marketing, you’re not just hiring them to post pretty content or set up a quick campaign. You’re trusting them with something much bigger: the growth engine of your business.

The kind of marketing leadership that actually moves the needle requires:

* Professional Training. Marketing isn’t just a skill you pick up on YouTube. It’s a discipline with decades of research, best practices, and evolving frameworks. Many professionals study it formally through degrees, MBAs, or certifications—and then continue their education throughout their careers.

* Decades of Hands-On Experience. Real marketing expertise is forged in the trenches—by designing campaigns, managing budgets, testing strategies, failing, learning, and ultimately delivering results for clients across industries. You don’t gain this depth in five years. You gain it in twenty or thirty.

* Full-Customer-Journey Perspective. Marketing is more than “getting attention.” It’s about attracting, converting, and retaining customers. A true expert knows how to build a system where every touchpoint—from awareness to loyalty—works together to create sustainable growth.

* Proven Results Across Industries. Trends change, but principles remain. An experienced marketer has adapted strategies for small businesses, large corporations, B2B, B2C, nonprofits, and everything in between. That adaptability is what makes their guidance resilient and trustworthy.

The Rise of the Post-COVID “Marketing Expert”
The pandemic created an interesting shift. Many people were laid off, started side hustles, or leaned into entrepreneurship for the first time. At the same time, easy-to-use DIY tools exploded—platforms like Canva, Mailchimp, Squarespace, TikTok, and countless others made it simple for anyone to start “doing marketing.”

And that’s not a bad thing. In fact, these tools democratized marketing and gave small businesses affordable ways to show up online. But it also blurred the lines between someone who knows how to use a tool and someone who knows how to lead a marketing strategy.

The danger for business owners is this: a shiny social media presence doesn’t always equal business growth. You can be active online, even popular, and still struggle to attract, convert, and retain paying customers.

That’s why it’s so important to discern who you trust with your marketing.

What to Look For in a True Marketing Partner
If you’re considering hiring a marketing consultant, coach, or fractional CMO, here are four qualities that signal real expertise:

1. They’ve Owned or Run a Business. It’s one thing to advise from theory; it’s another to carry the weight of payroll, client retention, and growth. Someone who’s been in the trenches will guide you with a different level of empathy and responsibility.

2. They Understand the Full Journey. Ask them how they approach awareness, conversion, and retention. If they can only talk about social media or ads, that’s a red flag.

3. They Have Proven Results in Multiple Industries. Great marketing is adaptable. Someone with a wide portfolio of clients will know how to flex strategies to fit your unique context.

4. They Are Professionally Trained. Look for formal education in marketing—whether that’s a degree, MBA, or specialized certifications. This training means they can blend timeless principles with current trends, giving you both stability and innovation.

The Blend That Works
The most effective marketing leaders don’t rely only on what’s trendy, nor do they get stuck in outdated models. They know how to blend the timeless best practices that have stood for decades with the fresh trends that capture today’s audiences.

That’s what creates a marketing system that’s not just flashy, but sustainable.

A Final Word
As a business owner, you deserve more than a tactic. You deserve a partner who brings wisdom, training, and experience to the table—someone who can help you build a growth engine that lasts.
So before you hire your next “marketing expert,” look beyond the title. Look for the track record and the training.

Your business depends on it.