9 Marketing Tools Consultants Rely On Heavily
In the fast-paced world of marketing, consultants rely on a specific set of tools to drive success for their clients. This article delves into the 9 marketing tools that industry experts consider indispensable in their daily operations. Drawing from insights provided by seasoned professionals, readers will gain valuable knowledge about the most effective strategies and technologies shaping today's marketing landscape.
- Anchor Disagreements in Data and Goals
- Test Competing Approaches Side by Side
- Return to Fundamentals of Customer Strategy
- Present Relevant Case Studies and Projections
- Address Underlying Concerns Through Conversation
- Implement Expert-to-Expert Exchange for Resolution
- Align Strategy with Client's Core Motivations
- Frame Decisions in Terms of Risk-Reward
- Establish Shared Objectives and Success Metrics
Anchor Disagreements in Data and Goals
As an SEO and SEM consultant, I've certainly had situations where my recommendations were challenged or even overruled. It's part of the consulting job; most clients bring strong opinions, lean on gut feelings and past habits, or sometimes their other internal priorities take precedence. I don't take it personally; instead, I focus on guiding, not insisting.
When disagreements arise, I find the most effective approach is to anchor the conversation in data and to demonstrate how and why my advice aligns better with the client's business goals. Rather than debate opinions, I present the expected outcomes behind each strategy, supported by client-specific projected KPIs (estimated traffic, conversions, or ROI).
I also reinforce my advice with industry research, benchmarks, or case studies. I focus on my experience, especially if I've seen similar patterns with other clients. For example, if a client insists on targeting high-volume informational keywords, I might show how more transactional, long-tail content drove better results in another campaign.
When possible, I suggest testing both approaches (running an experiment on Google Ads, A/B testing a new page design), turning a disagreement into a measurable experiment. This keeps the conversation collaborative and allows the data to decide what truly works best.
Test Competing Approaches Side by Side
The best way I've handled conflicts with clients is by testing both approaches side by side. One client pushed hard for broad match keywords, while I wanted tighter targeting. So I set equal budgets and tracked CAC. Within two weeks, the broad match campaign was generating leads at nearly double the cost, while the tighter setup came in much cheaper. Once those numbers were on the screen, the disagreement ended.
Most conflicts come down to opinions clashing. A client might like a design or an ad type because it feels right to them. So I've learned that showing performance data takes the argument out of it. When they see results in cost and conversions, decisions come easier.
Another time, a client believed a long page would perform better. I thought shorter copy would win. So I set up both versions, split the traffic, and tracked conversions. The shorter page converted about 20 percent higher. Showing those results turned what could have been a drawn-out fight into a quick lesson that we carried forward.
For me, testing protects trust. It shows clients their ideas matter and then proves what actually works. So conflicts don't keep dragging on because the data answers the question faster and cleaner than words.
Name: Josiah Roche
Title: Fractional CMO
Company: JRR Marketing
Website: https://josiahroche.co/
LinkedIn: https://www.linkedin.com/in/josiahroche
Return to Fundamentals of Customer Strategy
When there's a disagreement about a marketing tactic - say, whether TikTok is a good idea - I don't jump straight into the pros and cons. I zoom out and go back to their strategy.
Often, the conflict stems from differing assumptions. One person might imagine creating engaging, shareable videos their audience will love. The other is thinking, "Our buyers don't even use TikTok!" They're both right, from their own perspective.
That's why I always return to the fundamentals: the ideal customer persona and the buyer journey. If we can agree on who we're targeting and how they make decisions, the right tactics naturally follow.
Instead of debating opinions, we ask:
- Is this where our buyer shows up?
- Will this build trust and move them along their journey?
- Does it match how they want to engage with us?
Once the strategy is clear, implementation decisions become far easier - and disagreements tend to melt away.
Present Relevant Case Studies and Projections
When a client questions a marketing strategy, the most effective way I've found to move past opinions is to present recent case studies. Last quarter, one of our apartment clients doubted the need to raise their Google Ads budget and believed organic traffic alone would be enough. Instead of debating, I shared results from a similar property in our portfolio. That property saw a 25% increase in qualified leads within six weeks after combining organic SEO with a focused PPC campaign targeting high-intent keywords such as "apartments near [city] with amenities." Seeing hard numbers from a peer property moved the conversation from theory to proof.
The real turning point came when I paired those results with a side-by-side projection for their property: organic alone versus organic plus PPC. That showed that relying only on SEO would extend lease-up timelines by at least three months and cost more than the ad spend. The discussion stopped being about whether PPC was worth it and became about how quickly they wanted occupancy.
In the end, we agreed to start with a phased PPC test instead of the full spend I had proposed. Within a month, the results were clear, and the client approved scaling up. By using industry case studies and tying them to the client's financial goals, I have turned disagreements into data-driven decisions without long debates.
Address Underlying Concerns Through Conversation
When disagreements pop up with clients over marketing strategy, I always take a step back and ask questions to ensure I truly understand what's driving their viewpoint--sometimes there's a deeper concern behind their preference. Recently, a client was adamant about listing their home as-is, but after a candid conversation, I learned they were stressed by the idea of making updates. By offering to manage minor repairs and handle the details for them, we found a solution that eased their worries and still positioned the property for a better outcome. Meeting clients where they are--and finding creative ways to address their needs--has been key to building trust and resolving conflicts amicably.
Implement Expert-to-Expert Exchange for Resolution
Even if it's not a common problem for us in the way you'd think, we don't have clients in the traditional agency sense; our customers are the mechanics, fleet managers, and shop owners who buy our parts. When a "disagreement" happens, it's not about an ad campaign. It's usually about a part's performance or a logistical issue. The stakes are much higher because our customer's business could be on the line.
The single most helpful approach we've found in resolving these conflicts is what I call "The Expert-to-Expert Exchange." Instead of having a customer service rep or a salesperson handle a difficult conversation, we put a true technical or operational expert on the phone with the customer. The goal is to get past the emotion and the back-and-forth and get to the root of the problem as one professional to another.
Here's how we implement it. When a customer calls with a major issue—say, a part they ordered isn't working as they expected, or there's a serious shipping delay—our first line of support gathers all the information. Then, they hand it off to one of our most seasoned operations or technical specialists. This specialist then calls the customer, and the conversation is completely different. It's not "Sorry for the inconvenience." It's "Tell me about the setup. Let's walk through this together." The expert treats the customer's problem as a challenge they need to solve, using their own knowledge.
The results have been incredible. The direct impact is a higher resolution rate. We get to the truth of the matter much faster. But the unexpected positive outcome is that the customer feels heard and respected. They feel like we're treating them as an equal, a fellow professional who just needs a little help. We've seen disagreements turn into incredibly loyal, long-term relationships. These customers become our biggest advocates because we proved our expertise when it mattered most.
My advice is simple: when a conflict arises, don't just solve the problem—solve it with your best people. Don't hide behind a process. A disagreement isn't a liability; it's a golden opportunity to prove your value and build a relationship that lasts.
Align Strategy with Client's Core Motivations
When I encounter disagreements about marketing strategy, I like to return to the client's core motivations--what's truly most important to them? Recently, a client wanted to spend heavily on staging, but after a simple conversation where I asked how that aligned with their goal of a quick, low-stress sale, we realized a simpler plan fit better. By listening first and then helping them weigh how each strategy serves their larger purpose, we usually arrive at the right path together.
Frame Decisions in Terms of Risk-Reward
When I disagree with a client about marketing, I've found it helps to frame the decision in terms of risk and reward. For example, if they insist on pricing higher than I recommend, I'll outline two clear paths: the upside if the market meets their number and the potential downside if the property sits stale. Giving them a side-by-side comparison of the likely outcomes keeps the conversation grounded in their best interests and usually helps us land on a smarter strategy together.
Establish Shared Objectives and Success Metrics
When disagreements arise with clients about marketing strategy, I find that establishing shared objectives and metrics is crucial to finding common ground. In a previous role as a product manager, I implemented weekly alignment meetings and created shared KPIs between marketing and sales teams to resolve conflicting priorities. This approach of regular communication focused on mutually-defined success metrics not only resolved the immediate conflict but ultimately led to a significant reduction in customer churn. Creating this shared framework for measuring success helps move conversations from subjective opinions to objective outcomes.
