Nosy Marketers: Why Curiosity Drives Success

In business, the word “nosy” might raise eyebrows, but for marketers, curiosity is a strength. Strategic nosiness - digging deep into a business’s goals, processes, and challenges - is the secret sauce for crafting marketing strategies that actually drive results. Whether you’re in-house or part of an agency, understanding the big picture ensures your efforts are more than just aesthetically pleasing - they’re purpose-driven and impactful.

Two Types of Clients: Content vs. Collaboration

Let me share a tale of two clients to illustrate this point.

The first was a Head of Marketing at a well-known brand. Their request? Purely tactical: “We just need blog posts and social media.” We delivered exactly that. But as months passed, it became clear their marketing wasn’t moving the needle. Why? The content, though polished, wasn’t aligned to the broader business goals.

Contrast this with another client—a business without a dedicated marketing team. They came to us for help with everything: refining their sales process, optimising the customer journey, and even adjusting supply chain messaging to reflect product availability. By getting a full picture of their business operations, we developed a marketing strategy aligned with their objectives. The result? Their revenue grew by 28% in just a year.

The takeaway? If you’re not letting your marketers ask questions and dig into the details, you’re leaving money on the table.

Why Nosy Marketers Win

Sales: The Missing Link

Marketing and sales are two sides of the same coin, but too often, they’re disconnected. Forrester found that 65% of professionals report misalignment between sales and marketing. That’s a problem because sales teams know the customer pain points, objections, and motivators that should inform every campaign.

Supply Chain

Imagine launching a major campaign for a product that’s out of stock. What a nightmare! By understanding supply chain dynamics, marketers can avoid mismatches between inventory and promotions.

There are several other teams in a business that need to be interrogated by us marketers. If it’s the Business Owner who does it all, being nosy is hyper important because business owners often have an inward perspective, so a nosy marketer can help them identify opportunities (or hurdles).

Holistic Marketing: It’s More Than Pretty Pictures

Marketing is more than just social posts and flashy ads. It’s about aligning with the “why,” “what,” “when,” and “how” of every aspect of a business. Gartner’s research shows that businesses aligning marketing with broader organisational goals see increased revenue and stronger customer retention. Holistic marketing ensures every campaign contributes to business success.

The Nosy Marketer Advantage

If you’re working with an agency or freelancer, they should be more than content creators and may be missing the mark. A nosy marketer digs into the nitty-gritty of your business, crafting strategies that aren’t just creative but effective.

Final Thoughts

Christmas is Here—Are You Ready? By now, your Christmas campaigns should be well underway. Haven’t launched yet? You’re already playing catch-up. Forrester reports that 75% of holiday shoppers start browsing by November. If you’re in the service or hospitality industry, your holiday gift card promotions should already be in full swing too.

A nosy marketer is a problem-solver! By collaborating with departments across the organisation, marketers can create campaigns that deliver meaningful results. Whether you’re planning your next campaign or preparing for the year ahead, encourage your marketing agency or freelancer to get curious.