Fractional marketing is the hot new thing. As more businesses turn to fractional marketers to fill skill gaps and bring in fresh expertise, many are discovering that hiring part-time talent comes with its challenges. Misaligned expectations, unclear roles, and underutilization often stand in the way of getting real value from these strategic partnerships.
To unpack where companies go wrong—and how they can get it right—we spoke with Justin Belmont, Founder of Prose and former Google Communications Manager. Drawing on years of experience in marketing strategy and leadership, Justin shares candid insights on the common mistakes businesses make when working with fractional marketers.
Q&A with Justin Belmont
Q: What do companies most often get wrong when hiring fractional marketers?
A: Honestly? They think they're hiring task rabbits. Companies assume fractional marketers are there to just crank out deliverables. Nope. We’re there to think, to strategize, to challenge your assumptions. If you’re not letting us into the room where big decisions happen, you’re wasting your money. It’s like buying a sports car and never driving it over 30 mph.
Q: How should companies approach the onboarding process for fractional marketers?
A: Stop treating onboarding like a formality. The "they’re pros, they’ll figure it out" mindset is lazy. Give us the lay of the land, like the key players, business goals, the stuff that keeps your CEO up at night. Without that context, even the best marketer is just shooting in the dark.
Q: What are some red flags that a company isn’t leveraging its fractional marketer effectively?
A: If your fractional marketer is sitting around waiting for tasks to complete from someone else’s to-do list, that’s a red flag. We should be bringing ideas to the table, not just implementing others’ ideas. Also, if we never get face time with decision-makers? Huge mistake. We can’t drive strategy from the sidelines.
Q: How can companies get the most out of their fractional marketing partnerships?
A: Simple: treat us like part of the team. Not just some hired gun you throw projects at. Give us ownership, trust our expertise, and for the love of marketing, invite us to the meetings where real decisions happen. The more integrated we are, the more impact we can make.
Q: Any final thoughts for companies considering fractional marketing?
A: Yeah. If you’re just looking for someone to tick boxes, hire an intern. But if you want fresh perspectives, strategic thinking, and results that actually move the needle, fractional marketers are your secret weapon. Just don’t treat us like background noise because we’re here to change the game.