Author and professor Brené Brown once said, “Vulnerability is not winning or losing; it’s having the courage to show up when you can’t control the outcome.”
That quote sums up my journey. On the outside, I may seem like a confident speaker and author — but in truth, it’s all built on vulnerability. Every time I publish an article, post on LinkedIn or step on a stage, I’m opening myself up to judgment and hoping my message resonates.
That same vulnerability runs through my work here on MarTech. This is my 47th column since 2021, covering everything from A/B testing and AI to buyer psychology and smarter email programs. After nearly three decades in this industry, writing books, teaching courses and giving countless talks, you’d think it would come naturally.
It doesn’t. Even now, I feel that flicker of nerves when I hit “publish.” Because being visible means exposing not just your ideas — but yourself.
What does this have to do with marketing, automation or strategy? Everything. Because embracing vulnerability can make you not just a better marketer but a more confident leader.
Finding my truth
When I was little, I used to hide behind my sister when we walked into a room so I wouldn’t have to greet anyone. I was happiest when invisible. Even as an adult, my first networking events terrified me — my heart would race, my breath would shorten and I could barely get my words out.
When I began writing and speaking publicly, I felt like that younger version of myself, walking into a room full of strangers. Only this time, I didn’t have my sister to shield me.
Ironically, I’d once been comfortable performing on stage as a singer. But singing someone else’s words is easy compared to sharing your own. Speaking your truth means being completely exposed — no script, no character, just you.
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The turning point
I remember the presentation that changed everything for me. Until then, I was consumed with nerves — worrying about how I looked, how I sounded and what people would think. I was completely in my own head.
Then one day, I realized something: this isn’t about me. It’s about my content, my message and the value I’m sharing.
I stopped focusing on my fears and started focusing on helping my audience — giving them something useful to take away. In an instant, my fear disappeared.
From that moment on, I’ve never felt a flutter of nerves before going on stage. Today, I genuinely love presenting. It’s fun. My passion for what I do comes through — and audiences feel it. Passion is contagious. When you’re truly connected to your message, it’s less about performing and more about sharing energy and knowledge.
Vulnerability is strength
Entrepreneurship has a way of forcing you out of hiding. When you’ve always bootstrapped your business, the most cost-effective marketing strategy is to get out there and educate your audience yourself. That means showing up — again and again — even when it feels uncomfortable.
It’s tempting to believe vulnerability is weakness. But it’s not — it’s courage in action. Every time we show up, even when our voice quivers and our knees shake, we build strength, resilience and connection. It’s also how you persuade people to believe in your vision.
That’s my message to marketers who want to drive change but need to win over a boss, a team or anyone standing in the way. You are the CEO of your work — no matter your title.
If your company is like most, you have to fight for every scrap of funding — whether it’s an extra team member, a better automation platform or just a share of your boss’s attention. Maybe you’re not used to advocating for yourself, or you hate being put on the spot. You’re where I was before I changed my perspective. Now it’s time for you to change yours, too.
What helped me move past my vulnerability was faith in my knowledge, trust in my expertise and a sincere desire to help my audience succeed. You can build the same confidence by mastering your facts and framing them around how your proposal or project benefits your company. That’s where true growth begins.
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Stop hiding from your audience
Whether you want to build credibility for your own business or strengthen your email presence within your company, you need to give your audience a reason to believe in you. If that visibility terrifies you, start small — every small act builds confidence.
You don’t have to begin on a conference stage or with a viral post. Start with a single LinkedIn comment in a group where influential people will see it. Add your perspective to someone else’s post. Then share something of your own — a short story, a lesson learned or a question that invites discussion.
To grow your program, begin by building a solid knowledge base that combines your experience with facts about your industry, your customers and your company’s goals.
As pediatrician Dr. Benjamin Spock once told new parents, “Trust yourself. You know more than you think you do.” That applies to marketing, too. You’re the expert in the room.
Request time with your chosen audience — host a lunch-and-learn or ask for a few minutes on the next leadership agenda. Frame your insights around the benchmarks that matter most to decision-makers. Don’t fixate on the outcome. Have faith in yourself and your material — it will come through as authentic and powerful.
Before you know it, you’ll have a voice people recognize and trust — not because you were fearless but because you were brave enough to start. That’s what vulnerability really is: the courage to show up even when you’re scared.
Courage starts with showing up
Today, my business requires me to film more videos. Each one — like every course, blog post or column — is another exercise in vulnerability. But I remind myself that visibility isn’t about perfection; it’s about connection and courage.
Here’s my encouragement to you: be brave enough to be seen. Your words might be exactly what someone else needs to hear today.
If you’re not sure where to start, start by learning. Take courses, read, ask questions, join conversations. Every new skill builds confidence — and every time you put yourself out there, it gets a little easier.
Courage isn’t something you’re born with. It’s something you build, one brave act at a time.
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Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
