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# Beware of Fake Marketing Tactics Within Your Team When Growth Slows
In the fast-paced world of SaaS (Software as a Service), growth is the lifeblood of any company. When growth is strong, teams are energized, and the future looks bright. However, when growth slows, the pressure to perform can lead to desperation, and in some cases, the adoption of questionable marketing tactics. These tactics may seem like quick fixes, but they can ultimately harm your brand, your team, and your long-term success.
In this article, we’ll explore the dangers of fake marketing tactics within your team when growth slows, how to identify them, and what you can do to ensure your marketing efforts remain authentic and effective.
## The Pressure of Slowing Growth
Growth is the key metric for most SaaS companies. Investors, stakeholders, and leadership teams are constantly looking for signs of upward momentum. When growth slows, it can create a sense of panic. Teams may feel the pressure to deliver results quickly, and this pressure can lead to poor decision-making.
In these moments, marketing teams may be tempted to cut corners or engage in tactics that create the illusion of growth without delivering real value. These tactics can range from inflating metrics to misleading customers, and while they may provide short-term gains, they can have long-term consequences.
## Common Fake Marketing Tactics to Watch Out For
Here are some of the most common fake marketing tactics that can emerge when growth slows:
### 1. **Inflating Metrics**
One of the most common tactics is inflating key performance indicators (KPIs) to make it appear as though the company is performing better than it actually is. This can include artificially boosting website traffic, social media followers, or email open rates. While these inflated numbers may look good on paper, they don’t reflect real engagement or customer interest.
#### Example:
A marketing team might purchase fake followers on social media to make it seem like their brand is gaining popularity. However, these followers are often bots or inactive accounts, and they don’t contribute to meaningful engagement or conversions.
### 2. **Over-Promising and Under-Delivering**
When growth slows, some teams may resort to making exaggerated claims about their product or service in an attempt to attract new customers. This can include promising features that don’t exist, overstating the benefits of the product, or offering unrealistic guarantees.
#### Example:
A SaaS company might advertise that their software can increase productivity by
