Fractional marketing has gained traction as businesses look for flexible, cost-effective ways to tap into top-tier talent. But despite its growing popularity, misconceptions still cloud how companies view and engage with fractional marketers. From misunderstood roles to unrealistic expectations, these myths can get in the way of maximizing the value these professionals bring.
To clear the air, we sat down with Justin Belmont, Founder of Prose and former Google executive. With years of experience leading marketing initiatives and working alongside fractional talent, Justin breaks down the biggest misconceptions and shares insights on how companies can get it right.
Q&A with Justin Belmont
Q: What’s the biggest misconception companies have about fractional marketers?
A: The biggest one? That we’re just high-priced freelancers. Companies often assume fractional marketers are there to fill gaps temporarily, crank out tasks, and move on. But that couldn’t be further from the truth. Fractional marketers are strategic partners, not task rabbits. We’re brought in because we have a track record of solving big problems, setting strategies, and leading teams. If you treat us like a contractor who’s just there to tick boxes, you’re wasting our potential—and your money. A good fractional marketer isn’t just executing campaigns; they’re diagnosing issues, identifying opportunities, and steering the ship where it needs to go. Think of it like hiring a surgeon for a critical operation, not someone to just hand out Band-Aids.
Q: Do companies misunderstand the level of involvement they should expect from fractional marketers?
A: Absolutely. A lot of companies think fractional means “one foot in, one foot out,” like we're just dropping in for the occasional meeting. But that’s not how it works if you want real results. Fractional doesn’t mean disengaged. It means focused, efficient, and strategic. A good fractional marketer should be embedded in your business, not floating on the edges. We need access to your data, your team, and your leadership. We’re not mind-readers—if we don’t have the full picture, we can’t deliver the full value. The companies that get the most out of fractional talent are the ones that treat us like part of the core team, even if we're only there a few hours a week.
Q: Some companies believe fractional marketers can’t fully understand their business. How do you respond to that?
A: That’s a common one, and honestly, it doesn’t hold up. In fact, coming in from the outside can be a huge advantage. We’re not bogged down by internal politics, old assumptions, or “that’s how we’ve always done it” thinking. Fractional marketers often spot issues and opportunities that internal teams miss because we bring fresh eyes and diverse experience from different industries. Yes, there’s a learning curve to understanding the nuances of any business, but that’s true for full-time hires too. The difference is that seasoned fractional marketers are used to ramping up quickly. We know the right questions to ask, the right people to talk to, and how to connect the dots fast.
Q: Is there a misconception about the cost or value of hiring fractional marketers?
A: Definitely. Some companies get shocked when they see our rates and think, “Why would I pay this much for someone part-time?” But here’s the thing: you’re not paying for hours; you’re paying for expertise, efficiency, and impact. A fractional marketer with the right experience can accomplish in 10 hours what might take a junior team 40. Plus, you’re not covering benefits, full-time salaries, office space, or any of the overhead that comes with a full-time hire. And unlike traditional consultants, we’re not just advising from the sidelines—we’re in the trenches with you, driving results. So, when you look at the bigger picture, the ROI is often higher with fractional talent.
Q: What’s one thing you wish companies understood better about working with fractional marketers?
A: I wish more companies realized that hiring fractional isn’t a compromise—it’s a strategic choice. It’s not about getting “the best you can afford” part-time. It’s about getting the exact expertise you need, exactly when you need it. Fractional marketers can bring a level of focus and specialized knowledge that you might not get from a generalist full-timer. And because we work with different businesses across industries, we bring fresh perspectives, new ideas, and battle-tested strategies. The companies that thrive with fractional talent are the ones that embrace this and see us as an integral part of their growth strategy, not just a temporary fix.
