Why internal marketing is your most underused tool (and how to fix it)


Hi Reader,

I’m Justin and I write Brand Credential—a platform where I share insights on personal branding and marketing from my 12+ years in the industry, including leading marketing teams at startups and now a 5,000+ person tech company.

This week, I’m digging into a topic that doesn’t get talked about enough in marketing circles: the value of internal marketing—aka promoting your marketing team's work within your company.

🔍 This week’s insight: People can’t value marketing work they don’t see

We’ve all been there.

You’re running campaigns, publishing content, supporting sales, building the brand… and still getting questions like:

“What’s marketing working on?”

“A competitor just updated their website. Why aren't we updating ours?”

“This is great. Can you also do [completely new thing] next week?”

The problem isn’t your output. It’s your internal visibility.

That’s where internal marketing comes in. Telling the story of your work and keeping it top of mind.

So others can understand it, amplify it, and stop requesting things you already delivered.

Here’s the good news: you don’t need a full comms plan or tons of extra bandwidth to do it well. Some of the highest-impact internal marketing tactics are also the simplest.

Things like:

  • A monthly email recap of recent campaigns and upcoming work.
  • Sharing links to new content in a Slack or Teams channel.
  • Surfacing “top 3” sales assets regularly so people know what to use.
  • Asking for 2–3 minutes at team or department all hands meetings to spotlight what’s new.

When everyone knows what marketing is building, not only does it benefit the business, but it also wins respect and appreciation for everything the marketing team accounts for.

In this week’s article, I break down:

  • What internal marketing actually is (and how it differs from internal comms).
  • Why visibility leads to appreciation, alignment, and fewer support requests.
  • How I use internal newsletters, all-hands, and enablement programming to showcase my team’s work.
  • Simple, high-impact tactics you can adopt for your own team—whether you’re at a startup or a global brand.

Instead of worrying about what you aren't doing, try investing time in highlighting all the things you already are. And see how it shifts the narrative.

👉 Read the full article on my website and Substack.

That’s it for this week! As always, thank you so much for reading.

Talk soon,

Justin

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