Marketing has a marketing problem
People often recoil when you say you do marketing. “I hate marketing”. Really? People do marketing all the time without thinking about it. Engaging with people who use what you build or provide is marketing.
The problem comes from people confusing marketing with sales*. “I need to do some marketing”, is what they say when sales aren't good enough. Or when marketing is done badly, when what people mean is “I hate bad marketing”.
When we start talking about marketing as the interaction with people in our “market” who care about what we do, it suddenly becomes more enjoyable and rewarding, and the best part is that most people don't feel they're being marketed to.
* Yes, sales is a part of marketing, but the marketing begins long before the transaction.