The Unmuted Marketer

Sounding Off on Real-Life B2B Marketing Mistakes, Missteps and Miracles

What to Include and Exclude from Your B2B Marketing Budget

by Debra Andrews on November 2, 2017

About this time every year, I’m asked by clients to assist with preparation of their annual B2B marketing budget. I dread it—but not for the reasons you may be thinking. I dig numbers and like to carefully track actual expenses vs. budgeted ones.

My frustration lies in what happens to the budget after I submit it.

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Topics: Marketing Departments, B2B Marketing Best Practices, B2B Marketing Planning

Management Consulting Marketing: Do Customers Buy Your Brand or Bodies?

by Debra Andrews on October 10, 2017

In performing strategic marketing consulting for management consulting firms, I’ve come to a realization.

Although they can differ widely in terms of their service portfolios, there are only two types of firms: top-down and bottom-up.

Maybe the realization is too simplistic and insulting for an industry of pedigreed professionals offering sophisticated (and at times amorphous) solutions. But I do think I’m onto something.

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Topics: Professional Services Marketing, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices, Modern Marketing

B2B Marketing Tactics & Goals: How to Focus on Fundamentals

by Marketri Guest Writer on October 5, 2017

We hear it every weekend during football season: “The losing team did not execute the fundamentals.” But oddly, we don’t hear it all the time in marketing.

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Topics: Strategic Marketing Plans, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices

Why is Modern Marketing Suddenly a Cultural Challenge?

by George Jacob on September 27, 2017

Over the last few years, the rise of digital marketing has transformed the marketing landscape. New technologies and analytics platforms offer much more transparency into the success of tactical marketing efforts and their impact on the sales pipeline. We're on the cusp of pure alignment of all things sales and modern marketing.

However, digital marketing advances haven’t translated into universal returns. And one of the main drivers in the disparity of marketing results comes down to a simple understanding: marketing starts with culture.

If you’re struggling with that understanding, maybe it’s best to think about marketing like sculpture.

 
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Topics: Digital Marketing Strategy, Strategic Marketing Plans, Growth Marketing, B2B Strategy, Fractional CMO, Modern Marketing

3 Risks That Will Make Your B2B Marketing Plan Powerful

by George Jacob on September 13, 2017

When we create a B2B marketing plan, we always do a deep-dive into a client’s competition. And often, we find companies are playing their marketing too safe—and in turn, they’re blending into the competitive landscape.

In such cases, we help our client break free from its me-too approach to marketing.

But let's say you're not sure how to move things toward different. If your company feels stuck, what can you do to forge the way to new ground? What can you do to avoid competitive sameness?

Well, you can take some calculated risks.

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Topics: Strategic Marketing Plans, B2B Strategy, B2B Marketing Planning

My Career Advice for Marketing Graduates

by Debra Andrews on August 23, 2017

For the past 10 years, I’ve been asked and honored to give college seniors and recent graduates advice on careers in marketing. Up until a year or so ago, my general advice was as follows:

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Topics: B2B Marketers, Strategic Marketing Consulting

4 Qualities of Great Marketing Leaders

by George Jacob on August 15, 2017

I’ve been fortunate to work as a marketer in a variety of industries, cultures, and settings. Over the years, if I’ve realized one thing, it’s that a lot of organizational issues are commonplace.

But great marketing leaders—not so much.

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Topics: B2B Marketers, Growth Marketing, Marketing Departments, Strategic Marketing Consulting

Which of the 4 Types of B2B Marketing Plans Fits You Best?

by Debra Andrews on August 8, 2017

When the save the date arrived in its perfectly scripted white envelope, I was tickled pink. I hadn’t been to a wedding in years. For a few moments, I reflected on sweet, young love—and adorable Emily and Tim. But slowly an all-important question consumed me: “What should I wear?!” For a summer formal wedding, many outfits could work. But this affair deserved something new from Nordstrom—a fitted, sleeveless, t-length, floral frock would be perfect.

As it turns out, marketing plans aren’t that different than special life occasions. Just as the nuances of a wedding dictate what guests should wear, a company’s goals and circumstances direct what type of marketing plan it needs to grow.

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Topics: Strategic Marketing Plans, Growth Marketing, B2B Marketing Best Practices, B2B Marketing Planning

What 68% of Companies Do With a Formal Marketing Plan (Part 2)

by Marissa Lavigna on July 31, 2017

In Part One, we looked at why 32% of companies have no formal marketing plan. In Part Two, we’re returning to our survey results to explore the 68% of companies that DO have a marketing plan.

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Topics: Strategic Marketing Plans, Growth Marketing, B2B Marketing Best Practices, B2B Marketing Planning

Why 32% of Companies Lack a Formal Marketing Plan (Part 1)

by Marissa Lavigna on July 26, 2017

When we talk to potential clients, we always ask a simple question: “Do you have a marketing plan?” The answers range from “Yes, of course,” to “No, we don’t have time or budget for that.”

But there’s always more to it than yes or no.

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Topics: Digital Marketing Strategy, Strategic Marketing Plans, B2B Marketing Best Practices, B2B Marketing Planning

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