The Unmuted Marketer

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

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.

Read More
 

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:

Read More
 

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.

Read More
 

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.

Read More
 

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.

Read More
 

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

Why 32% of Companies Don’t Have 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.

Read More
 

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

Why Many a B2B Marketing Plan Goes to Waste

by George Jacob on July 19, 2017

If your company has invested in a good strategic marketing plan, it’s safe to assume that the plan will be enacted. After all, the hard work is done. The strategic foundation is set. The budgets and timelines are detailed. Everyone is ready to go.

So it’s just a matter of ticking off the boxes, right?

Right…?

Read More
 

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

What’s the Difference Between CGO and CMO?

by Debra Andrews on July 12, 2017

Comparing a good Chief Growth Officer description against what we know about Chief Marketing Officers is something we’ve been fixated on for some time now. Are Chief Growth Officers (CGOs) simply high-octane Chief Marketing Officers (CMOs)? Or are they run-of-the-mill senior marketers with fancier titles? What's the real difference between CGO and CMO?

Read More
 

Topics: Digital Marketing Strategy, Growth Marketing, B2B Strategy, B2B Marketing Planning

What is in a Marketing Plan?

by George Jacob on June 29, 2017

Today, let’s back up to a basic question: What is in marketing plan?

You’re perfectly capable of Googling a list of common marketing tactics, any of which could fit into a strategic marketing plan. (Here are a few: social media, email marketing, content calendar, timeline, and budget.)

But that’s not what I want to cover. I'd rather concentrate on four strategic elements that aren’t as common.

Read More
 

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

Poll: Should Marketing Commission Be a Standard Practice?

by Debra Andrews on June 26, 2017

Most executives in marketing and sales understand the paradigm shift in B2B buying. And they have adjusted their roles accordingly. In progressive companies, today's marketers are the new hunters, and sales focuses mostly on decision phase discussions and the close.

With these changes, we wanted to know why pay structures haven't kept up. Today's sales professionals are largely compensated with base salary plus commission, while marketing commission remains a rarity.

Should marketing commission be standard? According to the marketing and sales professionals who responded to our poll so far, the answer is “Heck yes.”

Read More
 

Topics: Digital Marketing Strategy, B2B Marketers, Strategic Marketing Consulting, B2B Marketing Best Practices

Get Blog Updates!

marketri-blog-updates-iPhone-6S-Plus.png