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The Unmuted Marketer

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

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Marketri Blog

February 10, 2016

10 Golden Tips to Make Your B2B Inbound Marketing Oscar-Worthy

Outbound marketing was ready to make its typical grand entrance but got blocked, ignored and quickly ushered away.  This approach – once a red carpet darling – looked expensive and tired and appears to have rubbed former fans the wrong way.  In walks Inbound Marketing and she stuns.  All eyes are fixated on her voluptuous promise of “free” communications through producing digital content and effectively using social media.  While looking the part of a flawless marketing method, is she truly Oscar-worthy? What if we peeled away the hair extensions, fake eyelashes, Swarovski crystal gown, and Jimmy Choo’s?  How would Inbound Marketing look then (insert image of a make-up free, selfie)?  She’d be imperfect, of course, but still a marketing shining star. 

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Topics: Inbound Marketing, B2B Marketing

February 2, 2016

Warning! You Might Have B2B Strategic Marketosis! 20 Symptoms that Should Send You to a Marketing Specialist

Is your B2B company experiencing an acute lead generation deficiency? Are your employees falling off in chunks because your growth strategy is weak and pale or nonexistent?  Does your overhead look swollen causing a dehydrated bottom line?  Don’t ignore these symptoms any longer!  B2B Strategic Marketosis is not a diagnosis any company wants to receive.  The good news?  There’s a cure!  Understand the symptoms and seek treatment early to transform your company from one that just survives to one that thrives!

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Topics: Marketing Strategy, B2B Marketing, Strategic Marketing Consulting, Fractional CMO

January 19, 2016

Ten “Under the Table” Tips for Creating Your Best Ever B2B Marketing Plan

Part 3 of 5: 50 Bookmark-Worthy Tips for the Ambitious B2B Marketer

Hey business executives and marketers…  Can you keep a few top tricks of the trade just between us?  Strategic marketing bloggers like me have to be careful not to give away all of the ingredients to our secret sauces. But as loyal readers of my posts and subscribers to the UnMuted Marketer, I view you as part of a special group entitled to a little VIP treatment. Are you ready for the hand-off?  I’m going to discreetly slide you ten B2B marketing planning tips “under the table.”  Whoops -- Did you drop them?  Quick - pick them up! They’re well worth it! These are proven, first-rate tips -- and they’re just for you.

 

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Topics: Marketing Strategy, marketing plans

January 5, 2016

Get Out of That Chair!  Why Growing B2B Companies Shouldn’t Rest on Their Butts

Marketing Strategies Are Needed for Long-Term Success

 

Some B2B companies have a history of financial success despite never utilizing a long-term marketing strategy or even a short-term marketing plan.  I’m talking about year-over-year top line growth.   These firms simply take last year’s revenue, project it to increase by 20 percent and – poof! – it happens.  While it may seem strange (or ridiculously stupid) for me, a marketing strategist, to pen a post about something that might discount my professional existence, stay with me for just a moment…  (Because, of course, I would never do that.)

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Topics: Marketing Strategy, B2B Marketing

December 7, 2015

Are Your B2B Marketing and Sales Departments the Roommates from Hell?

Monica and Rachel; Laverne and Shirley; Mork and Mindy.  Television’s top roommates make cohabitation look super fun and easy.  That’s not necessarily the case when it comes to business departments having to live, grow, and thrive together.  Take, for example, the living arrangement between B2B sales and marketing.  It is typically a pretty informal relationship with professionals on both sides having the best intentions to help one another succeed.  Sales believes that marketing is going to generate warm leads for them and also provide rocking collateral that will help them to seal the deal.  Marketing thinks that sales will provide them with fresh, original ideas for content that will hit the mark because the information is based on knowledge gained from face-to-face interaction with customers and prospects.  Marketing also anticipates that sales will aggressively pursue opportunities born from marketing’s carefully crafted campaigns.  Both teams want to live in harmony and toast many, many new customers, revenue growth and a high return on investment.  Who needs anything formal when “roomies” are aligned on the end goals, right?

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Topics: Marketing, B2B Marketing, B2B Sales

November 22, 2015

Dream Big Marketer: Create Your Cinderella Story with These 10 Tips

Part 2 of 5: 50 Bookmark-Worthy Tips for the Ambitious B2B Marketer

 

Cinderelly, Cinderelly
Night and day it's Cinderelly
Make the fire, fix the breakfast
Wash the dishes, do the mopping

As marketers, we’ve all felt like Cinderella – isolated in our tucked-away cubicles and left to deal with our ever-growing task lists.   With the exception of a few doozies, most of our colleagues are quite a bit nicer than the evil stepsisters.  But at times, we are still not treated with the respect that’s warranted by our education, capabilities, enthusiasm and fresh ideas.  Oh Prince Charming…..where art thou??

 

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Topics: Marketing, B2B Marketing

November 16, 2015

Branding Bloopers and Website Wins: The Highs and Lows of Relaunching your Company Brand

Shhh don’t tell my boss. The day before we relaunched our company website, I realized we’d never discussed who, exactly, was going to host the thing.

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Topics: Web Sites, Marketing, Branding

November 10, 2015

50 Bookmark-Worthy Tips for the Ambitious B2B Marketer: Part I

I’ve never been one of those gals to wear a tiara on my birthday.  I count my blessings, allow myself a few extra calories, and then treat it like every other day.  But this week, I’m having a seriously big birthday.  It’s okay…..really, I swear!  There are so many benefits of being “experienced.”  My daughter would absolutely say that I’m a better mom.  My own mom is starting to view me as an adult.  And I have tucked away lots of wisdom – especially related to the marketing profession – and have never been more fired-up to share it.

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Topics: Marketing, B2B Marketing

October 26, 2015

Riveting and Perilous – Inside the Hair-Raising World of a Strategic Marketing Consultant

Blinding snow, dangerous cliffs, and air so cold and thin that it was nearly impossible to breathe.  Those were the conditions in which Rob Hall, an experienced Australian mountain climber, led a group of pinnacle-seeking thrill junkies through the Death Zone of Mount Everest back in May 1996.  Like Mr. Hall, strategic marketing consultants serve as guides as well.  While flirting with death isn’t in our job descriptions, there are a number of key parallels to be drawn.  We lead growth-minded, committed executive teams and their companies towards their lead generation and revenue goals.  Without our assistance, the path to the summit is often too confusing to navigate alone.  Companies – lacking critical knowledge of the terrain – waste their limited budgets, grow weary and, more often than not, retreat back to their base camp of flat growth.

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Topics: Marketing Strategy, Marketing

October 13, 2015

Why Marketing Coordinators Deserve Unlimited Therapy and Stiff Martinis

Marketing Coordinators are typically the neophytes of the profession – energetic, impressionable, and eager to soak in the practical experience that very few receive in their undergraduate studies.  Junior marketers don’t have to take an entrance exam and rarely receive formal training which is offered to other professionals such as attorneys, engineers, doctors, and architects.  For better or worse (mostly worse), they are left to figure things out.  It’s the ol’ ‘sink or swim’ motto which personally doesn’t translate into a very nice visual.  Before continuing, I must share one caveat.  Most of my observations related to Marketing Coordinators pertain to those employed by small to midsized businesses that don’t have formal marketing departments.  This post, therefore, does pertain to most of corporate America.  Now, get your metal shaker, olives, and finest bottle of gin and let’s continue.

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Topics: Marketing, B2B Marketing, Marketing Departments