The Unmuted Marketer

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


Marketri Blog

April 14, 2014


Before reading this post, be sure to go back and read Part I as it sets the framework for why every modern day client service professional, including accountants, attorneys, engineers, architects and consultants, needs to accept marketing as a core function that transcends their entire firm.  Part II assumes that you "get it," want your professional services organization to remain competitive, and are eagerly awaiting some practical advice on how to harness the power of marketing on an enterprise-wide level.

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April 10, 2014

Advertising in Lawyer Ratings Publications: A Goldmine … But Not for Your Law Firm!

Blog-GoldmineOur law firm clients are frequently getting hit with tons of advertising opportunities from publications that compile lists of “highly rated” lawyers. These legal ratings websites and publications offer different levels of advertising and promotional packages to highlight firms’ attorneys, and oftentimes firms aren’t sure of what to do. Is it worth the time, the effort, and most importantly – the cost? It’s not only the cost for the ad placement itself that must be considered, but also the cost of hiring a designer to create the ad.
The amount of money that law firms spend for these advertising opportunities is truly the name of the game. Want to have your firm’s Super Lawyers and Rising Stars profiled in a full-page color ad in our magazine? If you reserve your space by tomorrow, we’ll even give you a better placement in the publication and we’ll throw in some complimentary copies in the mail. So, fork it over – we think you’ll pay up, because what lawyer doesn’t want to be considered “super” or one of the “best?”
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Topics: Marketing

April 7, 2014

Don't Put "Baby in the Corner!" Modern Professional Services Marketing isn't Reserved for Just Marketers - Part I of II


The professional services firm marketing model was a whole lot simpler in the 70s, 80s and 90s. Envision the professional services marketer on an imaginary island pumping out collateral, ordering business papers, sending out direct mail and pulling together proposals.  Most of their work could be done relatively independently much to the delight of the billable professional. Lawyers, accountants, engineers and architects, were only too happy to remain focused on client work and attend the occasional networking event, leaving the marketing staff to do its  thing.

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Topics: Marketing, Law, Content Marketing, Accounting, Professional Services Marketing

March 30, 2014

Stop Wasting Money on Bad Marketing: Tips for Immediately Lowering Your Law Firm’s Marketing Budget

So why in the world is a marketing consultant offering helpful tips on how to lower a client’s or prospective client’s marketing budget?  On the surface, it would seem to be not in my best interest.  Well, first things first – what’s best for my clients is always in my best interest.  But there’s another compelling reason behind why “less is sometimes better.”  The lower the marketing spend, the greater the potential for a measurable and higher return on marketing investment.  It’s to the marketer’s benefit to spend wisely on both short- and long-term value-added initiatives, and cut out the activities that are the equivalent of chucking dollars in a trash can.

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Topics: Social Media, SEO, Law, Content Marketing

March 24, 2014

Why Inbound Marketing is "In" for Promoting Professional Services

Watch this inbound marketing seminar, presented by Marketri and Stambaugh Ness, to learn how fully embracing the new era of marketing can drive your firm’s marketing ROI. 

In today’s competitive business environment where purchasing decisions are more frequently made online, professional services firms need to reinvent strategies for growth through marketing and business development. Mastering how to win clients and connect with new prospects in a smart, efficient way is more important than ever. 





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Topics: Marketing

February 13, 2014

Does Sales Make You Feel Like a Sleaze? Develop Qualified Leads by Never Selling Again?

When you think of “selling,” do you cringe?  Would you rather have a root canal than to have to pick up the phone and attempt to enlighten a cold prospect about the merits of your solutions and, let’s be honest, beg for a meeting?  Just like you, most professional service providers feel “unprofessional” when selling and find the whole process a bit degrading.  So, today I’m going to share insight that will instantly make you feel a whole lot more comfortable.  Here’s the panacea:  Stop Selling!  Yep, you heard right, simply don’t do it a minute longer and let out a big sigh of relief.

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Topics: Marketing, Integrated Marketing

January 20, 2014

Is Your A/E/C Firm Merely Surviving? Why Content Marketing Can Make It Thriving.

If any industry has been slow to embrace marketing, it’s the architecture, engineering and construction (A/E/C or AEC) industry. Some firms have no marketing resources and feel no need to adopt them. Sure, their business is getting by, but are they growing their revenue streams, obtaining new prospects/leads and actually securing new business? Probably not. Are they missing out on opportunities the competition hasn’t yet pursued? You betcha.
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Topics: Marketing Strategy, Marketing

January 14, 2014

Will Your B2B Industry Niches Bring Your Firm Riches

Construction and bio-tech and real estate – oh, my!  These are just a few of the many niches that B2B firms, such as accounting and law firms, target from a marketing standpoint.  What is the primary reason that firms create industry niches and invest resources in communicating their areas of specialty?  All things being equal, sophisticated buyers will choose firms that have knowledge of their particular industry. Those firms that are “jacks of all trades and masters of none” are typically left to compete with similar firms on price.  And to quote brilliant content marketer, Marcus Sheridan, “When it comes to running a successful business, price ain’t nice.”  So, if you pick a niche and market it, they will come, pay your standard or even premium rates and your firm’s growth rate will rock, right?

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Topics: Marketing Strategy, Marketing

January 13, 2014

Why Isnt My B2B Marketing Working?

“We’ve tried everything, spent a lot of money and I’m not sure it’s made a difference.”  This statement, which I hear from prospects more often than not, is usually followed by, “What can you do for us?”  Before answering, I ask prospects to share their stories, and the tales are often familiar.  You don’t need a visit from me or any other strategic marketing professional to solve this marketing mystery. Here are the top 10 reasons your B2B marketing is not working:

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Topics: Marketing Strategy, Marketing

January 8, 2014

What to Do if Your Fellow Partners are Marketing Party Poopers?

Nobody likes a party pooper! You know what I’m talking about – the person with the permanent scowl who makes it abundantly clear they’d rather be home scrubbing the toilet than be socializing with the likes of you, who projects that the party will not be fun, who sucks the fun out of a room. 

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Topics: Marketing