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The Unmuted Marketer

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

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Marketri Blog

April 21, 2015

The Anatomy of a Delicious Inbound Marketing Campaign (and the 49 Leads it Generated)

Ding!  It takes just 10 seconds for your microwave to convert a cold, semi-dry muffin into a savory, moist, warm breakfast.  While Inbound Marketing is more complex than warming a morning treat, the idea is much the same.  This modern marketing methodology uses technology and thought leadership to pull cold prospects into the sales pipeline and warm them up to your company and its offerings.  Sound tasty?  Believe me – it’s just as delicious as it sounds, and all firms – large and small – should be taking a bite!  Let’s get started by breaking down the anatomy of Inbound Marketing and exploring a recent client Inbound Marketing campaign that generated 49 warm leads.

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Topics: Inbound Marketing, Content Marketing

March 19, 2015

"You Want a Piece of Me?” – The Value of a Fractional CMO (Chief Marketing Officer)

 Have you ever wandered by the bakery stand in the mall looking for samples?  Just one perfect, virtually calorie-free bite can be all it takes to leave you satisfied.  After all, it's that powerful first bite that really tickles your taste buds.  OK, maybe the first two bites... Recently, the term "Fractional CMO" has come to my attention.  How does this relate to baked goods, you ask?  Let's take a look at the strong value proposition of the Fractional CMO and explore whether getting a piece of a senior marketing professional has the same effect as the “oh so wonderful” bite-size morsel.

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Topics: Outsourced Marketing, Marketing Strategy

March 3, 2015

Is Your Marketing Department Treated Like a Flunky?

Now there's a word you probably haven't heard in a while - Flunky.  No, not cool and funky.  We're talking flunky, and it's anything but hip!  If you're not familiar with the term, it means:

"A person who does small jobs for someone powerful or important."

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Topics: Outsourced Marketing, Inbound Marketing, Marketing Departments

February 13, 2015

Five Signs That Your Marketing Department is Rocking it in the Fast Lane!

It's 2015 and marketing is moving fast.  If your marketing department is constantly seeking more cost effective ways to push out your firm's message and thought leadership in a way that speaks directly to your customers and top prospects, then it gets an A+ for attitude!  According to Brian Miske, Chief Marketing Officer of KPMG, the most successful marketers are technology savvy, proactive change agents.  They look to stay close to the customer and help shape the customer experience.  

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Topics: Marketing Strategy, B2B Marketing, Marketing Departments

January 6, 2015

Debbie's 2015 Marketing Tips: Practical. Obvious. Usually Ignored.

Here they come... email after email after email with clever, out-of-the box tips and advice to get your new business year off to an explosive start.  Not me.  Nuh-uh!  No siree.  I'm offering you practical and almost snooze-worthy tips that will have your marketing crawling out of the gate at a snail's pace.  Surely I must be kidding, right?  Why should you read more? Here's why:  My marketing tips aren't creative, pretty or what you might call "the fun stuff."  They aren't going to give you a one time pop and flood of new business. Instead, I'm getting straight down to brass tacks and offering tips that will help you build a strong foundation for a consistent, long-term and effective marketing program.

So, grab a Red Bull, and let's get ready to rock 2015:

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Topics: Inbound Marketing, B2B Marketing, Professional Services Marketing

December 22, 2014

New Clients Can Bring the Ultimate Holiday Cheer! How Inbound Marketing Brought Me an Early Present.

Guess what unexpected present I received under my tree early this year? Stilettos....nope!  A fabulous new cocktail dress....guess again. It's better! Much better, actually.   I just unwrapped a fabulous new client -- Michigan-based, Vibration Research -- thanks to effective inbound marketing.  If your company has been 'bah humbug' about modern marketing methods, please listen closely to my inspiring holiday tale.  

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Topics: Blogging, Inbound Marketing, Content Marketing, B2B Marketing

December 17, 2014

Five Reasons Your Marketing Plan Won't Work (And What to do About Them)


A comprehensive marketing plan is your most valuable marketing asset.  That's right - it's more important than a website, social media activities, email marketing and any and all other collateral and tactics combined. A marketing plan connects a firm's outreach and communications to its growth objectives.  It breaks down exactly how marketing resources should be allocated and spent to achieve a return.  Do you drive to new places without your GPS?  Didn't think so!  Think of a marketing plan as your company's GPS.

Many firms do understand the importance of having a comprehensive marketing plan and create one annually.  Unfortunately, the lion's share of marketing plans are pretty terrible and that makes me sad.  Since this document is pretty important to your firm's short-term and long-term success, let's take a closer look at the reasons why they fall short and what to do about them.

 

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December 8, 2014

From Reactive to Proactive: Change Your Marketing Department's Approach

Does this scenario sound familiar?  Your company's marketing department seems really busy.  As the President / Managing Partner, you review the year-end expenses and find that your company spent more on marketing this year than ever before, with the biggest expense being marketing salaries. There's certainly a lot of activity and plenty of money going out the door but the results are either not there or very difficult to measure. You begin to doubt whether "marketing works." And you start thinking that maybe, just maybe, marketing is a luxury for the good times only.  

As the leader, you have two choices:  (1) reduce the marketing expense or (2) identify what's wrong with your marketing department and make changes.

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November 12, 2014

Why Do Marketing Departments Fail?

As an experienced business professional, you have likely worked for multiple organizations.  Do you remember your opinion of the marketing department?  Were marketing professionals an integral part of the firm in the same way as operations, finance and human resources?  Did marketing team members hold seats at executive tables?  

Unfortunately, the marketing department in many companies is often thought of as pure overhead and is a bit of an afterthought when it comes to being included in serious business decisions.  I've seen it firsthand during my career and it's unfortunate and frustrating!! A world class marketing department has the potential to transform companies and drive strategic goals.  

But more often than not, marketing departments live up to the low expectations that are placed on them and fail to deliver results. The big question is, why?  From discussions with senior executives, fellow marketing professionals and my own observations, here are some of the top reasons marketing departments fail:

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Topics: B2B Marketing, Marketing Departments

October 22, 2014

Blogging Bullies: When User Generated Comments Turn Nasty

On a recent peaceful, fall Sunday morning, I noticed an email from my colleague, Eileen Martin, marked 'highly important' mixed in with the normal overnight spam.  She expressed, "Wow, did you see the rude comments on your LinkedIn page by a couple folks re: the SEO blog post? Have you heard from those guys before? I was taken aback by them."

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