The Unmuted Marketer

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

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

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…?

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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?

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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.

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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.”

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

Why Revenue Growth is so Hard for Mid-Market B2B Businesses

by George Jacob on June 15, 2017

Marketing has always been a funny department. In the best cases, it can be a powerful engine for revenue growth. In the worst cases, it can become a catch-all repository for sales and executive tasks.

In those worst cases, company leaders still hold onto the outdated notion that anyone can do marketing. They'll even place young, tech-fluent professionals in marketing positions, despite a clear lack of formal marketing training or real-world experience.

But modern marketing is a rapidly specializing and increasingly digital field. For sustainable growth, B2B companies need more than young, digital tacticians. They need strategic perspective.

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Topics: Digital Marketing Strategy, B2B Marketers, Strategic Marketing Plans, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Planning

An Interview with a Marketing Analytics Vendor

by Marissa Lavigna on June 2, 2017

In this next installment of our "What's New in B2B Marketing Planning" blog series, we asked Chris Sietsema, a Digital Marketing Consultant and Owner of Teach To Fish Digital, to give us some insight into his experience with SEO and Marketing Analytics.

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Topics: Digital Marketing Strategy, B2B Marketers, Strategic Marketing Consulting, B2B Marketing Planning

5 Rules for Delivering a Better B2B Sales Pitch

by George Jacob on May 19, 2017

You survived the proposal stage. You’re advancing to the final, in-person round. You’re on the slate to deliver your B2B sales pitch to decision makers.

Suddenly, it occurs to you: How are we going to win?

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

The Revenue Team: How to Get More From Marketing and Sales

by Debra Andrews on May 10, 2017

We know that B2B buyers are well down the sales funnel before they ever talk with a sales professional. You may have even seen the statistics and research to back it all up. Today, most of us in the sales and marketing world have accepted that as fact.

So why hasn’t it changed the way most B2B companies do business?

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

B2B Marketing Planning: Interview With a Fractional CMO

by Marissa Lavigna on April 19, 2017

This is the first of our blog series entitled “What’s New in B2B Marketing Planning: Interviews with Thought Leaders." In this kickoff, we talk to Debra Andrews, the President and Owner of Marketri, for some insight into her experience as a Fractional CMO.

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Topics: Strategic Marketing Plans, Growth Marketing, Marketing Departments, Strategic Marketing Consulting, Fractional CMO, B2B Marketing Planning

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