The Unmuted Marketer

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

What to Include and Exclude from Your B2B Marketing Budget

by Debra Andrews on November 2, 2017

About this time every year, I’m asked by clients to assist with preparation of their annual B2B marketing budget. I dread it—but not for the reasons you may be thinking. I dig numbers and like to carefully track actual expenses vs. budgeted ones.

My frustration lies in what happens to the budget after I submit it.

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Topics: Marketing Departments, B2B Marketing Best Practices, B2B Marketing Planning

Management Consulting Marketing: Do Customers Buy Your Brand or Bodies?

by Debra Andrews on October 10, 2017

In performing strategic marketing consulting for management consulting firms, I’ve come to a realization.

Although they can differ widely in terms of their service portfolios, there are only two types of firms: top-down and bottom-up.

Maybe the realization is too simplistic and insulting for an industry of pedigreed professionals offering sophisticated (and at times amorphous) solutions. But I do think I’m onto something.

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Topics: Professional Services Marketing, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices, Modern Marketing

B2B Marketing Tactics & Goals: How to Focus on Fundamentals

by Marketri Guest Writer on October 5, 2017

We hear it every weekend during football season: “The losing team did not execute the fundamentals.” But oddly, we don’t hear it all the time in marketing.

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Topics: Strategic Marketing Plans, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices

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.

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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.

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

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

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 Are Technical Marketing Blogs So Bad?

by George Jacob on April 14, 2017

Sorry to show up unannounced.

How’d I get here? Well, I Googled this problem I’m having, and it brought me here—to your technical marketing blog post.

Which reads like a research paper and brochure.

Ick.

Anyway. I’m going to go."

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Topics: Digital Marketing Strategy, Content Strategy Steps, Growth Marketing, Strategic Marketing Consulting, B2B Marketing Best Practices

Why Hiring a Strategic Marketing Consultant Helps a New Website

by Debra Andrews on April 3, 2017

Picture $10,000 in cash. Then imagine walking to the nearest river, throwing it in, and watching it float away.

That's essentially what happened to a large construction company after hiring a New York agency to relaunch its website.

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

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