The Unmuted Marketer

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

B2B Marketing Strategies: How to Create Clearer Messaging

by George Jacob on January 25, 2017

If you’re working on a small team with a limited budget and a growing to-do list, you might feel a hint of doubt creeping into your once-steeled resolve. After you’ve chosen the best B2B marketing strategies for your business, and you’re faced with the realities of execution, success might feel like a distant dream.

If that’s the case, take a moment, and a deep breath.

And remember that all good marketing only comes down to one thing. Resonance.

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Topics: Content Strategy Steps, B2B Marketing Challenges, B2B Marketing Plans, B2B Marketing Strategies, Strategic Marketing Consulting

3 Common B2B Marketing Challenges

by George Jacob on October 28, 2016

If you’ve had a marketing seat in a smaller organization, I feel for you. Those can be tough seats.

I know, because I’ve sat in a few of them myself.

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Topics: B2B Marketing Challenges, B2B Marketing Plans, B2B Marketing Strategies, Strategic Marketing Consulting

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

by Debra Andrews on December 7, 2015

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: B2B Marketing Challenges, B2B Marketing Strategies, B2B Strategy

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

by Debra Andrews on November 22, 2015

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: B2B Marketing Challenges, B2B Marketing Strategies

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

by Kate Neilson on November 16, 2015

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: B2B Digital Marketing Strategy, B2B Marketing Challenges

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

by Debra Andrews on November 10, 2015

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: B2B Marketing Challenges, B2B Marketing Strategies

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

by Debra Andrews on October 26, 2015

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: B2B Marketing Challenges, B2B Marketing Plans, B2B Marketing Strategies, Strategic Marketing Consulting, Fractional CMO

Why Marketing Coordinators Deserve Unlimited Therapy and Stiff Martinis

by Debra Andrews on October 13, 2015

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: B2B Marketing Challenges, B2B Marketing Strategies, Marketing Departments

The Top 4 Marketing Questions Asked by B2B CEOs (and answered by me)

by Debra Andrews on April 27, 2015

Marketing is complex – even for marketers, like me, who are obsessed with keeping up with best practices.  Many CEOs desperately want marketing to be an investment that helps their B2B enterprises gain a competitive advantage and grow but they simply don’t know how.  Recently I had the pleasure of speaking to a CEO Peer Group in the Midwest and here were their top four marketing questions and my answers:

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Topics: B2B Digital Marketing Strategy, Content Strategy Steps, B2B Marketing Challenges, B2B Marketing Plans, B2B Marketing Strategies, Fractional CMO

The Gloriously Imperfect World of Professional Services Marketing

by Debra Andrews on June 6, 2014
world2My first day at Ernst & Young (circa 1990) – a big moment in this young professional’s life!  Everything had to be perfect, so I quickly ran down the list.
  • Freshly polished patent leather pumps – Check!
  • Silky sheer control top panty hose – Check!
  • Perfectly pressed black suit – Check!
  • Creamy white blouse with large shoulder pads – Check!
  • And, pearl earrings, of course – Check!
(We won’t mention the permed hair for purposes of this blog post)
My shaking hand pulled the shiny gold door handle of the sparking clean glass door of the class A office space at 1225 Connecticut Avenue, N.W. Washington DC and my career in professional services had begun! 
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Topics: B2B Marketing Challenges, Law Firm Marketing, B2B Marketing Strategies, Professional Services Marketing, Accounting Firm Marketing, Strategic Marketing Consulting, Engineering Firm Marketing