The Unmuted Marketer

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

Tactical vs. Strategic Marketing Professionals: What’s the Difference and Why Should You Care?

by Debra Andrews on April 11, 2017

No Marketing Results. Marketing Staff Turnover. Wasting Valuable Time. Wasting Financial Resources. These are a few of the most important reasons why Presidents, Owners, Executives, and Partners need to care about understanding the difference between strategic marketing professionals and tactical marketing professionals.

If you’ve been spinning your wheels with marketing, maybe this blog post is your tow truck to better marketing outcomes.

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Topics: B2B Digital Marketing Strategy, B2B Marketing Challenges, B2B Marketing Plans, B2B Marketing Strategies, Marketing Departments, Strategic Marketing Consulting

5 Reasons Why Hiring a Marketing Consultant is Good for 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: B2B Digital Marketing Strategy, B2B Marketing Challenges, B2B Marketing Strategies, Strategic Marketing Consulting, Fractional CMO, B2B Marketing Best Practices

6 Questions to Ask Before Choosing a Strategic Marketing Consultant

by George Jacob on March 6, 2017

Let’s say you’ve looked into the mirror, come to some terms, and decided you really do need some marketing help. You’ve hit the Google circuit, browsed some websites, and reached out to a few strategic marketing consulting firms.

Good start. But now the tough part. How do you pick one?

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

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

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

Inside the Perilous 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