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

Are B2B Strategic Marketing Consultants Relics?

by Debra Andrews on November 10, 2016

"He’s such a relic!”

That’s what me and my never-catty (wink) girlfriends would say about jocks when they’d come back for homecoming and hit the party circuit with their “Natty Bohs,” acting just like they did when they ruled the school. You could tell they were clinging to the past, but their time had passed. 

So, what do washed-up jocks have in common with marketing?

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Topics: B2B Digital Marketing Strategy, B2B Marketing Plans, B2B Marketing Strategies, B2B Strategy, 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

The Secret to Earning a Higher ROI on your B2B Marketing

by Debra Andrews on October 10, 2016

Ready to learn how to secure a high return on your marketing dollars? Before I share the secret, we need to make a pact right now. Ready? Take a deep breath in, then let it go. Now say with conviction, “I will not fall prey to once and done marketing tactics.” Even if you are unsure about what I mean, trust me, say it, and read on.

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Topics: B2B Digital Marketing Strategy, B2B Marketing Plans, B2B Marketing Strategies, B2B Strategy, Fractional CMO

A Toast to 6 Big Take-aways from Modern Marketing Conference - B2B C2C

by Debra Andrews on February 22, 2016

Want to hear the latest about the field of marketing and, more specifically, demand generation? Then shut down your Outlook Inbox for ten short minutes and read my top take-aways from the impressive and thought-provoking B2B C2C (Content2Conversion) Conference that just wrapped up in Scottsdale, AZ.

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Topics: B2B Digital Marketing Strategy, B2B Marketing Plans, B2B Marketing Strategies

Ten “Under the Table” Tips for Creating Your Best Ever B2B Marketing Plan

by Debra Andrews on January 19, 2016

Part 3 of 5: 50 Bookmark-Worthy Tips for the Ambitious B2B Marketer

Hey business executives and marketers…  Can you keep a few top tricks of the trade just between us?  Strategic marketing bloggers like me have to be careful not to give away all of the ingredients to our secret sauces. But as loyal readers of my posts and subscribers to the UnMuted Marketer, I view you as part of a special group entitled to a little VIP treatment. Are you ready for the hand-off?  I’m going to discreetly slide you ten B2B marketing planning tips “under the table.”  Whoops -- Did you drop them?  Quick - pick them up! They’re well worth it! These are proven, first-rate tips -- and they’re just for you.

 

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Topics: B2B Marketing Plans, 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

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

Does Sales Make You Feel Like a Sleaze? Develop Qualified Leads by Never Selling Again!

by Debra Andrews on February 13, 2014

When you think of “selling,” do you cringe?  Would you rather have a root canal than to have to pick up the phone and attempt to enlighten a cold prospect about the merits of your solutions and, let’s be honest, beg for a meeting?  Just like you, most professional service providers feel “unprofessional” when selling and find the whole process a bit degrading.  So, today I’m going to share insight that will instantly make you feel a whole lot more comfortable.  Here’s the panacea:  Stop Selling!  Yep, you heard right, simply don’t do it a minute longer and let out a big sigh of relief.

Say Goodbye to Me-Focused Selling
 
There’s a good reason why you detest selling. People, especially busy executives, don’t like sales people.  In a pointed post, Why Customers Hate Sales People, Roger Bostdorff from B2B Sales Boost points out some of the top reasons why professionals screen calls, don’t open direct mail and refuse to take meetings. He opines that your traditional salesperson:

  • Doesn’t listen
  • Talks too much
  • Lacks knowledge
  • Fails to understand your needs
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Topics: B2B Marketing Challenges, B2B Marketing Plans

Integrated Marketing 'From Start to Finish' Blog Series: Positioning Strategy

by Debra Andrews on April 10, 2010
Are you the owner of a small to mid-sized company who doesn’t have the big seven-figure Marketing budget? If so, then you know just how hard it is to stand out from your competition. Over the next few weeks will be writing a series of articles on Integrated Marketing. The goal of the series is to help you go from having no Marketing strategy to a fully integrated Marketing strategy in just a few weeks. We will be discussing positioning your business for success, developing a creative strategy for your brand, planning your communication strategy, and even building your personal brand. For our first article within the Integrated Marketing 'From Start to Finish' Blog Series we will talk about how you can build a solid foundation for your Marketing efforts by crafting a proper Positioning Strategy for your business.
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Topics: B2B Marketing Challenges, B2B Marketing Plans