The Unmuted Marketer

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

Why is Modern Marketing Suddenly a Cultural Challenge?

by George Jacob on September 27, 2017

Over the last few years, the rise of digital marketing has transformed the marketing landscape. New technologies and analytics platforms offer much more transparency into the success of tactical marketing efforts and their impact on the sales pipeline. We're on the cusp of pure alignment of all things sales and modern marketing.

However, digital marketing advances haven’t translated into universal returns. And one of the main drivers in the disparity of marketing results comes down to a simple understanding: marketing starts with culture.

If you’re struggling with that understanding, maybe it’s best to think about marketing like sculpture.

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Topics: Digital Marketing Strategy, Strategic Marketing Plans, Growth Marketing, B2B Strategy, Fractional CMO, Modern Marketing

B2B Marketing Planning: Interview With a Fractional CMO

by Marketri Guest Writer 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

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

Running the Fly Route – My 2016 Fractional CMO Highlight Reel

by Debra Andrews on January 9, 2017

2016 was the fastest year ever, and I intentionally planned it that way. In football terms, I called one play exactly a year ago – the Fly Route. For those of you who don’t spend much of your fall and winter Sundays listening to Troy Aikman and Joe Buck, I’ll let Wikipedia describe this risky play:

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Topics: Fractional CMO

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: Digital Marketing Strategy, Strategic Marketing Plans, Growth Marketing, B2B Strategy, Fractional CMO

What does a Fractional CMO do?

by Debra Andrews on October 3, 2016

In Part I of my Fractional CMO series, I covered the basics of the model, and how it suits organizations with aggressive growth objectives that don’t need a six-figure, full-time CMO. (Hopefully I could make it clearer for you than my mom!)

In Part II, we’re going to examine more of what my work with clients looks like. Let’s take a look back at the last 60 days in my world as a Fractional CMO.

It goes pretty fast, so safety first and buckle up!

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Topics: Content Strategy Steps, Growth Marketing, Fractional CMO

The B2B Fractional CMO in Simple Terms

by Debra Andrews on July 26, 2016

I – Debra Marie Collins (my maiden name) – was a very pampered child. Don’t get me wrong, I had a very middle class upbringing and wasn’t necessarily spoiled with material things. I was spoiled with love that continues to this day, especially from my mom. Some days, I work from her house just to spend precious extra time together. And, almost always, I catch her bragging about me as a successful entrepreneur during her many daily phone calls with friends.

Then I hear, “Well, I don’t know what she does… It’s strange. She’s a piece of a marketer for companies or something like that.”

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Topics: Growth Marketing, Strategic Marketing Consulting, Fractional CMO

Is Your B2B Marketing Professional Miserable?

by Debra Andrews on June 21, 2016

Be a Champion, Not a Challenge!

First one, then another. Now it’s a pattern that I can’t ignore. Marketing Managers and Marketing Coordinators who began their jobs at middle market B2B companies with great enthusiasm are coming to me to share their growing frustrations and ongoing struggles. They have faced one too many impossible tasks or brick walls, and some are on the verge of giving up and moving on. Senior executives – Owners, Presidents, Partners, Shareholders, and Vice Presidents – are almost always part of the problem. The good news? As you’ll learn, these same leaders can thankfully be part of the solution.

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Topics: Marketing Departments, Strategic Marketing Consulting, Fractional CMO

Top Questions to Ask When Interviewing a Fractional CMO

by Debra Andrews on June 7, 2016

Congratulations!  You’ve heard the buzz, read my blog post, done your research, and decided that a Fractional Chief Marketing Officer (CMO) is just what your B2B company needs to help generate warm leads, engage new and existing clients, and accelerate revenue growth.  You’re ready to move from tired, once-and-done marketing into modern marketing guided by an experienced strategist – one who will provide ongoing, hands on, senior level support as you navigate through today’s highly competitive and ever evolving digital world.  Now what? 

Hiring a talented Fractional CMO who is a great fit for your company doesn’t have to be a difficult or frustrating process.  If you know what to ask and what you should expect to hear in response, your thoroughly vetted and carefully evaluated Fractional CMO will be on board and ready to go in no time. 

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Topics: Growth Marketing, Fractional CMO

Warning! You Might Have B2B Strategic Marketosis! 20 Symptoms that Should Send You to a Marketing Specialist

by Debra Andrews on February 2, 2016

Is your B2B company experiencing an acute lead generation deficiency? Are your employees falling off in chunks because your growth strategy is weak and pale or nonexistent?  Does your overhead look swollen causing a dehydrated bottom line?  Don’t ignore these symptoms any longer!  B2B Strategic Marketosis is not a diagnosis any company wants to receive.  The good news?  There’s a cure!  Understand the symptoms and seek treatment early to transform your company from one that just survives to one that thrives!

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Topics: Growth Marketing, Strategic Marketing Consulting, Fractional CMO

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