The Unmuted Marketer

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

Get a Competitive Edge in 2018 With the Revenue Funnel

by George Jacob on December 12, 2017

I’d like to suggest a New Year’s resolution. And I know it’s a little ahead of schedule. But I was hoping to catch your attention before it slips fully into the holiday season.

This year, I think it’s time to give up the sales and marketing silos. It’s time you align your sales and marketing teams around the revenue funnel.

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Topics: Digital Marketing Strategy, Growth Marketing, B2B Strategy, B2B Marketing Planning, Modern Marketing

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

4 Qualities of Great Marketing Leaders

by George Jacob on August 15, 2017

I’ve been fortunate to work as a marketer in a variety of industries, cultures, and settings. Over the years, if I’ve realized one thing, it’s that a lot of organizational issues are commonplace.

But great marketing leaders—not so much.

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Topics: B2B Marketers, Growth Marketing, Marketing Departments, Strategic Marketing Consulting

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 Many a B2B Marketing Plan Goes to Waste

by George Jacob on July 19, 2017

If your company has invested in a good strategic marketing plan, it’s safe to assume that the plan will be enacted. After all, the hard work is done. The strategic foundation is set. The budgets and timelines are detailed. Everyone is ready to go.

So it’s just a matter of ticking off the boxes, right?

Right…?

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Topics: Strategic Marketing Plans, Growth Marketing, B2B Strategy, B2B Marketing Planning

What’s the Difference Between CGO and CMO?

by Debra Andrews on July 12, 2017

Comparing a good Chief Growth Officer description against what we know about Chief Marketing Officers is something we’ve been fixated on for some time now. Are Chief Growth Officers (CGOs) simply high-octane Chief Marketing Officers (CMOs)? Or are they run-of-the-mill senior marketers with fancier titles? What's the real difference between CGO and CMO?

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Topics: Digital Marketing Strategy, Growth Marketing, B2B Strategy, 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

5 Rules for Delivering a Better B2B Sales Pitch

by George Jacob on May 19, 2017

You survived the proposal stage. You’re advancing to the final, in-person round. You’re on the slate to deliver your B2B sales pitch to decision makers.

Suddenly, it occurs to you: How are we going to win?

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Topics: B2B Marketers, Growth Marketing, B2B Strategy, Strategic Marketing Consulting

The Revenue Team: How to Get More From Marketing and Sales

by Debra Andrews on May 10, 2017

We know that B2B buyers are well down the sales funnel before they ever talk with a sales professional. You may have even seen the statistics and research to back it all up. Today, most of us in the sales and marketing world have accepted that as fact.

So why hasn’t it changed the way most B2B companies do business?

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Topics: Digital Marketing Strategy, B2B Marketers, Growth Marketing, Marketing Departments, B2B Marketing Planning

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