The Unmuted Marketer

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

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 32% of Companies Don’t Have a Formal Marketing Plan (Part 1)

by Marissa Lavigna on July 26, 2017

When we talk to potential clients, we always ask a simple question: “Do you have a marketing plan?” The answers range from “Yes, of course,” to “No, we don’t have time or budget for that.”

But there’s always more to it than yes or no.

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Topics: Digital Marketing Strategy, Strategic Marketing Plans, 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 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

Why Revenue Growth is so Hard for Mid-Market B2B Businesses

by George Jacob on June 15, 2017

Marketing has always been a funny department. In the best cases, it can be a powerful engine for revenue growth. In the worst cases, it can become a catch-all repository for sales and executive tasks.

In those worst cases, company leaders still hold onto the outdated notion that anyone can do marketing. They'll even place young, tech-fluent professionals in marketing positions, despite a clear lack of formal marketing training or real-world experience.

But modern marketing is a rapidly specializing and increasingly digital field. For sustainable growth, B2B companies need more than young, digital tacticians. They need strategic perspective.

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Topics: Digital Marketing Strategy, B2B Marketers, Strategic Marketing Plans, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Planning

B2B Marketing Planning: Interview With a Fractional CMO

by Marissa Lavigna 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

Tactical vs. Strategic Marketing Professionals: Are They Different?

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: Digital Marketing Strategy, B2B Marketers, Strategic Marketing Plans, Growth Marketing, Marketing Departments, Strategic Marketing Consulting

4 Ways to Make Your Strategic Marketing Plan Better

by George Jacob on March 16, 2017

We’ve all hit those problems. The stifling sort, that puzzle and stump, that confound and frustrate. But we’ve also experienced moments of solution. The Eurekas of enlightenment, when what was once so baffling suddenly becomes unstuck.

And perhaps it’s no surprise that often, the difference between unsolved and crystal clear is a change of perspective.

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Topics: Strategic Marketing Plans, Growth Marketing, 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 Marketers, Strategic Marketing Plans, Growth Marketing, Strategic Marketing Consulting

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