The Unmuted Marketer

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

Our Top 6 Marketing Plan Failures and How to Fix Them

by Debra Andrews on January 10, 2018

Yeah, I admit the title is a bit negative—especially for the New Year, when everyone feels hopeful and optimistic. But now's the time to focus on getting on track for growth. If you ignore fixable marketing plan failures and your competitors’ plans seem turbocharged, you have a serious problem. Every moment you let your company be out-planned and out-worked, you risk losing the mindshare and business of existing and prospective customers.

So let’s get you moving by taking a look at six common marketing plan failures for B2B companies and how to fix them.

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Topics: Strategic Marketing Plans, B2B Strategy, B2B Marketing Best Practices, B2B Marketing Planning

How to Make the Mother of Marketing Plans – Part 1

by Debra Andrews on November 28, 2017

When I started my career in marketing, the frustrating way – trial and error – was the only way to reach perfection. But who is great at anything the first time out of the gate?

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Topics: Strategic Marketing Plans, B2B Marketing Best Practices, B2B Marketing Planning

B2B Marketing Tactics & Goals: How to Focus on Fundamentals

by Marketri Guest Writer on October 5, 2017

We hear it every weekend during football season: “The losing team did not execute the fundamentals.” But oddly, we don’t hear it all the time in marketing.

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Topics: Strategic Marketing Plans, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices

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

3 Risks That Will Make Your B2B Marketing Plan Powerful

by George Jacob on September 13, 2017

When we create a B2B marketing plan, we always do a deep-dive into a client’s competition. And often, we find companies are playing their marketing too safe—and in turn, they’re blending into the competitive landscape.

In such cases, we help our client break free from its me-too approach to marketing.

But let's say you're not sure how to move things toward different. If your company feels stuck, what can you do to forge the way to new ground? What can you do to avoid competitive sameness?

Well, you can take some calculated risks.

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

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 Marketri Guest Writer 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 Lack a Formal Marketing Plan (Part 1)

by Marketri Guest Writer 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

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