The Unmuted Marketer

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

Google Analytics 101 for Small- to Medium-Sized Businesses: Part 1

by Marketri Guest Writer on July 10, 2018

If you are a running small- to medium-sized business, I'd assume a strong correlation between your desire to succeed and your need for insights. Without data from which to garner insights, you're asking for trouble—sort of like swimming down class-5 rapids without a helmet or life vest.

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Topics: Modern Marketing, Marketing Analytics, Digital Marketing Strategy

How to Use a CRM Effectively: Salesforce Strategies for Better ROI

by Marketri Guest Writer on June 28, 2018

One of the common mistakes for growth-minded companies is investing in technologies before understanding how they will help them achieve organizational goals. We see this often with Customer Relationship Management (CRM) tools in particular.

To help us better understand why, we spoke with our friend and colleague Bilal Muta, a CRM consultant. Our discussion revolved around the Salesforce CRM platform and how organizations can better leverage it to improve their profitability and efficiency through data and insights.

Now while Salesforce might not be for everyone given its price point, if you're interested in the strategy, guidance, and methodology behind setting up such a system, this is a valuable read.

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Topics: Modern Marketing, Growth Marketing, Strategic Marketing Consulting, Digital Marketing Strategy

7 Steps to Hiring the Right Marketing Talent for Growth

by Debra Andrews on June 26, 2018

Inbound and outbound; strategic and tactical; specialists and generalists; experienced and recent graduates. The permutations and combinations of marketing positions seem endless in today’s world of modern marketing. At the same time, the stakes have never been higher to acquire the right marketing talent for growth based on where you are in the Growth Marketing journey.

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Topics: Modern Marketing, Fractional CMO, Strategic Marketing Consulting, Growth Marketing

Thoughts on Content Marketing for Growth

by George Jacob on June 19, 2018

It’s common that when we start with a new client, we’re taking the reins from a previous marketing firm. And often, the reason for the transition comes down to strategy. Without a focus on strategic objectives—or when tactical implementation predates a clear strategy—content doesn’t drive the returns companies want to see.

Let’s talk a little bit about how content marketing for growth involves a lot of strategic foresight and commitment. And how, without that foundation, you’re going to struggle with returns.

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Topics: B2B Strategy, Growth Marketing, Content Strategy Steps, Digital Marketing Strategy, Modern Marketing

Lessons on Strategic Marketing Through a Merger

by Debra Andrews on June 14, 2018

When two companies join either by merger or acquisition, marketing should play a leading role. I speak with firsthand experience having helped EMG, a middle-market commercial real estate services company, through three transactions over a three-year period. In each case, keeping the focus on strategic marketing through the merger or acquisition ensured that employees, customers, and the media were clear on the transaction and its implications.

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Topics: Strategic Marketing Consulting, Fractional CMO, Merger & Acquisition Marketing

Beware of the Shiny Objects: Put Marketing Strategy & Analytics First

by Marketri Guest Writer on June 8, 2018

If you have a young child, I’ll wager you’ve seen Moana more than seven times. Or maybe you’ve seen it without a tiny human because hey, it’s a quality Disney movie with a pretty good message—unlike Frozen (but I digress). I bring Moana up because one of its villains is a giant crab named Tamatoa, who is obsessed with shiny objects. And I don’t want you to be like Tamatoa.

Shiny objects are always appealing as potential quick wins. Maybe you saw’s hugely successful launch, Dollar Shave Club’s “Our Blades Are F***ing Great” campaign, or read that Snapchat is (was) the fastest growing social media platform (in 2016). But as a decision maker, you should turn to your marketing strategy and analytics first before spending energy to mimic these thoughtful campaigns to drive perceived quick hits. You might not need more video content, or it could be a mistake to foray into a platform that doesn’t house your audience. (If your main audience is 50+ people, Snapchat is not going to magically turn your business around.)

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Topics: Digital Marketing Strategy, Modern Marketing, Marketing Analytics

What is Growth Marketing?

by Debra Andrews on June 7, 2018

The CEO of one of my clients always says, “If a company isn’t growing, it’s dying.” That might be a little dire if your company is having an off-year, but it does make sense to focus on growth as an outcome Can you think of a company that just rocks their growth numbers year after year? How do they do it? What makes them so special? We believe it’s because these high-growth companies practice Growth Marketing.

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Topics: Growth Marketing, B2B Strategy, Fractional CMO

Ciao to the Growth Marketing Journey: Notes from a Trip to Italy

by Debra Andrews on May 30, 2018

Earlier this month, I was fortunate enough to take my first trip overseas. I visited two wonderful towns in Italy – Florence and Positano. Crowds of tourists aside, the trip exceeded my expectations in every way.

Now that I'm back into my marketing stride, I realize my travel experience is a lot like the growth marketing journey.

If you’re stumped by how to experience aggressive growth through marketing, take a breath, buckle in, and let’s get ready for liftoff. Taking a new look at your marketing program and charting a new course toward growth could be your ticket to a celebratory bottle of fine prosecco after hitting your annual goals!

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

No More Cheap Flings! Shameful Confessions of a Strategic Marketer

by Debra Andrews on May 24, 2018

Thinking about engaging in a short-term marketing relationship? We suggest thinking twice. Or better yet, listen in on business leader support groups to hear first-hand tear-jerkers about buying into the promise of “leads at first sight.”

Can a cheap marketing fling turn into a rewarding and fruitful long-term relationship? Sure.

Is it likely? Unfortunately, no.


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Topics: B2B Marketing Best Practices, Strategic Marketing Consulting, Growth Marketing

3 Reasons Your B2B Content Marketing Strategy Isn’t Driving Growth

by George Jacob on March 9, 2018

Opportunities abound for today’s content marketers. Business leaders have begun to understand they need content in their digital marketing efforts, so they’re creating new content marketing seats in their marketing departments. But they don’t realize that without sound B2B content marketing strategy, they’re only setting up those content marketers to fail.

Based on my experience, three common mistakes prevent leads from developing into viable prospects through content. If you’re making any one of them, then it's best not to expect too much from your content efforts.

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Topics: Content Strategy Steps, Growth Marketing, Digital Marketing Strategy, B2B Marketing Best Practices

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