The Unmuted Marketer

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

Debra Andrews

Debbie Andrews is an experienced growth marketing leader, strategist, and presenter. She is the founder and CEO of Marketri.
 
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Recent Posts

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: Growth Marketing, Strategic Marketing Consulting, Fractional CMO, 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

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

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

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

Marketing Planning, Part 2: Account-Based Marketing and Content

by Debra Andrews on December 19, 2017

In part two of my series on marketing planning, I will introduce you to the wonderful world of Account-Based Marketing, otherwise known as ABM, and discuss content strategy and content clusters. If you didn’t read Part One on creating effective marketing plans, please go back and do that right now!

Okay, now let’s plan!

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Topics: Content Strategy Steps, Strategic Marketing Plans, 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

What to Include and Exclude from Your B2B Marketing Budget

by Debra Andrews on November 2, 2017

About this time every year, I’m asked by clients to assist with preparation of their annual B2B marketing budget. I dread it—but not for the reasons you may be thinking. I dig numbers and like to carefully track actual expenses vs. budgeted ones.

My frustration lies in what happens to the budget after I submit it.

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Topics: Marketing Departments, B2B Marketing Best Practices, B2B Marketing Planning

Management Consulting Marketing: Do Customers Buy Your Brand or Bodies?

by Debra Andrews on October 10, 2017

In performing strategic marketing consulting for big management consulting firms, I’ve come to a realization.

Although they can differ widely in terms of their service portfolios, there are only two types of firms: top-down and bottom-up.

Maybe the realization is too simplistic and insulting for an industry of pedigreed professionals offering sophisticated (and at times amorphous) solutions. But I do think I’m onto something.

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Topics: Professional Services Marketing, B2B Strategy, Strategic Marketing Consulting, B2B Marketing Best Practices, Modern Marketing

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