The Unmuted Marketer

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

George Jacob

George is a Senior Marketing Manager at Marketri. When he's away from his desk, George tries very hard to make his wife and son laugh. Sometimes he is successful.
 
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Recent Posts

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

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

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

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

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

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

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