The Unmuted Marketer

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

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

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

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

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

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

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

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?


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

What’s the Difference Between CGO and CMO?

by Debra Andrews on July 12, 2017

Comparing a good Chief Growth Officer description against what we know about Chief Marketing Officers is something we’ve been fixated on for some time now. Are Chief Growth Officers (CGOs) simply high-octane Chief Marketing Officers (CMOs)? Or are they run-of-the-mill senior marketers with fancier titles? What's the real difference between CGO and CMO?

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Topics: Digital Marketing Strategy, Growth Marketing, B2B Strategy, B2B Marketing Planning

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