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 Dan Vogel 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: Digital Marketing Strategy, Modern Marketing, Marketing Analytics

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

by Dan Vogel 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: Digital Marketing Strategy, Growth Marketing, Strategic Marketing Consulting, Modern 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: Digital Marketing Strategy, Content Strategy Steps, Growth Marketing, B2B Strategy, Modern Marketing

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

by Dan Vogel 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 Jet.com’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

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

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

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

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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