The Unmuted Marketer

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

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

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

B2B Marketing Planning: Interview With a Fractional CMO

by Marketri Guest Writer on April 19, 2017

This is the first of our blog series entitled “What’s New in B2B Marketing Planning: Interviews with Thought Leaders." In this kickoff, we talk to Debra Andrews, the President and Owner of Marketri, for some insight into her experience as a Fractional CMO.

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Topics: Strategic Marketing Plans, Growth Marketing, Marketing Departments, Strategic Marketing Consulting, Fractional CMO, B2B Marketing Planning

Why Hiring a Strategic Marketing Consultant Helps a New Website

by Debra Andrews on April 3, 2017

Picture $10,000 in cash. Then imagine walking to the nearest river, throwing it in, and watching it float away.

That's essentially what happened to a large construction company after hiring a New York agency to relaunch its website.

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Topics: Digital Marketing Strategy, B2B Marketers, Growth Marketing, Strategic Marketing Consulting, Fractional CMO, B2B Marketing Best Practices

Running the Fly Route – My 2016 Fractional CMO Highlight Reel

by Debra Andrews on January 9, 2017

2016 was the fastest year ever, and I intentionally planned it that way. In football terms, I called one play exactly a year ago – the Fly Route. For those of you who don’t spend much of your fall and winter Sundays listening to Troy Aikman and Joe Buck, I’ll let Wikipedia describe this risky play:

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Topics: Fractional CMO

The Secret to Earning a Higher ROI on your B2B Marketing

by Debra Andrews on October 10, 2016

Ready to learn how to secure a high return on your marketing dollars? Before I share the secret, we need to make a pact right now. Ready? Take a deep breath in, then let it go. Now say with conviction, “I will not fall prey to once and done marketing tactics.” Even if you are unsure about what I mean, trust me, say it, and read on.

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Topics: Digital Marketing Strategy, Strategic Marketing Plans, Growth Marketing, B2B Strategy, Fractional CMO

What does a Fractional CMO do?

by Debra Andrews on October 3, 2016

In Part I of my Fractional CMO series, I covered the basics of the model, and how it suits organizations with aggressive growth objectives that don’t need a six-figure, full-time CMO. (Hopefully I could make it clearer for you than my mom!)

In Part II, we’re going to examine more of what my work with clients looks like. Let’s take a look back at the last 60 days in my world as a Fractional CMO.

It goes pretty fast, so safety first and buckle up!

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Topics: Content Strategy Steps, Growth Marketing, Fractional CMO

The B2B Fractional CMO in Simple Terms

by Debra Andrews on July 26, 2016

I – Debra Marie Collins (my maiden name) – was a very pampered child. Don’t get me wrong, I had a very middle class upbringing and wasn’t necessarily spoiled with material things. I was spoiled with love that continues to this day, especially from my mom. Some days, I work from her house just to spend precious extra time together. And, almost always, I catch her bragging about me as a successful entrepreneur during her many daily phone calls with friends.

Then I hear, “Well, I don’t know what she does… It’s strange. She’s a piece of a marketer for companies or something like that.”

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Topics: Growth Marketing, Strategic Marketing Consulting, Fractional CMO

Is Your B2B Marketing Professional Miserable?

by Debra Andrews on June 21, 2016

Be a Champion, Not a Challenge!

First one, then another. Now it’s a pattern that I can’t ignore. Marketing Managers and Marketing Coordinators who began their jobs at middle market B2B companies with great enthusiasm are coming to me to share their growing frustrations and ongoing struggles. They have faced one too many impossible tasks or brick walls, and some are on the verge of giving up and moving on. Senior executives – Owners, Presidents, Partners, Shareholders, and Vice Presidents – are almost always part of the problem. The good news? As you’ll learn, these same leaders can thankfully be part of the solution.

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Topics: Marketing Departments, Strategic Marketing Consulting, Fractional CMO

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