The Unmuted Marketer

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

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

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

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

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

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

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

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