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

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

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

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

My Career Advice for Marketing Graduates

by Debra Andrews on August 23, 2017

For the past 10 years, I’ve been asked and honored to give college seniors and recent graduates advice on careers in marketing. Up until a year or so ago, my general advice was as follows:

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Topics: B2B Marketers, Strategic Marketing Consulting

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

Poll: Should Marketing Commission Be a Standard Practice?

by Debra Andrews on June 26, 2017

Most executives in marketing and sales understand the paradigm shift in B2B buying. And they have adjusted their roles accordingly. In progressive companies, today's marketers are the new hunters, and sales focuses mostly on decision phase discussions and the close.

With these changes, we wanted to know why pay structures haven't kept up. Today's sales professionals are largely compensated with base salary plus commission, while marketing commission remains a rarity.

Should marketing commission be standard? According to the marketing and sales professionals who responded to our poll so far, the answer is “Heck yes.”

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

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