Do fewer things better.
And do them in the right order.

Then you earn the right to do execution.
Campaigns. Content. Channels. Tactics.

Most teams flip this.
And burn budget wondering why nothing sticks.

Then comes strategy:
Where to play.
Where not to play.
How to win.

Start with clarity:
What makes you different?
Who actually cares?
Why would they pick you at all?

Without that, everything else is noise.

A hand-drawn whiteboard titled “Real MARKETING Starts With the MARKET (Who Knew?).” On the left, a section labeled “The small-m marketing trap” shows a person running on a hamster wheel surrounded by notes like “Starting with execution,” “Random acts of marketing,” “Useless personas,” “37 color-coded tactics,” and “Shapeshifting value props,” with arrows pointing to “Burnout & confusion.” In the center, a three-layer block diagram labeled “The Solution: Real MARKETING (The Right Order).” The bottom layer is “Clarity” (who cares, why, what makes us different, market context). The middle layer is “Strategy” (where to play, how to win, what not to do, clear messaging). The top layer is “Execution” (content that reflects position, campaigns tied to goals, intentional channels). A large arrow says “Build the engine first.” To the right, an iceberg diagram contrasts “Big-M Marketing” (market insight, segmentation, positioning, ideal customers) with “small-m” visible outputs (content, events, promos). On the far right, an illustration titled “Marketing That Works” shows a person driving toward a sunrise with the caption “Steer in the right direction.” Beneath it: “Get clear → Build plan → Press go! Do fewer things better, in the right order.”

Most marketing teams aren’t underperforming.
They’re just doing everything in the wrong order.

279 Five-Star Reviews | B2B Positioning Clarity Lessons Mr. Happy Chimney has 279 five-star Google reviews. His secret? He's absurdly clear about what he does. No positioning workshops. No brand decks. Just: happy person, clean chimney, done. Meanwhile, mo...

A chimney cleaner has 279 five-star reviews and zero brand strategy decks. Meanwhile, most B2B companies spend months trying to explain what they do.

There's a lesson here about clarity (and it's not what you think).

www.mcclurgmarketing.com/post/279-fiv...

Positioning Diagnostic for B2B Companies | McClurg Marketing Is unclear positioning costing you deals? Take this 2-minute diagnostic to find out if positioning problems are holding your B2B company back.

Most B2B teams don't have a marketing problem. They have a positioning problem. But they keep throwing money at tactics instead of fixing the foundation.

Think that might be you? Take the diagnostic:

www.mcclurgmarketing.com/positioning-...

5 questions. 2 minutes. Real answers.

Ever blown the marketing budget and felt… lost? Someone did. I found their phone. Here’s the footage. (If this feels familiar, you’re not alone.) | Richard McClurg Ever blown the marketing budget and felt… lost? Someone did. I found their phone. Here’s the footage. (If this feels familiar, you’re not alone.)

A founder-CEO has blown their budget on marketing that’s not working. Sound familiar?

www.linkedin.com/posts/richar...

Scaling B2B: Clear the Checkpoints for Success | Richard McClurg posted on the topic | LinkedIn Scaling isn’t your first job. Proving fit is. Most B2B companies try to scale before they’re ready. And then wonder why they’re burning cash and credibility at the same time. There are three checkp...

Here’s a handy guide that outlines the three checkpoints for B2B companies to scale with confidence.

Everyone talks about Product-Market Fit, but that’s only one of the main checkpoints.

www.linkedin.com/posts/richar...

How to use AI for marketing: 7 categories, 21 examples | Richard McClurg posted on the topic | LinkedIn That’s me and my dog on a rocky overhang. Many marketers are standing on a similar cliff with AI right now — staring at the view, reluctant to dive in deep. Why? Because they still think “generative...

If you want to take your AI skills in marketing to the next level, consider the @trustinsights.bsky.social 𝘎𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘷𝘦 𝘈𝘐 𝘜𝘴𝘦 𝘊𝘢𝘴𝘦𝘴 𝘧𝘰𝘳 𝘔𝘢𝘳𝘬𝘦𝘵𝘦𝘳𝘴 course taught by @cspenn.com.

Christopher covers 21 use cases across 7 categories. You'll think of a whole whack more.

www.linkedin.com/posts/richar...

How to avoid positioning failure in B2B companies | Richard McClurg posted on the topic | LinkedIn “Ask three people what you do. Get three different answers.” That’s not just a messaging wobble. That’s a positioning failure — and it shows up fast as your team grows. Marketing is telling one sto...

If your team isn’t aligned on who you’re for and why you’re different, how can your customers be?

www.linkedin.com/posts/richar...

Back to work after a long break, with a clear mind and a strategy | Richard McClurg posted on the topic | LinkedIn Back to porridge. 🥣 Took a wee LinkedIn holiday. A week off became two. Two became a month. Blink, and suddenly… September’s here. Client work kept rolling, but stepping off the LinkedIn hamster wh...

Back to school. Back to work. Back to porridge.

www.linkedin.com/posts/richar...

Bottle of maple syrup with a label that says Polite. Diverse. Natural. A Canadian flag and lake surrounded by trees are in the background.

#HappyCanadaDay 🇨🇦

Polite. Diverse. Natural. The true North, strong and free.

Real MARKETing Starts With the Market (Who Knew?) | McClurg Marketing Most B2B teams don’t have a marketing problem. They have a sequencing problem. Here’s how to fix it: Clarity → Strategy → Execution.

Most B2B teams don’t have a marketing problem. They have a “we skipped the hard thinking and hoped no one would notice” problem.

Read: Why Real MARKETing starts with the Market.
👉 www.mcclurgmarketing.com/post/real-ma...

#B2Bmarketing #Positioning #MarketingStrategy #RealMARKETing

How to Stand Out in B2B Marketing (Hint: It Involves a Barf Bag) | McClurg Marketing B2B doesn’t have to be boring. Here’s what a defunct budget airline can teach you about copy that actually gets remembered.

B2B marketing doesn't have to be boring. Here's what a defunct budget airline (and a barf bag) can teach you about copy that sticks.

Read it here: www.mcclurgmarketing.com/post/how-to-...

#MarketingMatters #B2BMarketing #Copywriting #Positioning #StandOut

A sidewalk sign outside a used music store reads: “FREE AIR GUITAR WITH EVERY MUSIC PURCHASE.”

Cheeky. Memorable.
Saw this outside a local used music shop and instantly smiled.
B2B marketing could use more of that.
Stand out. Make ‘em smile.

#B2BMarketing #StandOut #MessagingMatters

Quote by Seth Godin: ‘Bad marketing is often the result of bad metrics,’ on a minimalist off-white background.

A bounty of great nuggets from Seth Godin (@sethgodin.bsky.social) on this morning’s CMO Coffee Talk with 300+ CMOs. Legend!

#marketing #strategy #sethgodin

Stuck in the Valley of Death? How B2B Companies Get Lost Scaling from $1M to $10M (and How to Get Out Alive) | McClurg Marketing Why do B2B companies stall between $1M and $10M? It’s not tactics—it’s lack of clarity in audience, positioning, and messaging.

Why do so many B2B companies stall out trying to scale from $1M to $10M?

Spoiler: it’s not your tactics—it’s your clarity.

New article: Stuck in the Valley of Death?

🔗 www.mcclurgmarketing.com/post/stuck-i...

#B2BMarketing #StartupGrowth #Positioning #MarketingStrategy #MarketingMatters

What Are the Common Pitfalls When Hiring a Fractional CMO? | McClurg Marketing Avoid these pitfalls when hiring a fractional CMO: unclear goals, micromanaging, and poor integration into your leadership team.

Don't burn money when hiring a fractional CMO!

Align your team, trust their expertise, and clearly define your goals. Avoid costly pitfalls with these insights: www.mcclurgmarketing.com/post/what-ar...

#FractionalCMO #MarketingStrategy #LeadershipTips #BusinessGrowth #MarketingMatters

Customer Value Comes First. Everything Else is Noise. | McClurg Marketing Customer value is your survival metric. If you're not delivering value first, your vision, mission, and purpose are just noise.

Your vision, mission & purpose won’t save you if you’re not delivering real value. Customer value comes first—everything else is noise. 🚀

Read more: www.mcclurgmarketing.com/post/custome...

#MarketingMatters #CustomerValue #B2BMarketing #Growth #BusinessStrategy

How Can a CEO Avoid Wasting Money on a Fractional CMO? | McClurg Marketing Avoid wasting money on a fractional CMO by hiring the right leader, aligning your team, and committing the resources needed for success.

Hiring a fractional CMO? Don’t waste your budget on the wrong hire.

💡 Here’s how to ensure your investment delivers real impact.

Read more: www.mcclurgmarketing.com/post/how-can...

#FractionalCMO #MarketingStrategy #B2BLeadership #ScalingBusinesses #MarketingMatters

The Canadian Technology Accelerator (CTA) program can open doors to diversification by helping you explore opportunities in countries and regions where your market‑ready technology or product is in demand. www.tradecommissioner.gc.ca/tcs-sdc/cta-...

BDC Capital targets late-stage tech companies with nearly $1 billion in new fund commitments Investment bank’s Growth Venture Fund will now directly invest in Canadian tech companies.

BDCCapital targets late-stage tech companies with nearly $1 billion in new fund commitments #CDNtech #VC

What does a typical fractional CMO engagement look like? | McClurg Marketing A fractional CMO engagement follows four phases: discovery, strategy, execution, and transition—delivering expert marketing leadership.

Thinking about hiring a fractional CMO but unsure what to expect? 🤔

Here’s what a typical engagement looks like—structured, strategic, and built for growth.

Read more: www.mcclurgmarketing.com/post/what-do...

#FractionalCMO #MarketingLeadership #B2BMarketing #ScalingBusinesses

How Does a Fractional CMO Differ from a Consultant or Advisor? | McClurg Marketing How does a fractional CMO differ from a consultant or advisor? Here’s how each role compares in execution, accountability, and impact.

Fractional CMO vs. consultant vs. advisor—what’s the difference? 🤔 If you’re unsure which one your business needs, this breakdown clears it up. Discover which role fits your growth goals best.👇

www.mcclurgmarketing.com/post/how-doe...

#FractionalCMO #MarketingStrategy

What is the ROI of Hiring a Fractional CMO? | McClurg Marketing A fractional CMO drives growth boosts marketing performance, and improves efficiency—but only if you integrate them strategically.

Thinking about hiring a fractional CMO? The right one can drive growth, improve marketing performance, and boost efficiency—but only if integrated strategically.

Learn how to maximize your ROI: www.mcclurgmarketing.com/post/what-is...
#FractionalCMO #MarketingStrategy #B2BMarketing #BusinessGrowth

Tariffs, Triggers, and Tough Decisions: When to Rethink Your Positioning | McClurg Marketing Market shifts can make your positioning obsolete. Learn when to reassess and how to stay ahead of changing customer and competitive dynamics.

When tariffs, competition, or market shifts hit, your positioning can make or break your business. Is it time for a rethink? Spot the signs and adjust before you're forced to.

www.mcclurgmarketing.com/post/tariffs...

#Positioning #B2BMarketing #Tariffs #BusinessStrategy

An infographic titled “What is Marketing?” outlines three key steps: Understand Ideal Customers, Build Trust, and Help Them Decide. With brief descriptions and icons, it reinforces marketing as a structured approach to guiding customer decisions.

What is marketing? Ask 10 people, get 10 answers. Some say sales support. Others say communications.

Marketing helps the right businesses see how your product solves a real problem.

1️⃣ Know your audience
2️⃣ Build trust
3️⃣ Help them decide

Great marketing feels like helping.

#B2BMarketing

What Specific Challenges or Gaps Can a Fractional CMO Help a Company Address? | McClurg Marketing A fractional CMO provides part-time leadership to tackle strategic gaps, align teams, and drive growth without the cost of a full-time hire.

What challenges can a Fractional CMO help solve? 🤔 From strategic misalignment to improving team performance, find out how they can drive results.

👉 Read more: www.mcclurgmarketing.com/post/what-sp...

#FractionalCMO #MarketingStrategy #B2BMarketing #BusinessGrowth #Leadership

Absolutely, Nikita 👍