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Richard

@mcclurgmarketing.com

Helping B2B companies clarify their positioning, focus their marketing, and build go-to-market plans that actually work | Marketing & GTM Advisor | Insights on strategy, positioning, and Real MARKETing—with a dash of wit. mcclurgmarketing.com

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Richard @mcclurgmarketing.com · 25/11/2025

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

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.”

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Richard @mcclurgmarketing.com · 01/07/2025

#HappyCanadaDay 🇨🇦 Polite. Diverse. Natural. The true North, strong and free.

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

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Richard @mcclurgmarketing.com · 17/04/2025

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

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

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Richard @mcclurgmarketing.com · 04/04/2025

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

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

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Richard @mcclurgmarketing.com · 28/01/2025

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

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.

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Richard @mcclurgmarketing.com · 17/01/2025

Sales, marketing, and customer success all share responsibility for building a healthy pipeline. Well said by Latané Conant. Without alignment and a shared consciousness, growth will suffer. Is your team aligned?

"Pipeline id destiny" Latané Conant, CRO at 6sense

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