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The Marketing Book Podcast

Weekly interviews with authors of new marketing and sales books to help you keep up with what’s working in the quickly-changing field of modern marketing and sales. The host is Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Jun 14, 2019

Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price by Keenan

Click here for show notes!

People don't buy from people they like. No! Your buyer doesn't care about you or your product or service. It's not your job to overcome objections, it's your buyer's. Closing isn't a skill of good salespeople; it's the skill of weak salespeople. Price isn't the main reason salespeople lose the sale. Gap Selling shreds traditional and closely held sales beliefs that have been hurting salespeople for decades.

For years, salespeople have embraced a myriad of sales tactics and belief systems that have unknowingly created many of the issues they have been trying to avoid such as: long sales cycles, price objections, no decision, prospects going dark, last minute feature requests, and more. Success at sales requires more than a set of tactics. Salespeople need to understand the game of sales, how sales works, and what the buyer is going through in order to make the decision to buy (change) or not to buy (not change).

Gap Selling is a game-changing book designed to raise the sales IQ of selling organizations around the world. In his unapologetic and irreverent style, Keenan breaks down the tired old sales myths causing today's frustrating sales issues, to highlight a deceptively powerful new way to connect with buyers.

Today's sales world is littered with glorified order takers, beholden to a frustrated buyer, unable to influence the sale and create value. Gap Selling flips the script and creates salespeople with immense influence at every stage of the buying process, capable of impacting the sales metrics that matter: 

  • Shorter Sales Cycles
  • Increased Revenue
  • Elevated Deal Values
  • Higher Win Rates
  • Fewer No Decisions
  • More Leads
  • And Happier Buyers

Gap Selling elevates the sales world's selling IQ and turns sales order takers into sales influencers.

Jun 7, 2019

The Referral Engine by John Jantsch

 Click here for the show notes!

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you.

The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.

Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers.

Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: -Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening.

-The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical.

-Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"

-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer.

If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.

May 31, 2019

Why Customers Leave (and How to Win Them Back) by David Avrin

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Discover the 24 reasons people are leaving you for competitors and how to win them back.

In Why Customers Leave, popular customer experience and marketing speaker David Avrin makes a compelling case for customer experience as a bankable differentiator in an era of vast marketplace choices. The book lays out the very visible reasons for the recent shift in customer mindset and expectation, illustrates the myriad ways that companies inadvertently drive customers and prospects to competitors, and offers a multitude of creative strategies and tactics to attract and retain new prospects.

In the book, David explores and articulates the disturbing new dynamic that has arisen from easy-to-find, one-click-away, at-your-fingertips options: "We have become a world of impatient, intolerant and demanding customers, and we move on quickly if inconvenienced in any way. Don't blame the millennials! We have seen the enemy, and it is all of us.

May 24, 2019

Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing by Will Leach

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Your nonconscious mind will filter out more than 99 percent of marketing you "see" today. Traditional marketing simply doesn't work in today's complex world. To reach today's customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors--a process called Behavior Design.

In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.

With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers' nonconscious to drive new behaviors and top line growth.

May 17, 2019

ICONIC: How Organizations and Leaders Attain, Sustain, and Regain the Highest Level of Distinction by Scott McKain

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What if merely “standing out” from your competition isn’t enough to take your brand and business to the highest level? How do you become an iconic organization or leader?

Being distinctive in the marketplace used to be the pinnacle of success. In today’s global marketplace, that mountain has become significantly more difficult to climb. And, with the explosion of social media, the competition for attention -- and customers -- is more intense than ever before. Standing out is not only more challenging than ever, it now has less of an impact on sustained growth. To be a lasting company, leader, or brand on a positive trajectory today, one must become iconic.

In his new book, ICONIC, award-winning author and speaker Scott McKain examines what an iconic organization or leader is -- and helps you attain and retain that rare status. If your company has slipped in its standing (for example, think Sears or Nokia), McKain teaches you how you can regain your position. This is accomplished through unconventional ideas such as:

• Go negative for greater success
• Do not “under-promise/over-deliver”
• Quit selling your products and services

ICONIC is filled with insightful advice and practical examples. It’s not a book merely expressing an unproven, unrealistic theory. ICONIC teaches the critical, specific steps required to attain the highest level of distinction. Each chapter includes study questions to be used in company-wide or departmental focus groups to help you achieve iconic status.

 And, the examples used are not merely another recitation of praise for Starbucks, Apple, Google, Southwest, and Amazon. You will discover the only two factors upon which customers and employees judge your organization. You’ll meet and learn from the millionaire chimney sweep…the valet parking attendant building an iconic craft brewery…the single store steakhouse in the Midwest with higher revenue than New York City’s famed Tavern on the Green…and many more.

 

ICONIC delivers powerful, practical, and precise steps for anyone from a Fortune 500 CEO to a solo-entrepreneur. From major industries to network marketing, there are critical insights awaiting you in ICONIC.

The goal of this book is to is to help you and your organization achieve iconic status through sound research and practical wisdom. After reading ICONIC, you will be ready to take your business to the highest level.

May 10, 2019

The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results by Todd Caponi

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Buyers today have knowledge at their fingertips and most of their information gathering will routinely happen before you even walk through the door or get them on the phone. Armed with information, their guard is up – and they are skeptical.

Today, anyone buying anything relies on reviews and feedback shared by strangers and often trust those anonymously posted experiences more than the claims made by the providers of the products or services themselves. They expect to see the full picture and find out all of the pros and cons before making any purchase. And the larger the purchase, the greater the demand for transparency.

What if the key to selling was to do exactly the opposite of what most sales courses tell you to do?

It may be hard to imagine, but something as counterintuitive as leading with your flaws can result in faster sales cycles, increased win rates, and makes competing with you almost impossible. Leveraging transparency and vulnerability in your presentations and your negotiations leads to faster buyer consensus, larger deals, faster payments, longer commitments and more predictable sales forecasts.

In this groundbreaking book, award winning sales leader Todd Caponi will reveal his hard-earned secrets for engaging potential buyers with unexpected honesty and understanding the buying brain to get the deal you want, while delighting your customer with the experience.

May 3, 2019

The Non-Obvious Guide To Small Business Marketing (Without A Big Budget) by Rohit Bhargava

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Most business guidebooks treat you like a dummy or an idiot. Not this one.

This is a short and easy-to-read guidebook filled with useful, no bullshit, only-what-you-need-to-know, immediately actionable advice for marketing your business or startup. The book focuses on the most common small business marketing challenges, including:

Why is setting a budget the worst way to start a marketing plan?
How can you create unstoppable word-of-mouth for your business?
Why is it a mistake to try and be on every social media platform?

Within these pages you’ll get the answers to some of the most frequently asked questions about how to promote your business like these. Along the way, you'll learn how to fit your entire marketing strategy on a single page, what it takes to create a tagline that people remember, how to buy advertising at a fraction of the "sticker price," why some customers remain loyal while others leave as soon as they get a better deal, and the #1 most important thing about branding that most small businesses forget.

Inspired by real life conversations and experiences with hundreds of small business owners and entrepreneurs, this is the rare guide that will skip all the useless definitions, avoid the fluff and cut right to the point to give you the real-life advice you need to hear with an irreverent "non-obvious" perspective you deserve. From downloadable one page guides to real life stories and examples, this guide will give you the inspiration and tools to put together a winning marketing strategy to grow your business - no matter how much you know about marketing already.

Apr 26, 2019

SPEAR Selling: The ultimate Account-Based Sales guide for the modern digital sales professional by Jamie Shanks

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The ultimate Account-based Sales guide for the modern, digital seller. SPEAR Selling is the battle-tested process for both sales leaders and sales professionals to leverage in their pursuit for greater account-based sales results. Author Jamie Shanks has trained and advised 100's of companies on SPEAR Selling to increase sales pipeline in all types of sales functions (inside sales, field sales, customer success, channel sales). The key to account-based sales results is the focus on upfront planning that leverage key competitive differentiators, used to significantly improve account activation and opportunity creation. Combine this focus on account planning, with a relentless accountability to structured sales activity, and this account-based motion will:


-Increase the volume of opportunities in a territory
-Shorten the timeline to opportunity creation in key accounts
-Increase the conversion of prospective accounts into customers
-Select the right accounts
-Plan & Storyboard the engagement strategy
-Engage with a structured process
-Activate & educate with a Bold & Different strategy than the competition
-Run or Replace (build sales pipeline with an objective framework).

If you or your sales organization is running an account-centric sales motion, and you're not leveraging social proximity as a key competitive differentiator in your account selection process - you've already lost your competitive advantage. Let this book be your guide to being first, bold and different in your service of the modern, digital buyer.

Apr 19, 2019

Smash the Funnel: The Cyclonic Buyer Journey--A New Map for Sustainable, Repeatable, Predictable Revenue Generation by Mike Lieberman

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Your Sales Funnel Has a Fatal Flaw

The sales funnel was invented over a century ago. No wonder it’s not working like it used to! How can you drive company revenue in an age when customers hold all the power, the lines between sales and marketing have blurred, and business disruption is the norm?

From the authors of Fire Your Sales Team Today! comes another industry redefining guide to business success in the 21st century: Smash the Funnel. Discover how to create an entirely new revenue strategy, whether your buyer is a corporation or consumer, an enterprise or entrepreneur.

Apr 12, 2019

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value by Peter Fader and Sarah Toms

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How did global gaming company Electronic Arts go from being named “Worst Company in America” to clearing a billion dollars in profit?

They discovered a simple truth—and acted on it: Not all customers are the same, regardless of how they appear on the surface. The most successful companies, from Amazon to Best Buy, understand their best customers are their most valuable asset, and they tailor their acquisition, development, and retention efforts to those customers.

In The Customer Centricity Playbook, Wharton School professor Peter Fader and Wharton Interactive’s executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.

Fader and Toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In this book, you will learn how to:
-Develop a customer-centric strategy for your organization

-Understand the right way to think about customer lifetime value (CLV)

-Finetune investments in customer acquisition, retention, and development tactics based on customer heterogeneity

-Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation

-Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide

Fader’s first book, Customer Centricity, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value.

Apr 5, 2019

Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too) by David Cancel and Dave Gerhardt

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Real-time conversations turn leads into customers

Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.

Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:

Merge inbound and outbound tactics into a more productive dialog with customers
Integrate conversational marketing techniques into your existing sales and marketing workflow
Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.

Mar 29, 2019

Clarity Wins: Get Heard. Get Referred by Steve Woodruff

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In a world filled with noise and distraction, the secret weapon any business can use to break through is CLARITY. Clarity of strategy (leading to focused direction), and clarity of messaging (leading to sales and referrals). Clarity Wins is a proven handbook to create competitive advantage in any marketplace. The reader will discover the three word packages that deliver results (snippets, stories, and symbols); and the five crucial elements of clear direction and expression (what, for whom, why, how, and where). A brief overview of practical brain science will reveal why every business needs to pigeonhole itself, and what that means in four marketplace dimensions. We don't have to spend a million dollars to rise above the noise and grow referrals. We just need to learn how to be clear.

Mar 22, 2019

Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It by Tien Tzuo

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Subscription companies are growing nine times faster than the S&P 500. Why? Because unlike product companies, subscription companies know their customers. A happy subscriber base is the ultimate economic moat.

Today's consumers prefer the advantages of access over the hassles of maintenance, from transportation (Uber, Surf Air), to clothing (Stitch Fix, Eleven James), to razor blades and makeup (Dollar Shave Club, Birchbox). Companies are similarly demanding easier, long-term solutions, trading their server rooms for cloud storage solutions like Box. Simply put, the world is shifting from products to services.

But how do you turn customers into subscribers? As the CEO of the world's largest subscription management platform, Tien Tzuo has helped hundreds of companies transition from relying on individual sales to building customer-centric, recurring-revenue businesses. His core message in Subscribed is simple: Ready or not, excited or terrified, you need to adapt to the Subscription Economy -- or risk being left behind.

Tzuo shows how to use subscriptions to build lucrative, ongoing one-on-one relationships with your customers. This may require reinventing substantial parts of your company, from your accounting practices to your entire IT architecture, but the payoff can be enormous. Just look at the case studies:

* Adobe transitions from selling enterprise software licenses to offering cloud-based solutions for a flat monthly fee, and quadruples its valuation.

* Fender evolves from selling guitars one at a time to creating lifelong musicians by teaching beginners to play, and keeping them inspired for life.

* Caterpillar uses subscriptions to help solve problems -- it's not about how many tractors you can rent, but how much dirt you need to move.

In Subscribed, you'll learn how these companies made the shift, and how you can transform your own product into a valuable service with a practical, step-by-step framework. Find out how how you can prepare and prosper now, rather than trying to catch up later.

Mar 15, 2019

Smarketing: How to Achieve Competitive Advantage through Blended Sales and Marketing by Tim Hughes

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Since the earliest days of 'modern' marketing and sales, the departments that ran these key functions have been separate empires. They have different leaders, different budgets, and different organizational structures. However, with the overwhelming impact of continuous disruption, many organizations have been left floundering, unsure of how to get traction in the market. The old rule book has been torn up and thrown away.

Smarketing is the first book that explores the shift that will become the future state operating model for companies seeking to remain competitive and relevant in this fast-changing digital world. It explains how and why companies should blend sales and marketing into one single, streamlined smarketing department. Sales people will become better marketers, and marketers better sales people, leading to bigger, better business growth all round.

With clearly defined implementation strategies that can be applied by any company, regardless of size or sector, Smarketing is an invaluable resource for any marketing or sales professional looking to drive growth and success in the new era of marketing.

Mar 8, 2019

Making Websites Win: Apply the Customer-Centric Methodology That Has Doubled the Sales of Many Leading Websites by Dr. Karl Blanks and Ben Jesson

Click here to view the show notes!


Most websites lose. Almost all of them.

Many never make a profit. Like chocolate teapots, they look nice but flop as soon as you pour hot customers into them.

Others are successful at first, and then get crushed by competitors.

This book is about how to buck the trend--to make websites that customers love and that are outrageously profitable.

The methodology is based on the authors' award-winning work growing many of the world's biggest web companies--plus hundreds of smaller, market-leading companies in over eighty different industries. In this book, you'll get:

What successful web businesses do differently (and others get wrong)

How to easily identify your website's biggest opportunities

A treasure trove of proven solutions for growing businesses

Discover how to grow your profits--by making winning websites that people love.

Mar 1, 2019

Questions that Sell: The Powerful Process for Discovering What Your Customer Really Wants by Paul Cherry

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Ask the questions-and get the sale.

As a salesperson your product knowledge is extensive, but that's not enough. If you fail to ask the right questions-the ones that uncover a customer's real needs-you will never close the deal.

Questions that Sell reveals advanced questioning techniques that will help you sell your products or services based on value to the customer, rather than price-and increase your success rate as a result. Packed with powerful examples, exercises, and hundreds of sample questions for a wide range of buyer interactions, the revised and updated second edition now includes new material on how to:

*Use questions to qualify prospects (without insulting them)

* Discover hidden customer needs and motivations

* Raise delicate questions

* Overcome stalls

* Reinvigorate a stale relationship

* Soothe anxious buyers

* Accelerate the decision process

* Upsell and cross-sell so you no longer leave money on the table

* Prospect for new business

* Pose intriguing questions to position yourself as a thought-leader on social media

* Turn social media contacts into active sales leads

* Identify dead-end opportunities

* Secure referrals

* And more Success is yours for the asking.

Smart questioning will get you there.

Feb 22, 2019

Wise Guy: Lessons From A Life by Guy Kawasaki

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Silicon Valley icon and bestselling author Guy Kawasaki shares the unlikely stories of his life and the lessons we can draw from them.

Guy Kawasaki has been a fixture in the tech world since he was part of Apple's original Macintosh team in the 1980s. He's widely respected as a source of wisdom about entrepreneurship, venture capital, marketing, and business evangelism, which he's shared in bestselling books such as The Art of the Start and Enchantment. But before all that, he was just a middle-class kid in Hawaii, a grandson of Japanese immigrants, who loved football and got a C+ in 9th grade English.

Wise Guy, his most personal book, is about his surprising journey. It's not a traditional memoir but a series of vignettes. He toyed with calling it Miso Soup for the Soul, because these stories (like those in the Chicken Soup series) reflect a wide range of experiences that have enlightened and inspired him.

For instance, you'll follow Guy as he:

* Gets his first real job in the jewelry business--which turned out to be surprisingly useful training for the tech world.

* Disparages one of Apple's potential partners in front of that company's CEO, at the sneaky instigation of Steve Jobs.

* Blows up his Apple career with a single sentence, after Jobs withholds a pre-release copy of the Think Different ad campaign: "That's okay, Steve, I don't trust you either."

* Reevaluates his self-importance after being mistaken for Jackie Chan by four young women.

* Takes up surfing at age 62--which teaches him that you can discover a new passion at any age, but younger is easier!

Guy covers everything from moral values to business skills to parenting. As he writes, "I hope my stories help you live a more joyous, productive, and meaningful life. If Wise Guy succeeds at this, then that's the best story of all."

Feb 15, 2019

Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work by Jay Acunzo

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Our world is flooded by advice, ideas, and experts, but we shouldn't make decisions based on "best practices." Instead, we should do what works best for us, building careers and companies with the sort of clarity that leads to exceptional work. Only, first, we need to escape the endless cycle of stale approaches and trendy tactics that holds us back. We need to Break the Wheel.

In this quick-hitting, powerful book, keynote speaker and podcaster Jay Acunzo hands us a sledgehammer. With a diverse range of real-world stories, Break the Wheel offers a simple but powerful way to think for yourself when surrounded by conventional thinking. Along the way, Acunzo offers six fundamental questions to ask in any situation to start making the best possible decisions, regardless of the best practice.

Stop relying on generic advice. With this book, say goodbye to average work and hello to doing your best.

Feb 8, 2019

Marketing Rebellion: The Most Human Company Wins by Mark Schaefer

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MARKETING REIMAGINED


Are you overwhelmed by the breathtaking rate of change in the business world? Are confusing consumer trends, the unrelenting pace of technology, and the breakneck speed of digital marketing making you feel irrelevant and lost?


Path-finding author Mark Schaefer provides an achievable and realistic framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results. Marketing Rebellion will teach you:

  • How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago.
  • Why businesses must be built on human impressions instead of advertising impressions.
  • The five constant human truths at the heart of successful marketing strategy.
  • Why customer loyalty is dying and what you need to do about it right now.
  • How to help your best customers do the marketing for you.
  • Actionable steps to provide an immediate course-correction for businesses of any size.

Through new research, singular insights, and inspiring case studies, this entertaining book challenges your view of what it means to be a marketer today and provides an innovative blueprint for business growth.

The Marketing Rebellion is knocking at your door. Are you ready?

Feb 1, 2019

Marketing Flexology: How to Outsmart Change and Future-Proof Your Career by Engelina Jaspers

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Riding the reinvention rollercoaster--with its ups and downs, unexpected twists and turns, and blood-curdling screams--is a choice, but not a requirement.

A management change, new competitor, market consolidation, acquisition or divestiture, disappointing quarter or new business direction can disrupt our best-laid plans. How we respond to unexpected upheaval can determine our success or failure.

In Marketing Flexology: How to Outsmart Change and Future-proof Your Career, marketing veteran Engelina Jaspers shows you step-by-step how to build a marketing capability that can withstand any business fluctuation, management change or crisis du jour. Through a time-tested, proprietary, and proven framework, dozens of business examples, practical tips, and thirty-years of personal experience on the front lines of numerous Fortune global companies, Engelina shares the essential components for modern marketing success.

Success today requires a 24/7 lifeline to real-time customer insight, and the marketing agility to execute on that insight faster than our competitors. Success also requires a new management capability. With Marketing Flexology you'll get:
A step-by-step process to kick your marketing, your team and your career into high gear
Real-world examples to become an insight machine and accelerate customer decision making
Actionable steps to sharpen your creativity and break through the dwindling supply of consumer attention
The underlying foundation, four dials, and five surefire tools of a dynamic and resilient marketing organization that can withstand change, disruption and transformation
Time-tested and proven strategies to outsmart change and future-proof your career
A week-by-week guide and ninety-day challenge to transition to a Marketing Flexology mindset and toolset
Don't waste another good crisis by being unprepared. It's time to future-proof your career, your team, and your marketing platform.

Jan 25, 2019

Laughing @ Advertising by Bob Hoffman

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In Laughing@Advertising Bob Hoffman has collected his most irresponsible and inappropriate blog posts, essays, and cave drawings. You might say it's 200 pages of insults, wise cracks, cheap shots, and dirty words. In other words, fun for the whole family! Hoffman is out to disrupt the disruptors -- those somber, imperious souls who have made marketing and advertising such an earnest and humorless endeavor. This may be the silliest, most injudicious book about the ad industry you've read. And in some unwholesome way, the truest and funniest.

 

Jan 18, 2019

Malcolm McDonald on Value Propositions: How to Develop Them, How to Quantify Them by Malcolm McDonald

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A value proposition is an innovation or feature that clarifies a company's core purpose and identity. In the same way profit lies at the heart of every business, so does the value proposition, communicating how its service or products fulfil the needs of their customers. While many organizations understand the importance of having a clearly defined value proposition to help them become more profitable, many businesses struggle to use them effectively. Malcolm McDonald on Value Propositions is a step-by-step guide to understanding exactly why financially quantified value propositions will help readers to increase revenue and deliver tangible results.

Highly practical and filled with useful tools and checklists, this succinct guide explains the process of developing a value proposition from start to finish, how to use segmentation appeal to the relevant key accounts, and to ensure it is both financially grounded and has resonance with customers. From understanding how buying decisions are made, through to financial dashboards and value quantification tools, Malcolm McDonald on Value Propositions is perfect for anyone looking to integrate financial success into their proposition, and gain understanding of how it can be used to deliver and communicate value.

 

Jan 11, 2019

Making Channel Sales Work: Ten Tools To Create A World-class Third-party Selling Program by Marcus Cauchi

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Create a World-Class Third-Party Selling Program!

A concise and structured approach to third-party sales management that blends many of the tools and the rigor of Sandler Training with specific guidance for channel managers.

Channel sales is selling that takes place by means of any third party. Sales completed through value-added resellers, partners, systems integrators, independent representatives or agents, licensed distributors, and franchisees are all examples of channel sales. Many companies operate under a channel-sales model without ever having heard of the term!

Regardless of what it’s called, this model presents both special challenges and special opportunities. Whether you are an early-stage venture or a small vendor of products, intellectual property, or services looking to build your footprint quickly and reliably; whether you already have a channel process in place and you want to improve or revitalise it,or you are aiming to create your ¬ first channel program from scratch; whether you are working with a group of independent agents or you are looking to build a franchise operation from the ground up—this book has been written with you in mind.

Jan 4, 2019

Non-Obvious 2019: How To Predict Trends And Win The Future by Rohit Bhargava

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What secrets can a 400-year-old Turkish cymbal maker and an Icelandic hot tub etiquette video teach you about the power of storytelling?

How do Michelin-ranked food stalls in Singapore and the decline of Swiss watches force all luxury brands to rethink their business models?

What insights can the world’s quietest place and a clothing dye produced by former tobacco farmers reveal about serving enlightened consumers?

The answers to these questions may not be all that obvious. And that’s exactly the point. For the past eight years, innovation expert Rohit Bhargava and his team have predicted 15 “Non-Obvious” trends each year. In this book, get a sneak peek at the proven methods exclusively taught to thousands of executives at leading brands, organizations and governments to develop unexpected solutions to critical problems. The power of non-obvious thinking can help you see what others miss, grow your business and make a bigger impact in the world.

In this all-new eighth edition, discover what more than a million readers already have: how to use the power of non-obvious thinking to grow your business and make a bigger impact in the world.

In total, the Non-Obvious 2018 Edition features 15 all-new trends across 5 categories including Culture & Consumer Behavior, Marketing & Social Media, Media & Education, Technology & Design plus Economics & Entrepreneurship. The book also features a detailed section with a review and rating for more than 100 previously predicted trends – with longevity ratings for each.

As with the original version, this new edition of Non-Obvious also delves into the curation process the author has used for years to build his Trend Reports and takes readers behind the scenes of trend curation (much to the delight of past readers who have been asking about this for years), and show them the methodology they can use to predict the future for themselves.

Dec 28, 2018

The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime by Christophe Morin

Click here to view the show notes!

Capture, convince, and close—scientifically

Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy.

This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results.

Written by the founders of SalesBrain who pioneered the field of neuromarketing
SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO
Includes guidance for creating your own neuromarketing plan
Advance your business or career by creating persuasive messages based on the working principle of the brain.

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