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The Marketing Book Podcast

The Marketing Book podcast helps business owners and marketers keep up with the smartest thinking in the quickly changing field of modern marketing. Each episode interviews authors and marketers to give you actionable marketing insights, tips, tactics and resources to help grow your business.
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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

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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.

Dec 21, 2018

Video Marketing Strategy: Harness the Power of Online Video to Drive Brand Growth by Jon Mowat

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Video is the single most effective tool that marketers have to raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets. Driven by consumer demand and with the backing of the largest social media platforms, our world is becoming 'video first'. Video Marketing Strategy allows marketers to harness the power of video and create effective video campaigns.

This in-depth look at the world's most powerful medium helps brands to radically magnify their voice by tapping into a level of emotional engagement that can't be achieved any other way. The book explores both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?). It looks at how multiple videos form wider campaigns and covers content hubs, activation strategies and testing. It is filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan.

Written by an award-winning video marketer with decades of experience, Video Marketing Strategy gives readers the magic formula to create engaging, effective content. Truly global in scope, it features case studies from around the world, and shows how marketers from all sectors and industries have used video campaigns successfully. Featuring insights from prominent industry practitioners Video Marketing Strategy is jam-packed with guidance on how to make videos that cut through the market place and deliver measurable result.

Dec 14, 2018

Effective Sales Enablement: Achieve Sales Growth Through Collaborative Sales And Marketing by Pam Didner

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Sales enablement is a way of increasing sales results, revenue, profitability, and productivity by creating integrated content, training and coaching for the sales function. Powered by technology, it provides the tools, systems, processes, training, coaching, and development to enable sales to be more effective and efficient. Effective Sales Enablement provides an introduction to the development and evolution of sales enablement and shows how the field has been transformed by marketing technologies.


Using case studies and examples from some of the world's largest companies including Google, Cisco, and Salesforce, Effective Sales Enablement will allow you to understand how these market-beating firms have harnessed and exploited technologies and bridged the gap between marketing and sales. The author provides a blueprint for any organization wanting to create a sales enablement function, which will, in turn, accelerate revenue growth.

Dec 7, 2018

Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want by Lee Salz

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"If we don't drop our price, we will lose the deal."

That's the desperate cry from salespeople as they try to win deals in competitive marketplaces. While the easy answer is to lower the price, the company sacrifices margin--oftentimes unnecessarily.

To win deals at the prices you want,the strategy needed is differentiation. Most executives think marketing is the sole source of differentiation. But what about the sales function of the company? This commonly neglected differentiation opportunity provides a multitude of ways to stand out from the competition. This groundbreaking book teaches you how to develop those strategies.

In Sales Differentiation, sales management strategist, Lee B. Salz presents nineteen easy-to-implement concepts to help salespeople win deals while protecting margins. These concepts apply to any salesperson in any industry and are based on the foundation that "how you sell, not just what you sell, differentiates you."

The strategies are presented in easy-to-understand stories and can quickly be put into practice. Divided into two sections, the "what you sell" chapters help salespeople:
Recognize that the expression "we are the best" causes differentiation to backfire.


Avoid the introspective question that frustrates salespeople and ask the right question to fire them up.


Understand what their true differentiators are and how to effectively position them with buyers.


Find differentiators in every nook and cranny of the company using the six components of the "Sales Differentiation Universe."


Create strategies to position differentiators so buyers see value in them.


The "how you sell" section teaches salespeople how to provide meaningful value to buyers and differentiate themselves in every stage of the sales process. This section helps salespeople:
Develop strategies to engage buyers and turn buyer objections into sales differentiation opportunities.


Shape buyer decision criteria around differentiators.


Turn a commoditized Request for Proposal (RFP) process into a differentiation opportunity.


Use a buyer request for references as a way to stand out from the competition.


Leverage the irrefutable, most powerful differentiator...themselves.
Whether you've been selling for twenty years or are new to sales, the tools you learn in Sales Differentiation will help you knock-out the competition, build profitable new relationships, and win deals at the prices you want.

Nov 30, 2018

10x Marketing Formula: Your Blueprint for Creating 'Competition-Free Content' That Stands Out and Gets Results by Garrett Moon

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The dream of content marketing is that it’s going to be a magical funnel that drips money into your bank account. Its lure is that it will create an inbound sales machine.

But what should you do when it doesn’t work like that? Or even at all?

That’s the question this book is here to answer. It’s a formula that will show you exactly what to do (and how to do it) to achieve tenfold marketing results. This means the return you can expect will be ten times over what you put in.

It’s the exact formula author Garrett Moon used to grow his startup CoSchedule from zeroes across the board to: 1.3M+ monthly pageviews, 250k+ email subscribers, and thousands of customers in 100 countries...

...in just 4 years.

You will learn to overcome a lack of time, struggling to produce content, an inability to engage your audience, and so many more marketing roadblocks.

If you think marketing success belongs only to elite geniuses or those with huge budgets, think again—10x marketers achieve 10x growth regardless of their limitations.

This book is about finding the strategic shortcuts to get you to results fast. It’s about short-circuiting the path to jaw-dropping growth. You have to find your own way—and The 10x Marketing Formula is that path.

Nov 23, 2018

Master Content Strategy: How To Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish by Pamela Wilson

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A masterclass in content marketing strategy for content creators at every stage of the journey — written by a business owner, marketing consultant, and leading authority on the subject.
Whether you're starting out or are managing a vast archive of content, this book delivers a content strategy that will maximize your results.

Thoughtful content marketing delivers — traffic, attention, and customers.
But too often, content creators just churn out piece after piece, with no thought to how everything fits together.

The result is scattered, confusing, ineffective content marketing.

It's a complete waste of time!

Your content strategy can and should change depending on the stage of growth you're in.
With Master Content Strategy, Pamela Wilson delivers an approach that honors your website's lifecycle and adapts to help you grow your skills as you grow your audience.

This approach works for both B2B (business-to-business) and B2C (business-to-consumer) content creation — and for bloggers, podcasters, and vloggers alike.

"In this book, Pamela Wilson gives you a guided walk-through of the nuances, complete with strategies to follow at every stage of your journey. When you’re finished reading, you’ll know exactly what stage you’re in and exactly what to do to get to the next stage." – Jon Morrow, Smart Blogger (from the Foreword)

You're about to discover:

How the Lifecycle Approach to content creation will transform your content strategy and empower you to create the right content at the right time

Why you should aim to create Very Important Content — and the key ingredients of this kind of content marketing

A Crash Course for getting your content created and out into the world

How to map out Yearly, Quarterly, and Monthly content plans that guide your content marketing efforts

A robust Idea Bank for content repurposing that will expand your reach whether you're a blogger, podcaster, or vlogger
During her award-winning 30+ year marketing career, Pamela Wilson has helped local, national, and international clients communicate their messages effectively. She's the founder of BIG Brand System and is a keynote speaker, author, and respected online educator.

Her passion is teaching — and she has a gift for making complex topics simple and easy to understand.

Nov 16, 2018

7 Concepts from 200 Marketing & Sales Books Every Marketer Needs to Know by Douglas Burdett

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In celebration of the first 200 episodes of The Marketing Book Podcast, I am presenting the audio from a presentation I made recently to the American Marketing Association Triangle Chapter in Raleigh North Carolina: "7 Concepts from 200 Marketing and Sales Books Every Marketer Needs to Know.”

Nov 9, 2018

This Is Marketing: You Can't Be Seen Until You Learn to See by Seth Godin

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Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.

Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package.

This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or an executive at a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels. When done right, marketing seeks to make change in the world.

No matter what your product or service, this book will teach you how to reframe how it's presented to the world, in order to meaningfully connect with the people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:

* How to build trust and permission with your target market.
* The art of positioning--deciding not only who it's for, but who it's not for.
* Why the best way to achieve your marketing goals is to help others become who they want to be.
* Why the old approaches to advertising and branding no longer work.
* The surprising role of tension in any decision to buy (or not).
* How marketing is at its core about the stories we tell ourselves about our social status.

You can do work that matters for people who care. This book shows you the way.

Nov 2, 2018

Eat Their Lunch: Winning Customers Away from Your Competition by Anthony Iannarino

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The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing.

Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent?

It's not easy for any salesperson to execute a competitive displacement--or, in other words, "eat their lunch." You might think this requires a bloodthirsty "whatever it takes" attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like:

* ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution.

* understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns.

* developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence.

Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.

Oct 26, 2018

Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business by Joel Backaler

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Oct 19, 2018

Pink Goldfish: Defy Ordinary, Exploit Imperfection and Captivate Your Customers by Stan Phelps

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Oct 12, 2018

Writing to Be Understood: What Works and Why by Anne Janzer

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Sep 28, 2018

Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth by Jay Baer

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Sep 21, 2018

Bullseye Marketing: How to Grow Your Business Faster by Louis Gudema

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Sep 14, 2018

"The Convenience Revolution: How to Deliver a Customer Service Experience that Disrupts the Competition and Creates Fierce Loyalty" by Shep Hyken. Click here for show notes!

Sep 7, 2018

Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy by Kristin Zhivago

 

Click here to view the show notes!

Aug 31, 2018

"The 4 A's of Marketing: Creating Value for Customer, Company and Society" by Jagdish Sheth and Rajendra Sisodia

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Aug 24, 2018

"Uncopyable: How To Create An Unfair Advantage Over Your Competition" by Steve Miller

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Aug 17, 2018

"The Go-Giver Influencer: A Little Story About a Most Persuasive Idea" by Bob Burg and John David Mann. Click here for show notes!

Aug 10, 2018

"Crisis Ready: Building an Invincible Brand in an Uncertain World" by Melissa Agnes. Click here for show notes!

Aug 3, 2018

"The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd" by Allan Dib. Click here for show notes!

 

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