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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: April, 2019
Apr 26, 2019

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

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/spear-selling-jamie-shanks

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

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/smash-funnel-mike-lieberman

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

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/customer-centricity-playbook-peter-fader

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

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/conversational-marketing-david-cancel

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.

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