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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: November, 2021
Nov 26, 2021

Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands by Drew Neisser

About the Book:

Marketing has become ridiculously complicated, but yours doesn’t have to be.

With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing.

Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS).

These four characteristics form the basis for the framework in Renegade Marketing.

Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:

  • Walk through a highly refined discovery process that culminates in finding your brand’s purpose
  • Define your company’s purpose in eight words or fewer
  • Build team support for new marketing initiatives while establishing your unique brand story, voice, and design
  • Assemble effective marketing plans that engage employees, inspire customers, and attract new business
  • Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation

About the Author:

Drew Neisser is the founder of Renegade, a strategic boutique for B2B innovators, and CMO Huddles, a membership organization exclusively for B2B CMOs. He's also the host of Renegade Thinkers Unite.

Ranked among the top B2B influencers, Drew has been a featured marketing expert on ABC News, CNBC, CBS Radio, and Tony Robbins’s podcast, among many others. Besides his long-running Ad Age magazine column, he’s contributed articles to FastCompany, Forbes, MediaPost, and CMO.com.

Drew's first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, published in 2015, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP.

Drew started his advertising career at Wells Rich Greene, and later moved to J. Walter Thompson, and Chiat/Day, and then founded the agency that became Renegade in 1993.

And, interesting fact – he’s obsessed with (and a bit of an expert) on American founding father Benjamin Franklin!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/renegade-marketing-drew-neisser

Nov 19, 2021

Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth by Atul V. Minocha

About the Book:

When it comes to your relationship with marketing, it’s time to wipe the slate clean.

You’ve been promised big results with a quick turnaround. You’ve been told that social media is a silver bullet for increased sales (so far, you haven’t seen an impact).

Your marketing team and vendors have overpromised and underdelivered, and you’re disappointed. You’re frustrated.

Perhaps you’re close to giving up on marketing entirely, but something tells you that you shouldn’t — you just need to know how to use it wisely.

In Lies, Damned Lies, and Marketing, Atul Minocha reveals the root causes of your frustration and provides you with the insight you need to utilize your marketing dollars for real results.

He helps you understand why you need marketing, the important distinctions between marketing and sales, and how to attain the right blend of hard data and softer creativity to persuade your audience.

Bringing with him more than thirty-five years of experience, Atul shows you how to make marketing work for you and finally achieve the results you’ve been waiting for.

About the Author: 

Atul Minocha is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans.

With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology.

Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor.

And, interesting fact: he’s a big Pink Floyd fan! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/damned-lies-marketing-atul-minocha

Nov 12, 2021

The Sea We Swim In: How Stories Work in a Data-Driven World by Frank Rose

About the Book:

A practical guide to "narrative thinking," and why it matters in a world defined by data.

In The Sea We Swim In, Frank Rose leads us to a new understanding of stories and their role in our lives.

For decades, experts from many fields―psychologists, economists, advertising and marketing executives―failed to register the power of narrative. Scientists thought stories were frivolous.

Economists were knee-deep in theory. Marketers just wanted to cut to the sales pitch. Yet stories, not reasoning, are the key to persuasion.

Whether we’re aware of it or not, stories determine how we view the world and our place in it.

That means the tools of professional storytellers―character, world, detail, voice―can unlock a way of thinking that’s ideal for an age in which we don’t passively consume media but actively participate in it.

Building on insights from cognitive psychology and neuroscience, Rose shows us how to see the world in narrative terms, not as a thesis to be argued or a pitch to be made but as a story to be told.

Leading brands and top entertainment professionals already understand the vast potential of storytelling.

From Warby Parker to Mailchimp to The Walking Dead, Rose explains how they use stories to establish their identity and turn ordinary people into fans―and how you can do the same.

About the Author:

Frank Rose is an author, essayist, and keynote speaker.

A senior fellow at the Columbia University School of the Arts, he teaches global business executives as faculty director of its Strategic Storytelling program, presented in partnership with Columbia Business School Executive Education, and serves as awards director of its Digital Storytelling Lab.

His previous book, The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, was hailed by the International Journal of Advertising as "an essential overview" of the fundamental changes affecting media.

Before moving to Columbia, Frank spent many years reporting on the impact of technology on media as a contributing editor at Wired and a contributing writer at Fortune before that.

His 1989 best-seller West of Eden, about the ouster of Steve Jobs from Apple, was named one of the ten best books of the year by Businessweek.

Among his other books is The Agency, an unauthorized history of the oldest and at one time most successful talent agency in Hollywood.

And, interesting facts: he is a native of Virginia and graduated from Wash­ington & Lee University with a degree in journalism and moved soon after to New York, where he got his start covering the punk scene at CBGB for The Village Voice, chronicling the emergence of Patti Smith, the Ramones, and Talking Heads.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/sea-we-swim-in-frank-rose

Nov 5, 2021

Positioning for Advantage: Techniques and Strategies to Grow Brand Value by Kimberly Whitler

About the Book:

Most of us have an intuitive sense of superior branding.

We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage.

Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace.

Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies.

Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage.

Introducing seven tools―from strategic positioning concepts to strategy mapping to influencer maps―Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage.

This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage.

Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

About the Author:

Dr. Kimberly A. Whitler is currently the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia's Darden School of Business. 

Previously, she spent nearly 20 years in general management, strategy, and marketing roles within the consumer packaged goods and retailing industries, managing global, U.S., and Eastern European-based businesses.

She spent most of her career at Procter & Gamble and more recently served as the general manager of the Breakfast Division for Aurora Foods, the CMO of David’s Bridal, the country’s leading bridal apparel retailer, and as an officer of PetSmart, the U.S.' largest pet specialty retailer.

She has written over 350 articles as a Forbes senior contributor and has published in Harvard Business Review, MIT Sloan Management Review, The Washington Post, Ad Age, and numerous academic journals and other publications.

 Her Forbes articles have garnered over 3,500,000 views, and she has been ranked as a Top Five influencer of CMOs, a Top 10 influencer of Tech B2B CMOs, and a Top 100 MarTech influencer.

She has been interviewed, cited, or quoted over 2,100 times, including The Wall Street Journal, Bloomberg, The Washington Post, New York Times, NBC, ABC, USA Today, Entrepreneur, Fox Sports, Huffington Post, and a variety of international media outlets.

And, interesting fact – she is an avid UVA men’s basketball fan!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/positioning-advantage-kim-whitler

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