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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 strategy advisor, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: July, 2023
Jul 28, 2023

The Human Experience: How To Make Life Better For Your Customers And Create A More Successful Organization by John Sills

About the Book:

The essential guide to creating a successful organization by making things easier, better, and more straightforward for your customers.

Across all sectors, organizations' fixation with functionality has meant that the 'human' elements of the customer's experience have become neglected. 

Strict processes and automated procedures have created organizations full of people who aren't allowed to act in a 'human' way.

As a result, and despite these new technologies, customers are no more satisfied than they were a decade ago (according to the Institute of Customer Service) and, according to Edelman, they now trust big organizations even less than they did in the past.

In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. 

He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company, from the CEO operating as the spokesperson of the business to the programmers developing a seamless and welcoming user interface.

Whether you're a well-established incumbent or an early-stage start-up, on either end of your product or service is a human. 

Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to creating a culture and an experience with humanity at its heart, helping to develop a customer base that will stay with an organization, and a company that will grow in an increasingly efficient way.

About the Author:

After starting his career at a market stall in Essex, John Sills has spent the last twenty-five years working in and with companies around the world to make things better for customers. 

He's advised organizations such as Sky, The Body Shop, Ovo Energy, Invesco, Morrisons, eBay, and UNICEF. 

Now Managing Partner at customer-led growth company The Foundation, John also spent twelve years at HSBC, starting on the frontline and finishing as Head of Customer Innovation.

John works closely with Young Enterprise, a charity that helps young adults become the next generation of entrepreneurs, and is a mentor for The School of Marketing.

His writing has been featured in The Guardian, Management Today, and WARC, as well as having work exhibited at the Imperial War Museum, The Foundling Museum, and as part of the Bloomsbury Festival. 

And, interesting fact – he was an award-winning model!

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

https://www.salesartillery.com/marketing-book-podcast/human-experience-john-sills

Jul 21, 2023

Go Big or Go Home: 5 Ways to Create a Customer Experience That Will Close the Deal by Diana Kander and Tucker Trotter

About the Book:

How do underdogs close huge deals they have no business winning? How do rainmakers pull off a sale before the RFP is ever issued? 

They don’t do it with a logical argument or even the best PowerPoint presentation. 

They do it by turning their pitch into an emotional experience that makes the customer think, “This just feels right.” 

This book is your blueprint for tapping into a client’s gut feeling and bringing home the win.

Go Big or Go Home is the greatest collection of the most memorable pitches in film, sports, business, and philanthropy. 

These stories come from individuals and organizations that decided to Go Big or Go Home because their deals were too important to fail. 

One day, you’ll have a pitch that matters just as much. 

And when you do, you can follow the five tools outlined in this book to create an experience that will close the deal.

About the Author:

Diana Kander is a keynote speaker on curiosity and innovation and a New York Times bestselling author. A serial entrepreneur, she has launched and sold millions of dollars of products and services. 

As a consultant, Diana has helped create multi-billion dollar products, coached boards, and executive committees on innovation best practices, and implemented culture transformations.

Her two previous books are The Curiosity Muscle: How Four Simple Questions Can Uncover Powerful Insights and Exponential Growth (2018), and All In Startup: Launching a New Idea When Everything Is on the Line (2014).

Also, Diana can juggle. And do a handstand. Though not yet at the same time.

And, interesting fact, she was born in Odesa, Ukraine!

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

https://www.salesartillery.com/marketing-book-podcast/go-big-go-home-diana-kander

Jul 14, 2023

The Experience Mindset: Changing the Way You Think About Growth by Tiffani Bova

About the Book:

From the Wall Street Journal bestselling author of Growth IQ comes a guide to enhancing customer and employee experience simultaneously for unprecedented revenue growth.

In the war for customer acquisition, businesses invest millions of dollars to improve customer experience. 

They deliver packages faster, churn out new products, and endlessly revamp their UI, often putting greater strain on employees for diminishing returns. 

According to Tiffani Bova, this siloed focus on customer experience – without considering the impact on your staff – actually hinders growth in the long run. 

The most successful companies adopt an Experience Mindset that strengthens both employee experience (EX) and customer experience (CX) at the same time.

Based on exclusive research from two Salesforce-sponsored studies of thousands of employees and C-suite executives, The Experience Mindset details exactly how your company can adopt an Experience Mindset, at scale. 

It’s not enough to know that happy employees equals happy customers.

You must have an intentional, balanced approach to company strategy that involves all stakeholders – IT, Marketing, Sales, Operations, and HR – with KPIs and ownership over outcomes. 

In this ground-breaking book, filled with case studies of leading companies and never-before-seen research, you’ll learn:

  • How people, processes, technology, and culture contribute to the “virtuous cycle” of EX and CX.
  • Why the best companies have programs that minimize the customer’s effort as well as the employee’s effort (and how companies like Southwest and Best Buy get this right)
  • How to effectively roll out technology solutions that boost both EX and CX (hard truth: only 20% of customer-facing employees believe technology makes their job easier.
  • Employees want a seamless technology experience, just like your customers.)
  • What metrics you can use to measure EX, CX, and ultimately, the effect of the two together? You can’t improve what you can’t measure.

Employees are the heart of your business. If you want to remain competitive in today’s marketplace, investing in people is no longer a nice-to-have, but rather a must-have.

About the Author:

Tiffani Bova is the global growth evangelist at Salesforce, a bestselling author, a highly sought-after international keynote speaker, and a podcaster. 

Her previous book Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business (featured on episode 241 of The Marketing Book Podcast in 2019) is a Wall Street Journal bestseller and has been translated into 10 languages. 

Tiffani is ranked on the current Thinkers50 list of the world’s top management thinkers and has appeared on MSNBC, Bloomberg, and Yahoo! Finance, and is a contributor to publications including Harvard Business Review, Forbes, and Entrepreneur

As host of the podcast, What’s Next! With Tiffani Bova, she interviews really smart people [including several authors whom I’ve had the honor of interviewing] about what’s next for companies and individuals as they look to innovate and grow.

Prior to working with Salesforce, she was a sales, marketing, and customer service executive for startups and Fortune 500 companies.

She also spent ten years at Gartner, the world's leading IT research and advisory firm, as a distinguished analyst and research fellow where she helped companies such as Microsoft, Cisco, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, and Amazon Web Services to expand their market share and grow their revenues. 

And, interesting fact – she grew up in Hawaii and she and President Obama attended the same high school!

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

https://www.salesartillery.com/marketing-book-podcast/experience-mindset-tiffani-bova

 

Jul 7, 2023

The Most Amazing Marketing Book Ever by Mark Schaefer & Friends

About the Book:

Bestselling author Mark Schaefer gathered some of his smartest friends and issued a challenge to write a chapter with 10 inspiring marketing ideas. In this one-of-a-kind book, you'll find inspiring ideas on social media, content marketing, personal branding, word of mouth, promotions, research, and much, much more.

Whether you're new to marketing or an experienced pro, you're sure to find some gold nuggets among the more than 350 marketing observations and ideas packed into this book!

Start here if you're looking for fresh ideas to take your small business marketing to the next level! 

About Mark Schaefer:

Mark Schaefer is an internationally recognized keynote speaker, educator, business consultant, and author.

Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides consulting services, marketing strategies, and marketing workshops with his firm, Schaefer Marketing Solutions.

He is the bestselling author of ten books, is the host of The Marketing Companion podcast, and his blog is one of the top marketing blogs in the world.

Mark has shared his insights on television and radio networks and in periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC, and CBS NEWS. He is a regular contributing columnist to The Harvard Business Review. 

And, interesting fact – Mark Schaefer is the King of The Marketing Book Podcast and this interview marks his 9th book interview on the show, more than any other author!

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