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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: March, 2024
Mar 29, 2024

B2B Social Selling Strategy: Connect with Customers, Build Relationships, and Drive Sales by Julie Atherton

ABOUT THE BOOK:

Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals.

For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting.

Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement.

B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers, and measuring success against objectives and KPIs.

Featuring original research, case studies, and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers, and create a social selling culture.

Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy.

Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing, and social media professionals.

ABOUT THE AUTHOR:

Julie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement which was featured on episode 477 of the Marketing Book Podcast. Her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she is not the Julie Atherton who is the British actress, singer and director!

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

https://www.salesartillery.com/marketing-book-podcast/b2b-social-selling-strategy-julie-atherton

Mar 22, 2024

MKTG STINX by Bob Hoffman

ABOUT THE BOOK:

From the Author – "There have been thousands of books and articles extolling the virtues of marketing and advertising. But I don't think there has ever been one about how stupid and wasteful most of it is.

Well, now there is."

ABOUT THE AUTHOR:

Bob Hoffman is the author of several best-selling books about advertising. He is also among the most sought-after international speakers on advertising and marketing.

His books include, ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy, Advertising for Skeptics, Laughing at Advertising, BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, and Marketers Are From Mars, Consumers Are From New Jersey – all of which have been featured on The Marketing Book Podcast.
 
He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider.
 
Bob was the CEO of two independent agencies and the U.S. operation of an international agency. 

Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. 

And, interesting fact – in his youth, he responded to a want ad and was hired to be a writer of adult fiction. He lasted one day at that job.

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

https://www.salesartillery.com/marketing-book-podcast/mktg-stinx-bob-hoffman

 

Mar 15, 2024

The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It by Allen Weiss and Debbie MacInnis

ABOUT THE BOOK:

From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace.

Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service-oriented. 

Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. 

While this sounds like common sense, shockingly few organizations actually conduct business this way.

Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. 

In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. 

This focus on customer benefits will teach organizations:

  • What market they are in (or could be operating in)
  • How customers perceive their brand (and that of their competitors) in terms of benefits
  • The most effective way to segment a market and position a brand in terms of benefits
  • How to deliver benefits throughout the customer journey
  • How a focus on benefits facilitates growth

Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want.

ABOUT THE AUTHOR:

Allen Weiss, PhD, is the founder and CEO of MarketingProfs, LLC, the largest B2B marketing training, consulting, and event company dedicated to helping large organizations, teams, and individuals execute marketing campaigns that drive actual results. 

He is also a consultant, conference speaker, and Emeritus Professor at USC. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. 

His work can be seen in tech brands including Intel and Texas Instruments, and categories like banks and insurance companies. 

And, interesting facts - he has an engineering degree and was in a band that opened for major recording acts like Lynyrd Skynyrd Bonnie Raitt, and Kenny Loggins!

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

https://www.salesartillery.com/marketing-book-podcast/brand-benefits-playbook-allen-weiss

Mar 8, 2024

Organic Social Media: How to Build Flourishing Online Communities by Jenny Li Fowler

ABOUT THE BOOK:

Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. 

Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement.

In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. 

Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms.

Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. 

Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management, and content discovery. 

Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. 

With this book, social media managers will future-proof the online presence of any organization.

ABOUT THE AUTHOR:

Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT).

She is in charge of developing and executing Institute-wide social media initiatives and campaigns and provides social media consultation and direction for more than 250 departments, labs, and centers. 

She also manages MIT’s flagship X, Facebook, Instagram, LinkedIn, Threads and TikTok accounts. 

Before MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. 

And, interesting fact – earlier in her career she was a TV reporter and news anchor! 

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

https://www.salesartillery.com/marketing-book-podcast/organic-social-media-jenny-li-fowler

 

Mar 1, 2024

Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton 

ABOUT THE BOOK:

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and the latest developments.

Integrated marketing and PR strategies are a requirement for all businesses. However, with the explosion of social media and content marketing, many organizations still struggle to know which channels to invest in and how to maximize their impact.

Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering, and measuring social media's contribution to your business through:

  • Identifying and targeting audience segments
  • Maximizing social search
  • Enhanced reputation management
  • Managing a diversified influencer portfolio
  • Selecting the right channels for organic and paid social
  • Creating a process and structure to improve efficiencies
  • Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers, and brands including TUI, Greggs, Lego, Ryan Air, and National Geographic.

Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

ABOUT THE AUTHOR:

Julie is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales and her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she once went paragliding in the Alps!

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

https://www.salesartillery.com/marketing-book-podcast/social-media-strategy-julie-atherton

 

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