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:
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
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
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:
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
The Perfect Story: How to Tell Stories that Inform, Influence, and Inspire by Karen Eber
ABOUT THE BOOK:
Learn how to take any story and make it perfect—from storytelling expert Karen Eber, whose popular TED Talk on the subject continues to be a source of inspiration for millions.
What makes a story perfect? How do you tell the perfect story for any occasion?
We live in a story world. Stories are a memorable and engaging way to differentiate yourself, build connection and trust, create new thinking, bring meaning to data, and even influence decision-making. But how do you turn a good story into a great story that informs, influences, and inspires?
In The Perfect Story, Karen Eber—leadership consultant, professional keynote storyteller, and TED speaker—shares the science of storytelling to teach you to:
Without relying on complicated models or one-size-fits-all prescriptions, this book makes storytelling accessible with practical and impactful steps for anyone to tell the perfect story for any occasion.
Through interview vignettes, The Perfect Story also shares approaches from different storytellers, including the Sundance Institute cofounder, an executive producer of The Moth, the former creative director at Pixar, the TED Radio Hour podcast host, and many more.
Whether you are leading a team, giving a presentation, hosting a podcast, selling a product or service, interviewing for a job, or giving a toast at a wedding, The Perfect Story will help you take your stories and make them perfect.
ABOUT THE AUTHOR:
Karen Eber is a bestselling author, international consultant, and keynote speaker. Her TED Talk: 'How Your Brain Responds To Stories – And Why They’re Crucial For Leaders,' continues to be a source of inspiration for millions.
Karen was previously a Head of Culture, Chief Learning Officer, and Head of Leadership Development at General Electric and Deloitte.
As the CEO and Chief Storyteller of Eber Leadership Group, Karen helps companies build leaders, teams, and culture one story at a time, working with Fortune 500 companies like General Electric, Microsoft, Kraft Heinz, Facebook, and the Big 4 Consulting Companies.
She guest lectures at universities including the London School of Business, Stanford, and MIT, and is a frequent contributor to publications like Fast Company, Business Insider, TED, Forbes, Inc, and Entrepreneur.
And, interesting fact – she has one brown eye and one green eye!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/perfect-story-karen-eber
Second Skin: Tales and Truths from the Mosh Pit of Life by Jason Miller
ABOUT THE BOOK:
Second Skin is a raw and unfiltered memoir that thrusts you into the author’s turbulent journey of self-discovery toward becoming a leading voice in B2B digital marketing.
Battling mental health demons, grappling with the “what the fuck am I gonna do?” dilemma, and narrowly avoiding getting swallowed by life’s uncertainties.
Amid adversity, heavy metal emerges as their saving grace, providing an outlet for their pain and a glimmer of hope amidst the darkness.
This gripping narrative unfolds against the backdrop of a crumbling music industry, where the author encounters amusing anecdotes that shed light on just how screwed up the music business can be.
As the industry crumbles around them, the author encounters hilarious anecdotes that expose the absurdity of it all.
With a devil-may-care attitude and a cockeyed plan for reinvention, they dive headfirst into the wild world of B2B marketing, merging heavy metal madness with marketing brilliance.
Brace yourself for a fast and furious tale that explores the depths of mental health struggles, celebrates the triumph of embracing passion, and leaves you howling with laughter at the sheer fuckery of the business.
Get ready for a wild ride that proves you can rock your way through the darkest times and come out stronger, louder, and more resilient.
This is a metalhead’s journey of becoming.
ABOUT THE AUTHOR:
Jason Miller is a digital B2B marketer who has held senior marketing roles at LinkedIn, Marketo, and Active Campaign.
Before entering the B2B space, he spent 10 years at Sony Music developing and executing marketing campaigns around the biggest names in music.
He is a popular keynote speaker, digital marketing instructor at the University of California, Berkeley, and best-selling author of Welcome To The Funnel: Proven Tactics To Turn Your Social Media And Content Marketing Up To 11, which was featured on episode 28 of The Marketing Book Podcast in 2015.
Also an accomplished rock photographer, Jason photographs the world's biggest rock stars on stages across Europe and the US. He has shot more than 1 million photos, interviewed thousands of musicians, and documented and published his work in the limited edition book Down In Front. His photos have been featured in Vive Le Rock magazine and on album covers of diverse artists from Warrior Soul to the comeback album of Pop Princess Tiffany.
And, interesting fact – he is NOT the Jason Miller who is the author of Sex, Sorcery, and Spirit: The Secrets of Erotic Magic!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/second-skin-jason-miller
The AI Playbook: Mastering the Rare Art of Machine Learning Deployment by Eric Siegel
ABOUT THE BOOK:
In his bestselling first book, Eric Siegel explained how machine learning works. Now, in The AI Playbook, he shows how to capitalize on it.
The greatest tool is the hardest to use. Machine learning is the world's most important general-purpose technology—but it's notoriously difficult to launch.
Outside Big Tech and a handful of other leading companies, machine learning initiatives routinely fail to deploy, never realizing value.
What's missing? A specialized business practice suitable for wide adoption.
In The AI Playbook, bestselling author Eric Siegel presents the gold-standard, six-step practice for ushering machine learning projects from conception to deployment.
He illustrates the practice with stories of success and of failure, including revealing case studies from UPS, FICO, and prominent dot-coms.
This disciplined approach serves both sides: It empowers business professionals, and it establishes a sorely needed strategic framework for data professionals.
Beyond detailing the practice, this book also upskills business professionals—painlessly.
It delivers a vital yet friendly dose of semi-technical background knowledge that all stakeholders need to lead or participate in machine learning projects, end to end.
This puts business and data professionals on the same page so that they can collaborate deeply, jointly establishing precisely what machine learning is called upon to predict, how well it predicts, and how its predictions are acted upon to improve operations.
These essentials make or break each initiative—getting them right paves the way for machine learning's value-driven deployment.
A note from the author:
What kind of AI does this book cover? The buzzword AI can mean many things, but this book is about machine learning, which is a central basis for—and what many mean by—AI. To be specific, this book covers the most vital use cases of machine learning, those designed to improve a wide range of business operations.
ABOUT THE AUTHOR:
Eric Siegel, Ph.D. is a leading consultant and former Columbia University professor who helps companies deploy machine learning.
He is the founder of the long-running Machine Learning Week conference series, the instructor of the acclaimed online course “Machine Learning Leadership and Practice – End-to-End Mastery,” executive editor of The Machine Learning Times, and a frequent keynote speaker.
His previous book is the bestselling "Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die," which has been used in courses at hundreds of universities and was featured on episode 74 of The Marketing Book Podcast in 2016.
Eric’s interdisciplinary work bridges the stubborn technology/business gap. At Columbia, he won the Distinguished Faculty award when teaching graduate computer science courses in ML and AI. Later, he served as a business school professor at the University of Virginia Darden School of Business.
Eric's many media appearances include Bloomberg TV and Radio, Business News Network (Canada), Israel National Radio, NPR Marketplace, Radio National (Australia), Businessweek, CBS MoneyWatch, The European Business Review, The Financial Times, Forbes, Harvard Business Review, The Huffington Post, The New York Times, Newsweek, Scientific American, The Wall Street Journal, and The Washington Post.
And, interesting fact – he is a dancing machine!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/ai-playbook-eric-siegel
The Sale Is In The Tale by John Livesay
ABOUT THE BOOK:
John Livesay, a keynote speaker and author of the business book Better Selling Through Storytelling, presents us with a business fable set in Austin, Texas. It is about a sales representative whose old ways of selling are not working anymore. With the help of his colleague, he learns how to use storytelling in his sales meetings, which wins him more sales success than ever before. As a result, he becomes irresistible to his clients.
The Sale Is in the Tale reveals approaches that reach beyond business. They apply to many aspects of life, as the sales rep learns how to strengthen his soft skills. The reader accompanies the rep on his journey and learns how to use storytelling and strengthen their soft skills to improve their professional and personal relationships. By applying the methodology from The Sale Is in the Tale you will:
ABOUT THE AUTHOR:
John Livesay, aka The Pitch Whisperer, is a keynote speaker on storytelling as a sales tool, marketing, negotiation, and persuasion.
As a keynote speaker, John shares lessons from his award-winning career at Conde Nast to teach sales teams how to become irresistible so they are magnetic to their ideal clients.
His TEDx talk has over 1,000,000 views.
His other books are:
John is a guest lecturer on leveraging the power of storytelling in sales at several universities including the University of Texas at Austin, Pepperdine Graduate Business School, and the University of Chicago Booth School of Business.
And, interesting fact – he was once a lifeguard!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/sale-tale-john-livesay
Marketing 6.0: The Future Is Immersive by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan
ABOUT THE BOOK:
In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world.
In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.
Readers will learn about:
Marketing has evolved to address global challenges and changing customer expectations.
Incorporating sustainability themes and new technologies for customer engagement is essential for businesses to remain relevant.
Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction.
As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement.
Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.
ABOUT THE AUTHOR:
Philip Kotler is professor emeritus of marketing at the Kellogg School of Management, Northwestern University, where he held the S.C. Johnson & Son Distinguished Professor Of International Marketing.
He is one of the world's leading authorities on marketing, widely regarded as the “father of modern marketing," author of over 90 books, recipient of numerous awards and honorary degrees from schools around the world, and voted as the Number 1 Guru In Management in the list of Top 30 Gurus Of Management (2022).
The Wall Street Journal ranks him among the top six most influential business thinkers. He holds an MA from the University of Chicago and a PhD from MIT, both in economics.
Philip has an incredible international presence - his books have been translated into more than 25 languages, and he regularly speaks on the international circuit.
And, interesting fact - he’s 92 years old!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/marketing-6-philip-kotler
Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing by Brian Kurtz
ABOUT THE BOOK:
Brian Kurtz is the bridge connecting the bedrock fundamentals of direct response marketing to today's state-of-the-art strategies, tactics, and channels.
Overdeliver distills his expertise from working in the trenches over almost four decades to help readers build a business that maximizes both revenue and relationships.
Marketing isn't everything, according to Brian Kurtz.
It's the only thing.
If you have a vision or a mission in life, why not share it with millions instead of dozens?
And while you are sharing it with as many people as possible and creating maximum impact, why not measure everything and make all of your marketing accountable?
That's what this book is all about.
In the world of direct marketing, Brian Kurtz has seen it all and done it all over almost four decades. And he lives by the philosophy, "Those who did it have a responsibility to teach it."
Here's a small sample of what you'll learn:
Whether you're new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you're doing while you're doing it.
Kurtz takes you inside the craft to help you use all the tools at your disposal--from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing, and more–so you can succeed wildly, exceed all your expectations, and overdeliver every time.
ABOUT THE AUTHOR:
Brian Kurtz has been a direct marketer for over 40 years and never met a medium he didn't like...and while he's had much success, he admits that trying to sell subscriptions and books on the back of ATM receipts and under yogurt lids was only "a good idea at the time..."
For over 34 years at Boardroom Inc., he was responsible for mailing nearly 2 billion pieces of direct mail (and he did NOT lick every stamp!). He was also responsible for the distribution of millions of other impressions and promotions in a wide variety of alternate media, both offline and online, using the latest direct marketing techniques while working with many legendary copywriters and consultants.
Under Brian's marketing leadership during his tenure at Boardroom, revenues went from approximately $5 million to over $150 million.
Today he consults and works with direct response marketing companies and entrepreneurs directly and through his mastermind groups.
Brian is also the co-author with Craig Simpson of The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand.
And, interesting fact – he is a Little League baseball umpire!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/overdeliver-brian-kurtz
Standout Startup: The Founder’s Guide to Irresistible Marketing That Fuels Growth by Allyson Letteri
ABOUT THE BOOK:
Discover the powerful process that top VC-backed startups use to create an effective marketing strategy with Standout Startup.
This book is your ultimate marketing accelerator, giving you the tools to create strong messaging, fuel user growth, and accelerate revenue.
With this step-by-step guide, tech startup leaders have an exact roadmap to develop positioning, product messaging, and content that converts.
Standout Startup offers an essential marketing toolkit to help you stand out from the competition.
Allyson Letteri shares insider secrets to fast-track your marketing success based on her experience as a Silicon Valley marketing executive and startup advisor.
What's included in Standout Startup:
Standout Startup presents a proven process to build a sustainable user and revenue growth engine. And it all starts with powerful product messaging that makes your startup stand out.
Standout Startup is your marketing accelerator.
ABOUT THE AUTHOR:
Allyson Letteri is a marketing leader and startup advisor who helps tech startups launch winning go-to-market strategies.
She’s built marketing teams from scratch to scale at fast-growing tech companies in Silicon Valley (Handshake, Thumbtack, Intuit).
Allyson now works with founders and VCs to accelerate their startups’ growth.
Allyson holds an MBA from the Stanford Graduate School of Business and a BA from the University of North Carolina at Chapel Hill.
And, interesting fact – she has been a repeat guest on NBC’s Today show!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/standout-startup-allyson-letteri
Any Insights Yet?: Connect the Dots. Create New Categories. Transform Your Business. by Chris Kocek
ABOUT THE BOOK:
Insights are like unicorns: mysterious and elusive, powerful yet elegant. They are the quintessential a-ha moment that all businesses are after, and yet very few people can agree on what an insight is or how they got one.
Any Insights Yet? demystifies the insight-building process in a way that can help any business leader or marketing practitioner get to higher ground.
Packed with real-world examples from leading brands and award-winning campaigns, Any Insights Yet? provides a dynamic step-by-step process for connecting the dots between data, observations, and human truths, resulting in powerful insights that can breathe new life into your brand and give your business a long-term competitive advantage.
In this fast-paced, 2-hour read, you'll discover:
ABOUT THE AUTHOR:
Chris Kocek is an author, speaker, and founder of Gallant, a creative branding firm in Austin, Texas which has helped dozens of companies with brand overhauls, new product launches, and data-driven campaigns, resulting in triple-digit growth and national recognition.
Before starting Gallant, Chris worked in advertising as a strategic planner in New York City and Austin, Texas developing nationally recognized campaigns for Fortune 500 brands and highly respected nonprofits, including AARP, Lowe's Home Improvement, Hyatt Hotels, Ace Hardware, and John Deere.
A frequent guest lecturer at the University of Texas at Austin, Chris is a regular contributor to Entrepreneur Magazine and author of The Practical Pocket Guide to Account Planning.
He graduated from the University of California, Los Angeles and earned a master's degree from the University of Texas at Austin.
And, interesting fact – he worked as an Americorps Ranger in Canyonlands National Park in Utah!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/any-insights-yet-chris-kocek