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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: 2022
Dec 30, 2022

From Backroom To Boardroom: Earn Your Seat With Strategic Marketing Operations by Debbie Qaqish

About the Book:

From Backroom to Boardroom is not a book about technology, data models, or the latest in a series of bright and shiny toys so loved by marketers.

It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom.

The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience, and the power of the digital age.

This book is a practical guide that will help you reimagine, rescript, and rearchitect the role of marketing forever.

About the Author:

Debbie Qaqish isn’t here to sell you on a panacea marketing technology or convince you of the critical data you just aren’t seeing.

Rather, Debbie’s passion is found in the work she does every day—give marketing leaders the ideas, strategies, and confidence they need to reimagine the role of their marketing team and redefine its impact.

As Partner and Chief Strategy Officer of The Pedowitz GroupDebbie has helped marketing teams drive revenue growth, foster customer centricity, and lead digital transformation. 

With a focus on revenue operations, the customer experience, and a personalized, omnichannel marketing mix, Debbie has established herself as a thought leader and digital pioneer, spearheading the overdue shift of traditional marketing strategies to what she coined as “revenue marketing” in 2011. 

Since then, marketing operations became her area of expertise, devising strategy-to-execution plans that earn marketing a seat at the table.

She is also the author of Rise of The Revenue Marketer which was featured on episode 159 of The Marketing Book Podcast in 2018.

And, interesting fact - in 2019 she earned her doctorate!

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

https://www.salesartillery.com/marketing-book-podcast/backroom-boardroom-debbie-qaqish

Dec 23, 2022

Amplify Your Influence: Transform How You Communicate and Lead by René Rodriguez

Apply the latest advances in neuroscience to your real-world persuasion and influence strategies for immediate results with this Wall Street Journal, USA Today, and Publishers Weekly bestseller

About the Book:

In Amplify Your Influence: Transform How You Communicate and Lead, keynote speaker, trainer, and leadership coach René Rodriguez delivers an eye-opening roadmap to using applied neuroscience to improve readers’ communication ability, critical thinking, cultural awareness, and leadership skills. 

Based on the author’s proprietary AMPLIFII system and methodologies he has taught to over 100,000 participants around the world, the book offers practical tips, useful frameworks, guided practice, and simple application exercises to help readers create new and lasting behaviors that effect change in their life and work. 

Amplify Your Influence shows leaders how to: 

  • Leverage various human motivators for positive outcomes and results  
  • Frame and communicate their ideas in a way that encourages engagement and gets an active response 
  • Intentionally choose a communication style based on their influence objective 

Perfect for executives, managers, sales professionals, and other business leaders, Amplify Your Influence is required reading for anyone seeking to improve their ability to effect change in the people around them, whether they’re in the office, the boardroom, the classroom, or at home.

About the Author:

René Rodriguez is a best-selling author, keynote speaker, leadership advisor, and speaker coach.  

For nearly 30 years, René has researched and applied behavioral neuroscience to solve some of the toughest challenges in leadership, sales, and change.

Through his keynotes, boot camps, workshops, and proprietary Amplifii™ course, his company has trained over 100,000 leaders from companies including Coca-Cola, 3M, Wells Fargo, Cargill, Nestlé, and Microsoft.

And, interesting fact – his mother was a former nun! 

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

https://www.salesartillery.com/marketing-book-podcast/amplify-influence-rene-rodriguez

Dec 16, 2022

Content Chemistry: The Illustrated Handbook for Content Marketing 6th Ed. by Andy Crestodina

About the Book:

The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing.

The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web.

By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun.

This edition has been updated to reflect new technology and marketing trends.

About the Author:

Andy Crestodina is a co-founder and the CMO of Orbit Media Studios, an award-winning, 50-person web design company in Chicago. Since 2001Orbit has completed more than 1,000 successful website projects.

Andy is a top-rated speaker at national conferences and a writer for the biggest blogs. Over the past 20 years, Andy has provided web strategy advice to more than 1,000 businesses.

And, interesting fact – Andy graduated from the University of Iowa with a degree in Asian Language and Literature and a certificate to teach Chinese!

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

https://www.salesartillery.com/marketing-book-podcast/content-chemistry-v6-andy-crestodina

Dec 9, 2022

Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek

About the Book:

One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.

In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon.

How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience?

In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.

Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime-time television show, Americans were receptive to NASA's pioneering “brand journalism.”

Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda.

American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule, and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon.

Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations.

About the Author:

David Meerman Scott is a marketing strategist, entrepreneur, international keynote speaker, investor and advisor to emerging companies, and bestselling author of 12 books, including The New Rules of Marketing & PR, Fanocracy, Real-Time Marketing & PR, Newsjacking and Marketing Lessons from the Grateful Dead.

And, interesting fact – he has one of the largest private collections of artifacts from the Apollo lunar program. He is thought to be the only person in the world with a lunar module descent engine thrust chamber in his living room!

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

https://www.salesartillery.com/marketing-book-podcast/marketing-moon-david-meerman-scott

Dec 2, 2022

Decoded: The Science Behind Why We Buy by Phil Barden

About the Book:

A groundbreaking exploration of purchasing behavior and its essential role in smarter marketing practices to benefit your organization

If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services.

Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing.

The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviors.

Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day.

As a marketing professional, you can look to this book for behavioral knowledge, timely case studies, and an understanding of methodologies.

You'll gain advice on how to employ knowledge about behaviors for more effective brand management, from strategy to implementation to new product development.

You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices.

This updated edition of Decoded provides new material that marketers can apply to informed, successful practices.

  • Gain an understanding of the Jobs to Be Done (JTBD) approach
  • Take a closer look at the Ferrero neuroscience study that supports JTBD
  • See updated and relevant case studies of JTBD at work
  • Discover how to engage customers through digital touchpoints

If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work.

Decoded helps you see how science and marketing come together.

Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.

About the Author:

Phil Barden has over 25 years of client-side brand management experience (Unilever, Diageo, and T-Mobile). Whilst responsible for T-Mobile's brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered ‘decision science.’

DECODE’s work led to the Liverpool Street flash mob dance ad, which increased T-Mobile sales by 49%, and further work cut customer churn in half.

This epiphany led Phil to set up DECODE marketing in the United Kingdom.

Phil lectures on decision science for the IPA and APG Diplomas, various MBA and MSc programs and is a regular speaker at client and industry events.

And, interesting fact – at a corporate lunch years ago, Princess Diana sat next to him and gave him her dessert!

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

https://www.salesartillery.com/marketing-book-podcast/decoded-phil-barden

Nov 25, 2022

Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content by Ann Handley

About the Book:

A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.)

In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that’s helped hundreds of thousands become better, more confident writers.

In this brand-new edition, she delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing.

This new edition also includes:

  • All-new examples, tools, resources
  • Updated step-by-step writing framework
  • Added and expanded chapters that reflect the evolution of content marketing (and the evolution of Ann’s thinking about what works today)
  • The same witty and practical how-to approach
  • How to attract and retain customers with stellar online communication
  • How to choose your words well, sparingly, and with honest empathy for your customers
  • Best practices and ideas for crafting credible, trustworthy content
  • “Things Marketers Write”: The fundamentals of 19 specific kinds of content that marketers like you write
  • Inspiration. Confidence. Fun.

In this book, you’ll discover:

Content marketing has evolved. Yet writing matters more than ever.

In this new edition of Everybody Writes, you’ll find the strategies, techniques, tips, and tools you’ll need to refine, upgrade, and (most of all) inspire your own best content marketing.

About the Author:

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing.

She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, a mom, a dog person, and a writer.

She is the co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Her books have been translated into 19 languages, including Turkish, Korean, Italian, Chinese, and Japanese.

She has contributed commentary and bylines to Entrepreneur magazine, Inc. magazine, Mashable, Huffington Post, American Express, NPR, and the Wall Street Journal.

And, interesting fact – her favorite book of all time is EB White's Charlotte's Web!

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

https://www.salesartillery.com/marketing-book-podcast/everybody-writes-ann-handley

Nov 18, 2022

The Customer-Base Audit: The First Step on the Journey to Customer Centricity by Peter Fader, Bruce Hardie and Michael Ross

About the Book:

As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures.

But how much time have you spent reflecting on the fact that these revenues are generated by actual customers―the people who pull out their wallets and pay for your products and services?

In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base.

A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as:

  • How healthy is your customer base? How realistic are your growth objectives?
  • How do your customers differ in terms of their behavior and value?
  • How has the quality of your customers changed over time?
  • What changes in customer behavior lie behind period-to-period changes in firm performance?
  • What is important to your high-value customers? Which products help you acquire and retain your best customers?

Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be).

Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions?

Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers.

In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior―and thus their company as a whole.

About the Author:

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities.

He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retail, and pharmaceuticals.

In addition to his various roles and responsibilities at Wharton, Professor Fader is also co-founder of Zodiac, a predictive analytics firm that was sold to Nike in 2018.

He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.”

Peter is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author with Sarah Toms of the book The Customer Centricity Playbook (which was featured on episode 222 of The Marketing Book Podcast in 2019).

He has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media.

And, interesting fact – he was a math major at MIT!

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

https://www.salesartillery.com/marketing-book-podcast/customer-based-audit-peter-fader

Nov 11, 2022

The Bezos Blueprint: Communication Secrets of the World's Greatest Salesman by Carmine Gallo

About the Book:

The communication and leadership secrets of Jeff Bezos and how to master them, from the bestselling author of Talk Like Ted.

Jeff Bezos is a dreamer who turned a bold idea into the world’s most influential company, a brand that likely touches your life every day.

As a student of leadership and communication, he learned to elevate the way Amazonians write, collaborate, innovate, pitch, and present.

He created a scalable model that grew from a small team in a Seattle garage to one of the world’s largest employers.

The Bezos Blueprint by Carmine Gallo reveals the communication strategies that Jeff Bezos pioneered to fuel Amazon’s astonishing growth.

As one of the most innovative and visionary entrepreneurs of our time, Bezos reimagined the way leaders write, speak, and motivate teams and customers.

The communication tools Bezos created are so effective that former Amazonians who worked directly with Bezos adopted them as blueprints to start their own companies. Now, these tools are available to you.

About the Author:

Carmine Gallo is a Harvard instructor, bestselling author, and international keynote speaker.

A “communications guru,” according to Publishers Weekly, Carmine coaches CEOs and leaders for the world’s most admired brands.

Carmine’s bestselling books, including Talk Like TED and The Presentation Secrets of Steve Jobs, have been translated into more than 40 languages.

His expertise in business and leadership has been featured in The Wall Street Journal, USA Today, and Success Magazine and on MSNBC, CNBC, CNN, and ABC’s 20/20.

And, interesting fact – he also spent 15 years as a television news anchor!

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

https://www.salesartillery.com/marketing-book-podcast/bezos-blueprint-carmine-gallo

Nov 4, 2022

Prove It: Exactly How Modern Marketers Earn Trust by Melanie Deziel with Phil M. Jones

About the Book:

Your brand is on trial―here’s how to win your case.

You know your company is amazing. You say your company is amazing.

But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial―and that means you better deliver the proof.

In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers.

Using real-world examples from trusted brands across dozens of industries, they’ll walk you step-by-step through the process of identifying and categorizing your business promises―even the ones you don’t realize you’re making―gathering the right evidence, and backing up each style of claim.

You’ll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show―not tell!―the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values.

And you’ll discover the right format and platform to deliver each type of evidence to make sure your “jury of consumers” connects with your case.

It’s time to stand out from all the brands that shout “trust us, we’re great!” at a skeptical audience. Your customers are waiting for you to prove it.

About the Author:

Melanie Deziel is a keynote speaker, award-winning content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others.

She is the author of the bestselling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas (featured on episode 279 of The Marketing Book Podcast), and co-founder of The Convoy, a B2B marketplace that pools the buying power of independently owned businesses to help negotiate discounts on expenses.

From page 7 of Prove It...

I served as the first-ever editor of branded content at the New York Times, where I coached our advertisers on how to create compelling content that our audience would value. As a consultant, I've helped Fortune 100 companies implement content strategies that focus more on the audience's needs and interests than on their lifetime value as a customer. And I've been lucky enough to stand on stages around the world, delivering keynotes and workshops on this very topic to audiences filled with sales professionals, small business owners, and marketers from every industry, background, and walk of life.

And, interesting facts: she can communicate with American sign language, and she was a state-level javelin thrower!

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

https://www.salesartillery.com/marketing-book-podcast/prove-it-melanie-deziel

Oct 28, 2022

The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna

About the Book:

From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales

In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.”

When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business.

But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding.

What they really care about is not failing.

For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and the latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head.

Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industries, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.

Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales.

About the Author:

Matt Dixon is one of the world’s leading experts on sales, customer service, and customer experience. He is a Founding Partner of DCM Insights, The Customer Understanding Lab.

Prior to co-founding DCM Insights, he served as the Chief Product & Research Officer of Tethr, an AI venture in Austin, TX, that helps companies mine customer voice data for insights.

And before that, he spent time as a Senior Partner and the Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and as Group Leader of the sales, service, and customer experience practices of CEB, now Gartner.

Matt is a sought-after speaker and advisor to corporate leadership teams around the world on topics ranging from sales effectiveness to customer service and customer experience and is also a noted business writer.

His first book, The Challenger Sale: Taking Control of the Customer Conversation, was a Wall Street Journal best seller, selling more than a million copies worldwide.

He is also the co-author of the customer experience bestseller The Effortless Experience: Conquering the New Battleground for Customer Loyalty and the follow-on book to The Challenger Sale titled The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results.

Matt is also a frequent contributor to Harvard Business Review with more than 20 articles to date, including many that have appeared in HBR's "Top Ten Must Reads."

And, interesting fact - he’s a huge New York Mets fan!

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

https://www.salesartillery.com/marketing-book-podcast/jolt-effect-matt-dixon

 

Oct 21, 2022

The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David Scott Duncan

About the Book:

A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?

Customers can be a mystery.

Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.

To crack the case, start thinking like a market detective.

David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why.

The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.

The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.”

They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy.

Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.

About the Author:

David Scott Duncan is a managing director at the strategy and innovation consultancy Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations.

He is a leading authority on the theory and application of “jobs to be done,” with extensive experience conducting market investigations around the world.

David is the co-author of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen.

Prior to joining Innosight, he worked as a consultant at McKinsey & Company, earned a Ph.D. in physics from Harvard University, and an undergraduate degree in philosophy from Duke University.

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

https://www.salesartillery.com/marketing-book-podcast/secret-lives-customers-david-duncan

Oct 14, 2022

ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds and Became a Threat to Democracy by Bob Hoffman

About the Book:

In 2017, Bob Hoffman wrote BadMen: How Advertising Went from a Minor Annoyance to a Major Menace. It was selected as Best Of Marketing, 2017 by The Drum.

Five years later Bob revisits advertising’s tracking-based online advertising industry and finds it far more corrupt and dangerous than ever.

In ADSCAM: How Online Advertising Gave Birth to One of History’s Greatest Frauds and Became a Threat to Democracy, Bob concludes that the tracking-based online advertising industry is

“a criminal racket of epic proportions. It is a giant worldwide scam – organized crime at a global scale that has been normalized by involving virtually every major corporation, every pretty-sounding trade organization, and the entire advertising, marketing, and digital media industry."

About the Author:

Bob Hoffman is the author of five Amazon #1-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing.

His books include BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, Marketers Are From Mars, Consumers Are From New Jersey, Advertising for Skeptics, and Laughing at Advertising, 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 an employment 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/adscam-bob-hoffman

Oct 7, 2022

Friction: Adding Value By Making People Work for It by Soon Yu and Dave Birss

About the Book:

Friction isn't something to be avoided.

Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value.

You'll learn how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity.

About the Author:

Soon Yu is an international speaker and bestselling author on innovation and design and branding who has been featured in The New York Times, The Wall Street Journal, The Washington Post, and Entrepreneur.

His previous book, Iconic Advantage (featured on episode 161 of The Marketing Book Podcast) won a gold medal award from Axiom Business.

Soon most recently served as Global VP of Innovation at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler.

Prior to that, he worked for Bain and Company, The Clorox Company, and Chiquita Brands, and he was also the founder and CEO of numerous venture-backed startups.

He frequently guest lectures at Stanford University, where he received his MBA, and was a former adjunct professor at Parsons School of Design.

And, interesting fact – he was once the lead singer in an Asian funk band!

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

https://www.salesartillery.com/marketing-book-podcast/friction-soon-yu

Sep 30, 2022

The Sales MBA: How to Influence Corporate Buyers by Douglas Cole

About the Book:

Contrary to many predictions, there is a growing demand for highly skilled sales jobs in the modern economy.

Whether you're a salesperson or a knowledge worker, knowing how to influence corporate buyers has become a critical skill.

But most sales books tend to be narrow and prescriptive.

They focus only on tactics and tools rather than principles and mindset that can redefine your approach.

This is a different kind of sales book. In plain and direct language, the author shows what it means to become a Strategist, a Change Agent, and a Decision Architect.

Referencing the most important research and a wide assortment of field experiences, The Sales MBA explains how companies compete, how organizations evolve, and how people decide.

Whether you sell to companies or lead others who do, this book will strengthen your credibility as a trusted advisor.

About the Author:

Douglas Cole is a sales leader at LinkedIn and adviser with startup accelerators in Canada and the United States, and a part-time university lecturer at the Rotman School of Management and the Schulich Executive Education Center in Toronto.

Over more than 20 years in consulting and sales, he has sold tens of millions of dollars and software-as-a-service and advisory work.

He holds an MBA from the Wharton School, a Master's degree in International Studies from the Lauder Institute at the University of Pennsylvania, a Master's degree in English Literature, and a Bachelor's degree in Political Science and English Literature, all from the University of Toronto.

And, interesting fact – He is a big fan of the Hello Kitty brand!

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

https://www.salesartillery.com/marketing-book-podcast/sales-mba-douglas-cole

Sep 23, 2022

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut

About the Book:

Increase engagement, response rates, and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.

Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies.

Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal showing how these approaches have been used in practice.

Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.

Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice.

In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand-out and successful marketing-especially for marketers in highly regulated or highly competitive environments.

About the Author:

Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response.

A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US.

Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing.

Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness.

And, interesting fact – she plays the accordion!

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

https://www.salesartillery.com/marketing-book-podcast/using-behavioral-science-marketing-nancy-harhut

Sep 16, 2022

The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster by Ulli Applebaum

About the Book:

The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace.

The methodology described in this book is inspired by the analysis of over 1,200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings.

After reading the book you will be able to:

  • Understand the secrets behind successful brand positionings
  • Identify and use the 26 proven success triggers for brand perception
  • Apply a simple and proven brand positioning methodology that actually works
  • Create brands that are attractive, sustaining, and compelling

The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning.

The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies.

This book is the right choice for you, if:

  • You are working in a marketing department or a marketing agency
  • You are studying or teaching marketing
  • You are looking for a proven framework for creating compelling brand positioning
  • You are about to position or re-position a brand for success in the marketplace

The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops.

The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas!

About the Author:

Ulli Appelbaum is an award-winning marketing and brand strategy consultant. He has held senior strategy roles in Europe and the US at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First The Trousers Then The Shoes Inc.

He has contributed to 7 Effies awards for marketing effectiveness and an Advertising Research Federation Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley, Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, and Land O Lakes.

He is also the creator of the “Positioning Development Method Cards” and “Aha!, The Ultimate Insight Generation Toolkit”, which help marketers think smarter.

He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and was a member of the Practitioner Council of the American Marketing Association.

And, interesting fact – He lives in Minneapolis, was born in Germany, lived in Africa his first 10 years, and then lived in Brussells and moved back to Germany when he was 25!

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

https://www.salesartillery.com/marketing-book-podcast/brand-positioning-workbook-ulli-appelbaum

Sep 9, 2022

Put Your Ass Where Your Heart Wants to Be by Steven Pressfield

About the Book:

Are you losing your "war of art"? Are you being defeated by a tendency to procrastination, self-doubt, fear, distraction, and perfectionism? Are you self-sabotaging your loftiest artistic entrepreneurial dreams?

The antidote is nine words: Put your ass where your heart wants to be. Can you shift your artistic identity—your "ass"—from the shallow, fearful, superficial ego to the wise, loving, fearless self?

Can you commit to your dream for the long haul and for keeps? In this book, best-selling author Steven Pressfield delivers the tough-love inspiration to help you make this life-altering transformation.

About the Author:

Steven Pressfield is the author of The War of Art which has sold over a million copies globally and been translated into multiple languages.

He is a master of historical fiction with Gates of Fire being on the required reading list at West Point and the recommended reading list of the Joint Chiefs.

His other books include A Man at Arms, Turning Pro, Do the Work, The Artist's Journey, Tides of War, The Legend of Bagger Vance, Last of the Amazons, Virtues of War, The Afghan Campaign, Killing Rommel, The Profession, The Lion's Gate, The Warrior Ethos, The Authentic Swing, An American Jew, Nobody Wants to Read Your Sh*t, and The Knowledge.

He is a graduate of Duke University and is a veteran of the United States Marine Corps.

And, interesting facts – he wrote for 27 years before he got his first novel published (The Legend of Bagger Vance). During that time he worked 21 different jobs in eleven states. The jobs included advertising copywriter, schoolteacher, tractor-trailer driver, bartender, oilfield roustabout, an attendant in a mental hospital, fruit–picking migrant worker, and Hollywood screenwriter.

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

https://www.salesartillery.com/marketing-book-podcast/put-ass-where-heart-wants-steven-pressfield

Sep 2, 2022

Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics by Jim Everhart

About the Book:

This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy.

In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic.

According to research reported in the Harvard Business Review, 95 percent of a company’s employees, on average, are unaware of or do not understand its strategy.

Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company’s marketing program to its business strategy.

It’s based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well.

About the Author:

Jim Everhart is a strategist and writer, who works with corporations and agencies to develop marketing communications tactics and campaigns.

He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States.

He played a leadership role at Godfrey in marketing strategy, technology development, and creative implementation, rising to the position of vice president and creative director.

And, interesting fact - he was once a reporter with the Associated Press, ran track in college, and to this day remains a distance runner!

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

https://www.salesartillery.com/marketing-book-podcast/brand-vision-jim-everhart

Aug 26, 2022

The Things We Love: How Our Passions Connect Us and Make Us Who We Are by Aaron Ahuvia

About the Book:

A revealing investigation of the secret, tangled emotional relationships people have with things—drawing on cutting-edge findings from the fields of psychology, neuroscience, and marketing.

Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with something that brings you immense joy, comfort, or fulfillment.

Why is it that we so often feel an intense passion for objects? What does this tendency tell us about ourselves and our society?

In The Things We Love, Dr. Aaron Ahuvia presents astonishing discoveries that prove we are far less “rational” than we think when it comes to our possessions and hobbies.

In fact, we have passionate relationships with the things we love, and these relationships are driven by influences deep within our culture and our biology.

Some of our passions are sudden, obsessive, and fleeting; others are devoted and lifelong affairs. Some turn dark: we become hoarders or would prefer to destroy certain objects rather than let anyone else own them.

And as technology improves, becoming increasingly addictive, one wonders: might our lives become so dominated by our emotional ties to things that we lose interest in other people?

Packed with fascinating case studies, scientific analysis, and takeaways for living in a modern and ever-so-material world, The Things We Love offers a truly original and insightful look into our love for inanimate objects — and how better understanding these relationships can enrich and improve our lives.

About the Author:

Dr. Aaron Ahuvia is a professor of marketing at the University of Michigan–Dearborn College of Business and the most widely published and cited academic expert on noninterpersonal love including brand love.

He is also a leading expert on how our happiness is influenced by money and materialism.

He has been ranked 22 in the world for research impact on consumer behavior and ranked in the top 2% of all scientists in the world across all disciplines by an independent study from Stanford University.

Professor Ahuvia studied philosophy at the University of Michigan before getting a Ph.D. in marketing from Northwestern University’s Kellogg School of Management.

From there he became a professor at the University of Michigan’s Ross School of Business and then a Full Professor at the College of Business on UM’s Dearborn Campus

Dr. Ahuvia also holds an appointment as a Professor at the University of Michigan Penny W. Stamps School of Art & Design.

Dr. Ahuvia has over 100 publications and presentations. He does research, teaches, and consults for governments, nonprofits, and corporations around the world.

He has presented research or consulted for Google, L'Oréal S.A., Samsung, Maybelline New York, Procter & Gamble, Audi, General Motors, Microsoft, Ford, Chrysler, and Herman Miller, among others.

And, interesting fact – he was once a guest on the Oprah Winfrey TV Show!

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

https://www.salesartillery.com/marketing-book-podcast/things-we-love-aaron-ahuvia

Aug 19, 2022

Evolutionary Ideas: Unlocking Ancient Innovation To Solve Tomorrow’s Challenges by Sam Tatam

About the Book:

When faced with new challenges, it’s easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake?

In Evolutionary Ideas, Sam Tatam shows how behavioral science and evolutionary psychology can help us solve tomorrow’s challenges, not by divining something the world has never seen, but by borrowing from yesterday’s solutions – often in the most unexpected ways.

Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers, and advertisers have toiled to solve many of the problems you face today.

Over time, through intent, design, social learning, and sheer luck, we have found what works.

Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly.

In the same way, Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further).

You’ll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine.

These are Evolutionary Ideas.

Exploring five of the most critical challenges we face today, we learn how to ‘breed’ more effective solutions from those that have survived.

The result is a dynamic and exciting way of solving problems and supercharging creativity – for anyone in any endeavor.

About the Author:

Sam Tatam is the Global Head of Behavioural Science at Ogilvy. His passion is understanding human behavior, and his experience comes from organizational /industrial psychology and advertising strategy.

From New York to Nairobi, Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations.

And, interesting fact – the first draft of this book to his publisher contained a typo - in the headline!

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

https://www.salesartillery.com/marketing-book-podcast/evolutionary-ideas-sam-tatam

Aug 12, 2022

Undisruptable: A Mindset of Permanent Reinvention for Individuals, Organisations and Life by Aidan McCullen

About the Book:

Understand the barriers to change and cultivate a reinvention mindset that will make you impervious to disruption

In our world of incessant change, we are all threatened by volatility, uncertainty, complexity, and ambiguity—at the individual and organizational levels. Undisruptable will give you a new lens through which to consider change as an opportunity rather than an obstacle.

You’ll be inspired to consider the big questions of today:

  • What does the future hold?
  • What does the exponential growth of technology mean for the world of work?
  • What does a changing job market mean for future generations?
  • What do waves of disruption mean for business leaders?

Society is evolving at breakneck speed. What does this mean for all of us?

Undisruptable will help you to bridge the chaos and build the resilience you need to move forward.

While we cannot see into the future, there are repeatable patterns that we can understand. Undisruptable demystifies the principles of change through a blend of analogies, innovation frameworks, and exemplars of change such as Fujifilm and Arnold Schwarzenegger.

The first step to becoming undisputable is to realize that evolution is a natural part of life, and nature provides many examples.

Undisruptable will help you to:

  • Understand the principles of change
  • Overcome the barriers to change
  • See change as an opportunity and not an obstacle
  • Utilize simple frameworks and examples to guide you on your transformation

By the end of this book, you will have the essential tools and techniques to foster a reinvention mindset that will help you and your organization to become Undisruptable.

This book is part of a 3-part series. Part 2 looks at the biases and mental obstacles that prevent change. Part 3 examines the best ways to communicate change within an organization.

About the Author:

Aidan McCullen reinvented himself after a 10-year rugby career with over 100 caps for Leinster, Toulouse, and London Irish and is a full Ireland Rugby International.

He worked in digital and innovation transformation and now works on culture and leadership initiatives after he discovered that you cannot change business models until you first change mental models

He is the host and founder of the Global Innovation Show, which is broadcast on national radio in Ireland and is the only English-speaking show on Finland's Business FM. The show is also available everywhere you find podcasts.

Aiden developed and delivers a module on Emerging Technology Trends at Trinity College Business School, ranked first in Ireland and in the top 100 globally.

Aiden speaks globally on disruption and change for organizations such as MasterCard, Google, Epic Games, and many more. He runs workshops on permanent reinvention, bias, and communication.

He is also a board director for National Broadband Ireland.

And, interesting fact – in addition to English, Aiden also speaks French and German!

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

https://www.salesartillery.com/marketing-book-podcast/undisruptable-aidan-mccullen

Interview recorded on July 15, 2022

Aug 5, 2022

Indispensable Brand: Move from Invisible to Invaluable by Mitch Duckler

About the Book:

What makes your brand indispensable?

Increasing market share, commanding premium price points, enhancing profit margins--the overall growth and enduring success of your business are inextricably linked to the strength of your brands.

Whether it is a corporate, business unit, or product brand in question, your challenge is to identify a meaningfully differentiated positioning and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference.

However, today we are faced with a condition that can only be described as brand monotony–consumers' inability to distinguish between brands within practically any industry or category.

If you were to remove your brand name from packaging, advertising, or any other piece of marketing collateral–while leaving every other communication element in place–would consumers be able to identify it as coming from your brand? In most cases, the answer is a resounding "no!"

The Indispensable Brand is your guide to crafting a brand strategy and rising above the noise and monotony in your industry... to move your brands and business from indistinguishable to indispensable.

In this book you'll learn:

  • The five key components that comprise any comprehensive brand strategy
  • The four ways for identifying a brand positioning that is meaningfully differentiated
  • How to ensure every aspect of the customer experience is consistent with brand positioning
  • The five sources of inspiration that can drive transformative brand extension and growth
  • The seven types of brand stories, and their role in fostering enduring customer relationships
  • How to ensure digital activation not only drives transactions but builds long-term brand equity
  • How to measure and track your brand's effectiveness and grow its influence over time

Your brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to and fulfill with, your customers.

Whether your business is B2B or B2C; large or small, product- or service-based--and regardless of industry or sector--the principles put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable, and enduring brands.

About the Author:

Mitch Duckler is the founder and managing partner of FullSurge, a brand, and marketing strategy consultancy based in Chicago, Illinois. He has more than twenty-five years of brand management and management consulting experience.

Prior to FullSurge, Mitch was a senior partner at Vivaldi Partners Group and a partner in the Chicago office of Prophet, where he co-led the brand strategy practice area.

His client base includes Fortune 500 companies and numerous world-class brands, such as Exxon Mobil, Deloitte, Kellogg’s, Best Buy, Payless ShoeSource, American Family Insurance, NBCUniversal, Cox Communications, Alcon, The Home Depot, and General Electric.

Mitch began his career in brand management at Unilever, where he worked on category-leading personal care brands, including Suave and Degree.

He also worked for The Coca-Cola Company, where he helped launch an in-house consulting group that provides consumer and brand marketing consulting services to many of the company's largest retail customers.

Mitch is a faculty member of the Association of National Advertisers (ANA) School of Marketing. He earned a BS in business from the University of Minnesota and an MBA from the University of Michigan.

And, interesting fact – he attended the most recent perfect game in baseball (in 2012)!

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

https://www.salesartillery.com/marketing-book-podcast/indispensable-brand-mitch-duckler

Jul 29, 2022

Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers by Jeb Blount

About the Book:

A practical guide for successfully navigating the single greatest growth and profit improvement opportunity for B2B enterprises: price increases

The payoff for implementing price increases without losing customers is massive! Effective price increase campaigns are far more effective at boosting topline revenue and generating profits than acquiring new customers.

The problem is that price increase initiatives, whether broad-based or targeted to specific accounts, strike fear and anxiety into the hearts of sales professionals and account managers who are tasked with selling them to their customers.

Approaching customers with price increases sits at the tip top of the pantheon of things salespeople hate to do because they fear that raising prices will reduce sales volume or open the door to competitors.

Yet when sold effectively, customers accept price increases, remain loyal, and often buy even more.

In Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers, celebrated sales trainer Jeb Blount reveals the strategies, tactics, techniques, and frameworks that allow you to successfully master price increase initiatives.

From crafting effective price increase messages to protecting hard-won relationships, handling common objections, and making the case for the value you deliver, this comprehensive guide walks you through each step of the price increase sales process.

In each chapter, you’ll find practical exercises designed to help you master the Selling the Price Increase system. As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to successfully engage customers in price increase conversations.

You’ll learn:

  • How to navigate multiple price increase scenarios: broad-based, targeted, non-negotiable, negotiable, defending, presenting and asking
  • The eight price increase narratives and three drivers of customer price increase acceptance
  • How to neutralize and get past the five big price increase fears and anxieties
  • How to avoid the big mistakes that trigger resentment and drive customers into the arms of your competitors
  • The 9-Box Risk-Profile Framework for targeting accounts for price increases
  • A repeatable process for confidently approaching price increase conversations
  • The Five-Step Price Increase Messaging Framework
  • Proven frameworks for reducing resistance and handling price increase objections
  • How to negotiate profitable outcomes with high-risk profile accounts
  • Winning strategies for coaching and leading successful price increase initiatives

Following in the footsteps of his blockbuster bestsellers Fanatical Prospecting, Sales EQ, Objections, Inked, and Virtual Selling, Jeb Blount's Selling the Price Increase puts the same strategies employed by his clients—a who's who of the world's most prestigious organizations—right into your hands.

Selling the Price Increase is an essential handbook for sales professionals, account managers, customer success teams, and other revenue generation leaders looking for a page-turning and insightful roadmap to navigating the essential—and nerve-wracking—world of price increases.

About the Author:

Jeb Blount is the author of 14 of the most definitive books ever written on sales and sales leadership and is among the world's most respected thought leaders on sales, leadership, and customer experience.

Through his global training organization, Sales Gravy, Jeb and his team train and advise a who's who of the world's most prestigious organizations. His flagship website, salesgravy.com is the most visited sales-specific website on the planet.

And, interesting fact -Jeb Blount is now a member of a very exclusive club: The Marketing Book Podcast 6-Timers Club!

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

https://www.salesartillery.com/marketing-book-podcast/selling-price-increase-jeb-blount

Jul 22, 2022

Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers by Robert Chen

About the Book:

How do rainmakers consistently and continuously sell their ideas and grow their client base? What is the secret to their ongoing success?

Whether they are in accounting, consulting, investment banking, law, or any other type of professional service, it’s not just their knowledge, experience, and unique services that set them apart.

They succeed by adopting the mindset, mastering the strategies, and employing the tactics at the heart of rainmaking.

In Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers, veteran communications, sales, and leadership consultant Robert Chen provides a practical guide to selling knowledge-based services in a market that demands credibility and subject-matter authority.

Chen and his colleagues at Exec|Comm have helped hundreds of thousands of professionals learn to sell, influence, and negotiate more effectively. This book condenses Chen’s first-hand experience and over 40 years of Exec|Comm’s best sales advice, along with interviews featuring other successful rainmakers from a variety of professions and industries.

Whether you’re a national practice partner at a Big Four consulting firm or an independent attorney just starting out, this book equips you with the real-life knowledge you need to:

  • Develop a client-focused mindset to help build a thriving book of business
  • Use effective strategies to find your ideal prospects and turn them into long-term clients, using concrete metrics to assess whether you’re on the right track
  • Apply practical tactics to build a trusted reputation, sharpen communication skills, manage the challenges of not having enough time to sell, and push beyond obstacles

The perfect book for consultants, investment bankers, lawyers, research analysts, and accountants, Selling Your Expertise is an invaluable resource for any professional who makes a living by selling solutions to their clients’ most pressing needs.

About the Author:

Robert Chen is a Partner at Exec|Comm LLC, a global skills-based training consultancy where he leads the firm’s business development and sales efforts.

In addition to his corporate client work, Robert teaches Advanced Persuasion and Storytelling at the Wharton School for their MBA and Executive MBA programs.

Robert founded Embrace Possibility, a digital media site focused on helping people reach their full potential. In 2013, Robert published his book on goal setting and success, The Dreams to Reality Fieldbook: A Step-by-Step Guide to Get What You Want.

He has shared his perspective on business development, strategic career management, and professional development in numerous articles for Fast Company, Business Insider, and Training Magazine.

Robert holds an MBA from Wharton and double majored in Chemistry and Economics at Cornell University.

And, interesting facts – he has lived in China and Japan, visited the seven continents, got his start in the business world as a student selling Cutco knives and his LinkedIn bio mentions that he is a semi-cool dad at home.

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

https://www.salesartillery.com/marketing-book-podcast/selling-expertise-robert-chen

Jul 15, 2022

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer and Mike Kaput

About the Book:

Artificial intelligence is forecasted to have trillions of dollars of impact on businesses and the economy, yet many marketers struggle to understand what it is and how to apply it in their marketing efforts.

The truth is, AI possesses the power to change everything.

While AI-powered marketing technologies may never achieve the sci-fi vision of self-running, self-improving autonomous systems, a little bit of AI can go a long way toward dramatically increasing productivity, efficiency, and performance.

Marketing AI Institute’s Founder & CEO, Paul Roetzer, and Chief Content Officer, Mike Kaput, join forces to show marketers how to embrace AI and make it their competitive advantage.

Marketing Artificial Intelligence draws on years of research and dozens of interviews with AI marketers, executives, engineers, and entrepreneurs.

Roetzer and Kaput present the current potential of AI, as well as a glimpse into a near future in which marketers and machines work seamlessly to run personalized campaigns of unprecedented complexity with unimaginable simplicity.

As the amount of data exponentially increases, marketers’ abilities to filter through the noise and turn information into actionable intelligence remain limited. Roetzer and Kaput show you how to make breaking through that noise your superpower.

So, come along on a journey of exploration and enlightenment. Marketing Artificial Intelligence is the blueprint for understanding and applying AI, giving you just the edge in your career you’ve been waiting for.

About the Author:

Paul Roetzer is founder and CEO of Marketing AI Institute and PR 20/20; author of The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing Artificial Intelligence Conference (MAICON).

As a speaker, Paul is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Paul has consulted for hundreds of organizations, from startups to Fortune 500 companies.

And, interesting fact – Paul’s agency was HubSpot's very first partner agency (2007) and Paul’s office in Cleveland looks out on the Cleveland Guardians baseball stadium!

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

https://www.salesartillery.com/marketing-book-podcast/marketing-artificial-intelligence-paul-roetzer

 

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