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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: January, 2022
Jan 28, 2022

Culture Built My Brand: The Secret to Winning More Customers Through Company Culture by Mark Miller and Ted Vaughn

About the Book:

Unleash the power of your culture. Propel your brand forward.

Too many executive leaders settle for inadequate employee performance, mediocre outcomes, and unremarkable earnings.

But this doesn’t have to be your organization’s reality. There is a way to break through the inertia to engage your team, drive better results, and attract a tribe of loyal customers―by tapping into the greatest driver of brand success: your internal company culture.

The authors have led nearly 100 rebrands for purpose-driven organizations with their team at Historic Agency.

Their decades of experience and research have culminated in Culture Built My Brand, your roadmap to winning more customers and turning them into raving fans.

With practical steps and customizable tools, this easy-to-follow guide gives you the know-how you need to tap into your company culture to create an authentic brand that stands out from the competition. 

About the Author:

Mark Miller is the co-founder of Historic Agency where he leads product strategy, marketing transformation, and brand.

He has rebranded nearly 100 organizations and also specializes in all things strategy including brand, product, and marketing.

And, interesting fact - he was once denied a passport because the U.S. State Department confused him with a fugitive named Mark Miller (no relation) who was born on the same day, the same year, and in the same state.

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

https://www.salesartillery.com/marketing-book-podcast/culture-built-brand-mark-miller

Jan 21, 2022

Can't Sell Won't Sell: Advertising, Politics and Culture Wars. Why Adland Has Stopped Selling and Started Saving the World by Steve Harrison

About the Book:

Our politics dictate the ads we create and distance us from our audience. The advertising industry has lost interest in selling. According to the IPA, we face "a crisis of effectiveness." And our politics are to blame.

We are now so culturally left-leaning, we're no longer willing to stoke capitalism's engine of growth. Instead, we have a new raison d'etre: we're saving the world.

But who are the activists and careerists who are pushing this progressive agenda? And what of the angry mainstream who are alienated by the ideas we're imposing upon them?

Most urgently, as our clients emerge from the pandemic recession, will advertising rediscover its commercial purpose and help them revive the UK economy?

Or will our agencies and institutions double down on social purpose and the monoculture that's suffocating a once brilliantly creative industry and forcing it to the margins of British business and cultural life?

About the Author:

According to Wikipedia, “Steve Harrison is a British copywriter, creative director and author who is regarded by Campaign Magazine as the greatest Direct Marketing Creative of his generation. He has won more Cannes Lions awards than any other Creative Director in the World.”

Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) on either side of starting his own agency, Harrison Troughton Wunderman (HTW).

He has also authored Changing the World Is the Only Fit Work for a Grown Man; How to Write Better Copy; and How to Do Better Creative Work.

And, interesting fact - he has a doctorate in American history!

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

https://www.salesartillery.com/marketing-book-podcast/cant-sell-wont-sell-steve-harrison

Jan 14, 2022

Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results by Brad Cleveland

About the Book:

Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services, and technologies such as AI and mobile.

Failing to build the necessary strategy, culture, and processes, they suffer from high costs, dissatisfied customers, and brand damage.

The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results.

It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way.

Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors.

The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing, or aspiring to better understand the customer experience.

About the Author:

Brad Cleveland is known globally as one of today’s foremost experts in customer strategy and management.

A sought-after consultant and speaker, he has worked in 45 of the 50 U.S. states and over 60 countries, and his clients have included many of today’s service leaders like Apple, American Express, and AT&T (and those are just some of the A’s on his client list). He’s also advised governments in the United States, Australia, and Canada.

Brad’s books and articles have been translated into over a dozen languages, and he is an instructor for LinkedIn Learning with featured courses on customer strategy and management, customer service leadership, and customer experience leadership.

He has appeared in The Wall Street Journal, Fast Company, Inc. Magazine, Forbes, U.S. News and World Report, CNN Money, the Los Angeles Times, Washington Post, Financial Times, and the New York Times, as well as on major television networks (PBS, CNBC, Fox, MSNBC, and others), and NPR’s All Things Considered.

Brad was a founding partner and former CEO of the International Customer Management Institute (ICMI) now part of London-based Informa plc.

And interesting facts – he is a licensed pilot, he once flew on the Concorde from London to New York, and he read the draft version of this book out loud to his wife and daughter for 10 hours straight while on a road trip!

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

https://www.salesartillery.com/marketing-book-podcast/leading-customer-experience-brad-cleveland

Jan 7, 2022

CMO to CRO: The Revenue Takeover by the Next Generation Executive by Mike Geller, Rolly Keenan, and Brandi Starr

About the Book:

As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control.

Your organization works in departmental silos, with functional leaders pushing their own solutions and feeling satisfied with functional KPIs.

But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins.

You’re not the only one who notices—but you are the only one in the perfect position to do something about it.

Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience.

You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails.

This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

About the Author:

Rolly Keenan has more than 20 years of experience in Enterprise software Consulting and marketing strategy and is the Chief Revenue Officer of Tegrita, a full-service marketing technology consulting firm.

He is a graduate of Northwestern University's Kellogg School of Management.

And interesting facts – Rolly is a trained hostage negotiator, and before getting into the business of marketing, technology, and revenue, Rolly was on staff at USA Volleyball in Colorado Springs, working with the best volleyball teams in the country!

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

https://www.salesartillery.com/marketing-book-podcast/cmo-cro-rolly-keenan

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