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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: April, 2022
Apr 29, 2022

Competing on Thought Leadership: How Great B2B Companies Turn Expertise Into Revenue by Robert Buday

About the Book:

“Thought leadership” is now a core part of the business lexicon. Numerous corporate websites devote whole sections to it. Entire conferences are built around it (TED and the World Economic Forum as the most exclusive ones). It’s at the center of sophisticated, high-ticket PR campaigns.

Thousands of people are making careers out of it. And companies from Fidelity Investments, Adobe and Cigna to PwC, Accenture and Spotify have people in charge of it.

Interest in the field of thought leadership is white-hot -- just like the buzz created by illustrious thought leaders when they bring groundbreaking ideas to market. So it’s about time the topic of thought leadership itself got a substantive treatment.

In Competing on Thought Leadership, Robert Buday boldly delivers it. He defines thought leadership concretely: as the acclaim that a firm or a person earns for developing, marketing, and delivering superior expertise in solving complex customer problems. And he defines it broadly -- as a business strategy, not just a marketing strategy.

Buday also brings to bear his client work and research since the 1980s in helping companies and individuals inside them become known worldwide as leading experts in their field, which in turn has increased their revenue and profit multifold.

This book focuses on how businesses that sell services and products to other businesses can thrive on thought leadership. It takes the lessons learned at some of the best firms in the world at selling expertise – consulting, accounting, law, financial services, and technology firms – and makes them practical for every B2B firm.

Yet the principles of Competing on Thought Leadership apply to all organizations – for-profit and nonprofit alike -- that must demonstrate superior expertise in solving complex problems. Consumer companies, charitable foundations, and other organizations, too, can benefit greatly from adopting these best practices in thought leadership.

About the Author:

Since the late 1980s, Robert Buday has been regarded as a pioneer in the theory and practice of thought leadership — well before the concept became widely adopted and loosely interpreted.

He and his team at his firm, Buday Thought Leadership Partners LLC, collectively bring decades of experience in helping business-to-business companies become widely recognized and richly rewarded for their expertise.

His two firms, Bloom Group and Buday TLP  have provided thought leadership strategy, content development,   and marketing services to such companies as Deloitte, Accenture, EY, Microsoft, CSC, and a range of smaller B2B firms.

He has helped clients develop and publish dozens of opinion articles in the world’s most prestigious business and management publications including Harvard Business Review, Forbes, MIT Sloan Management Review, Financial Times, Bloomberg BusinessWeek, and others. He also has helped several clients conceptualize, develop and publish best-selling books.

And, interesting fact – it took him 22 years to get to his first date with his wife!

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

https://www.salesartillery.com/marketing-book-podcast/competing-thought-leadership-robert-buday

Apr 22, 2022

Sell Without Selling Out: A Guide to Success on Your Own Terms by Andy Paul

About the Book:

Forget everything you learned about selling.

Persuasion is not a sales skill―it’s a blunt instrument of last resort that sellers use when they don’t know how to influence the choices their buyers make.

It’s the weapon of choice for mindless, uninspired sellers: the sales zombies who have stopped learning and stopped improving.

Wouldn’t you rather learn how to master the art of selling in, by listening to what your buyers really want?

In Sell without Selling Out, global sales guru, top podcaster, and entrepreneur Andy Paul shows you how to take charge of your own career without selling out to outdated, ineffective sales methods.

He reveals the four Sell In pillars that are the indispensable instruments of selling: Connection, Curiosity, Understanding, and Generosity.

Everything else is mostly a combination of product features, technical specifications, and pricing, which your buyers can get from the Internet. What they seek (and deserve) can only come from you: the human seller.

If you’ve been told you need to be more “salesy” to get ahead in your career, you need this book.

About the Author:

From the author's website...

I’ve been in sales for over four decades. My first sales job was selling women’s shoes at JC Penney. In my professional career, I’ve sold everything from computers to small businesses to complex communications systems that sold for tens of millions of dollars to some of the world’s largest enterprises. I closed hundreds of millions of dollars in products and services before starting my own company.

I was not a typical salesperson. I’m a bit of an introvert. My first employer didn’t think I’d ever succeed because they believed I was “too analytical.” I was a history major in college yet I spent most of my career flying around the world selling complex technical products to enterprises on every continent but Antarctica.

I’ve grown and managed large sales teams from scratch. I’ve coached average performers into being top producers.

And, yet, every new position I took on in my career presented a challenge and required that I re-invent myself. I had to educate myself about new technologies, new solutions, new products, new customers, and their unique requirements. Every single day I had to take the responsibility to make myself smarter and better. There was no training that would do that.

It was this experience of assuming responsibility for my own career education; of using day-to-day learning to power my way to whatever successes I achieved, that inspired me to start my own company in 2000. Since then I’ve been on a mission to educate sales leaders and sales professionals about the power of continuous learning to transform how they perform.

I’m #8 on LinkedIn’s list of the Top 50 Global Sales Experts to follow. More than 170,000 people have signed up to follow the advice I share there. My podcast, Accelerate Your Sales!, is on the top of every list of the best sales podcasts with over 2 million downloads to date, and was on INC Magazine’s list of the top leadership podcasts. My two award-winning books, Zero-Time Selling and Amp Up Your Sales, were both Amazon best-sellers.

And, you know what? Even today, with all my experience, I’ll be the first to admit that I still don’t know everything I need to know about sales. I’m still learning and perfecting my craft every single day.

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

https://www.salesartillery.com/marketing-book-podcast/sell-without-selling-out-andy-paul

 

Apr 15, 2022

Get Your Startup Story Straight: The Definitive Storytelling Framework for Innovators and Entrepreneurs by David Riemer

About the Book:

In a world that’s been turned upside down by a pandemic, social upheavals, environmental disasters, and economic disruptions, the need for reinvention is paramount.

While many entrepreneurs and innovators have brilliant ideas, they desperately need the skills to successfully articulate their vision to investors, prospective customers, employees, and stakeholders.

In this informative and empowering book, David Riemer breaks down the storytelling clutter so you can gain the attention you need to be successful.

Storytelling is foundational. If you have a groundbreaking invention in mind or have a plan to solve worldwide problems, Get Your Startup Story Straight is the tool you need to create better customer-focused solutions, motivate more backers to your project, and ultimately dominate in the market.

Broken down into three acts, this book will allow you to discover the building blocks of your narrative, the storytelling techniques to convey your ideas clearly, and the archetypes for inspiration.

The author’s own words tell it all: “Innovators are ubiquitous nowadays, and for this community, storytelling is essential.”

If you are a creator struggling to get others on board, this is the handbook to refine your story to guide your product strategy, shape your company, and ultimately improve lives.

About the Author:

David Riemer has worked in the center of the global hub of innovation—the San Francisco Bay Area—for most of his professional life.

He has spent forty years telling stories as a marketing and advertising executive at J. Walter Thompson, Yahoo!, and several startups.

Today he is an executive-in-residence at Berkeley-Haas School of Business, advising teams at Bay Area accelerators, and running storytelling training at Google, SAP, Salesforce, Netflix, Bose, Kaiser Permanente, and Abbot Labs.

He holds a BA from Brown University and an MBA from Columbia University.

And, interesting fact - he produces theater and serves as chair of the board of the American Conservatory Theater in San Francisco. 

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

https://www.salesartillery.com/marketing-book-podcast/get-startup-story-straight-david-riemer

Apr 8, 2022

An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing by Jamie Turner and Chuck Moxley

About the Book:

The breakthrough marketing strategy today’s leading companies are using to change consumer behavior and drive revenue to the bottom line.

One-to-one marketing is the breakthrough strategy today’s top brands are using to generate meaningful conversations with customers on an individual basis, helping them grow their revenue while understanding and even anticipating consumer behavior.

But with that enormous potential comes a common pitfall: Alienating customers who value their privacy.

In An Audience of One, internationally recognized marketing experts Jamie Turner and Chuck Moxley reveal the secrets to implementing a strategy that allows you to use important data while respecting consumers’ privacy concerns.

In chapter after chapter of real-life cases and primary research, you’ll learn:

  • Which brands are using one-to-one marketing, and how they leverage it for growth
  • The important role privacy plays in a one-to-one marketing campaign
  • What fears consumers have about privacy―and how to address those concerns
  • How to calculate the ROI of a one-to-one marketing campaign
  • Why the traditional sales funnel no longer works―and what’s replacing it
  • Surprising insights about how the customer journey can be leveraged to grow sales
  • How to create consumer profiles―without invading your customers’ privacy

If you’re a marketing professional, C-level executive, entrepreneur, or leader in any consumer-facing business, understanding one-to-one marketing―and learning how to use it properly―is critical to your brand’s success.

An Audience of One will give you the in-depth understanding you need and provide a hands-on, actionable roadmap to take your marketing to the next level.

About the Author:

Jamie Turner is an internationally recognized author, professor, and speaker. His client list has included The Coca-Cola Company, AT&T, Microsoft, Verizon, SAP, T-Mobile, and Holiday Inn.

You may have seen Jamie in Forbes, Inc., Entrepreneur, Business Insider, or the Wall Street Journal. He’s also a regular guest on CNN and HLN where he contributes segments on marketing, persuasion, and leadership.

He teaches at Emory University and the University of Texas and is the co-author of several business books including How to Make Money with Social Media and Go Mobile.

He is the founder of 60SecondMarketer.com and has a popular new YouTube series called IN:60.

He is also the co-founder of A School Bell Rings, a non-profit that improves access to education for impoverished children around the globe.

And, interesting fact - he was born in London England!

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

https://www.salesartillery.com/marketing-book-podcast/audience-one-jamie-turner

Apr 1, 2022

Strikingly Different Selling: 6 Vital Skills to Stand Out and Sell More by Dale Merrill, Scott Savage, Jennifer Colosimo and Randy Illig

About the Book:

You are competing with the top salespeople in your industry for the same customers. For each sales opportunity, there is only one winner.

What separates a “winner” from the rest of the very best and makes them “strikingly different”? Six years of intensely focused research involving more than 2,800 sales professionals from 135 countries reveals the 6 vital skills that separate top sales performers from the herd. Learn what it takes to be that one winner!

What really works to stand out and sell more? In their book Strikingly Different Selling, Dale Merrill, Scott Savage, Jennifer Colosimo, and Randy Illig (the sales performance experts at FranklinCovey) reveal the secrets to consistent, predictable sales success.

The 6 Vital Skills. The author team found that most consultants and sales professionals believed they were doing a great job in their client interactions. Yet 70 percent of the time client executives felt their meetings with sales professionals were a waste of time. To the authors, this was a major surprise. But, for the “Strikingly Different” sales professionals, there were six things they did to consistently outperform their competitors and radically change their client interactions and results.

Go from being just one of the sales crowd to the superior choice. Read Strikingly Different Selling: 6 Vital Skills to Stand Out and Sell More and learn the details behind the 6 skills.

The 6 vital skills to stand out and sell more:

  • Capture Attention with Verbal Billboards
  • Create Excitement with Movie Trailers
  • Build Confidence with Flashbacks and Flashforwards
  • Become Essential with “Why Us!” Differentiators
  • Get Curious and Find the Gaps
  • Navigate Traffic Lights and Close the Gaps

If you have found books such as SPIN Selling, The Challenger Sale, To Sell is Human, The Secrets of Closing the Sale, or Start with Why to be useful; then your next read should be Strikingly Different Selling.

About the Author:

Dale Merrill is a Global Managing Director in FranklinCovey’s Sales Performance Practice where he helps clients dramatically grow revenues and profitability.

For more than 30 years, Dale has led businesses and helped a wide range of clients solve challenges and win more business around the world including North and South America, Europe, the Middle East, Asia, Africa, and Australia.

Prior to joining Franklin Covey, Dale served in senior executive leadership roles at several different companies, including as President of a 1,500-employee digital services company, as CEO of a private investment company, and as a Partner with a global consulting company.

He is a proud graduate of Brigham Young University and, interesting fact - he is also a Certified Public Accountant.

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

https://www.salesartillery.com/marketing-book-podcast/strikingly-different-selling-dale-merrill

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