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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing strategy advisor, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: 2023
Sep 15, 2023

The Ultimate Customer Experience: 5 Steps Everyone Must Know to Excite Your Customers, Engage Your Colleagues, and Enjoy Your Work by Scott McKain

About the Book:

In The Ultimate Customer Experience, Scott McKain, award-winning speaker and author, reveals the five steps for connecting with customers in today’s changing workplace.

When was the last time you were a customer and received the Ultimate Customer Experience? Can you even remember?

You’ve probably received great service from companies that you know didn’t give a damn about my business. How did that happen?

Here is one possible answer: an individual cared about customers and overcame the obvious deficiencies in their organization’s inferior approach and lack of values.

There are five fundamental aspects to creating the Ultimate Customer Experience for the clients and prospects you deal with every single day. 

Even during this post-pandemic period as we come to grips with—and try to learn how—business has been changed forever, the level at which we connect with customers has never been more important.

The five steps to creating an Ultimate Customer Experience are:

  1. Don’t Make It Right . . . GET It Right!
  2. Make a Great Impression
  3. Serve with Empathy
  4. Connect with Emotion
  5. Take Personal Responsibility

If you are investing your own resources in reading this book, that means you’re taking the most important step any of us can ever take—a step toward personal growth. You wouldn’t read this book if all you want to do is tread water and remain the same.

If you want to take personal responsibility for how you engage your customers, Scott McKain will show you how.

About the Author:

Scott McKain’s experiences have been diverse and remarkable. 

From playing the villain in a Werner Herzog film that esteemed film critic Roger Ebert named as one of the fifty great movies in the history of the cinema, to being inducted into the Professional Speakers Hall of Fame; from having been chosen (along with Zig Ziglar, Dale Carnegie, and Seth Godin) as one of thirty members of the Sales and Marketing Hall of Fame, to a decade as a globally syndicated television commentator on the entertainment scene, it’s not a stretch to say Scott McKain’s life has been distinctive.

He has spoken on platforms in all fifty US states and forty countries and his expertise has been quoted multiple times in publications including USA Today, the New York Times, Wall Street Journal, and the International Herald-Tribune

And, interesting fact - Arnold Schwarzenegger once booked Scott for a presentation at the White House with the President in the audience!

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

https://www.salesartillery.com/marketing-book-podcast/ultimate-customer-experience-scott-mckain

 

Sep 8, 2023

Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff

About the Book:

Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers.

Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.

Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter and a comprehensive checklist to help you improve your company's approach to its most important customers.

Each framework element is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra.

About the Author:

Bev Burgess is passionate about the critical role marketing can play in accelerating business growth. 

Her specialism is the marketing and selling of business services, built through a combination of postgraduate study and the privilege of working with 40 of the world’s most influential firms, primarily in the technology and professional services sectors. 

Bev’s background includes senior marketing roles at British Gas, Epson, and Fujitsu, and she was a Senior Vice President at ITSMA, where she led the global ABM Practice and ITSMA’s European operations for many years. Bev first codified ABM as a marketing strategy while managing director of ITSMA Europe in 2003.

Today Bev is a Founder and Managing Principal at Inflexion Group, delivering thought leadership, consulting, and training to companies around the world that are designing, developing, and implementing account-based growth programs. 

Bev holds an MBA in strategic marketing and a BSc Honours degree in business and ergonomics. She is a Fellow of the Chartered Institute of Marketing and has served as an international trustee. 

Her first book, Marketing Technology as a Service, was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology. 

Her most recent, A Practitioner’s Guide to Account-Based Marketing (with Dave Munn, Kogan Page 2021, 2017) explains how to use ABM to accelerate growth in strategic accounts. Both editions of that book were featured on The Marketing Book Podcast episodes 117 and 373 with Dave Munn.

Executive Engagement Strategies, published by Kogan Page in 2020, explains how to have conversations that deepen executive relationships and build sustainable growth with key clients. 

And, interesting fact – she was a competitive ballroom dancer!

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

https://www.salesartillery.com/marketing-book-podcast/account-based-growth-bev-burgess

Sep 1, 2023

Decisions Over Decimals: Striking the Balance between Intuition and Information by Christopher Frank, Paul Magnone, and Oded Netzer

About the Book:

Become a confident leader and use data, experience, and intuition to drive your decisions

Agile decision making is imperative as you lead in a data-driven world. Amid streams of data and countless meetings, we make hasty decisions, slow decisions, and often no decisions. 

Uniquely bridging theory and practice, Decisions Over Decimals breaks this pattern by uniting data intelligence with human judgment to get to action — a sharp approach the authors refer to as Quantitative Intuition (QI). 

QI raises the power of thinking beyond big data without neglecting it and chasing the perfect decision while appreciating that such a thing can never really exist.

Successful decision-makers are fierce interrogators. They square critical thinking with open-mindedness by blending information, intuition, and experience. Balancing these elements is at the heart of Decisions Over Decimals.

This book is not only designed to be read - but frequently referenced - as you face innumerable decision moments. 

It is the hands-on manual for confident, accurate decision-making you've been looking for; the rare resource that provides a set of pragmatic leadership tools to accelerate:

  • Effectively framing the problem for stakeholders
  • Synthesizing intelligence from incomplete information
  • Delivering decisions that stick

Strike the right balance between information and intuition and lead the smarter way with the real-world guidance found in Decisions Over Decimals.

About the Author:

Oded Netzer is the Vice Dean for Research and the Arthur J. Samberg Professor of Business at Columbia Business School, an affiliate of the Columbia Data Science Institute, and an Amazon Scholar. 

He is a world-renowned expert in data-driven decision-making and extracting meaningful insights from data. 

He holds a Ph.D. in Business and a Masters degree in Statistics from Stanford University.

And, interesting fact - he's originally from Israel!

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

https://www.salesartillery.com/marketing-book-podcast/decisions-over-decimals-oded-netzer

Aug 28, 2023

A conversation about the current state of marketing books with Josh Bernoff.

Josh was recently on episode 449 to talk about his newest book, Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters. A Comprehensive Guide for Authors, published by Amplify.

Josh is an expert on business books and works closely with nonfiction authors as an advisor, coach, editor, or ghostwriter. 

He has authored, coauthored, or ghostwritten eight business books, and has collaborated on more than 50 nonfiction books.

Book projects on which he has collaborated have generated over $20 million for their authors. 

Josh’s previous book was Writing Without Bullshit: Boost Your Career by Saying What You Mean (HarperBusiness, 2016). 

He is also the co-author of Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), which was a BusinessWeek bestseller. 

He was formerly Senior Vice President, Idea Development at Forrester Research, where he spent 20 years analyzing technology and business. 

Prior to Forrester, Josh spent 14 years in startup companies in the Boston area.

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

https://www.salesartillery.com/marketing-book-podcast/state-marketing-books-josh-bernoff

Aug 25, 2023

33 Ways Not to Screw Up Your Business Podcast: A Comprehensive Guide To Planning, Recording And Launching Your Business Podcast by Alastair McDermott

About the Book:

Unlock the power of podcasting to grow your audience, establish yourself as an expert, and build stronger relationships with clients for increased revenue. This book is your ultimate guide to creating a business podcast that gets real results.

Designed for business leaders and entrepreneurs, this book provides in-depth coverage of 33 essential elements for every business podcast.

It includes in-depth coverage of 33 crucial elements for every business podcast. You'll discover:

  • How to avoid three critical strategic mistakes that can derail your podcast
  • The most effective podcast formats for business, and which ones to steer clear of
  • How to choose the right guests based on your unique business goals
  • The common rookie mistake many business owners make with podcast workflow—and how to fix it
  • Pro tips for transforming a bland office into a professional recording studio

If you're ready to create an impactful podcast that achieves your business goals, read this book and start your podcasting journey today!

About the Author:

Alastair McDermott helps “best-kept secret” experts and consultants to rapidly build authority by leveraging the power of podcasting so that they can command premium fees, cherry-pick the best projects, get off the gilded hamster wheel of hourly-rate work, and never have to suffer a bad-fit client again!

Alastair is an author, consultant, and business coach who hosts The Recognized Authority Podcast, The Specialization Podcast, and the Accelerating Your Authority Podcast.

He is the author of two other books, including How to Sound & Look Good on Zoom & Podcasts: Tips & Audio Video Recommendations for Consultants & Experts.

And, interesting fact - Alastair lives on the beautiful west coast of Ireland!

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

https://www.salesartillery.com/marketing-book-podcast/33-ways-not-screw-up-business-podcast-alastair-mcdermott

Aug 18, 2023

Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters. A Comprehensive Guide for Authors by Josh Bernoff

About the Book:

Your brain burns with a powerful idea worth sharing.

Could writing a business book spread that idea, create real change, and launch your career on the path to visibility and influence?

Definitely. But don’t start by piling up words.

Instead, focus on the story.

What urgent problem does your reader face? How can they solve it?

And what journey must your readers take as you guide them from confusion to understanding, action, and success?

Build a Better Business Book is the first accessible and comprehensive guide for authors who want to create impact.

Josh Bernoff, a bestselling author, veteran editor, and insightful writing coach with decades of experience on 45 successful book projects, explains the systematic way to refine your idea and then research, write, publish, and promote a book that matters.

Learn how to:

  • Build your book not just from ideas but from people and their compelling stories — and how you can research and tell those stories.
  • Write a first chapter that creates powerful motivation by emotionally connecting with readers.
  • Select among the three major publishing models — traditional, self-publishing, and “hybrid” — on the axes of speed, cost, and influence.
  • Plan your book as a project, then efficiently execute that plan with a low-stress, high-potency tool: the fat outline.
  • Structure chapters that no reader can put down.
  • Collaborate with coauthors, editors, and ghostwriters without excessive bloodshed.
  • Promote your book to maximize your sales, revenue, and influence.

Josh Bernoff’s book projects have generated over $20 million for their authors.

This guide includes the results of an extensive author survey and secrets from interviews with successful business authors like Jay Baer, Laura Gassner Otting, Phil M. Jones, Joe Pulizzi, and Scott Stratten.

Don’t waste valuable energy without accomplishing your goals. Construct your business book as a compelling story, and you won’t just get your words in print.

You’ll create change in the minds of your readers. And that is the first step to making a meaningful impact on the world.

About the Author:

Josh Bernoff is an expert on how business books can propel thinkers to prominence. Book projects on which he has collaborated have generated over $20 million for their authors.

Josh’s previous book was Writing Without Bullshit: Boost Your Career by Saying What You Mean (HarperBusiness, 2016). Toronto’s Globe and Mail called it “a Strunk and White for the modern knowledge worker.”

He is the co-author of Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), which was a BusinessWeek bestseller.

He works closely with nonfiction authors as an advisor, coach, editor, or ghostwriter.

He has authored, coauthored, or ghostwritten eight business books, and has collaborated on more than 50 nonfiction books.

He was formerly Senior Vice President, Idea Development at Forrester Research, where he spent 20 years analyzing technology and business.

Prior to Forrester, Josh spent 14 years in startup companies in the Boston area.

Josh has a mathematics degree from Penn State University and later studied mathematics in the Ph.D. program at MIT.

And, interesting fact – he has appeared on 60 Minutes!

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

https://www.salesartillery.com/marketing-book-podcast/build-better-business-book-josh-bernoff

Aug 11, 2023

The Insight Book: Enhancing Your Creativity By Learning To See Things Differently by Anthony Tasgal

About the Book:

More than ever, people crave new ideas, new ways of seeing and interpreting behavior; changing their companies and lives, and of being more creative. 

Insight today has become an essential tool for seeing things differently and more deeply to enable you to understand better the trends and changes going on around you and your work/business.

This book is an entertaining, instructive, and accessible guide to understanding and deploying insight to see things differently and find creativity from all sources and in all places. 

Insight has become an important way to gain a deeper understanding of how your customers think and feel about your products and services. 

The book explains what insight is, why insight is so important (and yet so poorly misunderstood and under-used), and how can we nurture and develop it in our work and even personal lives.

About the Author:

Tas is a man of many lanyards: trainer, author, speaker, brand and communications strategist and lecturer. 

He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communication and the Civil Service College.

He is a global speaker and regularly reviews the papers and contributes to marketing and communications subjects on TalkTV.

His areas of expertise include storytelling, behavioral economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one). 

He also runs The Guardian masterclass on “Harnessing The Power Of Storytelling” and is a Brand Ambassador for Home Grown Club in London (London’s leading business club). 

He is the author of the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications (2016),  The Inspiratorium: A Space for the Curious (2018), InCitations: Discovering A World Of Inspiration Through Quotes, Words And Expressions (2020), and The Storytelling Workbook: A Nine-Week Programme To Tell Your Story (2022).

And, interesting fact – he is a graduate of the University of Oxford (home of the Fighting Oxen)!

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

https://www.salesartillery.com/marketing-book-podcast/insight-book-anthony-tasgal

Aug 4, 2023

Never Lose an Employee Again: The Simple Path to Remarkable Retention by Joey Coleman

About the Book:

If keeping employees is a challenge for you, Never Lose an Employee Again offers a proven framework for increasing retention, engagement, and in the process, profits.

Joey Coleman, one of the world's leading experts on employee experience, reveals practical strategies that will teach you exactly how to recruit top talent, bring them onboard successfully, and keep them engaged while they produce remarkable results for years to come.

Finding and keeping quality employees is one of the greatest challenges facing businesses today.

With more people quitting their jobs each month than ever before and employees demanding flexibility, freedom, and advancement, companies are struggling to build a foundation with new hires that leads to long-term commitment.

To effectively combat the hiring crisis and remain competitive, business owners and managers must design an employee experience program that begins on day one.

In Never Lose an Employee Again, Coleman offers a step-by-step playbook for creating a retention plan with long-term success.

With more than fifty proven case studies from organizations on seven continents, Coleman details how you can forge a relationship with your people during each of the eight phases of the employee journey.

For each phase, Coleman walks you through the six forms of communication integral to success (in-person, email, phone, mail, video, and even gifts) so you can better connect with your team.

 You’ll learn how to:

  • write job descriptions that attract the right candidates (and plenty of them);
  • counter the “hire’s remorse” that every employee feels (yet few businesses ever address);
  • welcome someone on their first day in a way that will leave them talking about it years later;
  • acclimate your people to get them up and running faster and more effectively;
  • re-engage your existing employees to turn them into raving fans;

 … and much more.

Never Lose an Employee Again will reshape the way you think about recruiting, hiring, onboarding, and retaining quality team members–whether you are an owner looking to hire your first few employees, an organization hoping to redefine an industry, or an enterprise that needs to keep growing on a global scale.

About the Author:

Joey Coleman helps companies keep their customers and employees.

As an award-winning international keynote speaker (he’s spoken on all seven continents), he works with organizations around the world ranging from small startups to major brands such as Volkswagen Australia, Zappos, and Whirlpool.

His Wall Street Journal best-selling book, Never Lose a Customer Again (which was featured on episode 167 of The Marketing Book Podcast in 2018), offers strategies and tactics for turning one-time purchasers into lifelong customers.

Joey is a very proud graduate of Notre Dame University and is a recovering lawyer.

And, interesting facts – after law school he worked at The White House, the CIA, and the Secret Service.

Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/never-lose-employee-again-joey-coleman

Jul 28, 2023

The Human Experience: How To Make Life Better For Your Customers And Create A More Successful Organization by John Sills

About the Book:

The essential guide to creating a successful organization by making things easier, better, and more straightforward for your customers.

Across all sectors, organizations' fixation with functionality has meant that the 'human' elements of the customer's experience have become neglected. 

Strict processes and automated procedures have created organizations full of people who aren't allowed to act in a 'human' way.

As a result, and despite these new technologies, customers are no more satisfied than they were a decade ago (according to the Institute of Customer Service) and, according to Edelman, they now trust big organizations even less than they did in the past.

In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. 

He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company, from the CEO operating as the spokesperson of the business to the programmers developing a seamless and welcoming user interface.

Whether you're a well-established incumbent or an early-stage start-up, on either end of your product or service is a human. 

Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to creating a culture and an experience with humanity at its heart, helping to develop a customer base that will stay with an organization, and a company that will grow in an increasingly efficient way.

About the Author:

After starting his career at a market stall in Essex, John Sills has spent the last twenty-five years working in and with companies around the world to make things better for customers. 

He's advised organizations such as Sky, The Body Shop, Ovo Energy, Invesco, Morrisons, eBay, and UNICEF. 

Now Managing Partner at customer-led growth company The Foundation, John also spent twelve years at HSBC, starting on the frontline and finishing as Head of Customer Innovation.

John works closely with Young Enterprise, a charity that helps young adults become the next generation of entrepreneurs, and is a mentor for The School of Marketing.

His writing has been featured in The Guardian, Management Today, and WARC, as well as having work exhibited at the Imperial War Museum, The Foundling Museum, and as part of the Bloomsbury Festival. 

And, interesting fact – he was an award-winning model!

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

https://www.salesartillery.com/marketing-book-podcast/human-experience-john-sills

Jul 21, 2023

Go Big or Go Home: 5 Ways to Create a Customer Experience That Will Close the Deal by Diana Kander and Tucker Trotter

About the Book:

How do underdogs close huge deals they have no business winning? How do rainmakers pull off a sale before the RFP is ever issued? 

They don’t do it with a logical argument or even the best PowerPoint presentation. 

They do it by turning their pitch into an emotional experience that makes the customer think, “This just feels right.” 

This book is your blueprint for tapping into a client’s gut feeling and bringing home the win.

Go Big or Go Home is the greatest collection of the most memorable pitches in film, sports, business, and philanthropy. 

These stories come from individuals and organizations that decided to Go Big or Go Home because their deals were too important to fail. 

One day, you’ll have a pitch that matters just as much. 

And when you do, you can follow the five tools outlined in this book to create an experience that will close the deal.

About the Author:

Diana Kander is a keynote speaker on curiosity and innovation and a New York Times bestselling author. A serial entrepreneur, she has launched and sold millions of dollars of products and services. 

As a consultant, Diana has helped create multi-billion dollar products, coached boards, and executive committees on innovation best practices, and implemented culture transformations.

Her two previous books are The Curiosity Muscle: How Four Simple Questions Can Uncover Powerful Insights and Exponential Growth (2018), and All In Startup: Launching a New Idea When Everything Is on the Line (2014).

Also, Diana can juggle. And do a handstand. Though not yet at the same time.

And, interesting fact, she was born in Odesa, Ukraine!

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

https://www.salesartillery.com/marketing-book-podcast/go-big-go-home-diana-kander

Jul 14, 2023

The Experience Mindset: Changing the Way You Think About Growth by Tiffani Bova

About the Book:

From the Wall Street Journal bestselling author of Growth IQ comes a guide to enhancing customer and employee experience simultaneously for unprecedented revenue growth.

In the war for customer acquisition, businesses invest millions of dollars to improve customer experience. 

They deliver packages faster, churn out new products, and endlessly revamp their UI, often putting greater strain on employees for diminishing returns. 

According to Tiffani Bova, this siloed focus on customer experience – without considering the impact on your staff – actually hinders growth in the long run. 

The most successful companies adopt an Experience Mindset that strengthens both employee experience (EX) and customer experience (CX) at the same time.

Based on exclusive research from two Salesforce-sponsored studies of thousands of employees and C-suite executives, The Experience Mindset details exactly how your company can adopt an Experience Mindset, at scale. 

It’s not enough to know that happy employees equals happy customers.

You must have an intentional, balanced approach to company strategy that involves all stakeholders – IT, Marketing, Sales, Operations, and HR – with KPIs and ownership over outcomes. 

In this ground-breaking book, filled with case studies of leading companies and never-before-seen research, you’ll learn:

  • How people, processes, technology, and culture contribute to the “virtuous cycle” of EX and CX.
  • Why the best companies have programs that minimize the customer’s effort as well as the employee’s effort (and how companies like Southwest and Best Buy get this right)
  • How to effectively roll out technology solutions that boost both EX and CX (hard truth: only 20% of customer-facing employees believe technology makes their job easier.
  • Employees want a seamless technology experience, just like your customers.)
  • What metrics you can use to measure EX, CX, and ultimately, the effect of the two together? You can’t improve what you can’t measure.

Employees are the heart of your business. If you want to remain competitive in today’s marketplace, investing in people is no longer a nice-to-have, but rather a must-have.

About the Author:

Tiffani Bova is the global growth evangelist at Salesforce, a bestselling author, a highly sought-after international keynote speaker, and a podcaster. 

Her previous book Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business (featured on episode 241 of The Marketing Book Podcast in 2019) is a Wall Street Journal bestseller and has been translated into 10 languages. 

Tiffani is ranked on the current Thinkers50 list of the world’s top management thinkers and has appeared on MSNBC, Bloomberg, and Yahoo! Finance, and is a contributor to publications including Harvard Business Review, Forbes, and Entrepreneur

As host of the podcast, What’s Next! With Tiffani Bova, she interviews really smart people [including several authors whom I’ve had the honor of interviewing] about what’s next for companies and individuals as they look to innovate and grow.

Prior to working with Salesforce, she was a sales, marketing, and customer service executive for startups and Fortune 500 companies.

She also spent ten years at Gartner, the world's leading IT research and advisory firm, as a distinguished analyst and research fellow where she helped companies such as Microsoft, Cisco, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, and Amazon Web Services to expand their market share and grow their revenues. 

And, interesting fact – she grew up in Hawaii and she and President Obama attended the same high school!

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

https://www.salesartillery.com/marketing-book-podcast/experience-mindset-tiffani-bova

 

Jul 7, 2023

The Most Amazing Marketing Book Ever by Mark Schaefer & Friends

About the Book:

Bestselling author Mark Schaefer gathered some of his smartest friends and issued a challenge to write a chapter with 10 inspiring marketing ideas. In this one-of-a-kind book, you'll find inspiring ideas on social media, content marketing, personal branding, word of mouth, promotions, research, and much, much more.

Whether you're new to marketing or an experienced pro, you're sure to find some gold nuggets among the more than 350 marketing observations and ideas packed into this book!

Start here if you're looking for fresh ideas to take your small business marketing to the next level! 

About Mark Schaefer:

Mark Schaefer is an internationally recognized keynote speaker, educator, business consultant, and author.

Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides consulting services, marketing strategies, and marketing workshops with his firm, Schaefer Marketing Solutions.

He is the bestselling author of ten books, is the host of The Marketing Companion podcast, and his blog is one of the top marketing blogs in the world.

Mark has shared his insights on television and radio networks and in periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC, and CBS NEWS. He is a regular contributing columnist to The Harvard Business Review. 

And, interesting fact – Mark Schaefer is the King of The Marketing Book Podcast and this interview marks his 9th book interview on the show, more than any other author!

Click here for this episode's website page with the links mentioned during the interview...
 
Jun 30, 2023

Do It! Selling: 77 Instant-Action Ideas to Land Better Clients, Bigger Deals, and Higher Fees by David Newman

About the Book:

This is the sales book you’ve been looking for.

You’re already working hard, but there’s too much to do, never enough time, and sometimes you’re not even sure where to begin when it comes to getting in front of the right prospects.

You want to sell smarter to today’s buyers, who value empathy, relevance, and intimacy over sales pitches, sales hype, and sales nonsense.

You want to not only bolster your bank account, but you also want to become a better entrepreneur of your expertise.

If you’re like most of the smart experts I work with daily:

  • You feel that old-school tactics (cold calling, ads, and spam) are useless and “there must be a better way”
  • You want to earn attention from prospects by positioning yourself as an authority with magnetic sales strategies that pull (not push) buyers to you
  • You want to sell more without chasing, begging, or scheming
  • You want the sales process to be more effective, honest, open, and fun
  • You want to focus on helping before pitching and serving before selling
  • You want to get out of your sales rut and find your sales groove
  • You want to make selling a natural extension of who you are

Welcome to your next level of sales success. Let’s do it!

About the Author:

David Newman is a keynote speaker and professional services sales expert who works with consultants, coaches, and speakers who want to land better clients, bigger deals, and higher fees. 

David is the author of Do It! Marketing (which was featured on episode 181 of the Marketing Book Podcast in 2018) and he's the host of The Selling Show podcast.

David has been working at the intersection of marketing, sales, and professional services for over 30 years. His clients and audiences include Accenture, KPMG, Oracle, IBM, Microsoft, and 44 of the Fortune 500. David and his team have worked with over 1,800 successful consultants in business coaches.

David has been featured and quoted in the New York Times, Investors Business Daily, Forbes, MSN, Fast Company, Sales And Marketing Management, Selling Power, CNBC, and Entrepreneur Magazine.

And interesting fact – David and the podcast host have the same breed of dog – English Cream Golden Retrievers!

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

https://www.salesartillery.com/marketing-book-podcast/do-it-selling-david-newman

Jun 23, 2023

Breakout Brands: Why Some Brands Take Off...and Others Don't by Jared Schrieber

About the Book:

The Obstacles... 

If you're trying to grow a brand, you know firsthand that it can be a complex challenge. 

Short-term goals are routinely prioritized over long-term, systemic growth. 

Despite your best efforts to grow revenue and win market share, gains are fleeting, and real progress often plateaus. 

What can you do to ignite sustainable growth?
 
The Research... 

What do winning brands do differently? 

Inspired by the number one bestseller Good to Great, market intelligence expert Jared Schrieber has gone a step further to explore the factors that distinguish breakout brands from those that lag behind. 

He studied twenty-five thousand brands over five years by tracking the day-to-day purchasing decisions of more than one million consumers, analyzing the advertising that influenced them, and creating a practical guide for growing brands, no matter their industry or size.
 
The Answers... 

In Breakout Brands, Jared reveals the steps successful brands take to accelerate brand momentum year after year. 

This new framework for brand building presents real case studies and concrete steps to get you results. 

Like Good to Great, Breakout Brands is the must-have guide for brands that want to dominate the market by aligning proven short-term tactics with successful long-term strategies.

About the Author:

Since graduating from MIT’s Engineering Systems Division, Jared Schrieber has been rethinking how brands harness consumer data to drive growth. 

He was the founding CEO of Numerator and is the former head of products and services at Retail Solutions, two successful startups that have shaped how brands better understand their consumers and win at retail in the twenty-first century. 

He also co-founded the Pat Tillman Foundation and recently established the Revolution Robotics Foundation to bring the inspirational joy of educational and competitive robotics to all kids globally.

And, interesting facts – he lives in Budapest, Hungary, and in college was ranked 5th nationally in the javelin on the Arizona State Varsity Track & Field team!

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

https://www.salesartillery.com/marketing-book-podcast/breakout-brands-jared-schrieber 

Jun 16, 2023

Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage by Allen Adamson

About the Book:

Among today’s most successful businesses are those that have significantly transformed our daily routines. 

This focus on the consumer experience, not solely on the product, has enabled them to drive remarkable growth and customer loyalty and, in many cases, to create totally new marketplace categories.

Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience. 

It gives today’s disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage. 

Two years ago, Zoom was unknown to most, six years ago, Netflix was a DVD delivery service. 

We ride in Ubers and stay with our families in Airbnb homes.

We share Spotify playlists, refresh our closets with Bonobos, and pamper our pets with Chewy. 

We set up meetings with Calendly and pay bills with Venmo. 

The speed with which these disruptions to how we do things, and the enormous profits that come with changing daily routines, is breakneck and only points the way for other industries to carve out market dominance. 

Seeing the How combines data-driven research on consumer behavior, behavioral psychology, marketing analysis, and storytelling to provide a framework to help identify the methods by which business leaders can make these experience disruptions possible. 

Allen P. Adamson, an expert in branding, experience creation, and innovation strategy offers businesses a step-by-step guide to breaking into the market based on the tactics of the biggest experience disruptors, including Netflix, Apple, Warby Parker, and Stitch Fix. 

These businesses speak to market segments and consumers that are diverse and far-flung. What they share is the extent to which they are experience disruptors. Their successes derive from their ability to make the stuff of daily life different, better, and easier. 

Successful experience disruption is the de facto new competitive advantage across all categories. 

With Seeing the How you’ll have the strategy necessary to bring your disruption to life, command market segments, and cultivate consumer loyalty.

About the Author:

For more than 30 years Allen Adamson has helped launch, nurture, and reinvent brands, ranging from startups to nonprofits, to companies known worldwide, in categories including packaged goods, technology, healthcare, financial services, hospitality, and entertainment.  

His philosophy, substantiated time and again, is that a successful brand stands for something that is both different and relevant - and simple for consumers to understand.

A noted industry expert in all disciplines of branding, Allen has worked on the agency side for several iconic firms including Ogilvy & Mather and DMB&B, and on the client side for Unilever. 

He was chairman of Landor Associates, a global brand consultancy where, under his leadership, the company worked with brands including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, Procter & Gamble, Sony, and Verizon.

Allen's four previous books are Brand Simple: How The Best Brands Keep It Simple And Succeed; Brand Digital: Simple Ways Top Brands Succeed In The Digital World; The Edge: 50 Tips From Brands That Lead; and Shift Ahead: How The Best Companies Stay Relevant In A Fast-Changing World, (which was featured on The Marketing Book Podcast on episode 163 in 2018). Allen has also written a column on branding for Forbes for 20 years.

Allen is now co-founder and managing partner of Metaphorce, a consultancy that takes a disruptive, multidisciplinary approach to marketing challenges. He's also an adjunct professor at the Berkeley Center for Entrepreneurship at NYU Stern School of Business, where he earned his MBA.

And, interesting fact: he originally wanted to be a filmmaker!

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

https://www.salesartillery.com/marketing-book-podcast/seeing-how-allen-adamson 

Jun 9, 2023

The Smart Branding Book: How To Build A Profitable And Resilient Brand by Dan White

About the Book:

Most businesses today can readily access the required technology and talent to match competitors’ innovations and ideas quickly, making products and services similar to one another. 

In the modern business environment, companies instead need to build brands that consumers recognize and trust if they’re looking for sustainable, profitable growth.

This book presents in a concise fashion the latest thinking and methods for successful branding. 

Clear and accessible, it contains real-life examples from business, practical frameworks, and inspiring illustrations. 

It explains what branding really is, why a brand is so critical to success in business, and how to maximize the growth of your current and future products/services through branding.

About the Author:
 
Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer.

He is the author of two other books, The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies (featured on episode 316 of The Marketing Book Podcast in 2021), and The Soft Skills Book: The Key Difference To Becoming Highly Effective And Valued.

Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies.

As a brand and communications expert, he has advised famous, billion-dollar brands on how to thrive, and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries.

And, interesting fact: he lives near Stratford-upon-Avon, the birthplace of William Shakespeare!

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

https://www.salesartillery.com/marketing-book-podcast/smart-branding-book-dan-white

Jun 2, 2023

The Frictionless Organization: Deliver Great Customer Experiences with Less Effort by Bill Price and David Jaffe

About the Book:

Learn how frictionless organizations cut costs, grow revenue, and create loyal fans by creating products and services that work so well, their customers never have to contact them for the wrong reasons.

This book will help any customer-facing organization deliver better customer experiences, save money, and increase revenue. 

Veteran customer service experts Bill Price and David Jaffe, coauthors of the bestseller The Best Service Is No Service, explain how organizations can design products, sales, and support so that customer effort is reduced or, better still, removed. 

This simplicity for the customer is what Price and Jaffe call frictionless.

The book defines a straightforward methodology, drawing on more than thirty practical examples from leading companies across four continents. 

The approach provides a radically different way for the whole business to focus on the customer experience. 

It explains how any organization can look at all customer interactions as potential opportunities for improvement and question whether they are helpful or represent symptoms of friction.

Lower friction innovators are disrupting established businesses in every industry.

This detailed guide shows how any business—from start-ups to major multinational corporations—can remove friction. 

Being frictionless has become a strategic necessity, and now this strategy is available to any organization.

About the Author:

Bill Price is a keynote speaker, graduate-shool instructor in marketing and global business management, board member, and the co-author of The Best Service is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs (2008) and Your Customer Rules!: Delivering the Me2B Experiences That Today's Customers Demand (2014). 

He is the founder and president of Driva Solutions based in Bellevue, Washington whose tagline is “Creating and sustaining highly effective customer contact strategies and operations, locally and globally.” 

Bill started his career with McKinsey & Company in its San Francisco and Stockholm offices, serving global clients and working on what turned into the book In Search Of Excellence

He was later the CFO and COO at an early-stage interactive voice response company that was later acquired by the telecommunications company MCI. He then built MCI Call Center Services’ automation, consulting, and agent outsourcing business and was later named one of the first Call Center Pioneers by CRM magazine.

In 1999, Bill joined Amazon as the company's first worldwide VP of customer service, working closely with Jeff Bezos and his other direct reports to create what has become one of the most successful customer experience companies in the world.

Bill is a graduate of Dartmouth College and the Stanford Graduate School of Business.

And, interesting fact - he is a veteran of the United States Navy!

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

https://www.salesartillery.com/marketing-book-podcast/frictionless-organization-bill-price

May 26, 2023

Email Marketing Rules: 184 Best Practices to Optimize the Subscriber Experience and Drive Business Success by Chad S. White

About the Book:

The most comprehensive email marketing book from the most prolific email marketing author helps you master the most misunderstood marketing channel. 

Updated and greatly expanded, the 4th Edition of Email Marketing Rules demystifies this vital channel, guiding you through its complexities to find the best execution for your brand—the one that serves the needs of your business and the needs of your subscribers.

Volume 1 of Email Marketing Rules discusses 184 best practices that help you…

  • Build productive, safe email lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely
  • Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics
  • Create relevant messages with subject lines that draw in subscribers while avoiding “opener’s remorse” and designs that focus subscribers on taking action
  • Craft high-performance triggered emails, including welcome programs that set you up for long-term success
  • Effectively plan and produce emails with workflows that allow you to seize opportunities and avoid errors
  • And much more, including understanding the law, optimizing email frequency, using the best landing pages, and doing A/B testing

Volume 2 of Email Marketing Rules discusses strategic frameworks that help you…

  • Understand the channel’s unique quirks, including the strengths and limitations that come from email marketing being granted media (not owned media)
  • Grow your audience while safeguarding your email deliverability and following the law
  • Collect and use subscriber data to create personalized, segmented, and automated campaigns that connect with subscribers and avoid being creepy
  • Measure program success effectively by using each metric appropriately and improving channel attribution accuracy
  • Steadily improve your email marketing program through minimum viable launches, incremental improvements, testing, and innovation nurturing
  • And much more, including 6 extensive checklists for auditing and optimizing your targeting, acquisition sources, cross-channel synergies, and more

About the Author:

Chad S. White is the author of four editions of Email Marketing Rules and nearly 4,000 posts and articles about email and digital marketing. 

He has served as the lead email marketing researcher at four of the world's largest email service providers—Oracle, Responsys, Salesforce, and ExactTarget—as well as at Litmus and the Direct Marketing Association. 

A former journalist at Condé Nast and Dow Jones & Co., Chad has been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age

He is a past recipient of the Association of National Advertiser’s Email Marketer Thought Leader of the Year. 

And, interesting fact - he is a graduate of Texas A&M University!

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

https://www.salesartillery.com/marketing-book-podcast/email-marketing-rules-4-chad-white

May 19, 2023

The Future Normal: How We Will Live, Work and Thrive in the Next Decade by Rohit Bhargava and Henry Coutinho-Mason

About the Book:

This is a handbook for visionaries.

Making outlandish predictions about the future is easy. Predicting the future normal is far harder.

For the past decade, Rohit Bhargava and Henry Coutinho-Mason have been on the front lines of exploring the global forces shaping our future normal through their work independently leading two of the most successful trend consultancies in the world: TrendWatching and the Non-Obvious Company.

From donning full-body haptic suits to sampling cultivated meat, their work has taken them into cutting-edge labs, private testing facilities, and invite-only showcases across the world.

Now for the first time, they are teaming up to share a uniquely eye-opening vision of the future unlike any other.

Across thirty fast-moving chapters, The Future Normal spotlights dozens of ideas and instigators who are changing the world.

From biophilic skyscrapers to generative AI, these stories offer an optimistic yet deeply human view of the next decade.

Along the way, they also tackle some of the biggest ethical and societal questions raised by all this progress.

In this book, you’ll read about the ideas and instigators that are bringing about new ways to satisfy our fundamental needs and wants, changing not just their industries but also transforming our wider culture and society.

These are the stories of the future normal, and they are coming sooner than you think.

For anyone looking to get ready, this book will empower you to seize the opportunities that lie ahead in this crucial decade.

About the Author:

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. 

He is the 3-time WSJ bestselling author of nine books on marketing, innovation, diversity, and trends including his #1 bestseller Non-Obvious Megatrends. Rohit has been invited to keynote events in 32 countries around the world. 

His insights have been used by the World Bank, NASA, Intel, Disney, Colgate, Coca-Cola, Under Armour, American Express, and hundreds of other organizations to win the future. 

Earlier in his career Rohit spent 15 years in leadership roles at two renowned ad agencies: Leo Burnett and Ogilvy.

And, interesting facts - He is a lifelong fan of anything having to do with the Olympics (he’s been to five so far, was sad to miss Tokyo, but is really looking forward to Paris 2024!) and more significantly, he is now a member of a VERY exclusive club – The Marketing Book Podcast 7-Timers Club!

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

https://www.salesartillery.com/marketing-book-podcast/future-normal-rohit-bhargava

May 12, 2023

Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability by Philip Kotler, Hermawan Kartajaya, Den Huan Hooi, and Jacky Mussry

About the Book:

An eye-opening discussion of the future of marketing, from four of the leading minds in the field

In Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. 

In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also considers the effect of digital connectivity on consumers and companies everywhere. 

This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form.

The book also includes:

A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity

Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030

Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing―and in business, generally―Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

About the Author:

Philip Kotler is professor emeritus of marketing at the Kellogg School of Management, Northwestern University, where he held the S.C. Johnson & Son Distinguished Professor Of International Marketing. 

He is one of the world's leading authorities on marketing, widely regarded as the “father of modern marketing," author of over 90 books, recipient of numerous awards and honorary degrees from schools around the world, and voted as the Number 1 Guru In Management in the list of Top 30 Gurus Of Management (2022).

The Wall Street Journal ranks him among the top six most influential business thinkers. He holds an MA from the University of Chicago and a Ph.D. in economics from MIT.

Philip has an incredible international presence - his books have been translated into more than 25 languages, and he regularly speaks on the international circuit.

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

https://www.salesartillery.com/marketing-book-podcast/entrepreneurial-marketing-philip-kotler 

May 5, 2023

Epic Content Marketing, Second Edition: Break through the Clutter with a Different Story, Get the Most Out of Your Content, and Build a Community in Web3 by Joe Pulizzi and Brian Piper

About the Book:

From the “Godfather of Content Marketing”― this completely revised and expanded edition brings marketers fully up to date on the newest content marketing methods and tools, including Web3

When Epic Content Marketing was first published eight years ago, content marketing was just starting to pick up speed in the marketing world. Now, this approach―which includes everything from blogging to YouTube videos to social media―is the core of most organizations’ marketing plans.

Fully revised and updated, this new edition walks you through the process of developing stories that inform and entertain and compel customers to act, without actually telling them to.

In addition to covering all the important social media platforms that have arisen over the past eight years and introducing the “creator economy,” it shows how to update existing content and make new content that performs in strategic ways. Updates include:

  • New content models, structures, and opportunities
  • Content entrepreneurship, content mergers, and acquisitions
  • Subscriptions and audience building
  • Team structure, the importance of community, DAOs, and creator networks
  • Content options, NFTs, and discord servers
  • Making data-driven decisions to optimize content performance

Distributed the right way at the right time, epic content is the best way to truly capture the hearts and minds of customers.

It's how to position your business as a trusted expert in its industry. It's what customers share and talk about.

This updated edition of the trusted guide provides everything you need to succeed in the new world of content marketing.

About the Author:

Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.

Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. Joe is often referred to as “The Godfather of Content Marketing.”

In 2014, he received the "Lifetime Achievement Award" from the Content Council. He successfully exited CMI in 2016 and consequently wrote an award-winning mystery novel, The Will to Die.

He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose.

His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states.

And, interesting fact - he 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/epic-content-marketing-2-joe-pulizzi

Apr 28, 2023

Bullseye Marketing: How to Grow Your B2B Business Faster 2nd Ed. by Louis Gudema

About the Book:

Do you want to accelerate the growth of your B2B company?

In Bullseye Marketing, you’ll learn how to develop, launch, and scale a successful marketing program for your B2B company.

Louis Gudema focuses his Bullseye Marketing Framework exclusively for B2B companies in this second edition.

The first edition was named One of the Best Marketing Books of All Time by Book Authority.

I have written a new foreword in which I say,

“Over the past decade-plus, for my Marketing Book Podcast I’ve read nearly 500 excellent marketing and sales books, cover to cover. As you can imagine, with that many titles under my belt, so to speak, the range of authors and quality of titles is considerable. Louis Gudema’s original Bullseye Marketing is one of my favorites. This new edition is even better.”

At the strategic level, readers of Bullseye Marketing will learn the three-phase Bullseye Marketing Framework that prioritizes the fastest, most cost-effective ways for B2B companies to grow faster.

 Louis then goes into detail on what it takes to successfully implement close to two dozen marketing tactics, providing hundreds of tips, best practices, and examples for successfully executing B2B marketing campaigns. 

While many companies put too great of an emphasis on short-term lead generation, in this second edition Louis presents research around the importance of long-term building of a company’s brand and its mental availability to optimize long-term business growth. 

He also provides evidence of the importance of creativity in building mental availability, and many examples of creative B2B marketing that go beyond the more typical product-centric marketing seen by many companies.

The book also includes interviews with nationally-known marketing and sales leaders Ann Handley, Scott Brinker, Evan Kirstel, Gini Dietrich, Jeanne Hopkins, Jim Ewel, James Carbary, and Zorian Rotenberg, and new case studies.

About the Author:

Louis Gudema helps B2B companies build their brands and generate leads as a fractional CMO and marketing strategist. He also mentors MIT startups as part of its Venture Mentoring Service, and since 2015 has led an annual marketing boot camp for the MIT startup community. 

Louis previously founded a marketing agency serving enterprise companies such as IBM and the Boston Globe. He then pivoted it into a SaaS company and grew it into one of the top companies in its national market before a successful exit. He has acted as vice president of business development at two mid-sized marketing agencies.

For several years, Louis was the head of the executive committee for Boston’s Sales and Marketing Innovators professional association.

Louis speaks frequently on marketing and business at regional and national events and has written for leading business sites including The Harvard Business Review, MarketingProfs, IDG Connect Marketer, Chiefmartech, Venture Beat, The Content Marketing Institute, and Econsultancy.

And if that's not enough, he also ghostwrites and co-writes business and marketing books.

And, interesting fact - he grew up on a farm in Illinois, and he has won poker tournaments - at casinos! 

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

https://www.salesartillery.com/marketing-book-podcast/bullseye-marketing-2-louis-gudema 

Apr 21, 2023

Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition by Andy Cunningham

About the Book:

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance 

Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since.

Now she reveals the winning framework she uses to transform markets and industries.

Get to Aha! shows how to establish the kind of foundation world-class brands are built on.

Too many business leaders fail to ask the most basic questions about their company―Who are we? And why do we matter?―before they leap right into branding.

Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). 

There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. 

A company’s DNA is the key to achieving this and with it, a competitive advantage.

Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market.

But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.

Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology.

It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement―a rational, factual statement about your company’s role and relevance.

Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.

Trust Andy. Steve Jobs did.

About the Author:

An entrepreneur at the forefront of marketing, branding, positioning, and communicating “the next big thing,” Andy Cunningham has played a key role in the launch of a number of new categories, including video games, personal computers, desktop publishing, digital imaging, and software as a service. 

Andy came to Silicon Valley in 1983 to work for Regis McKenna and help Steve Jobs launch Macintosh. 

She is the founder and president of Cunningham Collective, a marketing strategy firm that has worked with companies in a variety of markets, such as artificial intelligence, cannabis, crypto, information technology, big data, cloud, gaming, mobile apps, search, semiconductors, and virtual reality. 

She has taught marketing classes at several universities including Harvard Business School, New York University, Northwestern University, Stanford University, and the University of Southern California. Andy is a graduate of Northwestern University. 

And, interesting fact - she and her husband Rand split their time between an old wooden boat in Sausalito, California, and the Alpine Airpark in Alpine, Wyoming. 

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

https://www.salesartillery.com/marketing-book-podcast/get-aha-andy-cunningham 

Apr 14, 2023

Leading Growth: The Proven Formula for Consistently Increasing Revenue by Anthony Iannarino

About the Book:

In Leading Growth: The Proven Formula for Consistently Increasing Revenue, veteran B2B sales professional and coach Anthony Iannarino delivers an expert guide to enabling revenue growth in your sales team.

In the book, you’ll explore the fundamentals of organizational leadership, including vision, transformation, strategy, communication, and decision-making.

You’ll also define new frameworks for growth involving the people, planning, pipeline, and efficacy that make up your strategy.

The author also presents:

  • Strategies to help salespeople create and win new opportunities for revenue growth
  • Ways to grow revenue when you’re required to deal with a “task force” or team of decision-makers who seem bent on preventing any kind of meaningful change
  • Methods for shortening an ever-lengthening sales cycle

An indispensable resource for salespeople and sales leaders at every level of organizations, Leading Growth will also earn a place on the bookshelves of consultants, coaches, and other professionals who serve revenue- and growth-oriented firms as they seek to expand.

About the Author:

Anthony Iannarion is a reader, writer, author, speaker, entrepreneur, sales leader, and trainer.

He has written and published a daily post every day since December 28, 2009, amassing over 4,600 posts on sales, success, leadership, and productivity. The main thrust of his work is in human effectiveness. 

His previous books are: 

  • The Only Sales Guide You'll Ever Need
  • The Lost Art of Closing: Winning the Ten Commitments That Drive Sales
  • Eat Their Lunch: Winning Customers Away from Your Competition
  • Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative

His books have been translated into 18 languages. 

And, interesting fact - after high school he moved from Ohio to LA where he was the lead singer in a hair metal band, and where he was at least once mistaken for the lead singer of The Red Hot Chili peppers, Anthony Kiedis! (He later graduated from college and law school.)

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

https://www.salesartillery.com/marketing-book-podcast/leading-growth-anthony-iannarino 

Apr 7, 2023

Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies by Christina Inge

About the Book:

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing builds your brand, and develops product strategies.

Many brands talk about creating a marketing strategy powered by data, analytics, and metrics.

Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. 

Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. 

Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy that leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands, and creates data-driven product strategies.

Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure, and ethical way. 

Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

About the Author:

Christina Inge is the founder and CEO of Thoughtlight, a tech consulting company that specializes in digital marketing and analytics strategies.

She has worked with well-established brands such as Nissan, The Smithsonian, and Pegasystems, as well as a range of startups and nonprofits.

Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association Boston.

An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications

And, interesting fact – she is also a quilt maker!

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

https://www.salesartillery.com/marketing-book-podcast/marketing-metrics-christina-inge 

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