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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: April, 2023
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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