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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: May, 2024
May 31, 2024

Inside the Black Box: How Marketers Waste Billions in Online Advertising by Bob Hoffman 

ABOUT THE BOOK:

In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this - perhaps in the hundreds of billions - will be completely wasted.

Not for the usual reason - their advertising stinks - but for another, darker reason. They have been cheated, conned, and robbed.

It has been clear for about a decade that a great deal of online advertising is crooked. It is a black box. Money goes in and nobody knows what comes out.

Between ad fraud, made for advertising sites, hidden middleman fees, crooked publishers, unreliable data, unreliable reports, viewability issues, click fraud, false attribution, consumer inattention, and the utter lack of transparency, advertisers are being fucked blind.

The book should be of particular value to executives (like CEOs and CFOs) who cross their fingers and hope their marketing people know what they're talking about (Spoiler alert: They don't.)

It's also for marketing people who believe their suppliers give them accurate information (Spoiler alert: They don’t.)

It's also for media buyers who think they know what they're buying (Spoiler alert: They don't.)

It is written in simple English, so you don't have to be a tech-head to get it.

And, best of all – the book is free!  

ABOUT THE AUTHOR:

Bob Hoffman is the author of several best-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing.

His books include:

  • Marketing Stinx
  • ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy 
  • Advertising for Skeptics
  • Laughing at Advertising
  • BadMen: How Advertising Went From A Minor Annoyance To A Major Menace AND
  • Marketers Are From Mars, Consumers Are From New Jersey

... all of which have been featured on The Marketing Book Podcast.
 
He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider.

Bob was the CEO of two independent agencies and the U.S. operation of an international agency. 

Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. 

And, interesting fact – he is now a member of a VERY exclusive club with 3 other authors - 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/inside-black-box-bob-hoffman 

May 29, 2024

Dear listeners, all good things must come to an end so I’m making this short announcement to let you know that I’m going to stop producing The Marketing Book Podcast and happily fade away from the world of marketing and sales.

Have a listen to why I'm bowing out from what has been a lot of fun for me and what's next!

May 24, 2024

The Content Entrepreneur: Critical Strategies to Accelerate Your Success As a Content Creator by Joe Pulizzi and Friends

ABOUT THE BOOK:

From “The Godfather of Content Marketing” comes business-changing insights from 33 experts on the proven way to build a content business.

In this comprehensive guide for serious content creators, you’ll find critical strategies to accelerate your success as you move from content creator to content entrepreneur.

The Content Entrepreneur walks you through the entire content creation process, showing you how to:

  • Start and set up your content business
  • How to choose your content niche and platform
  • Which technology to choose (including leveraging AI)
  • Strategies to build and keep a loyal audience
  • How to repurpose your content
  • Create a marketing plan for the long run
  • Generate multiple forms of revenue
  • Plan for long-term growth
  • Set the right goals for your business and family situation

This comprehensive guide includes over 40 chapters from 33 of the leading content experts on the planet ranging from audience building to revenue generation.

The authors of this book have “been there, done that” and share their years of experience to help you become the content entrepreneur you’ve always dreamed of.

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. 

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 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/content-entrepreneur-joe-pulizzi 

May 17, 2024

Social Media Explained 3.0: Marketing Success in the AI Era by Mark Schaefer 

ABOUT THE BOOK:

In this third and completely revised edition of his classic book, bestselling author and college educator Mark Schaefer explains why many marketers are "sleepwalking" through the social media world because they haven't kept up with new consumer trends. 

Schaefer untangles the world's least understood business practices in his easy-to-understand personal style.

Social Media Explained 3.0 is perfect for the busy executive, business owner, entrepreneur, or student who needs a quick and simple explanation of "what to do." 

The book provides insights into how social media fits into the modern marketing eco-system, including:

  • How social media strategy has dramatically changed. In fact, it's not a strategy at all!
  • Unique insights into the role of content, engagement, and timing
  • Practical ideas to initiate and measure a paid strategy
  • The growing impact of AI on social media effectiveness
  • Insights into measuring results
  • Case studies illustrating social media success
  • Answers to the biggest questions about measurement, organization, and budgeting

This is your marketing path forward. This is Social Media Explained.

ABOUT THE AUTHOR:

Mark Schaefer is among the world's most recognized marketing authorities, a global keynote speaker, college educator, marketing consultant, podcast host, and author. 

Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides Consulting Services through Schaefer Marketing Solutions. He specializes in marketing training and strategy with clients as diverse as Dell, Johnson & Johnson, Adidas, and the US Air Force. 

He has advanced degrees in marketing and organizational development and is a faculty member of The Graduate Studies program at Rutgers University. A career highlight was studying under Peter Drucker while Mark earned his MBA.

And, interesting fact – this is Mark’s 10th book interview on The Marketing Book Podcast, more than any of the over 350 authors who have been guests on the show!

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

https://www.salesartillery.com/marketing-book-podcast/social-media-explained-3-mark-schaefer

May 10, 2024

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon

ABOUT THE BOOK:

Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation. 

However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.

Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. 

Packed with real-life stories and insights, this book reveals how-to approaches for:

  • Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution
  • Removing friction from the buying processes through the alignment of selling and marketing efforts
  • Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships

The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.

ABOUT THE AUTHOR:

Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.

She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.

Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.

Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics.

And, interesting fact - she is living in the 4th house she designed herself!

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

https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon

May 7, 2024

They Ask You Answer: Ein Revolutionär Simpler Ansatz Für Mehr Erfolg In Vertrieb Und Marketing, Angepasst An Die Digitalen Konsumenten Von Heute

ABOUT THE BOOK

This is the German-language edition of the bestseller "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer" by Marcus Sheridan, featured on episode 258 of The Marketing Book Podcast in 2019.

This interview starts in English and then is in German.

ABOUT THE AUTHOR

René Neubach is the founder of Content Glory. Born and raised in Vienna René has spent the last 25 years in different areas of digital marketing before joining the pharmaceutical industry in various marketing positions both in Europe and globally. 

For the last ten years, René has worked as a consultant and business coach, focusing on developing content strategies for his clients and coaching marketing and salespeople to implement these strategies and tactics in their companies successfully. 
 
ABOUT THE GUEST HOST

Torsten Herrmann is a digital marketing consultant and Managing Director of the online marketing consultancy Chain Relations GmbH in Frankfurt and Leipzig. 

Chain Relations is a digital marketing agency specializing in online lead generation and demand generation in B2B industries. 

For over 25 years, he has supported B2B companies of all sizes in developing and optimizing their marketing and sales strategies. 

He hosts the German-language podcast “Lasst die Kunden Kommen,” which is the same name as his business novel about inbound marketing and account-based marketing.

 

May 3, 2024

Public Speaking with Confidence: How to Overcome Anxiety and Deliver Unforgettable Presentations by Philipp Humm

ABOUT THE BOOK:

You’ve probably tried to speak in public a few times before. Maybe your heart started racing, you had difficulty breathing, or you forgot what you wanted to say. You've tried a few different strategies, but nothing has worked. It sucks, right?

Philipp Humm knows the struggle you’re going through right now.

For years, speaking in public was the single thing he was most afraid of.

Until he discovered the techniques you’re about to learn.

In this book, you’ll master the techniques that have helped him overcome his fear of public speaking and feel excited to speak in public.

They are the same techniques he used to prepare for his TEDx talk, which he’s taught in his workshops with companies including Google, Oracle, ASICS, Visa, Salesforce, Metlife, and EON.

Some of the exercises are a bit unconventional. Some are weird. But they’re also the most effective in helping you feel confident about speaking in public.

In this step-by-step guide, you’ll discover how to:

  • Give fewer f*cks about what other people think of you
  • Structure your presentations following an effective 9-step process
  • Turn any boring speech into a captivating performance
  • Rehearse your presentation like a professional actor
  • Get yourself into the zone with a powerful 10-minute warm-up routine

The techniques you’re about to learn have changed Philipp Humms’ life, and they’ve turned thousands of his clients into charismatic speakers.

They will help you:

  • Get promoted faster
  • Become the trusted expert in your industry
  • Close more deals
  • Teach and mentor others

Be the most interesting person to talk to, overcome your anxiety, and feel excited to speak in public!

ABOUT THE AUTHOR:

Philipp Humm is on a mission to help professionals worldwide reach their full potential through confident, authentic, impactful communication.

He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name a few. 

Before his speaking career took off, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. 

He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York City while earning his MBA at Columbia University.

His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization.

He is also the author of The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales which was featured on episode 463 of The Marketing Book Podcast in 2023.

And, interesting fact - according to page 18 of his previous book The StorySelling Method, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.”

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

https://www.salesartillery.com/marketing-book-podcast/public-speaking-confidence-philipp-humm

 

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