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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Aug 5, 2022

Indispensable Brand: Move from Invisible to Invaluable by Mitch Duckler

About the Book:

What makes your brand indispensable?

Increasing market share, commanding premium price points, enhancing profit margins--the overall growth and enduring success of your business are inextricably linked to the strength of your brands.

Whether it is a corporate, business unit, or product brand in question, your challenge is to identify a meaningfully differentiated positioning and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference.

However, today we are faced with a condition that can only be described as brand monotony–consumers' inability to distinguish between brands within practically any industry or category.

If you were to remove your brand name from packaging, advertising, or any other piece of marketing collateral–while leaving every other communication element in place–would consumers be able to identify it as coming from your brand? In most cases, the answer is a resounding "no!"

The Indispensable Brand is your guide to crafting a brand strategy and rising above the noise and monotony in your industry... to move your brands and business from indistinguishable to indispensable.

In this book you'll learn:

  • The five key components that comprise any comprehensive brand strategy
  • The four ways for identifying a brand positioning that is meaningfully differentiated
  • How to ensure every aspect of the customer experience is consistent with brand positioning
  • The five sources of inspiration that can drive transformative brand extension and growth
  • The seven types of brand stories, and their role in fostering enduring customer relationships
  • How to ensure digital activation not only drives transactions but builds long-term brand equity
  • How to measure and track your brand's effectiveness and grow its influence over time

Your brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to and fulfill with, your customers.

Whether your business is B2B or B2C; large or small, product- or service-based--and regardless of industry or sector--the principles put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable, and enduring brands.

About the Author:

Mitch Duckler is the founder and managing partner of FullSurge, a brand, and marketing strategy consultancy based in Chicago, Illinois. He has more than twenty-five years of brand management and management consulting experience.

Prior to FullSurge, Mitch was a senior partner at Vivaldi Partners Group and a partner in the Chicago office of Prophet, where he co-led the brand strategy practice area.

His client base includes Fortune 500 companies and numerous world-class brands, such as Exxon Mobil, Deloitte, Kellogg’s, Best Buy, Payless ShoeSource, American Family Insurance, NBCUniversal, Cox Communications, Alcon, The Home Depot, and General Electric.

Mitch began his career in brand management at Unilever, where he worked on category-leading personal care brands, including Suave and Degree.

He also worked for The Coca-Cola Company, where he helped launch an in-house consulting group that provides consumer and brand marketing consulting services to many of the company's largest retail customers.

Mitch is a faculty member of the Association of National Advertisers (ANA) School of Marketing. He earned a BS in business from the University of Minnesota and an MBA from the University of Michigan.

And, interesting fact – he attended the most recent perfect game in baseball (in 2012)!

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

https://www.salesartillery.com/marketing-book-podcast/indispensable-brand-mitch-duckler

Jul 29, 2022

Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers by Jeb Blount

About the Book:

A practical guide for successfully navigating the single greatest growth and profit improvement opportunity for B2B enterprises: price increases

The payoff for implementing price increases without losing customers is massive! Effective price increase campaigns are far more effective at boosting topline revenue and generating profits than acquiring new customers.

The problem is that price increase initiatives, whether broad-based or targeted to specific accounts, strike fear and anxiety into the hearts of sales professionals and account managers who are tasked with selling them to their customers.

Approaching customers with price increases sits at the tip top of the pantheon of things salespeople hate to do because they fear that raising prices will reduce sales volume or open the door to competitors.

Yet when sold effectively, customers accept price increases, remain loyal, and often buy even more.

In Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers, celebrated sales trainer Jeb Blount reveals the strategies, tactics, techniques, and frameworks that allow you to successfully master price increase initiatives.

From crafting effective price increase messages to protecting hard-won relationships, handling common objections, and making the case for the value you deliver, this comprehensive guide walks you through each step of the price increase sales process.

In each chapter, you’ll find practical exercises designed to help you master the Selling the Price Increase system. As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to successfully engage customers in price increase conversations.

You’ll learn:

  • How to navigate multiple price increase scenarios: broad-based, targeted, non-negotiable, negotiable, defending, presenting and asking
  • The eight price increase narratives and three drivers of customer price increase acceptance
  • How to neutralize and get past the five big price increase fears and anxieties
  • How to avoid the big mistakes that trigger resentment and drive customers into the arms of your competitors
  • The 9-Box Risk-Profile Framework for targeting accounts for price increases
  • A repeatable process for confidently approaching price increase conversations
  • The Five-Step Price Increase Messaging Framework
  • Proven frameworks for reducing resistance and handling price increase objections
  • How to negotiate profitable outcomes with high-risk profile accounts
  • Winning strategies for coaching and leading successful price increase initiatives

Following in the footsteps of his blockbuster bestsellers Fanatical Prospecting, Sales EQ, Objections, Inked, and Virtual Selling, Jeb Blount's Selling the Price Increase puts the same strategies employed by his clients—a who's who of the world's most prestigious organizations—right into your hands.

Selling the Price Increase is an essential handbook for sales professionals, account managers, customer success teams, and other revenue generation leaders looking for a page-turning and insightful roadmap to navigating the essential—and nerve-wracking—world of price increases.

About the Author:

Jeb Blount is the author of 14 of the most definitive books ever written on sales and sales leadership and is among the world's most respected thought leaders on sales, leadership, and customer experience.

Through his global training organization, Sales Gravy, Jeb and his team train and advise a who's who of the world's most prestigious organizations. His flagship website, salesgravy.com is the most visited sales-specific website on the planet.

And, interesting fact -Jeb Blount 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/selling-price-increase-jeb-blount

Jul 22, 2022

Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers by Robert Chen

About the Book:

How do rainmakers consistently and continuously sell their ideas and grow their client base? What is the secret to their ongoing success?

Whether they are in accounting, consulting, investment banking, law, or any other type of professional service, it’s not just their knowledge, experience, and unique services that set them apart.

They succeed by adopting the mindset, mastering the strategies, and employing the tactics at the heart of rainmaking.

In Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers, veteran communications, sales, and leadership consultant Robert Chen provides a practical guide to selling knowledge-based services in a market that demands credibility and subject-matter authority.

Chen and his colleagues at Exec|Comm have helped hundreds of thousands of professionals learn to sell, influence, and negotiate more effectively. This book condenses Chen’s first-hand experience and over 40 years of Exec|Comm’s best sales advice, along with interviews featuring other successful rainmakers from a variety of professions and industries.

Whether you’re a national practice partner at a Big Four consulting firm or an independent attorney just starting out, this book equips you with the real-life knowledge you need to:

  • Develop a client-focused mindset to help build a thriving book of business
  • Use effective strategies to find your ideal prospects and turn them into long-term clients, using concrete metrics to assess whether you’re on the right track
  • Apply practical tactics to build a trusted reputation, sharpen communication skills, manage the challenges of not having enough time to sell, and push beyond obstacles

The perfect book for consultants, investment bankers, lawyers, research analysts, and accountants, Selling Your Expertise is an invaluable resource for any professional who makes a living by selling solutions to their clients’ most pressing needs.

About the Author:

Robert Chen is a Partner at Exec|Comm LLC, a global skills-based training consultancy where he leads the firm’s business development and sales efforts.

In addition to his corporate client work, Robert teaches Advanced Persuasion and Storytelling at the Wharton School for their MBA and Executive MBA programs.

Robert founded Embrace Possibility, a digital media site focused on helping people reach their full potential. In 2013, Robert published his book on goal setting and success, The Dreams to Reality Fieldbook: A Step-by-Step Guide to Get What You Want.

He has shared his perspective on business development, strategic career management, and professional development in numerous articles for Fast Company, Business Insider, and Training Magazine.

Robert holds an MBA from Wharton and double majored in Chemistry and Economics at Cornell University.

And, interesting facts – he has lived in China and Japan, visited the seven continents, got his start in the business world as a student selling Cutco knives and his LinkedIn bio mentions that he is a semi-cool dad at home.

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

https://www.salesartillery.com/marketing-book-podcast/selling-expertise-robert-chen

Jul 15, 2022

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer and Mike Kaput

About the Book:

Artificial intelligence is forecasted to have trillions of dollars of impact on businesses and the economy, yet many marketers struggle to understand what it is and how to apply it in their marketing efforts.

The truth is, AI possesses the power to change everything.

While AI-powered marketing technologies may never achieve the sci-fi vision of self-running, self-improving autonomous systems, a little bit of AI can go a long way toward dramatically increasing productivity, efficiency, and performance.

Marketing AI Institute’s Founder & CEO, Paul Roetzer, and Chief Content Officer, Mike Kaput, join forces to show marketers how to embrace AI and make it their competitive advantage.

Marketing Artificial Intelligence draws on years of research and dozens of interviews with AI marketers, executives, engineers, and entrepreneurs.

Roetzer and Kaput present the current potential of AI, as well as a glimpse into a near future in which marketers and machines work seamlessly to run personalized campaigns of unprecedented complexity with unimaginable simplicity.

As the amount of data exponentially increases, marketers’ abilities to filter through the noise and turn information into actionable intelligence remain limited. Roetzer and Kaput show you how to make breaking through that noise your superpower.

So, come along on a journey of exploration and enlightenment. Marketing Artificial Intelligence is the blueprint for understanding and applying AI, giving you just the edge in your career you’ve been waiting for.

About the Author:

Paul Roetzer is founder and CEO of Marketing AI Institute and PR 20/20; author of The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing Artificial Intelligence Conference (MAICON).

As a speaker, Paul is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Paul has consulted for hundreds of organizations, from startups to Fortune 500 companies.

And, interesting fact – Paul’s agency was HubSpot's very first partner agency (2007) and Paul’s office in Cleveland looks out on the Cleveland Guardians baseball stadium!

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

https://www.salesartillery.com/marketing-book-podcast/marketing-artificial-intelligence-paul-roetzer

 

Jul 8, 2022

Selling Through Tough Times: Grow Your Profits and Mental Resilience Through any Downturn by Paul Reilly

About the Book:

As a sales professional, you know that it’s harder to sell in tough times―whether it’s a recession, industry-wide challenge, or global pandemic.

You may also have noticed that some salespeople and managers not only survive but thrive through tough times. How do they do it? What do they do to thrive through adversity?

Paul Reilly explains it all in Selling Through Tough Times:

Customers buy differently in tough times, so salespeople need to sell differently in tough times. In this eye-opening and indispensable guide, he shows how to develop the right mindset and adapt your skills to prevail in even the most challenging selling climate.

His plan includes both immediate, hands-on action plans (including six Daily Mental Flex activities) as well as longer-range strategies to ensure you (and your team) never get caught on the back foot again.

While the principles of selling are constant, Reilly demonstrates how changing your tactics in tough times will not only help you through current difficulties but help you emerge stronger.

You’ll discover how to redefine value in customer terms, reposition products and services, and how to employ different persuasion tactics.

You’ll also learn how to select and pursue the right opportunities, win more deals, and―crucially―protect profit by embracing the “tough timers” mental attitude.

Tough times are inevitable and often unpredictable. But in Selling Through Tough Times, you’ll find the tools and mindset you need to power through them―and come out on top.

About the Author:

Paul Riley is a speaker, sales trainer, and author. He is the co-author of Value-Added Selling and hosts The Q&A Sales Podcast.

In his extensive sales career, Paul has sold through tough times and against tough competition. He cut his teeth in the commoditized propane industry – a notoriously price-sensitive and competitive market. He sold tools and fasteners in the construction industry during the Great Recession and sold medical equipment during one of the most uncertain times in the healthcare industry.

And, interesting fact – he has a degree in marketing and is a fanatic golfer who has hit a hole in one!

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

https://www.salesartillery.com/marketing-book-podcast/selling-through-tough-times-paul-reilly

Jul 1, 2022

From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans by Jon Picoult

About the Book:

If you’re aspiring to satisfy your customers, then you’re aspiring to mediocrity.

That’s the fascinating premise of From Impressed to Obsessed, a book that will fundamentally change how you think about creating a successful, beloved business.

Acclaimed customer experience expert Jon Picoult explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with―not just shaping their experiences, but also shaping their memories.

Picoult explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, and Southwest Airlines), as well as fast-growing startups (like BILT and Framebridge), use to shape people’s perceptions and sculpt unforgettable impressions―thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors.

Packed with intriguing case studies, engaging stories, and eye-opening research, the book details these proven principles and illustrates how they can be applied to almost any type of business or customer. Examples include cases that show how to:

  • Create Peaks & Avoid Valleys―leverage the science of memory to etch positive impressions in people’s minds, by creating greater experiential peaks and fewer experiential valleys.
  • Give the Perception of Control―the almost magical power of giving customers a sense of agency, via choice and expectation-setting, causing them to feel better about the experience a business is already delivering.
  • Make It Effortless―make interactions easy for customers, not just from a physical perspective, but also from a cognitive one, to satisfy today’s demand for simplicity and convenience.
  • Stir Emotion―harness the power of emotion as a memory cue, by infusing customer experiences with emotional resonance, highlighting positive feelings while stemming negative ones.

No matter what kind of constituency you serve―customers or colleagues, individuals or institutions, employees or employment candidates―this book will help you do it with distinction.

Picoult’s message is particularly relevant for managers, as he shows the parallels between how great companies cultivate engagement with customers, and how great leaders accomplish the same with their workforce.

From Impressed to Obsessed reveals the what, the why, and― most importantly―the how behind great customer experiences. Filled with actionable insights, the book provides an invaluable roadmap for becoming the company that everyone wants to do business with, the employer everyone wants to work for, and the leader everyone wants to follow.

About the Author:

Jon Picoult is the founder of Watermark Consulting and a leading expert in customer and employee experience.

Jon has been featured by dozens of media outlets, including The Wall Street Journal, the New York Times, NBC News, and Forbes.

He has advised C-Suite leaders at some of the world’s foremost brands, helping companies capitalize on the power of loyalty – both in the marketplace and in the workplace.

Jon earned his bachelor’s degree in Cognitive Science at Princeton and holds an M.B.A. from Duke.

And, interesting fact – his introduction to the business world was working at his campus radio station!

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

https://www.salesartillery.com/marketing-book-podcast/impressed-obsessed-jon-picoult

Jun 24, 2022

Black Goldfish: 10 Keys to Creating a Differentiated Experience by Stan Phelps

About the Book:

Your brand today is no longer what you tell people it is. It is the differentiated experience (DX) your employees deliver. It is what you stand for and how your customers feel about you. And most importantly, your brand is what your customers and employees tell others about their experience.

Black Goldfish is an amalgam of the first 10 colors in the Goldfish Series. The color black happens when you put all the other colors together. Here’s a quick overview of the colors and 10 keys to creating a differentiated experience:

  • PURPLE - little things that add value or make it easier for customers
  • GREEN - little things that drive engagement and reinforce culture for employees
  • GOLDEN - little things for your “vital few” employees and customers
  • BLUE - leveraging technology, data, and analytics to improve customer experience
  • RED - embracing purpose in business to benefit employees, customers, and shareholders
  • PINK - differentiating by defying normal and exploiting imperfection
  • YELLOW - contributing to the happiness of customers, employees, and society
  • DIAMOND - excelling under pressure in sales and client management
  • GRAY - leading across the five generations in the modern workplace
  • SILVER - rising above distractions to communicate both loud and clear

About the Author:

Stan Phelps is a best-selling author, keynote speaker, and workshop facilitator.

Stan is a TEDx speaker, and an IBM futurist and his writing has been syndicated on top sites such as Forbes, Customerthink, and Business2Community.

He has spoken at more than 500 events across Australia, Bahrain, Canada, Ecuador, France, Germany, Holland, Israel, Japan, Malaysia, Peru, Russia, Singapore, Spain, Sweden, the UK, and the US.

Prior to professional speaking, Stan had a 20-year career in marketing that included leadership positions at IMG, Adidas, PGA exhibitions, and Synergy. At Synergy, he worked on award-winning experiential programs for top brands such as KFC, Wachovia, NASCAR, Starbucks, and M&Ms.

He is the author of The Goldfish series of business books which includes Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, Pink Goldfish, Yellow Goldfish, Gray Goldfish, Red Goldfish, Diamond Goldfish, Silver Goldfish, and one other book – Bar Tricks, Bad Jokes And Even Worse Stories: 101 Bar Tricks, Riddles, Jokes and Stories.

And, interesting fact – Stan also has a law degree!

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

https://www.salesartillery.com/marketing-book-podcast/black-goldfish-stan-phelps

Jun 21, 2022

The Carbon Almanac: It's Not Too Late with Seth Godin and David Meerman Scott

About the Book:

When it comes to the climate, we don’t need more marketing or anxiety. We need established facts and a plan for collective action.

The climate is the fundamental issue of our time, and now we face a critical decision. Whether to be optimistic or fatalistic, whether to profess skepticism or to take action.

Yet it seems we can barely agree on what is really going on, let alone what needs to be done. We urgently need facts, not opinions. Insights, not statistics. And a shift from thinking about climate change as a “me” problem to a “we” problem.

The Carbon Almanac is a once-in-a-lifetime collaboration between hundreds of writers, researchers, thinkers, and illustrators that focuses on what we know, what has come before, and what might happen next.

Drawing on over 1,000 data points, the book uses cartoons, quotes, illustrations, tables, histories, and articles to lay out carbon’s impact on our food system, ocean acidity, agriculture, energy, biodiversity, extreme weather events, the economy, human health, and best and worst-case scenarios.

Visually engaging and built to share, The Carbon Almanac is the definitive source of facts and the basis for a global movement to fight climate change.

This isn’t what the oil companies, marketers, activists, or politicians want you to believe. This is what’s really happening, right now.

Our planet is in trouble, and no one concerned group, corporation, country, or hemisphere can address this on its own.

Self-interest only increases the problem. We are in this together. And it’s not too late for concerted, collective action for change.

About the Guests:

From The Carbon Almanac website…

Seth Godin is the Founding Editor of The Carbon Almanac and is the author of twenty bestsellers, a daily blogger, and the founder of one of the first Internet companies. He paddles his canoe on the Hudson River every day.

David Meerman Scott is the author of 12 books including The New Rules of Marketing & PR and the WSJ bestseller Fanocracy, marketing & business growth strategist, entrepreneur, and advisor to emerging companies.

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

https://www.salesartillery.com/marketing-book-podcast/carbon-almanac-seth-godin-david-meerman-scott

 

Jun 17, 2022

Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative by Anthony Iannarino

About the Book:

Accelerate your sales career with this how-to book from an expert in sales

In Elite Sales Strategies, expert sales leader Anthony Iannarino offers his philosophy about becoming a commercial success.

This guidebook provides unique insights into how to approach every sale by serving your clients from a position of authority and expertise.

As Iannarino himself notes, this technique speaks to an ethical obligation towards your client, combining ethics and tactics to help place you in a position where your strengths can be fully utilized.

This guidebook suggests putting yourself in a “one-up” position, where you, as the salesperson, come to a client in a position of authority and strength, where you yourself are qualified to offer nuanced and helpful advice to companies that have put themselves in a “one-down” position, whether that be by bad decision-making, poor understanding of the marketplace, or bad luck.

At its heart, this book suggests you find the advantages that you can provide that will, in turn, help your client become “one-up” themselves in their own field and ensure they achieve the better results they need.

In addition, Elite Sales Strategies provides readers with:

  • A step-by-step approach for how to become “one-up” yourself and what you provide to your clients
  • A healthy analysis of what makes a person or a company “one-down” and tips on how to course correct
  • Strategies, tactics, and talk tracks that will provide you with what you need to become “one-up”
  • Terminology and vocabulary so that you can approach your client with tact and decorum while still addressing the weaknesses of their system

As a successful international speaker, author, and sales leader, Anthony Iannarino brings a unique set of skills to bear in this book.

Iannarino's tried-and-true methodology is an ideal resource for sales professionals in all fields, as well as for executives and managers looking to improve their sales success and position within the business world.

About the Author:

Anthony Iannarino is a writer, a best-selling author, a speaker, a sales leader, and an entrepreneur.

His primary focus is human effectiveness in sales, management, leadership, and personal and professional transformation.

Anthony publishes a daily post on his blog, a practice he has kept since the end of 2009.

And, interesting facts – he has a law degree and at one time was the lead singer for a hair metal band in LA!

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

https://www.salesartillery.com/marketing-book-podcast/elite-sales-strategies-anthony-iannarino

Jun 10, 2022

Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen by Zoe Chance

About The Book:

“The new rules of persuasion for a better world.” —Charles Duhigg, author of the bestsellers The Power of Habit and Smarter Faster Better

Rediscover the superpower that makes good things happen, from the professor behind Yale School of Management's most popular class.

You were born influential. But then you were taught to suppress that power, to follow the rules, to wait your turn, to not make waves. Award-winning Yale professor Zoe Chance will show you how to rediscover the superpower that brings great ideas to life.

Influence doesn’t work the way you think because you don’t think the way you think. Move past common misconceptions—such as the idea that asking for more will make people dislike you—and understand why your go-to negotiation strategies are probably making you less influential.

Discover the one thing that influences behavior more than anything else.

Learn to cultivate charisma, negotiate comfortably and creatively, and spot manipulators before it’s too late. You’ll meet alligators, skydivers, a mind reader in a gorilla costume, Jennifer Lawrence, Genghis Khan, and the man who saved the world by saying no.

Influence Is Your Superpower will teach you how to transform your life, your organization, and perhaps even the course of history. It’s an ethical approach to influence that will make life better for everyone, starting with you.

About The Author:

Zoe Chance teaches, researches, writes about, and talks about the psychology of influence all the freaking time because it's the secret to happiness, success, and saving the world.

Her influence course is the most popular elective at Yale School of Management, and that course sparked the idea for this book.

Her research has been published in places like Proceedings Of The National Academy Of Sciences and Harvard Business Review, and she has appeared on stages, on TV, and in media outlets around the world including The New York Times, the BBC, CNN, and The Economist.

Google used Zoe's behavioral economics framework to design its food policies.

Before coming to Yale, she earned a doctorate in marketing from Harvard, worked in sales jobs like door-to-door sales and telemarketing, and managed a 200 million dollar segment of the Barbie brand at Mattel.

She is donating half the profits from this book to help solve the climate crisis.

And, interesting fact – she once had a starring role in an obscure karate movie so boring that both her parents fell asleep watching it!

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

https://www.salesartillery.com/marketing-book-podcast/influence-superpower-zoe-chance

Jun 3, 2022

The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success by Brent Keltner

About the Book:

Want to accelerate your sales? Stop selling, and start connecting.

Today’s buyers are inundated with sales pitches coming at them from websites, peer reviews, social media, and email blasts. Is it any wonder they’re overloaded, overwhelmed, and tuned out?

The fact is, product-centered pitching simply doesn’t cut it anymore. Buyers don’t want to hear about your product’s features—they want to hear about how it can solve their problems or help them reach their goals.

In The Revenue Acceleration Playbook, sales and marketing expert Brent Keltner introduces a proven, go-to-market framework to increase personalization and authenticity across every step of the buyer journey—from initial buyer engagement and prospecting to closing new deals and expanding customer relationships, to growing target market segments.

Drawing on more than twenty successful company examples, Keltner shows you, step by step, how to build an authentic buyer journey that will generate more opportunities, higher account values, and faster segment growth.

An essential handbook for CEOs, revenue leaders, go-to-market team members, and everyone in between, The Revenue Acceleration Playbook is your guide to building a high-growth organization, from the sales floor to the executive suite. 

About the Author:

Brent Keltner, Ph.D. is President of Winalytics LLC and created Winalytics’ revenue acceleration and sales growth methodology.

Before starting Winalytics, Brent was a revenue leader in both early-stage and enterprise companies where he successfully scaled growth. He began his career as a Ph.D. social scientist and qualitative researcher at Stanford University and the RAND Corporation.

He has published articles on go-to-market strategy in the Sloan Management Review, California Management Review, and The Financial Times.

And, interesting fact – he has a black belt in Karate!

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

https://www.salesartillery.com/marketing-book-podcast/revenue-acceleration-playbook-brent-keltner

May 27, 2022

How to Grow Your Business Like a Weed: A Complete Strategy for Unstoppable Growth by Stu Heinecke

About the Book:

“Weeds scale faster than any business. It’s in their DNA.”

- Kathy Ireland, CEO, Kathy Ireland Worldwide

A playbook for growing your business no matter the circumstances.

Hall-of-Fame-nominated marketer, bestselling author, and Wall Street Journal cartoonist Stu Heinecke shares his fascination with weeds and how anyone can grow their business into something resilient and unstoppable.

How to Grow Your Business Like a Weed applies a model to business growth, examining the successful strategies that ordinary weeds use to spread, and prosper in almost any situation.

This book will enable readers to apply strategies, mapping their own path to rapid and sustainable growth, while providing a focus on weed-based attributes to get the job done quickly and effectively.

It also provides a pathway to transform their entire team into a collective of weeds operating on behalf of the company, acting as an incubator for innovation and productivity, while enriching their own opportunities for growth and security.

An accessible and practical guide that leaders and companies across industries can help increase their market share, prominence, and customer base, this book enables them to grow, expand, dominate, and defend their turf.

Stu has explored the Weeds model for several years, collecting insights from thought leaders from the worlds of business, government, and entertainment including T. Boone Pickens, Kathy Ireland, General Barry McAffrey, Henrik Fisker, Gareb Shamus, Giovanni Marsico, Esther Dyson, Christopher Lochhead, Nathan Myrhvold, Carmen Medina, Jon Ferrara, and Jonna Mendez. 

About the Author:

Stu Heinecke is a best-selling author, twice nominated Hall of Fame marketer, and Wall Street Journal cartoonist.

His first book, How To Get a Meeting with Anyone, which introduced the concept of contact marketing, was named one of the top 64 sales books of all time. The American Marketing Association named him the "Father of Contact Marketing."

Stu's books have enjoyed glowing coverage in Forbes, Inc., Harvard Business Review, CBS radio, and many other places.

Stu is also a NASDAQ Entrepreneurial Center Author in Residence and Mentor, and founder of cartoonists.org, a group of cartoonists from The Wall Street Journal and The New Yorker, who donate art to help charities raise funds.

And, interesting fact – he and his wife Charlotte live on Whidbey Island in the Pacific Northwest in Puget Sound, north of Seattle AND and at the University of Southern California, he was a college party pal of actor LeVar Burton!

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

https://www.salesartillery.com/marketing-book-podcast/how-grow-business-like-weed-stu-heinecke

May 20, 2022

Fans First: Change The Game, Break The Rules & Create An Unforgettable Experience by Jesse Cole

About the Book:

The Savannah Bananas should not exist.

You can't name any of their players. They play in a 1920s-era ballpark with no ads or billboards. They play in kilts, stilts, and stilettos. They even have an all-grandma dance team: the Banana Nanas.

Everything the Bananas do is unconventional. It shouldn’t work.

And yet they sell out every game, have a waitlist in the thousands, ship merchandise around the globe, and entertain millions of followers on social media.

ESPN calls the Bananas “the greatest show in baseball.”

How is this even possible?

Two words: Fans First.

Packed with behind-the-peel stories, hard-earned lessons, and a few other surprises, Fans First teaches you how to stand out in your marketplace, drive explosive growth, and inspire fanatical loyalty.

If this all sounds bananas, that’s the point. Normal leaders read normal books and get normal results. But if you’re ready to change the game, break the rules, and create your own unforgettable team, then it’s time to go Fans First.

About the Author:

Jesse Cole is a fanatic about fandom. In 2016, he founded Fans First Entertainment and launched the Savannah Bananas baseball team with one mission: to spark a fan-focused movement.

Whether at the ballpark, on social media, onstage delivering keynotes, in features for ESPN and Entrepreneur, or in his first book, Find Your Yellow Tux, Jesse continues to create fans all over the world.

Jesse is the proud inventor of Banana Ball and Dolce & Banana underwear and not-so-proud promoter of the Human Horse Race and Flatulence Fun Night.

He’s a raving fan of his wife Emily, his kids, and peerless promoters like Walt Disney, PT Barnum, and Bill Veeck.

Jesse owns seven yellow tuxedos.

And, interesting facts – as a baseball player he pitched no-hitters, he hit three home runs, and he even got to pitch at Fenway Park, home of the Boston Red Sox.

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

https://www.salesartillery.com/marketing-book-podcast/fans-first-jesse-cole

May 13, 2022

The Conversion Code: Stop Chasing Leads and Start Attracting Clients (2nd Edition) by Chris Smith

About the Book:

In The Conversion Code: A Step-by-Step Guide to Marketing and Sales that Will Grow Your Business Faster, Second Edition, digital marketing and lead conversion expert Chris Smith delivers the ultimate exploration of the marketing and advertising tactics that are successfully generating higher quality leads that are easier for salespeople to convert.

Smith researches and tests the latest and most popular platforms, including TikTok, YouTube, and Instagram, while also studying the most effective sales techniques, tools, and scripts.

In this book, you'll learn to:

  • Increase your lead conversion rate, reduce your cost per lead and improve your overall ROI from marketing and sales
  • Generate an endless supply of high-quality leads from social media that are easy to convert into closed sales
  • Stop chasing leads and start attracting clients with amazing marketing and clever ads
  • Adapt to the consumer privacy changes that have made targeting ads and getting leads to answer the phone harder than ever
  • Differentiate your brand in a way that positions you as the authority and gets people contacting you who are already sold

An invaluable reference and easy to follow guide for real estate agents, loan officers, SaaS, and small businesses competing in the hyper-competitive online environment.

The Conversion Code, Second Edition, is also a fantastic resource for sales leaders, marketing managers, business owners, and anyone else with a team who is responsible for growing revenue.

About the Author:

Chris Smith is the co-founder of Curaytor (an Inc 500 fastest-growing business) and he is one of the “Four Best Marketers Under 40,” according to the American Marketing Association.

His book, The Conversion Code, is taught at colleges like John Hopkins University and he has been a guest lecturer at NYU.

Chris used the blueprint in The Conversion Code to quickly grow his company to eight figures in annual recurring revenue, without raising any venture capital. His work has been featured in AdWeek, Forbes, Fortune, and many other publications.

Previously, Chris work for two billionaires, a billion-dollar publicly-traded company, and a startup that was acquired for nine figures.

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

https://www.salesartillery.com/marketing-book-podcast/conversion-code-2-chris-smith

May 6, 2022

The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly (8th Edition) by David Meerman Scott

About the Book:

The new eighth edition of the pioneering guide to generating attention for your idea or business is jam-packed with new and updated techniques

As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, including social audio like Clubhouse, the newest online video tools such as TikTok, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter?

The eighth edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business.

An international bestseller with nearly half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time.

You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!

The latest edition of The New Rules of Marketing and PR has been completely revised and updated to present the most innovative methods and cost-effective strategies.

The most comprehensive update yet shows you details about the pros and cons of AI and machine learning to automate routine tasks. Your life is already AI-assisted. Your marketing should be too, but there are challenges to be aware of.

The definitive guide on the future of marketing, this must-have resource will help you:

  • Incorporate the new rules that will keep you ahead of the digital marketing curve
  • Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you
  • Gain valuable insights through compelling case studies and real-world examples

The eighth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

About the Author:

David Meerman Scott is an internationally acclaimed business growth strategist whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their businesses.

He is the author or co-author of 12 books, including four international bestsellers including Real-Time Marketing & PR, a Wall Street Journal bestseller, and The New Rules of Sales and Service.

He co-authored Marketing the Moon (the inspiration for a PBS American Experience miniseries titled Chasing the Moon) and Marketing Lessons from the Grateful Dead.

David’s newest book Fanocracy: How to Turn Fans into Customers and Customers into Fans, another Wall Street Journal bestseller, was co-written with his daughter Reiko.

The New Rules of Marketing & PR, now in its eighth edition, has been translated into 29 languages from Albanian to Vietnamese and is used as a text in hundreds of universities and business schools worldwide. It has become a modern business classic, with well over 400,000 copies sold to date.

And, interesting facts – David has worked on a Wall Street bond trading desk and was a male model. He collects artifacts from the Apollo space program and has a lunar module descent engine in his home museum. He has acted in TV commercials and the movies Chappaquiddick and American Hustle, and he even appeared in an opera production by Teatro alla Scala.

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

https://www.salesartillery.com/marketing-book-podcast/new-rules-marketing-pr-8-david-meerman-scott

Apr 29, 2022

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

About the Book:

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

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

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

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

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

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

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

About the Author:

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

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

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

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

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

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

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

Apr 22, 2022

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

About the Book:

Forget everything you learned about selling.

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

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

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

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

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

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

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

About the Author:

From the author's website...

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

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

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

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

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

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

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

###

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

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

 

Apr 15, 2022

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

About the Book:

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

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

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

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

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

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

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

About the Author:

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

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

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

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

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

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

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

Apr 8, 2022

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

About the Book:

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

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

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

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

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

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

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

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

About the Author:

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

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

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

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

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

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

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

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

Apr 1, 2022

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

About the Book:

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

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

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

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

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

The 6 vital skills to stand out and sell more:

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

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

About the Author:

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

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

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

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

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

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

Mar 25, 2022

Sell More with Science: The Mindsets, Traits, and Behaviors That Create Sales Success by David Hoffeld

About the Book:

Today, in sales, business, and life, you need every advantage you can get.

In Sell More with Science, David Hoffeld, the world’s leading expert on applying science to selling, shares his revolutionary three-part system to experience surefire success at home, at work, and out in the world.

Here, Hoffeld utilizes research studies from social psychology, neuroscience, and behavioral economics to reveal actionable insights you can use to grow your sales, achieve more, and stay ahead of the competition.

You’ll discover:

  • Two evidence-based mindsets that will help you earn more sales
  • Seven strategies that will boost your chances of reaching any goal
  • Powerful principles that will enhance your ability to guide potential clients into positive buying decisions
  • Ways to win day-to-day interactions—in business and beyond
  • How to reframe any idea or situation
  • What it means to sell with integrity
  • A science-backed formula you can follow to create positive career change
  • And much more

Filled with practical insights and exercises, Sell More with Science is a game-changing guide for anyone who wants to take their influence, sales, or career to new heights.

About the Author: 

David Hoffeld is the CEO and chief sales trainer at Hoffeld Group, a research-based sales and consulting firm.

He’s pioneered a sales approach based on research in neuroscience, social psychology, and behavioral economics that’s been proven to dramatically increase sales.

He has trained and coached salespeople from small and medium-sized businesses to Fortune 500 companies.

David has lectured at Harvard Business School and has been featured in Fortune, U.S. News and World Report, The Wall Street Journal, Fast Company, Harvard Business Review, Investor’s Business Daily, INC, Forbes, CBS Radio, Fox News Radio, and more.

And, interesting fact – at the age of 10, he read Dale Carnegie’s bestselling book How to Win Friends & Influence People!

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

https://www.salesartillery.com/marketing-book-podcast/sell-more-science-david-hoffeld

Mar 18, 2022

What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away by Nicholas Webb

About the Book:

This book will teach you how to eliminate what customers hate and lead your market and customer satisfaction.

Whether you’re selling to consumers or business-to-business (B2B), perfection in the marketplace does not exist. When making buying decisions, customers are faced with an array of imperfect choices.

The best organizations in the world are not only delivering great customer experience, but they’re also taking steps to proactively avoid the things that customers hate. These companies have learned that if you can eliminate what customers hate, you will instantly become the best option in your market.

No company, brand, or service enjoys 100 percent love. There will always be some degree of hate in the mix. Hate is a source of friction, and if there is too much friction, the process of moving products and services— regardless of their high quality—into the hands of customers will grind to a halt.

What Customers Hate will show you how to avoid the common pitfalls that have damaged some of the best organizations and best teams in the world, and how to change the philosophical view of customer experience so you can learn that customer experience is actually an innovation activity.

This customer experience playbook will give you actionable takeaways that include:

  • How to turn an upset customer into a customer for life, in five easy steps.
  • Why “haters” will determine your organization’s growth and profitability.
  • How to thrive in the “experience economy.”
  • The importance of the five-touch journey mapping.
  • The impact of hate-love personification.
  • How to turn your customers into “Evangelists.”
  • The power of: Attraction, Promotion, Retention, and Avoiding Deflection.
  • The secrets of the best organizations in the world.

This book is the product of many years of front-line work with some of the top brands in the world and their customers. Set aside the theories and concepts, this is the playbook you need. You’ll find that this approach will make it fast and easy to drive scalable growth, profitability, and most importantly, customer happiness.

About the Author:

Nicholas J. Webb is an award-winning inventor with over 40 US patents, a keynote speaker, and best-selling author.

As a keynote speaker, he has traveled the world, speaking on future trends, personal growth, and innovation.

His best-selling books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint and The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, both of which have been featured on The Marketing Book Podcast.

He currently serves as the CEO of Leader Logic.

And, interesting fact: he is the host and executive producer of a recent award-winning documentary, The Healthcare Cure.

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

https://www.salesartillery.com/marketing-book-podcast/what-customers-hate-nicholas-webb

Mar 11, 2022

How Creativity Rules the World: The Art and Business of Turning Your Ideas into Gold by Maria Brito

About the Book:

Learn to make creativity work for your career.

Maria Brito illustrates how creativity is merely a series of habits, actions, and attitudes that anyone can develop—regardless of who you are or what you do.

There has never been a more crucial time than now to develop your creativity and your ability to innovate. Coming up with original ideas of value is today’s most precious skill.

Contrary to a myth that has been unfairly perpetuated, creativity can be taught and learned by anyone. How Creativity Rules the World builds the case for creativity as an inexhaustible resource available to everyone and proves that it is the key to thriving in the business world and beyond.

With revealing studies and stories spanning business and art, How Creativity Rules The World is a deep dive into history, culture, psychology, science, and entrepreneurship; breaking down and analyzing the elements used by some of the most creative minds throughout the last 600 years.

Maria Brito discovered the power of creativity when she transitioned from being an unhappy Harvard-trained corporate lawyer to a thriving entrepreneur and innovator in the art world. She flipped the barrenness around her to emerge as one of the most well-known disruptors in the art world.

With this book, you will learn how to:

  • Overcome limiting thoughts and dispel myths about creativity.
  • Unleash creativity through concrete data, historical passages, and examples of modern entrepreneurship.
  • Develop timeless habits, principles, and tools that worked six centuries ago and continue to work today.
  • Employ creativity in an everyday context to produce extraordinary results.

After applying the principles in How Creativity Rules the World to her own business, she started teaching them to hundreds of people, ranging from entrepreneurs to artists to CEOs. As evidenced by her students’ creative successes, Maria knows that this timeless guide will allow others to strike gold with their ideas.

How Creativity Rules the World promises to make the creative process of successful seven-figure artists and billion-dollar entrepreneurs—as well as Maria’s own—accessible and actionable for you to take the power of their ideas to the next level.

About the Author:  

Originally from Venezuela, Maria Brito was selected by Complex Magazine as one of the "20 Power Players in the Art World," as well as being named one of ARTNEWS Magazine’s “Deciders.”

She has advised hip-hop moguls, Oscar® winning actors, Tony® winning producers, CEOs of Fortune 500 companies, and many more.

She has written for publications such as Entrepreneur, Huffington Post, Elle, Forbes, Artnet, Cultured Magazine, and Departures.

For several years, Maria has taught her creativity course in companies, and in 2019, she launched “Jumpstart,” an online program on creativity for entrepreneurs based on years of research and observation in both the areas of business and art.

Maria also wrote and hosted “The “C” Files with Maria Brito”, a TV and streaming series for PBS’s new station “ALL ARTS.”

And, interesting facts – she is a graduate of Harvard University and Harvard Law School!

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

https://www.salesartillery.com/marketing-book-podcast/how-creativity-rules-world-maria-brito

Mar 4, 2022

A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn

About the Book:

As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.

Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.

A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programs.

Featuring insights from practicing professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2, and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.

This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions, and updated wider research.

Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.

About the Author:

Dave Munn is President of ITSMA, a research-based community for B2B marketing leaders that pioneered the account-based marketing approach in the early 2000s. ITSMA is now a Momentum Group company.

Prior to joining ITSMA in 1995 Dave held senior-level marketing positions with Oracle and Apple and was a senior analyst at the Ledgeway Group (now part of Gartner).

He holds an MBA from Northwestern University’s Kellogg School, where he concentrated in Marketing and Corporate Strategy. 

And, interesting fact: The only reason his wife Jennifer married him is that on their first date he mentioned having read Hemingway’s The Sun Also Rises and that he had run with the bulls in Pamplona Spain!

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

https://www.salesartillery.com/marketing-book-podcast/practitioners-guide-account-based-marketing-dave-munn

Feb 25, 2022

How Not to Suck At Marketing by Jeff Perkins

About the Book:

If you’ve ever felt like you suck at marketing, you’re not alone. Survive and thrive in today’s digital world.

Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all.

Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge.

But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape.

Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to:

  • Create a focused marketing program that drives results
  • Collaborate effectively with the key stakeholders
  • Assemble a high-performing marketing team
  • Define and nurture your company (and personal) brand
  • Build a focused career and find the right job for you

Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide.

About the Author:

With over 20 years of marketing experience, Jeff Perkins is a self-described marketing geek who frequently contributes to several marketing publications, speaks at lots of industry events, and has won numerous awards such as the Atlanta Business Chronicle’s MAX Award for marketing excellence and the Technology Association of Georgia’s Award for Marketing Executive of the Year.

Jeff is currently CEO at ParkMobile, but he started his career grinding it out in the NYC ad industry. His experiences range from traditional to digital, B2C to B2B, and agency-side to client-side.

And, interesting facts - he’s native of southern New Jersey, is a big fan of the Philadelphia Eagles and Bruce Springsteen (whom he has seen perform over 30 times)!

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

https://www.salesartillery.com/marketing-book-podcast/not-suck-marketing-jeff-perkins

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