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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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Feb 18, 2022

Converted: The Data-Driven Way to Win Customers' Hearts by Neil Hoyne

About the Book:

When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School.

In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last.

Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead.

But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them?

You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps.

In Converted, you will learn how to:

  • Understand the full value of each relationship
  • Engage in an ongoing conversation with your best customers
  • Ask the right questions so you can anticipate your customers’ needs
  • Find more great customers

A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

About the Author:

Neil Hoyne has served as an analyst, researcher, inventor, lecturer, and, in his words, the father of many forgettable slides of glossy funnels and Venn diagrams.

A witness to and participant in billion-dollar successes, and instructive failures, all in the pursuit of building indestructible customer relationships through digital media. A key player in the executive rallying cry to be more “data-driven.” 

As Google’s Chief Measurement Strategist, Neil has had the privilege to lead more than 2,500 engagements with the world’s biggest advertisers. His efforts have helped these companies acquire millions of customers, improve conversion rates by more than 400 percent and generate billions in incremental revenue.

Immensely proud of the degrees he’s earned from Purdue University and UCLA, Neil returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania.

And, interesting fact – despite the topic of the book, he does not have a quantitative background!

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

https://www.salesartillery.com/marketing-book-podcast/converted-neil-hoyne

Feb 11, 2022

The Next CMO: A Guide to Operational Marketing Excellence by Peter Mahoney, Scott Todaro, and Dan Faulkner

About the Book:

The world is changing and so is the marketing profession.

CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals.

This book provides a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI.

This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy.

About the Author:

Peter Mahoney is the founder and CEO of Plannuh, the AI-driven marketing planning, and budget platform.

Peter has degrees in Physics and Computer Science, and then showed up in the wrong room one day and ended up in marketing.

In his 30+ year career, Peter has built products and led marketing for startups and for multi-billion dollar public companies, including voice and AI innovator Nuance, where he was the chief marketing officer.

And, interesting fact - he is a graduate of the oldest existing school in the United States, the Boston Latin School, founded in 1635.  

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

https://www.salesartillery.com/marketing-book-podcast/next-cmo-peter-mahoney

Feb 4, 2022

Find Your Yellow Tux: How to Be Successful by Standing Out by Jesse Cole

About the Book:

Stop standing still. Start standing out.

Whether in school, factories, or corporate offices, people are in a mad rush to the middle, going about their business and fitting in.

The problem is, while you may feel as if you’re doing your own thing, you’re not—you’re doing what’s expected of you.

To stand out, take whatever you think is normal, and do the exact opposite.

In Find Your Yellow Tux, Jesse Cole, an in-demand speaker and baseball ringleader, shares how you can achieve amazing things by doing the unexpected.

Using examples from his life and the lives of his heroes—P. T. Barnum, Walt Disney, and MLB owner Bill Veeck, Cole shows how to reinvigorate your goals, reignite your passions, and excel in business and beyond.

The time to break the mold is now—with Find Your Yellow Tux, you'll discover how to find joy and success in everything you do.

About the Author:

Jesse Cole is the founder of Fans First Entertainment and owner of the Savannah Bananas baseball team.

His team has welcomed more than one million fans to their ballpark and has been featured on MSNBC, CNN, ESPN, and in Entrepreneur Magazine.

The Bananas have been awarded Organization of the Year, Business of the Year, and won the Coastal Plain League Championship in their first year. Fans First Entertainment has been featured on the INC 5000 lists as one of the fastest-growing companies in America.

The Savannah Bananas currently have sold out every game since their first season and have a waiting list in the thousands for tickets.

Jesse is an in-demand keynote speaker all over the country sharing the Fans First Experience on how to stand out, be different and create raving fans of both customers and employees.

And, interesting facts: Jesse proposed to his wife Emily while wearing a yellow tux in front of a sold-out crowd. She said Yes! The two later married at their stadium.

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

https://www.salesartillery.com/marketing-book-podcast/find-yellow-tux-jesse-cole

Jan 28, 2022

Culture Built My Brand: The Secret to Winning More Customers Through Company Culture by Mark Miller and Ted Vaughn

About the Book:

Unleash the power of your culture. Propel your brand forward.

Too many executive leaders settle for inadequate employee performance, mediocre outcomes, and unremarkable earnings.

But this doesn’t have to be your organization’s reality. There is a way to break through the inertia to engage your team, drive better results, and attract a tribe of loyal customers―by tapping into the greatest driver of brand success: your internal company culture.

The authors have led nearly 100 rebrands for purpose-driven organizations with their team at Historic Agency.

Their decades of experience and research have culminated in Culture Built My Brand, your roadmap to winning more customers and turning them into raving fans.

With practical steps and customizable tools, this easy-to-follow guide gives you the know-how you need to tap into your company culture to create an authentic brand that stands out from the competition. 

About the Author:

Mark Miller is the co-founder of Historic Agency where he leads product strategy, marketing transformation, and brand.

He has rebranded nearly 100 organizations and also specializes in all things strategy including brand, product, and marketing.

And, interesting fact - he was once denied a passport because the U.S. State Department confused him with a fugitive named Mark Miller (no relation) who was born on the same day, the same year, and in the same state.

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

https://www.salesartillery.com/marketing-book-podcast/culture-built-brand-mark-miller

Jan 21, 2022

Can't Sell Won't Sell: Advertising, Politics and Culture Wars. Why Adland Has Stopped Selling and Started Saving the World by Steve Harrison

About the Book:

Our politics dictate the ads we create and distance us from our audience. The advertising industry has lost interest in selling. According to the IPA, we face "a crisis of effectiveness." And our politics are to blame.

We are now so culturally left-leaning, we're no longer willing to stoke capitalism's engine of growth. Instead, we have a new raison d'etre: we're saving the world.

But who are the activists and careerists who are pushing this progressive agenda? And what of the angry mainstream who are alienated by the ideas we're imposing upon them?

Most urgently, as our clients emerge from the pandemic recession, will advertising rediscover its commercial purpose and help them revive the UK economy?

Or will our agencies and institutions double down on social purpose and the monoculture that's suffocating a once brilliantly creative industry and forcing it to the margins of British business and cultural life?

About the Author:

According to Wikipedia, “Steve Harrison is a British copywriter, creative director and author who is regarded by Campaign Magazine as the greatest Direct Marketing Creative of his generation. He has won more Cannes Lions awards than any other Creative Director in the World.”

Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) on either side of starting his own agency, Harrison Troughton Wunderman (HTW).

He has also authored Changing the World Is the Only Fit Work for a Grown Man; How to Write Better Copy; and How to Do Better Creative Work.

And, interesting fact - he has a doctorate in American history!

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

https://www.salesartillery.com/marketing-book-podcast/cant-sell-wont-sell-steve-harrison

Jan 14, 2022

Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results by Brad Cleveland

About the Book:

Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services, and technologies such as AI and mobile.

Failing to build the necessary strategy, culture, and processes, they suffer from high costs, dissatisfied customers, and brand damage.

The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results.

It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way.

Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors.

The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing, or aspiring to better understand the customer experience.

About the Author:

Brad Cleveland is known globally as one of today’s foremost experts in customer strategy and management.

A sought-after consultant and speaker, he has worked in 45 of the 50 U.S. states and over 60 countries, and his clients have included many of today’s service leaders like Apple, American Express, and AT&T (and those are just some of the A’s on his client list). He’s also advised governments in the United States, Australia, and Canada.

Brad’s books and articles have been translated into over a dozen languages, and he is an instructor for LinkedIn Learning with featured courses on customer strategy and management, customer service leadership, and customer experience leadership.

He has appeared in The Wall Street Journal, Fast Company, Inc. Magazine, Forbes, U.S. News and World Report, CNN Money, the Los Angeles Times, Washington Post, Financial Times, and the New York Times, as well as on major television networks (PBS, CNBC, Fox, MSNBC, and others), and NPR’s All Things Considered.

Brad was a founding partner and former CEO of the International Customer Management Institute (ICMI) now part of London-based Informa plc.

And interesting facts – he is a licensed pilot, he once flew on the Concorde from London to New York, and he read the draft version of this book out loud to his wife and daughter for 10 hours straight while on a road trip!

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

https://www.salesartillery.com/marketing-book-podcast/leading-customer-experience-brad-cleveland

Jan 7, 2022

CMO to CRO: The Revenue Takeover by the Next Generation Executive by Mike Geller, Rolly Keenan, and Brandi Starr

About the Book:

As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control.

Your organization works in departmental silos, with functional leaders pushing their own solutions and feeling satisfied with functional KPIs.

But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins.

You’re not the only one who notices—but you are the only one in the perfect position to do something about it.

Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience.

You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails.

This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

About the Author:

Rolly Keenan has more than 20 years of experience in Enterprise software Consulting and marketing strategy and is the Chief Revenue Officer of Tegrita, a full-service marketing technology consulting firm.

He is a graduate of Northwestern University's Kellogg School of Management.

And interesting facts – Rolly is a trained hostage negotiator, and before getting into the business of marketing, technology, and revenue, Rolly was on staff at USA Volleyball in Colorado Springs, working with the best volleyball teams in the country!

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

https://www.salesartillery.com/marketing-book-podcast/cmo-cro-rolly-keenan

Dec 31, 2021

unReceptive: A Better Way to Sell, Lead, and Influence by Tom Stanfill

About the Book:

A large and growing number of people are distracted, overwhelmed, and isolated today and this has resulted in a steep decline in receptivity to another sales pitch, call, or email.

And the harder you try to sell, the greater the resistance.

Unreceptive reveals the surprisingly simple and refreshing solution to this problem that is a sharp contrast to traditional approaches to selling, revealing why the receptivity of an audience is far more important than the power of the message.

In this groundbreaking new guide, Tom Stanfill shares his proven methodology, road-tested over decades by hundreds of thousands of sales professionals, workshop participants, and industry experts, on how to convert even the most disinterested prospects and customers.

This book will show you how to:

  • Eliminate resistance and make selling easy and enjoyable, while experiencing a deeper sense of purpose.
  • Overcome the five receptivity barriers – the customer’s perception of you, opening a “closed” door, uncovering the unfiltered truth, changing beliefs, and motivating the customer to take action.
  • Adopt the tested and true operating system used by the most persuasive and influential people.

When you shift the focus from crafting the perfect message to creating receptivity, you flip the entire art of selling on its head and form lasting relationships that set you and your customers up for lasting success.

About the Author:

Tom Stanfill is CEO and co-founder of ASLAN Training, a global sales enablement company appearing nine consecutive years in the SellingPower Top 20. Since 1996, ASLAN has worked with many Fortune 500 companies, training more than 100,000 sellers and leaders in over 35 countries.

And, interesting facts – he and his wife Claire have 14 grandchildren, and in the hot Georgia summer of 1980, Tom had the dream job of riding in a non-air-conditioned truck delivering 500 Coca Cola machines. He got the job because he was dating the Coca-Cola company president's daughter!

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

https://www.salesartillery.com/marketing-book-podcast/unreceptive-tom-stanfill

Dec 24, 2021

33 Ways Not to Screw Up Your Business Emails by Anne Janzer

About the Book:

It's time to write better business emails

Business runs on emails, yet we rarely give them enough thought. Carelessness can lead to embarrassment, damaged relationships, or worse. And too often, our messages are misunderstood, misfiled, or ignored.

In a world filled with remote collaboration and virtual teams, people who master email writing rise above the noise. You can be one of those people.

Learn how to make your emails work for you rather than against you with this short, practical guide.

Topics include

  • Crafting effective subject lines
  • Writing emails that people respond to
  • Protecting yourself from accidental misfires

Whether you’re just starting in your career or have been emailing for decades, you’ll find valuable advice and tips you can put into practice right away.

Read it now and see the difference you can make with a few simple practices and habits.

About the Author:

Anne Janzer is an award-winning author, non-fiction writing coach, and unabashed writing geek on a mission to help people make a positive impact with their writing.

She supports and encourages writers, authors, and marketers through her books, blog posts, online courses, webinars, and teaching.

Her writing-related books explore the science and practice of effective writing. They include The Writer's Process, The Workplace Writers Process, and Writing to Be Understood, all three of which have won multiple awards.

Before she started writing books, Anne worked as a freelance marketing writer, working with more than a hundred technology businesses to articulate positioning and messaging in crowded markets. This work led to her first book, Subscription Marketing, which has been translated into multiple languages.

Anne is a graduate of Stanford University.

And, interesting fact - she is now a member of a very elite club: The Marketing Book Podcast 4-Timers Club!!

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

https://www.salesartillery.com/marketing-book-podcast/33-ways-not-screw-up-business-emails-anne-janzer

Dec 17, 2021

Product-Led SEO: The Why Behind Building Your Organic Growth Strategy by Eli Schwartz

About the Book:

Nothing can take your business to the next level like great search engine optimization (SEO).

Unfortunately, it’s not always easy to know what will successfully drive traffic, leads, and sales.

If you want to stand out from your competition, your SEO needs a distinctive blend of creativity and logic.

Maybe you’re a marketing manager or executive who is responsible for SEO growth but do not fully understand how it works.

Or maybe you are a seasoned SEO pro looking to optimize further. Either way, this book is your behind-the-scenes guide to online visibility.

When it comes to SEO, success often depends not on what you do but on how you do it.

That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques.

You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table.

About the Author:

Eli Schwartz is an SEO expert and consultant with more than a decade of experience working for leading B2B and B2C companies.

Eli’s strategies have generated millions of dollars in revenue for some of the internet’s top websites. He has helped clients like Shutterstock, WordPress, Quora, and Zendesk execute highly successful global SEO strategies.

As head of SurveyMonkey’s SEO team, Eli oversaw the company’s global operations, helped launch the first Asia-Pacific office, and grew the company’s organic search from just 1 percent of revenue to a key driver of global revenue.

Eli’s work has been featured by TechCrunch, Entrepreneur.com, and Y Combinator, and he has given talks at business schools and keynoted conferences around the world.

And, interesting fact – on 9/11 he was working in a job across from New York City’s World Trade Center and didn’t go to work that morning because he was angry at his boss.

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

https://www.salesartillery.com/marketing-book-podcast/product-led-seo-eli-schwartz

Dec 10, 2021

The Widest Net: Unlock Untapped Markets and Discover New Customers Right in Front of You by Pamela Slim

About the Book:

Discover and create a dynamic new model for growing your business by connecting with customers outside your usual field of view.

Do you think you know your ideal customer? Think again.

Many businesses create an ideal consumer profile―aiming all their sales and marketing efforts towards this single type of person―and end up missing out on endless opportunities to sell their services or products.

Award-winning business coach, speaker, and author Pamela Slim has helped thousands of entrepreneurs around the world start, sustain, and scale their businesses.

In The Widest Net, she explains how to build strong diverse relationships, identify and connect with new partners, expand markets, generate leads, and find new customers in places you may never have considered.

Social media is a valuable business tool, but it can often create a comfortable cocoon for entrepreneurs, marketers, and leaders who all need to understand the entirety of the marketplace, not just their own social graph.

With this book as a guide, you’ll learn how to connect with potential clients and customers using the true breadth of the marketplace, which she calls an ecosystem of living connections.

The Widest Net shows how to:

  • Search outside your own lens/bias/routine/history to target ideal customers.
  • Attract the interest and attention of new leads by learning more about them authentically.
  • Develop products and services suited to these customers.
  • Sell through a trusted reciprocity framework where your customers become part of your ecosystem and you each help the other grow.
  • Build and sustain loyalty and trust with new customers.
  • Nurture a diverse and resilient customer base by identifying and adjusting to the ideal customer target over time.

About the Author:

Pamela Slim is an author, business coach, and former corporate director of training and development at Barclays Global Investors.

Since 2005, Pamela has helped thousands of entrepreneurs around the world start, sustain, and scale their businesses. She has also worked with companies serving the small business market such as Progressive Insurance and Constant Contact.

In 2016, Pam and her husband Darryl co-founded the K’é Main Street Learning Lab in Mesa, Arizona, a grassroots, community-based think tank for small business economic acceleration.

Pamela is the author of Escape From Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur and Body of Work: Finding the Thread That Ties Your Story Together, both published by Penguin/Portfolio.

And, interesting facts – she is a certified home organizing show addict, and her favorite movie of all time is Moonstruck!

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

https://www.salesartillery.com/marketing-book-podcast/widest-net-pamela-slim

Dec 3, 2021

The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share by Dan Gingiss

About the Book:

Competition is tougher than ever these days and competing on price or product just doesn’t work as well anymore. So how can companies stand out in a crowded marketplace that is constantly evolving?

The answer is customer experience, and the best part about customer experience is that it's delivered by human beings who are unique to a company.

The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers.

In The Experience Maker, Dan Gingiss teaches that creating a remarkable experience for customers will ensure they become a company’s best marketers and salespeople.

By learning from the successes of other companies and applying the proprietary WISER method (Witty, Immersive, Shareable, Extraordinary, Responsive), managers and executives learn to create remarkable experiences that their customers will want to talk about with friends, family, and social media followers.

About the Author:

Dan Gingiss is an international keynote speaker and customer experience coach who has proven that a remarkable customer experience can be your best marketing.

His 20-year professional career consistently focused on delighting customers, spanning multiple disciplines including customer experience, marketing, social media, and customer service.

He held leadership positions at three Fortune 300 companies – McDonald’s, Discover, and Humana.

Dan is also the author of Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. He also hosts the Experience This! Show podcast and the Experience Maker Show.

He is a graduate of the University of Pennsylvania, and an M.B.A. in marketing from the Kellogg School of Management at Northwestern University.

And, interesting facts: he is a native Chicagoan, a lifelong Chicago Cubs fan, a licensed bartender, a pinball wizard, was born on Christmas Day, and in his youth, while delivering pizzas, he once delivered a pizza to Michael Jordan! 

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

https://www.salesartillery.com/marketing-book-podcast/experience-maker-dan-gingiss

Nov 26, 2021

Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands by Drew Neisser

About the Book:

Marketing has become ridiculously complicated, but yours doesn’t have to be.

With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing.

Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS).

These four characteristics form the basis for the framework in Renegade Marketing.

Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to:

  • Walk through a highly refined discovery process that culminates in finding your brand’s purpose
  • Define your company’s purpose in eight words or fewer
  • Build team support for new marketing initiatives while establishing your unique brand story, voice, and design
  • Assemble effective marketing plans that engage employees, inspire customers, and attract new business
  • Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation

About the Author:

Drew Neisser is the founder of Renegade, a strategic boutique for B2B innovators, and CMO Huddles, a membership organization exclusively for B2B CMOs. He's also the host of Renegade Thinkers Unite.

Ranked among the top B2B influencers, Drew has been a featured marketing expert on ABC News, CNBC, CBS Radio, and Tony Robbins’s podcast, among many others. Besides his long-running Ad Age magazine column, he’s contributed articles to FastCompany, Forbes, MediaPost, and CMO.com.

Drew's first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, published in 2015, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP.

Drew started his advertising career at Wells Rich Greene, and later moved to J. Walter Thompson, and Chiat/Day, and then founded the agency that became Renegade in 1993.

And, interesting fact – he’s obsessed with (and a bit of an expert) on American founding father Benjamin Franklin!

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

https://www.salesartillery.com/marketing-book-podcast/renegade-marketing-drew-neisser

Nov 19, 2021

Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth by Atul V. Minocha

About the Book:

When it comes to your relationship with marketing, it’s time to wipe the slate clean.

You’ve been promised big results with a quick turnaround. You’ve been told that social media is a silver bullet for increased sales (so far, you haven’t seen an impact).

Your marketing team and vendors have overpromised and underdelivered, and you’re disappointed. You’re frustrated.

Perhaps you’re close to giving up on marketing entirely, but something tells you that you shouldn’t — you just need to know how to use it wisely.

In Lies, Damned Lies, and Marketing, Atul Minocha reveals the root causes of your frustration and provides you with the insight you need to utilize your marketing dollars for real results.

He helps you understand why you need marketing, the important distinctions between marketing and sales, and how to attain the right blend of hard data and softer creativity to persuade your audience.

Bringing with him more than thirty-five years of experience, Atul shows you how to make marketing work for you and finally achieve the results you’ve been waiting for.

About the Author: 

Atul Minocha is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans.

With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology.

Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor.

And, interesting fact: he’s a big Pink Floyd fan! 

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

https://www.salesartillery.com/marketing-book-podcast/damned-lies-marketing-atul-minocha

Nov 12, 2021

The Sea We Swim In: How Stories Work in a Data-Driven World by Frank Rose

About the Book:

A practical guide to "narrative thinking," and why it matters in a world defined by data.

In The Sea We Swim In, Frank Rose leads us to a new understanding of stories and their role in our lives.

For decades, experts from many fields―psychologists, economists, advertising and marketing executives―failed to register the power of narrative. Scientists thought stories were frivolous.

Economists were knee-deep in theory. Marketers just wanted to cut to the sales pitch. Yet stories, not reasoning, are the key to persuasion.

Whether we’re aware of it or not, stories determine how we view the world and our place in it.

That means the tools of professional storytellers―character, world, detail, voice―can unlock a way of thinking that’s ideal for an age in which we don’t passively consume media but actively participate in it.

Building on insights from cognitive psychology and neuroscience, Rose shows us how to see the world in narrative terms, not as a thesis to be argued or a pitch to be made but as a story to be told.

Leading brands and top entertainment professionals already understand the vast potential of storytelling.

From Warby Parker to Mailchimp to The Walking Dead, Rose explains how they use stories to establish their identity and turn ordinary people into fans―and how you can do the same.

About the Author:

Frank Rose is an author, essayist, and keynote speaker.

A senior fellow at the Columbia University School of the Arts, he teaches global business executives as faculty director of its Strategic Storytelling program, presented in partnership with Columbia Business School Executive Education, and serves as awards director of its Digital Storytelling Lab.

His previous book, The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, was hailed by the International Journal of Advertising as "an essential overview" of the fundamental changes affecting media.

Before moving to Columbia, Frank spent many years reporting on the impact of technology on media as a contributing editor at Wired and a contributing writer at Fortune before that.

His 1989 best-seller West of Eden, about the ouster of Steve Jobs from Apple, was named one of the ten best books of the year by Businessweek.

Among his other books is The Agency, an unauthorized history of the oldest and at one time most successful talent agency in Hollywood.

And, interesting facts: he is a native of Virginia and graduated from Wash­ington & Lee University with a degree in journalism and moved soon after to New York, where he got his start covering the punk scene at CBGB for The Village Voice, chronicling the emergence of Patti Smith, the Ramones, and Talking Heads.

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

https://www.salesartillery.com/marketing-book-podcast/sea-we-swim-in-frank-rose

Nov 5, 2021

Positioning for Advantage: Techniques and Strategies to Grow Brand Value by Kimberly Whitler

About the Book:

Most of us have an intuitive sense of superior branding.

We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage.

Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace.

Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies.

Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage.

Introducing seven tools―from strategic positioning concepts to strategy mapping to influencer maps―Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage.

This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage.

Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

About the Author:

Dr. Kimberly A. Whitler is currently the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia's Darden School of Business. 

Previously, she spent nearly 20 years in general management, strategy, and marketing roles within the consumer packaged goods and retailing industries, managing global, U.S., and Eastern European-based businesses.

She spent most of her career at Procter & Gamble and more recently served as the general manager of the Breakfast Division for Aurora Foods, the CMO of David’s Bridal, the country’s leading bridal apparel retailer, and as an officer of PetSmart, the U.S.' largest pet specialty retailer.

She has written over 350 articles as a Forbes senior contributor and has published in Harvard Business Review, MIT Sloan Management Review, The Washington Post, Ad Age, and numerous academic journals and other publications.

 Her Forbes articles have garnered over 3,500,000 views, and she has been ranked as a Top Five influencer of CMOs, a Top 10 influencer of Tech B2B CMOs, and a Top 100 MarTech influencer.

She has been interviewed, cited, or quoted over 2,100 times, including The Wall Street Journal, Bloomberg, The Washington Post, New York Times, NBC, ABC, USA Today, Entrepreneur, Fox Sports, Huffington Post, and a variety of international media outlets.

And, interesting fact – she is an avid UVA men’s basketball fan!

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

https://www.salesartillery.com/marketing-book-podcast/positioning-advantage-kim-whitler

Oct 29, 2021

RE:Think Innovation: How the World's Most Prolific Innovators Come Up with Great Ideas that Deliver Extraordinary Outcomes by Carla Johnson

About the Book:

RE:Think Innovation makes coming up with great ideas everybody’s business.

People think innovation isn’t sustainable, so they make it much harder than it has to be.

Experts portray it as confusing and complicated so they can charge big fees.

Executives make it intimidating and complex, so they appear smarter and important.

Traditional innovators imply you need a special degree or training to know how to do it right.

The truth is, consistently coming up with great ideas isn’t a talent one is born with or a skill that takes years to learn.

It’s actually a simple 5-step framework that anyone can follow to look at the work that they do differently, and have a bigger impact on the people they serve.

RE:Think Innovation answers the question of how to tie individual competence with innovation techniques to direct corporate outcomes.

Within its pages, Carla Johnson shows how to create a unified, idea-driven employee base that delivers more ideas in a shorter amount of time.

Ultimately, this is the path that makes organizations genuinely nimble, passionate, innovative powerhouses that deliver extraordinary outcomes for sustained periods of time.

About the Author:

Carla Johnson is an innovation and marketing expert, keynote speaker, and prolific author.

Her work with Fortune 500 brands served as the foundation for many of her books. Having lived, worked, and studied on five continents, she's trained thousands of people how to rethink the work that they do and the impact they can have. Her expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their businesses.

And, interesting facts about Carla - (based on a careful reading of her book) she grew up in a town of 1,000 people in rural Nebraska, when she was four years old she was in the community fashion show, she's been known to doze off in big, soft, cushy chairs and coffee shops, and if you ever meet her in person – she's a hugger!

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

https://www.salesartillery.com/marketing-book-podcast/re-think-innovation-carla-johnson

Oct 22, 2021

Data-First Marketing: How To Compete and Win In the Age of Analytics by Janet Driscoll Miller and Julia Lim

About the Book:

In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.

Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver.

The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics.

Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create a competitive advantage in the Age of Analytics.

Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment that will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation.

Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization.

Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework.

And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.   

About the Author:

Janet Driscoll Miller is a digital marketing expert, writer, and keynote speaker.

She has nearly 30 years of digital marketing experience and founded the digital marketing agency Marketing Mojo in 2005. She has worked with many top-tier clients, including National Geographic, Mazda USA, LexisNexis, and Activision.

She is a regular guest lecturer at the University of Virginia and James Madison University, her alma mater. 

She previously authored a book on Google analytics, Getting Started With Google Analytics: How to Set up Google Analytics Correctly from the Beginning.

And, interesting fact - outside of digital marketing, Janet is passionate about women's rights and building the next generation of female leaders. She is an active supporter of the Girl Scouts, serving as a troop leader, camp volunteer, and trainer.

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

https://www.salesartillery.com/marketing-book-podcast/data-first-marketing-janet-driscoll-miller

Oct 15, 2021

Human-Centered Communication: A Business Case Against Digital Pollution by Ethan Beute and Stephen Pacinelli

About the Book:

Digital pollution is the problem. Human-centered communication is the solution.

We’re spending more time than ever in virtual environments. That will only increase, as will the amount of noise we encounter there. The seemingly endless series of unwelcome digital distractions range from frustrating to dangerous.

As individuals and businesses, we not only spend time and energy managing this digital pollution, we often create it. At risk are relationships and revenue.

The only viable way forward is to be more thoughtful, intentional, and personal. Human-Centered Communication provides a philosophy and practice to help you connect in more meaningful and effective ways with prospects, customers, team members, and every stakeholder in your success. Learn to:

  • Break through the noise and earn attention
  • Build trust and create engagement
  • Enhance your reputation with both people and algorithms

The concepts and models in this book apply to any form or channel of communication, but human centricity favors video.

More visual and emotional than faceless digital communication, video enhances tone, intent, subtlety, nuance, and meaning. Learn to be clearer and more confident on camera in live video calls, meetings, and presentations, as well as in recorded video emails, social messages, and text messages.

The authors of the bestselling Rehumanize Your Business join with eleven industry-leading experts from companies like Salesforce, HubSpot, and RE/MAX to lead the growing conversation on leveraging human strengths in an increasingly digital world. The brightest future is tech-enabled, but authors Ethan Beute and Stephen Pacinelli show that it’s also human-centered.

The experts studied, interviewed, and featured:

  • Jacco van der Kooij, Founder of Winning by Design
  • Dan Hill, Ph.D., President of Sensory Logic
  • Mathew Sweezey, Director of Market Strategy at Salesforce
  • Julie Hansen, Creator of the Selling on Video Master Class
  • Adam Contos, CEO of RE/MAX
  • Lauren Bailey, Founder and President of Factor 8 and #GirlsClub
  • Mario Martinez Jr, Founder and CEO of Vengreso
  • Viveka von Rosen, Co-founder and Chief Visibility Officer at Vengreso
  • Shep Hyken, Customer Service and Customer Experience Expert
  • Morgan J Ingram, Director of Sales Execution at JB Sales Training
  • Dan Tyre, sales executive and founding team member at HubSpot

Among the themes addressed:

  • Trust and relationships
  • Communication and connection
  • Service and value
  • Text and video
  • Noise and pollution

Among the types of videos in which you’ll become more confident and effective:

  • Live, synchronous video meetings
  • Recorded, asynchronous video messages
  • Video calls and video presentations
  • Video in emails and text messages
  • Video in social feeds and social messages
  • Video for specific individuals and large groups
  • Video for known audiences and anonymous masses
  • Video for prospects, customers, employees, and other stakeholders

For immediate benefits and for long-term reputation, now is the time to get ahead of and stay ahead of ever-increasing digital noise and pollution - with Human-Centered Communication.

About the Author:

Ethan Beute is the Chief Evangelist at BombBomb a video email sales and marketing software platform, is the host of The Customer Experience Podcast, and co-author of Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience (featured on episode 239 of The Marketing Book Podcast in 2019).

Ethan has collected and told personal video success stories in hundreds of blog posts, in dozens of webinars, podcasts, and stage presentations, and in countless conversations. He's sent more than 12,000 video messages himself. Prior to joining BombBomb, he spent a dozen years leading marketing inside local television stations in Chicago, Grand Rapids, and Colorado Springs.

And, interesting fact - his first real job out of college was driving a school bus for Microsoft!

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

https://www.salesartillery.com/marketing-book-podcast/human-centered-communication-ethan-beute

Oct 8, 2021

Sell Different!: All New Sales Differentiation Strategies to Outsmart, Outmaneuver, and Outsell the Competition by Lee Salz

About the Book:

Game-changing new strategies to outsmart, outmaneuver, and outsell your competition!

Salespeople face fierce competition in their pursuit of winning deals. Differences in product features and functions get smaller by the minute and are not always meaningful to buyers.

How do you stand out from the pack and not just land the account, but win deals at the prices you want?

Lee B. Salz’s previous ground-breaking, bestselling book, Sales Differentiation, armed salespeople with strategies to differentiate both what they sell and how they sell it.

Sell Different! provides a new component of Sales Differentiation strategy to help you outsmart, outmaneuver, and outsell the competition to win more deals at the prices you want. This book provides you with the tools you need to land new accounts and grow existing ones.

The practical, proven strategies presented in Sell Different! include:

  • How to defeat your toughest competitor (hint: it’s not who you think it is)
  • An actionable 16-phase plan to reach and engage elusive prospects
  • Finding more of your best clients (it’s easier than you think)
  • Acquiring more referrals than you ever dreamed possible
  • Virtual selling and how to harness its potential
  • Neutralizing the fear of change that paralyzes buyers and kills deals
  • Structuring pilot programs that advance your deals
  • Identifying the critical person needed to win more deals at the prices you want
  • Solving closing problems and fixing the real issue limiting your success
  • Dissecting and resolving the most challenging sales objection — price!
  • What 99.999% of salespeople don’t do, but should
  • Expanding account relationships to explode revenue and lock out the competition
  • How to address a major flaw when comparing salespeople with professional athletes
  • And much, much more!

If you are a salesperson, executive, or business owner who desires to win more deals at the prices you want, then this book is for you.

About the Author: 

Lee Salz is a keynote speaker and sales management strategist on sales differentiation, salesforce development, hiring, onboarding, compensation, and other sales performance topics. He is the CEO of Sales Architects, and prior to that for most of his career, he served in sales and marketing leadership roles.

He’s the author of several books, including Sales Differentiation: 19 Powerful Strategies to Win More Deals at the Prices You Want and is a featured columnist in The Business Journals and is a media source on sales and sales management, and has been quoted and featured in The Wall Street Journal, CNN, The New York Times, MSNBC, ABC News, and numerous other outlets.

And, interesting facts: he is a championship powerlifter, a die-hard New York Yankees fan, and he proposed to his wife in the White House Rose Garden! 

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

https://www.salesartillery.com/marketing-book-podcast/sell-different-lee-salz

Oct 1, 2021

The Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth by John Jantsch

About the Book:

It is more difficult than ever for businesses and marketing professionals to cut through the noise to create relationships with their customers.

Organizations that focus on converting their customers to members and helping them achieve the lasting transformation they are seeking rather than simply offering the transaction of the moment are winning.

The Ultimate Marketing Engine promises to teach readers how to develop a system to take every customer from where they are to where they want to be by building on the innovative principles first brought to the marketing world in Duct Tape Marketing and honed over three decades of working with thousands of businesses.

Introducing the Customer Success Track

The Ultimate Marketing Engine introduces an innovative new approach to a marketing strategy that will transform how readers view their business, their marketing, and perhaps, even how they view every customer.

Readers will learn:

  • Why strategy must come before tactics.
  • How to narrow your focus and choose only ideal customers.
  • Why no one wants what you sell – and what they actually want.
  • How to use story and narrative as the voice of strategy.
  • How to construct the perfect customer journey.
  • How to grow your business with your customers.

This book will help readers take control of their marketing while creating ridiculously consistent business growth.

About the Author:

John Jantsch is a marketing consultant, speaker, podcaster, and author. His other books include Duct Tape Marketing, The Referral Engine, The Commitment Engine, Duct Tape Selling, SEO for Growth, and The Self-Reliant Entrepreneur.

He is also the founder of the Duct Tape Marketing Consultant Network, which trains and licenses independent consultants and agencies to use the Duct Tape Methodology.

John’s small business advice has been featured in The New York Times, The Wall St. Journal, Forbes, Fast Company, Entrepreneur, CNBC, and CNNMoney among others.

Seth Godin called John Jantsch the "Peter Drucker of small business tactics."

And, interesting fact - he is now a member of a very exclusive club, The Marketing Book Podcast 5-Timers Club!

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

https://www.salesartillery.com/marketing-book-podcast/ultimate-marketing-engine-john-jantsch

Sep 28, 2021

About this Bonus Episode:

Not too long ago I was interviewed by Philip Stutts on his Undefeated Marketing Podcast.

Longtime listeners may recognize his name since Philip has been a guest on The Marketing Book Podcast twice:

  • The first time for his book Fire Them Now: The 7 Lies Digital Marketers Sell...And the Truth about Political Strategies that Help Businesses Win
  • More recently to talk about his newest book, The Undefeated Marketing System: How to Grow Your Business and Build Your Audience Using the Secret Formula That Elects Presidents

He was also on the show for part of the limited-time series Authors in Quarantine Getting Cocktails when I produced 66 episodes during the lockdown in 2020, and he was one of the primary reasons I started doing it.

Philip has a very interesting background. For many many years, he has been a political consultant and has worked on over 1,200 political campaigns including U.S. presidential races in the United States. His political media firm is Go Big Media.

Over the years a number of his clients asked for business marketing advice so he later established a separate marketing firm just for businesses Win Big Media. Much of his marketing advice is based on the realities of what has worked well for marketing candidates, and I find that very intriguing and enormously effective these days.

Philip and I were introduced by another guest on the show, David Meerman Scott, author of several books including The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly (7th edition), and Phillip later introduced me to the legendary Jay Abraham whom I was able to interview on the podcast about his book, The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth.

Phillip has really enjoyed being on The Marketing Book Podcast and has heard from a lot of marketing book podcast listeners, and he thought that this short interview might be of interest to my listeners because we talked about some key ideas from the first 350 books that have been on the show, and since last week I did publish episode 350 with Dorie Clark about her new book, The Long Game: How to Be a Long-Term Thinker in a Short-Term World, this seemed like a nice celebratory bonus.

Enjoy!
-Douglas Burdett, host of The Marketing Book Podcast

Click here for this episode's website page to access all the links mentioned during the interview:

https://www.salesartillery.com/marketing-book-podcast/ideas-350-books

 

Sep 24, 2021

The Long Game: How to Be a Long-Term Thinker in a Short-Term World by Dorie Clark

About the Book:

Your personal goals need a long-term strategy.

It's no secret that we're pushed to the limit. Today's professionals feel rushed, overwhelmed, and perennially behind. So we keep our heads down, focused on the next thing, and the next, without a moment to breathe.

How can we break out of this endless cycle and create the kind of interesting, meaningful lives we all seek?

Just as CEOs who optimize for quarterly profits often fail to make the strategic investments necessary for long-term growth, the same is true in our own personal and professional lives.

We need to reorient ourselves to see the big picture so we can tap into the power of small changes that, made today, will have an enormous and disproportionate impact on our future success. We need to start playing The Long Game.

As top business thinker and Duke University professor Dorie Clark explains, we all know intellectually that lasting success takes persistence and effort. And yet so much of the relentless pressure in our culture pushes us toward doing what's easy, what's guaranteed, or what looks glamorous in the moment.

In The Long Game, she argues for a different path. It's about doing small things over time to achieve our goals—and being willing to keep at them, even when they seem pointless, boring, or hard.

In The Long Game, Clark shares unique principles and frameworks you can apply to your specific situation, as well as vivid stories from her own career and other professionals' experiences.

Everyone is allotted the same twenty-four hours—but with the right strategies, you can leverage those hours in more efficient and powerful ways than you ever imagined.

It's never an overnight process, but the long-term payoff is immense: to finally break out of the frenetic day-to-day routine and transform your life and your career.

About the Author:

Dorie Clark helps individuals and companies get their best ideas heard in a crowded, noisy world.

She has been named one of the Top 50 business thinkers in the world by Thinkers50, and was recognized as the #1 Communication Coach in the world by the Marshall Goldsmith Leading Global Coaches Awards, and one of the Top 10 Communications Professionals in the World by Global Gurus.

She consults and speaks for a diverse range of clients, including Google, the World Bank, Microsoft, Morgan Stanley, the Ford Foundation, the Bill & Melinda Gates Foundation, and Yale University.

Dorie is the author of Entrepreneurial You, Reinventing You, and Stand Out, which was named the #1 Leadership Book of 2015 by Inc. magazine.

A former presidential campaign spokeswoman, Dorie has been described by the New York Times as an “expert at self-reinvention and helping others make changes in their lives.” She is a frequent contributor to the Harvard Business Review, and she is quoted frequently in the worldwide media, including NPR, the BBC, and MSNBC.

And, interesting facts - she is a former journalist, a producer of a multiple Grammy-winning jazz album, and a graduate of Harvard Divinity School.

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

https://www.salesartillery.com/marketing-book-podcast/long-game-dorie-clark

Sep 17, 2021

Get Different: Marketing That Can't Be Ignored! by Mike Michalowicz

About the Book:

From Mike Michalowicz, bestselling author of Profit First, Clockwork, and Fix This Next, a practical and proven guide to standing out in a crowded market.

Many business owners are frustrated because they feel invisible in a crowded marketplace.

They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win.

In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales.

Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real-life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their marketing:

1. Does it differentiate?
2. Does it attract?
3. Does it direct?

Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers--the long-anticipated answer to the defining business challenge of our time.


About the Author: 

By his 35th birthday, Mike Michalowicz had founded and sold two multi-million dollar companies.

Confident that he had the formula to success, he became a small business angel investor... and proceeded to lose his entire fortune. Then he started all over again, driven to find better ways to grow healthy, strong companies.

Since then Mike has devoted his life to the research and delivery of innovative, impactful business growth strategies.

Mike is the creator of Profit First, which is used by hundreds of thousands of companies around the world to drive profit.

He is the creator of Clockwork, a powerful method to make any business run on automatic. He is the author of Profit First, Clockwork, Fix This Next, a Wall Street Journal bestseller, The Pumpkin Plan, Surge, and The Toilet Paper Entrepreneur.

Today, Mike leads two new multi-million-dollar ventures, as he tests his latest business research for his books. He is a popular keynote speaker, a former small business columnist for The Wall Street Journal, and business makeover specialist on MSNBC.

Mike is also a guest lecturer at universities including Babson, Boston College, Columbia, Copenhagen Business School, Emerson, Harvard, Penn State, Pepperdine, and Princeton. His books have been translated into over 25 languages and are in the core curriculum for business students at many universities.

And, interesting fact - he is a graduate of Virginia Tech (go Hokies!) where he was Captain of the lacrosse team! 

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

https://www.salesartillery.com/marketing-book-podcast/get-different-mike-michalowicz

Sep 10, 2021

I'll Be Back: How to Get Customers to Come Back Again & Again by Shep Hyken

About the Book:

How do you build a business that thrives during good times and bad? Is there a strategy that can set your company up for success, no matter what curveballs the world may throw your way?

There is: Turn customers into repeat customers and turn repeat customers into loyal customers.

Renowned customer service and experience expert Shep Hyken maintains that delivering an amazing customer service experience that keeps customers coming back for more is everyone’s job.

Customer service is not a department. It’s not just for people on the front lines. It’s the responsibility of everyone in the organization, from the CEO or owner of a business to the most recently hired employee.

It’s the result of a customer-focused philosophy that must be baked into the culture. And it is what separates you from your competition.

In I’ll Be Back you will learn…

  • How to design and create an experience that gets customers to return, again and again
  • The one trackable trend that leaders must monitor every morning
  • The difference between repeat customers and loyal customers
  • How to build the I’ll Be Back culture
  • How delivering an amazing customer experience is within the reach of every organization
  • The two simple words that are the secret to every customer service program
  • Why most “loyalty programs” fail to create customer loyalty
  • How to personalize the customer experience
  • Why setting up or expanding self-service and digital customer service choices are is a must, not an option
  • Ten loyalty killers that can terminate your relationship with your customers
  • And much more!

This book includes the must-have tools, tactics, and strategies you need to get your customers to say, “I’ll be back!”

About the Author:

Shep is a customer service and experience expert, and a New York Times and Wall Street Journal bestselling author.

An award-winning keynote speaker who has been inducted into the national speakers association hall of fame, and his articles have appeared in hundreds of publications.

Shep works with companies and organizations that want to build loyal relationships with their customers and employees.

His articles have been read in hundreds of publications, and he is the author of Moments of Magic®, The Loyal Customer, The Cult of the Customer, The Amazement Revolution, Amaze Every Customer Every Time, Be Amazing or Go Home, and The Convenience Revolution which was featured on episode 192 of the marketing book podcast in 2018

He is also the creator of The Customer Focus™, a customer service training program that helps clients develop a customer service culture and loyalty mindset.

Shep has worked with hundreds of clients ranging from Fortune 100 size organizations to companies with less than 50 employees. Some of his clients include American Airlines, AAA, Anheuser-Busch, AT&T, AETNA, Abbott Laboratories, American Express – and that’s just a few of the A’s!

And, interesting fact - he does magic and card tricks, plays guitar, and is a die-hard St. Louis Blues hockey fan!

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

https://www.salesartillery.com/marketing-book-podcast/ill-be-back-shep-hyken

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