The Marketing Book Podcast

Follow The Marketing Book Podcast
Share on
Copy link to clipboard

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.

Douglas Burdett

    • Sep 30, 2022 LATEST EPISODE
    • weekly NEW EPISODES
    • 53m AVG DURATION
    • 482 EPISODES

    5 from 760 ratings Listeners of The Marketing Book Podcast that love the show mention: marketing and sales, 132, modern marketing, marketing trends, jay baer, world of marketing, love marketing, great marketing tips, listen to doug, new marketing, marketing insights, ryan holiday, marketing world, cutting edge marketing, i'm fairly new, mbp, key insights, sales strategies, marketing professionals, love this resource.

    Search for episodes from The Marketing Book Podcast with a specific topic:

    Latest episodes from The Marketing Book Podcast

    403 The Sales MBA by Douglas Cole

    Play Episode Listen Later Sep 30, 2022 68:08

    The Sales MBA: How to Influence Corporate Buyers by Douglas Cole About the Book: Contrary to many predictions, there is a growing demand for highly skilled sales jobs in the modern economy. Whether you're a salesperson or a knowledge worker, knowing how to influence corporate buyers has become a critical skill. But most sales books tend to be narrow and prescriptive. They focus only on tactics and tools rather than principles and mindset that can redefine your approach. This is a different kind of sales book. In plain and direct language, the author shows what it means to become a Strategist, a Change Agent, and a Decision Architect. Referencing the most important research and a wide assortment of field experiences, The Sales MBA explains how companies compete, how organizations evolve, and how people decide. Whether you sell to companies or lead others who do, this book will strengthen your credibility as a trusted advisor. About the Author: Douglas Cole is a sales leader at LinkedIn and adviser with startup accelerators in Canada and the United States, and a part-time university lecturer at the Rotman School of Management and the Schulich Executive Education Center in Toronto. Over more than 20 years in consulting and sales, he has sold tens of millions of dollars and software-as-a-service and advisory work. He holds an MBA from the Wharton School, a Master's degree in International Studies from the Lauder Institute at the University of Pennsylvania, a Master's degree in English Literature, and a Bachelor's degree in Political Science and English Literature, all from the University of Toronto. And, interesting fact – He is a big fan of the Hello Kitty brand! Click here for this episode's website page with the links mentioned during the interview...

    402 Using Behavioral Science in Marketing by Nancy Harhut

    Play Episode Listen Later Sep 23, 2022 71:27

    Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut About the Book: Increase engagement, response rates, and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand-out and successful marketing-especially for marketers in highly regulated or highly competitive environments. About the Author: Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response. A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US. Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing. Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness. And, interesting fact – she plays the accordion! Click here for this episode's website page with the links mentioned during the interview...

    401 The Brand Positioning Workbook by Ulli Appelbaum

    Play Episode Listen Later Sep 16, 2022 99:23

    The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster by Ulli Applebaum About the Book: The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1,200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able to: Understand the secrets behind successful brand positionings Identify and use the 26 proven success triggers for brand perception Apply a simple and proven brand positioning methodology that actually works Create brands that are attractive, sustaining, and compelling The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, if: You are working in a marketing department or a marketing agency You are studying or teaching marketing You are looking for a proven framework for creating compelling brand positioning You are about to position or re-position a brand for success in the marketplace The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas! About the Author: Ulli Appelbaum is an award-winning marketing and brand strategy consultant. He has held senior strategy roles in Europe and the US at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First The Trousers Then The Shoes Inc. He has contributed to 7 Effies awards for marketing effectiveness and an Advertising Research Federation Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley, Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, and Land O Lakes. He is also the creator of the “Positioning Development Method Cards” and “Aha!, The Ultimate Insight Generation Toolkit”, which help marketers think smarter. He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and was a member of the Practitioner Council of the American Marketing Association. And, interesting fact – He lives in Minneapolis, was born in Germany, lived in Africa his first 10 years, and then lived in Brussells and moved back to Germany when he was 25! Click here for this episode's website page with the links mentioned during the interview...

    400 Put Your Ass Where Your Heart Wants to Be by Steven Pressfield

    Play Episode Listen Later Sep 9, 2022 61:50

    Put Your Ass Where Your Heart Wants to Be by Steven Pressfield About the Book: Are you losing your "war of art"? Are you being defeated by a tendency to procrastination, self-doubt, fear, distraction, and perfectionism? Are you self-sabotaging your loftiest artistic entrepreneurial dreams? The antidote is nine words: Put your ass where your heart wants to be. Can you shift your artistic identity—your "ass"—from the shallow, fearful, superficial ego to the wise, loving, fearless self? Can you commit to your dream for the long haul and for keeps? In this book, best-selling author Steven Pressfield delivers the tough-love inspiration to help you make this life-altering transformation. About the Author: Steven Pressfield is the author of The War of Art which has sold over a million copies globally and been translated into multiple languages. He is a master of historical fiction with Gates of Fire being on the required reading list at West Point and the recommended reading list of the Joint Chiefs. His other books include A Man at Arms, Turning Pro, Do the Work, The Artist's Journey, Tides of War, The Legend of Bagger Vance, Last of the Amazons, Virtues of War, The Afghan Campaign, Killing Rommel, The Profession, The Lion's Gate, The Warrior Ethos, The Authentic Swing, An American Jew, Nobody Wants to Read Your Sh*t, and The Knowledge. He is a graduate of Duke University and is a veteran of the United States Marine Corps. And, interesting facts – he wrote for 27 years before he got his first novel published (The Legend of Bagger Vance). During that time he worked 21 different jobs in eleven states. The jobs included advertising copywriter, schoolteacher, tractor-trailer driver, bartender, oilfield roustabout, an attendant in a mental hospital, fruit–picking migrant worker, and Hollywood screenwriter. Click here for this episode's website page with the links mentioned during the interview...

    399 Brand Vision by Jim Everhart

    Play Episode Listen Later Sep 2, 2022 83:04

    Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics by Jim Everhart About the Book: This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy. Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. About the Author: Jim Everhart is a strategist and writer, who works with corporations and agencies to develop marketing communications tactics and campaigns. He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States. He played a leadership role at Godfrey in marketing strategy, technology development, and creative implementation, rising to the position of vice president and creative director. And, interesting fact - he was once a reporter with the Associated Press, ran track in college, and to this day remains a distance runner! Click here for this episode's website page with the links mentioned during the interview...

    398 The Things We Love by Aaron Ahuvia

    Play Episode Listen Later Aug 26, 2022 90:09

    The Things We Love: How Our Passions Connect Us and Make Us Who We Are by Aaron Ahuvia About the Book: A revealing investigation of the secret, tangled emotional relationships people have with things—drawing on cutting-edge findings from the fields of psychology, neuroscience, and marketing. Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with something that brings you immense joy, comfort, or fulfillment. Why is it that we so often feel an intense passion for objects? What does this tendency tell us about ourselves and our society? In The Things We Love, Dr. Aaron Ahuvia presents astonishing discoveries that prove we are far less “rational” than we think when it comes to our possessions and hobbies. In fact, we have passionate relationships with the things we love, and these relationships are driven by influences deep within our culture and our biology. Some of our passions are sudden, obsessive, and fleeting; others are devoted and lifelong affairs. Some turn dark: we become hoarders or would prefer to destroy certain objects rather than let anyone else own them. And as technology improves, becoming increasingly addictive, one wonders: might our lives become so dominated by our emotional ties to things that we lose interest in other people? Packed with fascinating case studies, scientific analysis, and takeaways for living in a modern and ever-so-material world, The Things We Love offers a truly original and insightful look into our love for inanimate objects — and how better understanding these relationships can enrich and improve our lives. About the Author: Dr. Aaron Ahuvia is a professor of marketing at the University of Michigan–Dearborn College of Business and the most widely published and cited academic expert on noninterpersonal love including brand love. He is also a leading expert on how our happiness is influenced by money and materialism. He has been ranked 22 in the world for research impact on consumer behavior and ranked in the top 2% of all scientists in the world across all disciplines by an independent study from Stanford University. Professor Ahuvia studied philosophy at the University of Michigan before getting a Ph.D. in marketing from Northwestern University's Kellogg School of Management. From there he became a professor at the University of Michigan's Ross School of Business and then a Full Professor at the College of Business on UM's Dearborn Campus Dr. Ahuvia also holds an appointment as a Professor at the University of Michigan Penny W. Stamps School of Art & Design. Dr. Ahuvia has over 100 publications and presentations. He does research, teaches, and consults for governments, nonprofits, and corporations around the world. He has presented research or consulted for Google, L'Oréal S.A., Samsung, Maybelline New York, Procter & Gamble, Audi, General Motors, Microsoft, Ford, Chrysler, and Herman Miller, among others. And, interesting fact – he was once a guest on the Oprah Winfrey TV Show! Click here for this episode's website page with the links mentioned during the interview...

    397 Evolutionary Ideas by Sam Tatam

    Play Episode Listen Later Aug 19, 2022 77:28

    Evolutionary Ideas: Unlocking Ancient Innovation To Solve Tomorrow's Challenges by Sam Tatam About the Book: When faced with new challenges, it's easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas, Sam Tatam shows how behavioral science and evolutionary psychology can help us solve tomorrow's challenges, not by divining something the world has never seen, but by borrowing from yesterday's solutions – often in the most unexpected ways. Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers, and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning, and sheer luck, we have found what works. Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly. In the same way, Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). You'll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine. These are Evolutionary Ideas. Exploring five of the most critical challenges we face today, we learn how to ‘breed' more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity – for anyone in any endeavor. About the Author: Sam Tatam is the Global Head of Behavioural Science at Ogilvy. His passion is understanding human behavior, and his experience comes from organizational /industrial psychology and advertising strategy. From New York to Nairobi, Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations. And, interesting fact – the first draft of this book to his publisher contained a typo - in the headline! Click here for this episode's website page with the links mentioned during the interview...

    396 Undisruptable by Aidan McCullen

    Play Episode Listen Later Aug 12, 2022 101:20

    Undisruptable: A Mindset of Permanent Reinvention for Individuals, Organisations and Life by Aidan McCullen About the Book: Understand the barriers to change and cultivate a reinvention mindset that will make you impervious to disruption In our world of incessant change, we are all threatened by volatility, uncertainty, complexity, and ambiguity—at the individual and organizational levels. Undisruptable will give you a new lens through which to consider change as an opportunity rather than an obstacle. You'll be inspired to consider the big questions of today: What does the future hold? What does the exponential growth of technology mean for the world of work? What does a changing job market mean for future generations? What do waves of disruption mean for business leaders? Society is evolving at breakneck speed. What does this mean for all of us? Undisruptable will help you to bridge the chaos and build the resilience you need to move forward. While we cannot see into the future, there are repeatable patterns that we can understand. Undisruptable demystifies the principles of change through a blend of analogies, innovation frameworks, and exemplars of change such as Fujifilm and Arnold Schwarzenegger. The first step to becoming undisputable is to realize that evolution is a natural part of life, and nature provides many examples. Undisruptable will help you to: Understand the principles of change Overcome the barriers to change See change as an opportunity and not an obstacle Utilize simple frameworks and examples to guide you on your transformation By the end of this book, you will have the essential tools and techniques to foster a reinvention mindset that will help you and your organization to become Undisruptable. This book is part of a 3-part series. Part 2 looks at the biases and mental obstacles that prevent change. Part 3 examines the best ways to communicate change within an organization. About the Author: Aidan McCullen reinvented himself after a 10-year rugby career with over 100 caps for Leinster, Toulouse, and London Irish and is a full Ireland Rugby International. He worked in digital and innovation transformation and now works on culture and leadership initiatives after he discovered that you cannot change business models until you first change mental models He is the host and founder of the Global Innovation Show, which is broadcast on national radio in Ireland and is the only English-speaking show on Finland's Business FM. The show is also available everywhere you find podcasts. Aiden developed and delivers a module on Emerging Technology Trends at Trinity College Business School, ranked first in Ireland and in the top 100 globally. Aiden speaks globally on disruption and change for organizations such as MasterCard, Google, Epic Games, and many more. He runs workshops on permanent reinvention, bias, and communication. He is also a board director for National Broadband Ireland. And, interesting fact – in addition to English, Aiden also speaks French and German! Click here for this episode's website page with the links mentioned during the interview... Interview recorded on July 15, 2022

    395 The Indispensable Brand by Mitch Duckler

    Play Episode Listen Later Aug 5, 2022 67:36

    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...

    394 Selling The Price Increase by Jeb Blount

    Play Episode Listen Later Jul 29, 2022 83:56

    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, 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...

    393 Selling Your Expertise by Robert Chen

    Play Episode Listen Later Jul 22, 2022 95:23

    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...

    392 Marketing Artificial Intelligence by Paul Roetzer

    Play Episode Listen Later Jul 15, 2022 77:42

    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...  

    391 Selling Through Tough Times by Paul Reilly

    Play Episode Listen Later Jul 8, 2022 89:08

    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...

    390 From Impressed to Obsessed by Jon Picoult

    Play Episode Listen Later Jul 1, 2022 100:25

    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...

    389 Black Goldfish by Stan Phelps

    Play Episode Listen Later Jun 24, 2022 65:20

    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...

    BONUS The Carbon Almanac with Seth Godin and David Meerman Scott

    Play Episode Listen Later Jun 21, 2022 39:32

    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...  

    388 Elite Sales Strategies by Anthony Iannarino

    Play Episode Listen Later Jun 17, 2022 64:40

    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...

    387 Influence Is Your Superpower by Zoe Chance

    Play Episode Listen Later Jun 10, 2022 73:31

    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...

    386 The Revenue Acceleration Playbook by Brent Keltner

    Play Episode Listen Later Jun 3, 2022 70:05

    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...

    385 How To Grow Your Business Like A Weed by Stu Heinecke

    Play Episode Listen Later May 27, 2022 84:48

    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, 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...

    384 Fans First by Jesse Cole

    Play Episode Listen Later May 20, 2022 61:11

    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...

    383 The Conversion Code 2nd Ed. by Chris Smith

    Play Episode Listen Later May 13, 2022 79:19

    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...

    382 The New Rules of Marketing & PR 8th Ed. by David Meerman Scott

    Play Episode Listen Later May 6, 2022 73:19

    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...

    381 Competing on Thought Leadership by Robert Buday

    Play Episode Listen Later Apr 29, 2022 107:48

    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...

    380 Sell Without Selling Out by Andy Paul

    Play Episode Listen Later Apr 22, 2022 75:59

    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...  

    379 Get Your Startup Story Straight by David Riemer

    Play Episode Listen Later Apr 15, 2022 89:47

    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...

    378 An Audience of One by Jamie Turner

    Play Episode Listen Later Apr 8, 2022 70:01

    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 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...

    377 Strikingly Different Selling by Dale Merrill

    Play Episode Listen Later Apr 1, 2022 73:52

    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...

    376 Sell More With Science by David Hoffeld

    Play Episode Listen Later Mar 25, 2022 70:46

    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...

    375 What Customers Hate by Nicholas Webb

    Play Episode Listen Later Mar 18, 2022 78:34

    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...

    374 How Creativity Rules The World by Maria Brito

    Play Episode Listen Later Mar 11, 2022 79:09

    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...

    373 A Practitioner's Guide to Account Based Marketing by Dave Munn

    Play Episode Listen Later Mar 4, 2022 69:44

    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...

    372 How Not to Suck At Marketing by Jeff Perkins

    Play Episode Listen Later Feb 25, 2022 86:37

    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...

    371 Converted by Neil Hoyne

    Play Episode Listen Later Feb 18, 2022 82:37

    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...

    370 The Next CMO by Peter Mahoney

    Play Episode Listen Later Feb 11, 2022 69:56

    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...

    369 Find Your Yellow Tux by Jesse Cole

    Play Episode Listen Later Feb 4, 2022 59:34

    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...

    368 Culture Built My Brand by Mark Miller

    Play Episode Listen Later Jan 28, 2022 74:24

    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...

    367 Can't Sell Won't Sell by Steve Harrison

    Play Episode Listen Later Jan 21, 2022 68:55

    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...

    366 Leading the Customer Experience by Brad Cleveland

    Play Episode Listen Later Jan 14, 2022 71:59

    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...

    365 CMO to CRO by Rolly Keenan

    Play Episode Listen Later Jan 7, 2022 74:45

    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...

    364 unReceptive by Tom Stanfill

    Play Episode Listen Later Dec 31, 2021 68:59

    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...

    363 33 Ways Not To Screw Up Your Business Emails by Anne Janzer

    Play Episode Listen Later Dec 24, 2021 58:26

    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...

    362 Product Led SEO by Eli Schwartz

    Play Episode Listen Later Dec 17, 2021 78:50

    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,, 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...

    361 The Widest Net by Pamela Slim

    Play Episode Listen Later Dec 10, 2021 64:39

    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...

    360 The Experience Maker by Dan Gingiss

    Play Episode Listen Later Dec 3, 2021 53:42

    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...

    359 Renegade Marketing by Drew Neisser

    Play Episode Listen Later Nov 26, 2021 82:56

    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 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...