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The New Rules of Marketing & PR: How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly (9th Edition) by David Meerman Scott
ABOUT THE BOOK:
The updated ninth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new AI techniques and fresh stories of success
As the ways we communicate continue to evolve, keeping pace with the latest technology―including generative artificial intelligence (AI) like ChatGPT―can seem an almost impossible task.
How can you keep your product or service from getting lost in the digital clutter? The ninth edition of The New Rules of Marketing and PR offers everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business.
An international bestseller with half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for deploying the power of social media, AI, and content to maintain your competitive advantage and get your ideas seen and heard by the right people at the right time.
You'll discover 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 to present highly effective strategies and tactics to help you get found by your buyers.
The most important and comprehensive update to this international bestseller yet shows you details about the pros and cons of using generative AI, the most significant development in modern marketing and public relations since the first edition of this book was published back in 2007.
The definitive guide on the future of marketing used as a primary resource in thousands of companies and hundreds of university courses, 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 exactly when your audience is eager to hear from you
Gain valuable insights through compelling case studies and real-world examples, showing you how to use the latest AI tools without losing the personal touch in your communicationsThe ninth 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 keynote speaker, business growth strategist, and author 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 The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History, Real-Time Marketing & PR, Fanocracy: How to Turn Fans into Customers and Customers into Fans, and Marketing the Moon: The Selling of the Apollo Lunar Program.
The New Rules of Marketing & PR has been translated into 29 languages from Albanian to Vietnamese and is used as a text in hundreds of universities and business schools worldwide.
And, interesting fact – David Meerman Scott was the very first guest on The Marketing Book Podcast in January 2015, and is now the final guest!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/new-rules-marketing-pr-9-david-meerman-scott
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Unsticking Deals: Why Deals Stall, How to Unstick Them, And How to Prevent Them From Sticking in the First Place by James Muir
ABOUT THE BOOK:
Stuck deals are arguably the biggest problem in sales. Depending on the industry, between 40-60% of all sales are lost to no-decision.
The implications are staggering. This fact means that the problem of stuck deals and "no-decision" effectively doubles the cost of every sale, and wastes somewhere around one-half of every sales professional's time.
The good news is that if we can unstick our deals (or even better, prevent them from sticking in the first place) we can effectively double our sales, dramatically shorten our sales cycles, and double our commissions.
What you will learn in Unsticking Deals:
Surprisingly, stalled deals are caused by just three things. The Universal Root Cause Maxim explains the three reasons deals stall in a single sentence. The five common sales issues that cause sales professionals to stick their deals. The three things that cause customers to suffer from indecision and how to overcome them. Why deals stall due to business case issues and the three simple things that need to be in every business case to prevent stalls. Five key prevention strategies that will prevent your deal from ever sticking in the first place. The five key plays for unsticking your deals - complete with templates and examples.This book is designed to be a quick reference guide. Each chapter has been designed to be brief and concise with actionable steps you can take right now to unstick your deal.
Once you’ve identified why your deal is stuck you can jump right to that chapter for solutions. These short chapters are arranged into six logical parts:
Part 1 – Preventing Deals From Sticking Part 2 – Unsticking Plays Part 3 – What Causes Stuck Deals Part 4 – Strategies for Unsticking Deals Caused by Sales Issues Part 5 – Strategies for Unsticking Deals Caused by Client Indecision Part 6 – Strategies for Unsticking Deals Caused by Business Case IssuesThis book is for all those entrepreneurs, business leaders, and sales professionals who want to close those bloated pipelines and prevent deals from getting stuck in the first place.
Reading this book will teach you how to unstick deals, shorten your sales cycle, and prevent deals from sticking to begin with.
ABOUT THE AUTHOR:
James Muir is the founder and CEO of Best Practice International and the bestselling author of the #1 book on closing sales – The Perfect Close: The Secret To Closing Sales, which was featured on episode 149 of The Marketing Book Podcast in 2017.
James is a 30-year veteran of sales having served in every role – from individual contributor to executive VP.
James has an extensive background in healthcare where he has sold to and spoken for the largest names in technology and healthcare including HCA, Tenet, Catholic Healthcare, Banner, Dell, IBM and others.
And, interesting fact – he is an accomplished guitarist!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/unsticking-deals-james-muir
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Fehlende Folgen?
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The Power of Instinct: The New Rules of Persuasion in Business and Life by Leslie Zane
ABOUT THE BOOK:
Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane shatters conventional marketing wisdom, showing readers how to tap into the hidden brain where instinct prevails, creating a powerful network of connections that drive people to buy your product, company, or vision.
People don't make decisions with their conscious mind, but on instinct.In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short.
Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person's brain, not against it.
Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it.With a revolutionary set of rules for expanding the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice.
With science as your guide, as well as stories from the world's most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn:
What kind of messages create the greatest amount of positive associations; Why finding new customers accelerates growth and relying on existing ones is a trap; Why emotional stories are not enough to drive trial and long-term brand loyalty.Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you're selling the first choice for any audience.
ABOUT THE AUTHOR:
Leslie Zane has been turning the marketing industry on its head for the past 30 years.
As the founder of Triggers, a brand consultancy firm built on the premise that instinct, rather than conscious thought guides brand decisions, Leslie has accelerated growth for Fortune 100 companies like Pepsico, Mars, Aetna, Kraft Foods, and McDonald's.
Her work has been featured in Harvard Business Review, MIT Sloan Review, Forbes, Barrons, TEDx, Scientific American, and more.
Leslie is a graduate of Yale University (home of the fighting Bulldogs) and later earned an MBA from Harvard Business School.
And, interesting fact – at Yale, Leslie was a member of the Proof of the Pudding a capella singing group!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/power-instinct-leslie-zane
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The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal
ABOUT THE BOOK:
Neoclassical economics assumes that most people have well-defined preferences and make well-informed, self-interested decisions based on those preferences.
But in the real world, this is often not the case.
The Consumer Behaviour Book combines elements of economics and psychology to help you understand how and why consumers behave the way they do.
Using behavioral economics as the foundation, the author explains the anomalies in consumer choices and what influences human behavior, preferences, and decision-making.
Often the case, emotional as well as economic factors play a vital role in consumer behavior.
Therefore, behavioral economics can be an important aid to business and marketing strategies by understanding how consumer decisions can be influenced.
ABOUT THE AUTHOR:
Anthony “Tas” Tasgal is a man of many lanyards: trainer, author, TEDx speaker, brand and communications strategist, and lecturer.
His area of expertise includes storytelling, insights, and behavioral economics.
He is a Course Director for several organizations including the Chartered Institute of Marketing, the Market Research Society, and the Institute of Internal Communication, and he runs The Guardian masterclass on “Harnessing The Power Of Storytelling.”
He is the author of several books including the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications, and The Insight Book: Enhancing Your Creativity By Learning To See Things Differently which was featured on episode 448 of The Marketing Book Podcast in 2023.
And, interesting fact – he is the last British author who will be interviewed on The Marketing Book Podcast.
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/consumer-behaviour-book-tasgal
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Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business by Jim Kraus and Adele Revella
ABOUT THE BOOK:
A fresh look into understanding your prospective customer's buying decisions to influence them and win more business
Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.
In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision.
In this book, you'll learn:
Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make Why interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively How to use AI and quantitative survey research to enhance your Buyer Persona Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more businessThe revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most.
It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.
ABOUT THE AUTHOR:
Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm.
Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial.
And, interesting fact – he’s a personal trainer on the side!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/buyer-personas-jim-kraus
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The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White
ABOUT THE BOOK:
Brands today have a bewildering array of ways to communicate with their target audience.
To succeed, brand owners need to know how to identify the best combination of media and how to create effective content.
Much advertising is ill-chosen and poorly executed; understanding how to harness its potential provides a strong competitive advantage.
This book has guidance for company leaders, marketers, and entrepreneurs in delivering effective advertising.
It presents a summary of all the latest evidence and thinking about successful advertising in a clear, accessible way with inspiring examples and the author’s trademark frameworks, analogies, and hand-drawn illustrations.
ABOUT THE AUTHOR:Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer.
His other books include The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies, and The Smart Branding Book: How To Build A Profitable And Resilient Brand, both of which have been featured on The Marketing Book Podcast.
Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies.
He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries.
And, interesting fact – Dan White is now a member of a very exclusive and secretive fraternity – The Marketing Book Podcast 3-Timers Club!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/smart-advertising-book-dan-white
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Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb
ABOUT THE BOOK:
Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape.
Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation.
From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management.
Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change.
ABOUT THE AUTHOR:
Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world.
Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies.
Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast.
Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film.
And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb
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Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson
ABOUT THE BOOK:
You don't have a brand—whether it's for a company or a product—until you have a name.
The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service.
But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.
Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:
What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalistThe most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths.
Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
ABOUT THE AUTHOR:
Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm.
Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia.
His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.
Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler.
Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider.
And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson
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The Road To Hell: How Purposeful Business Leads To Bad Marketing And A Worse World And How Human Creativity Is The Way Out by Nick Asbury
ABOUT THE BOOK:
The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.
Guided by the mantra 'do well by doing good', businesses embraced a social purpose agenda that sought to align doing good for society with doing well in the marketplace.
According to author Nick Asbury, the result has been a wave of humorless and hubristic advertising and a spiral of worse social outcomes, as businesses wade into issues beyond their remit while neglecting their real ethical responsibilities.
Diving into examples including Bud Light, Patagonia, Cadbury, and Unilever, Nick Asbury builds a compelling case against purpose - covering what it is, where it came from, how it leads to worse marketing, and how it leads to worse social outcomes.
As a positive alternative, he makes the case for creativity, cognitive empathy, and valuing the human over the corporate.
Amid the fierce and topical debate about purpose and corporate politics, The Road to Hell is a sharp and entertaining intervention, shedding light on how we got here - and where we go next.
ABOUT THE AUTHOR:
Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one-half of Asbury & Asbury UK.
His other works include Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind, Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How Some Of The Best Advertising Writers In The World Write Their Advertising.
And, interesting fact - he writes tin pan alley music!
Click here for this episode's website page with the links mentioned during the interview...https://www.salesartillery.com/marketing-book-podcast/road-hell-nick-asbury
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Blue Goldfish 2.0: 8 Ways to Leverage AI and Data for Customer Loyalty & Marketing Innovation by Stan Phelps and Chuck Gallagher
ABOUT THE BOOK:
In an era where AI transforms the landscape of customer engagement, Blue Goldfish 2.0 emerges as the essential guide for businesses aiming to lead through innovation.
This updated second edition shines a spotlight on the power of AI, data, and analytics, featuring over 400 case studies that exemplify how companies are elevating the customer experience.
The New Frontier of Competitive Advantage
As customer experience solidifies its position as the ultimate battleground for differentiation, the quest for a competitive edge becomes more challenging.
Echoing the wisdom of former GE CEO Jack Welch, the book emphasizes that true advantage lies in learning about customers more rapidly and effectively than competitors and translating these insights into swift, decisive action.
Blue Goldfish 2.0 presents a compelling argument that the fusion of knowledge and agility is no longer just aspirational; with AI, it's entirely achievable.
This edition delves deep into how artificial intelligence, coupled with the strategic use of data and analytics, can catapult a business into unparalleled customer connection and market dominance.
The Core Principles: The 3 R's & The 8 Types of Blue Goldfish
At the heart of Blue Goldfish 2.0 are the foundational 3 R's:
Relationship: Crafting personalization at scale. Responsiveness: Acting with speed and precision. Readiness: Anticipating customer needs before they arise.Expanding upon these principles, the book outlines eight innovative ways businesses can harness technology, data, and AI. These eight types of Blue Goldfish showcase diverse strategies for leveraging cutting-edge tools to transform insights into impactful actions.
Are You Ready to Dive Into the Blue?
Whether you're looking to refine your approach to customer service, overhaul your data strategy, or fully integrate AI into your operations, Blue Goldfish 2.0 offers a treasure trove of examples, techniques, and insights.
It challenges readers to ask themselves, "What's my Blue Goldfish?"—inviting businesses of all sizes to explore how they can use info-sense to distinguish themselves in a crowded marketplace.
Dive into Blue Goldfish 2.0 to discover how to turn the dual levers of knowledge and agility into a sustainable competitive advantage, ensuring your place at the forefront of the customer experience revolution.
ABOUT THE AUTHOR:
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/blue-goldfish-2-stan-phelps
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Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes by Terri Sjodin
ABOUT THE BOOK:
When it comes down to a pivotal business or sales presentation, if it doesn’t move you forward, you have got to figure out why and change it.
How do you sell, persuade, or move people to action? A vital element in creating influence in today’s market is the ability to build and deliver a thought-provoking presentation. From elevator speeches to formal sales presentations, you can craft a more compelling message.
Most people want to improve their presentations but don’t know where to start―and that can be costly. That is where this book can help.
Terri Sjodin has done the heavy lifting and eliminated the guesswork by providing specific solutions to guide you through the process of crafting an improved presentation to use at your very next meeting (in-person, virtually, or in a hybrid environment).
She shares the results of her multi-year research project―which identified twelve common sales presentation mistakes that may cost an individual the win, the deal, or the opportunity―and shows how to avoid them.
Why focus on mistakes? Because you can’t improve what you don’t recognize as a problem.
Presentation Ready is divided into three sections: building your case, leveraging creativity, and honing your delivery. Each chapter explores a specific presentation mistake―why it happens, and why it’s damaging, and includes practical tips on how to correct it.
You may laugh or cringe at some of these confessions, stories, and observations, but they are all true. The solutions will ultimately help you course-correct to save yourself time, increase your earning potential, reduce stress, and gain greater confidence for future presentations.
You will learn vicariously through the experiences of others, and use that edge to transform your presentations almost overnight.
ABOUT THE AUTHOR:
Terri Sjodin is one of America’s leading experts on persuasive presentations, a bestselling author, an award-winning speaker, a popular LinkedIn Learning Instructor, and the Founder of Sjodin Communications, a public speaking, sales training, and consulting firm.
Her clients have included Fortune 500 companies, small businesses, national sales teams, industry associations, and even members of Congress. She is a frequent guest on television talk shows and networks including The Today Show, Bloomberg, CNN, and CNBC.
Her previous book, Small Message, Big Impact, hit the New York Times, USA Today, and Wall Street Journal bestseller lists.
And, interesting fact – she is a proud graduate of San Diego State Univeristy, home of the fighting Aztecs!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/presentation-ready-terri-sjodin
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Lean Marketing: More leads. More profit. Less marketing. by Allan Dib
ABOUT THE BOOK:
Bigger Results with Less Marketing
You keep being told to do more marketing — more complex, more aggressive, and more expensive marketing.
Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real.
There’s a better way.
The lean movement has transformed manufacturing and is now revolutionizing marketing. Small, medium, and large businesses are getting bigger and better results with less marketing.In this book, you’ll discover:
Why many existing marketing techniques have stopped working and what to do instead. The exact tools and tactics you need to build a devastatingly effective marketing system. How to win with a simple, structured, and systemized approach rather than failing with random acts of marketing. How to pivot from bloated, ineffective, and wasteful marketing activities to ones that compel prospects to take action. How to create a strong product-market fit so that your target market intensely desires what you have to offer. How to do marketing you’ll be proud of that works without hype, scams, or pressure. How to build a strong brand that creates goodwill and attracts ideal customers.Lean Marketing is a follow-up to the international bestselling phenomenon, The 1-Page Marketing Plan.
Stop trying to outshout the other guy.
Stop blunt-force conventional marketing tactics that annoy, interrupt, and repel.
Stop wasting time with theoretical claptrap that doesn’t work in the real world.
Get immediate traction by implementing lean marketing.
ABOUT THE AUTHOR:
Allan Dib is a serial entrepreneur, rebellious marketer, and technology expert.
He is the author of the bestselling book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd which was featured on episode 186 of The Marketing Book Podcast in 2018
He has started and grown multiple businesses in various industries including IT, telecommunications, and marketing.
Allan grew his telecommunications business from a startup to being named by Business Review Weekly (BRW) four years later as one of Australia's fastest-growing companies – earning a spot in the coveted BRW Fast 100 list.
And, interesting fact - the movie that never fails to make him laugh no matter how many times he's watched it is Office Space!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/lean-marketing-allan-dib
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Inside the Black Box: How Marketers Waste Billions in Online Advertising by Bob Hoffman
ABOUT THE BOOK:
In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this - perhaps in the hundreds of billions - will be completely wasted.
Not for the usual reason - their advertising stinks - but for another, darker reason. They have been cheated, conned, and robbed.
It has been clear for about a decade that a great deal of online advertising is crooked. It is a black box. Money goes in and nobody knows what comes out.
Between ad fraud, made for advertising sites, hidden middleman fees, crooked publishers, unreliable data, unreliable reports, viewability issues, click fraud, false attribution, consumer inattention, and the utter lack of transparency, advertisers are being fucked blind.
The book should be of particular value to executives (like CEOs and CFOs) who cross their fingers and hope their marketing people know what they're talking about (Spoiler alert: They don't.)
It's also for marketing people who believe their suppliers give them accurate information (Spoiler alert: They don’t.)
It's also for media buyers who think they know what they're buying (Spoiler alert: They don't.)
It is written in simple English, so you don't have to be a tech-head to get it.
And, best of all – the book is free!
ABOUT THE AUTHOR:
Bob Hoffman is the author of several best-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing.
His books include:
Marketing Stinx ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy Advertising for Skeptics Laughing at Advertising BadMen: How Advertising Went From A Minor Annoyance To A Major Menace AND Marketers Are From Mars, Consumers Are From New Jersey... all of which have been featured on The Marketing Book Podcast.
He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider.Bob was the CEO of two independent agencies and the U.S. operation of an international agency.
Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world.
And, interesting fact – he is now a member of a VERY exclusive club with 3 other authors - The Marketing Book Podcast 7-Timers Club!
Click here for this episode's website page with the links mentioned during the interview...https://www.salesartillery.com/marketing-book-podcast/inside-black-box-bob-hoffman
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Dear listeners, all good things must come to an end so I’m making this short announcement to let you know that I’m going to stop producing The Marketing Book Podcast and happily fade away from the world of marketing and sales.
Have a listen to why I'm bowing out from what has been a lot of fun for me and what's next!
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The Content Entrepreneur: Critical Strategies to Accelerate Your Success As a Content Creator by Joe Pulizzi and Friends
ABOUT THE BOOK:
From “The Godfather of Content Marketing” comes business-changing insights from 33 experts on the proven way to build a content business.
In this comprehensive guide for serious content creators, you’ll find critical strategies to accelerate your success as you move from content creator to content entrepreneur.
The Content Entrepreneur walks you through the entire content creation process, showing you how to:
Start and set up your content business How to choose your content niche and platform Which technology to choose (including leveraging AI) Strategies to build and keep a loyal audience How to repurpose your content Create a marketing plan for the long run Generate multiple forms of revenue Plan for long-term growth Set the right goals for your business and family situationThis comprehensive guide includes over 40 chapters from 33 of the leading content experts on the planet ranging from audience building to revenue generation.
The authors of this book have “been there, done that” and share their years of experience to help you become the content entrepreneur you’ve always dreamed of.
ABOUT THE AUTHOR:
Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.
Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event.
He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose.
His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states.
And, interesting fact – he is now a member of a VERY exclusive club - The Marketing Book Podcast 7-Timers Club!
Click here for this episode's website page with the links mentioned during the interview...https://www.salesartillery.com/marketing-book-podcast/content-entrepreneur-joe-pulizzi
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Social Media Explained 3.0: Marketing Success in the AI Era by Mark Schaefer
ABOUT THE BOOK:
In this third and completely revised edition of his classic book, bestselling author and college educator Mark Schaefer explains why many marketers are "sleepwalking" through the social media world because they haven't kept up with new consumer trends.
Schaefer untangles the world's least understood business practices in his easy-to-understand personal style.
Social Media Explained 3.0 is perfect for the busy executive, business owner, entrepreneur, or student who needs a quick and simple explanation of "what to do."
The book provides insights into how social media fits into the modern marketing eco-system, including:
How social media strategy has dramatically changed. In fact, it's not a strategy at all! Unique insights into the role of content, engagement, and timing Practical ideas to initiate and measure a paid strategy The growing impact of AI on social media effectiveness Insights into measuring results Case studies illustrating social media success Answers to the biggest questions about measurement, organization, and budgetingThis is your marketing path forward. This is Social Media Explained.
ABOUT THE AUTHOR:
Mark Schaefer is among the world's most recognized marketing authorities, a global keynote speaker, college educator, marketing consultant, podcast host, and author.
Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides Consulting Services through Schaefer Marketing Solutions. He specializes in marketing training and strategy with clients as diverse as Dell, Johnson & Johnson, Adidas, and the US Air Force.
He has advanced degrees in marketing and organizational development and is a faculty member of The Graduate Studies program at Rutgers University. A career highlight was studying under Peter Drucker while Mark earned his MBA.
And, interesting fact – this is Mark’s 10th book interview on The Marketing Book Podcast, more than any of the over 350 authors who have been guests on the show!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/social-media-explained-3-mark-schaefer
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The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon
ABOUT THE BOOK:
Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation.
However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.
Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients.
Packed with real-life stories and insights, this book reveals how-to approaches for:
Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution Removing friction from the buying processes through the alignment of selling and marketing efforts Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationshipsThe ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.
ABOUT THE AUTHOR:
Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.
She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.
Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.
Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics.
And, interesting fact - she is living in the 4th house she designed herself!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon
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They Ask You Answer: Ein Revolutionär Simpler Ansatz Für Mehr Erfolg In Vertrieb Und Marketing, Angepasst An Die Digitalen Konsumenten Von Heute
ABOUT THE BOOK
This is the German-language edition of the bestseller "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer" by Marcus Sheridan, featured on episode 258 of The Marketing Book Podcast in 2019.
This interview starts in English and then is in German.
ABOUT THE AUTHOR
René Neubach is the founder of Content Glory. Born and raised in Vienna René has spent the last 25 years in different areas of digital marketing before joining the pharmaceutical industry in various marketing positions both in Europe and globally.
For the last ten years, René has worked as a consultant and business coach, focusing on developing content strategies for his clients and coaching marketing and salespeople to implement these strategies and tactics in their companies successfully.
ABOUT THE GUEST HOSTTorsten Herrmann is a digital marketing consultant and Managing Director of the online marketing consultancy Chain Relations GmbH in Frankfurt and Leipzig.
Chain Relations is a digital marketing agency specializing in online lead generation and demand generation in B2B industries.
For over 25 years, he has supported B2B companies of all sizes in developing and optimizing their marketing and sales strategies.
He hosts the German-language podcast “Lasst die Kunden Kommen,” which is the same name as his business novel about inbound marketing and account-based marketing.
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Public Speaking with Confidence: How to Overcome Anxiety and Deliver Unforgettable Presentations by Philipp Humm
ABOUT THE BOOK:
You’ve probably tried to speak in public a few times before. Maybe your heart started racing, you had difficulty breathing, or you forgot what you wanted to say. You've tried a few different strategies, but nothing has worked. It sucks, right?
Philipp Humm knows the struggle you’re going through right now.
For years, speaking in public was the single thing he was most afraid of.
Until he discovered the techniques you’re about to learn.
In this book, you’ll master the techniques that have helped him overcome his fear of public speaking and feel excited to speak in public.
They are the same techniques he used to prepare for his TEDx talk, which he’s taught in his workshops with companies including Google, Oracle, ASICS, Visa, Salesforce, Metlife, and EON.
Some of the exercises are a bit unconventional. Some are weird. But they’re also the most effective in helping you feel confident about speaking in public.
In this step-by-step guide, you’ll discover how to:
Give fewer f*cks about what other people think of you Structure your presentations following an effective 9-step process Turn any boring speech into a captivating performance Rehearse your presentation like a professional actor Get yourself into the zone with a powerful 10-minute warm-up routineThe techniques you’re about to learn have changed Philipp Humms’ life, and they’ve turned thousands of his clients into charismatic speakers.
They will help you:
Get promoted faster Become the trusted expert in your industry Close more deals Teach and mentor othersBe the most interesting person to talk to, overcome your anxiety, and feel excited to speak in public!
ABOUT THE AUTHOR:
Philipp Humm is on a mission to help professionals worldwide reach their full potential through confident, authentic, impactful communication.
He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name a few.
Before his speaking career took off, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone.
He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York City while earning his MBA at Columbia University.
His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization.
He is also the author of The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales which was featured on episode 463 of The Marketing Book Podcast in 2023.
And, interesting fact - according to page 18 of his previous book The StorySelling Method, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.”
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/public-speaking-confidence-philipp-humm
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The Customer Copernicus: How to be Customer-Led by Charlie Dawson and Seán Meehan
ABOUT THE BOOK:
Some companies are great for customers – they care and change whole markets to work better for the customers they serve.
Think of Amazon, easyJet and Sky. They make things easier and improve what matters – obvious, surely?
They have also enjoyed huge business success, growing and making plenty of money.
The Customer Copernicus answers the following question: if it’s obvious and attractive, why is it so rare?
And then it answers a second question because Tesco, O2, and Wells Fargo were like this once. Why, having mastered it, would you ever stop?
Because all three did, and two ended up in court.
The Customer Copernicus explains how to become and how to stay customer-led.
Essential reading for leaders and teams who want their organizations to stay competitive by developing a more purposeful and innovative culture.
ABOUT THE AUTHOR:
Charlie Dawson is the founder of The Foundation, a London-based consultancy established in 1999 to help organizations become customer-led to generate more decisive and sustained commercial success. He started his career in advertising.
And, interesting fact - he earned an engineering degree from The University of Cambridge!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/customer-copernicus-charlie-dawson
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