The Marketing Book Podcast

Can't Sell Won't Sell: Advertising, Politics and Culture Wars. Why Adland Has Stopped Selling and Started Saving the World by Steve Harrison About the Book: Our politics dictate the ads we create and distance us from our audience. The advertising industry has lost interest in selling. According to the IPA, we face "a crisis of effectiveness." And our politics are to blame. We are now so culturally left-leaning, we're no longer willing to stoke capitalism's engine of growth. Instead, we have a new raison d'etre: we're saving the world. But who are the activists and careerists who are pushing this progressive agenda? And what of the angry mainstream who are alienated by the ideas we're imposing upon them? Most urgently, as our clients emerge from the pandemic recession, will advertising rediscover its commercial purpose and help them revive the UK economy? Or will our agencies and institutions double down on social purpose and the monoculture that's suffocating a once brilliantly creative industry and forcing it to the margins of British business and cultural life? About the Author: According to Wikipedia, “Steve Harrison is a British copywriter, creative director and author who is regarded by Campaign Magazine as the greatest Direct Marketing Creative of his generation. He has won more Cannes Lions awards than any other Creative Director in the World.” Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) on either side of starting his own agency, Harrison Troughton Wunderman (HTW). He has also authored Changing the World Is the Only Fit Work for a Grown Man; How to Write Better Copy; and How to Do Better Creative Work. And, interesting fact - he has a doctorate in American history! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/cant-sell-wont-sell-steve-harrison

Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results by Brad Cleveland About the Book: Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services, and technologies such as AI and mobile. Failing to build the necessary strategy, culture, and processes, they suffer from high costs, dissatisfied customers, and brand damage. The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results. It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way. Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors. The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing, or aspiring to better understand the customer experience. About the Author: Brad Cleveland is known globally as one of today’s foremost experts in customer strategy and management. A sought-after consultant and speaker, he has worked in 45 of the 50 U.S. states and over 60 countries, and his clients have included many of today’s service leaders like Apple, American Express, and AT&T (and those are just some of the A’s on his client list). He’s also advised governments in the United States, Australia, and Canada. Brad’s books and articles have been translated into over a dozen languages, and he is an instructor for LinkedIn Learning with featured courses on customer strategy and management, customer service leadership, and customer experience leadership. He has appeared in The Wall Street Journal, Fast Company, Inc. Magazine, Forbes, U.S. News and World Report, CNN Money, the Los Angeles Times, Washington Post, Financial Times, and the New York Times, as well as on major television networks (PBS, CNBC, Fox, MSNBC, and others), and NPR’s All Things Considered. Brad was a founding partner and former CEO of the International Customer Management Institute (ICMI) now part of London-based Informa plc. And interesting facts – he is a licensed pilot, he once flew on the Concorde from London to New York, and he read the draft version of this book out loud to his wife and daughter for 10 hours straight while on a road trip! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/leading-customer-experience-brad-cleveland

CMO to CRO: The Revenue Takeover by the Next Generation Executive by Mike Geller, Rolly Keenan, and Brandi Starr About the Book: As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control. Your organization works in departmental silos, with functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins. You’re not the only one who notices—but you are the only one in the perfect position to do something about it. Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience. You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails. This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth. About the Author: Rolly Keenan has more than 20 years of experience in Enterprise software Consulting and marketing strategy and is the Chief Revenue Officer of Tegrita, a full-service marketing technology consulting firm. He is a graduate of Northwestern University's Kellogg School of Management. And interesting facts – Rolly is a trained hostage negotiator, and before getting into the business of marketing, technology, and revenue, Rolly was on staff at USA Volleyball in Colorado Springs, working with the best volleyball teams in the country! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/cmo-cro-rolly-keenan

unReceptive: A Better Way to Sell, Lead, and Influence by Tom Stanfill About the Book: A large and growing number of people are distracted, overwhelmed, and isolated today and this has resulted in a steep decline in receptivity to another sales pitch, call, or email. And the harder you try to sell, the greater the resistance. Unreceptive reveals the surprisingly simple and refreshing solution to this problem that is a sharp contrast to traditional approaches to selling, revealing why the receptivity of an audience is far more important than the power of the message. In this groundbreaking new guide, Tom Stanfill shares his proven methodology, road-tested over decades by hundreds of thousands of sales professionals, workshop participants, and industry experts, on how to convert even the most disinterested prospects and customers. This book will show you how to: Eliminate resistance and make selling easy and enjoyable, while experiencing a deeper sense of purpose. Overcome the five receptivity barriers – the customer’s perception of you, opening a “closed” door, uncovering the unfiltered truth, changing beliefs, and motivating the customer to take action. Adopt the tested and true operating system used by the most persuasive and influential people. When you shift the focus from crafting the perfect message to creating receptivity, you flip the entire art of selling on its head and form lasting relationships that set you and your customers up for lasting success. About the Author: Tom Stanfill is CEO and co-founder of ASLAN Training, a global sales enablement company appearing nine consecutive years in the SellingPower Top 20. Since 1996, ASLAN has worked with many Fortune 500 companies, training more than 100,000 sellers and leaders in over 35 countries. And, interesting facts – he and his wife Claire have 14 grandchildren, and in the hot Georgia summer of 1980, Tom had the dream job of riding in a non-air-conditioned truck delivering 500 Coca Cola machines. He got the job because he was dating the Coca-Cola company president's daughter! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/unreceptive-tom-stanfill

33 Ways Not to Screw Up Your Business Emails by Anne Janzer About the Book: It's time to write better business emails Business runs on emails, yet we rarely give them enough thought. Carelessness can lead to embarrassment, damaged relationships, or worse. And too often, our messages are misunderstood, misfiled, or ignored. In a world filled with remote collaboration and virtual teams, people who master email writing rise above the noise. You can be one of those people. Learn how to make your emails work for you rather than against you with this short, practical guide. Topics include Crafting effective subject lines Writing emails that people respond to Protecting yourself from accidental misfires Whether you’re just starting in your career or have been emailing for decades, you’ll find valuable advice and tips you can put into practice right away. Read it now and see the difference you can make with a few simple practices and habits. About the Author: Anne Janzer is an award-winning author, non-fiction writing coach, and unabashed writing geek on a mission to help people make a positive impact with their writing. She supports and encourages writers, authors, and marketers through her books, blog posts, online courses, webinars, and teaching. Her writing-related books explore the science and practice of effective writing. They include The Writer's Process, The Workplace Writers Process, and Writing to Be Understood, all three of which have won multiple awards. Before she started writing books, Anne worked as a freelance marketing writer, working with more than a hundred technology businesses to articulate positioning and messaging in crowded markets. This work led to her first book, Subscription Marketing, which has been translated into multiple languages. Anne is a graduate of Stanford University. And, interesting fact - she is now a member of a very elite club: The Marketing Book Podcast 4-Timers Club!! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/33-ways-not-screw-up-business-emails-anne-janzer

Product-Led SEO: The Why Behind Building Your Organic Growth Strategy by Eli Schwartz About the Book: Nothing can take your business to the next level like great search engine optimization (SEO). Unfortunately, it’s not always easy to know what will successfully drive traffic, leads, and sales. If you want to stand out from your competition, your SEO needs a distinctive blend of creativity and logic. Maybe you’re a marketing manager or executive who is responsible for SEO growth but do not fully understand how it works. Or maybe you are a seasoned SEO pro looking to optimize further. Either way, this book is your behind-the-scenes guide to online visibility. When it comes to SEO, success often depends not on what you do but on how you do it. That is why Product-Led SEO digs deep into the logic and theory of SEO instead of offering step-by-step guidelines and techniques. You will learn to develop your own best practices and see where most SEO strategies go astray. If your main goal is driving traffic, you are leaving sales on the table. About the Author: Eli Schwartz is an SEO expert and consultant with more than a decade of experience working for leading B2B and B2C companies. Eli’s strategies have generated millions of dollars in revenue for some of the internet’s top websites. He has helped clients like Shutterstock, WordPress, Quora, and Zendesk execute highly successful global SEO strategies. As head of SurveyMonkey’s SEO team, Eli oversaw the company’s global operations, helped launch the first Asia-Pacific office, and grew the company’s organic search from just 1 percent of revenue to a key driver of global revenue. Eli’s work has been featured by TechCrunch, Entrepreneur.com, and Y Combinator, and he has given talks at business schools and keynoted conferences around the world. And, interesting fact – on 9/11 he was working in a job across from New York City’s World Trade Center and didn’t go to work that morning because he was angry at his boss. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/product-led-seo-eli-schwartz

The Widest Net: Unlock Untapped Markets and Discover New Customers Right in Front of You by Pamela Slim About the Book: Discover and create a dynamic new model for growing your business by connecting with customers outside your usual field of view. Do you think you know your ideal customer? Think again. Many businesses create an ideal consumer profile―aiming all their sales and marketing efforts towards this single type of person―and end up missing out on endless opportunities to sell their services or products. Award-winning business coach, speaker, and author Pamela Slim has helped thousands of entrepreneurs around the world start, sustain, and scale their businesses. In The Widest Net, she explains how to build strong diverse relationships, identify and connect with new partners, expand markets, generate leads, and find new customers in places you may never have considered. Social media is a valuable business tool, but it can often create a comfortable cocoon for entrepreneurs, marketers, and leaders who all need to understand the entirety of the marketplace, not just their own social graph. With this book as a guide, you’ll learn how to connect with potential clients and customers using the true breadth of the marketplace, which she calls an ecosystem of living connections. The Widest Net shows how to: Search outside your own lens/bias/routine/history to target ideal customers. Attract the interest and attention of new leads by learning more about them authentically. Develop products and services suited to these customers. Sell through a trusted reciprocity framework where your customers become part of your ecosystem and you each help the other grow. Build and sustain loyalty and trust with new customers. Nurture a diverse and resilient customer base by identifying and adjusting to the ideal customer target over time. About the Author: Pamela Slim is an author, business coach, and former corporate director of training and development at Barclays Global Investors. Since 2005, Pamela has helped thousands of entrepreneurs around the world start, sustain, and scale their businesses. She has also worked with companies serving the small business market such as Progressive Insurance and Constant Contact. In 2016, Pam and her husband Darryl co-founded the K’é Main Street Learning Lab in Mesa, Arizona, a grassroots, community-based think tank for small business economic acceleration. Pamela is the author of Escape From Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur and Body of Work: Finding the Thread That Ties Your Story Together, both published by Penguin/Portfolio. And, interesting facts – she is a certified home organizing show addict, and her favorite movie of all time is Moonstruck! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/widest-net-pamela-slim

The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share by Dan Gingiss About the Book: Competition is tougher than ever these days and competing on price or product just doesn’t work as well anymore. So how can companies stand out in a crowded marketplace that is constantly evolving? The answer is customer experience, and the best part about customer experience is that it's delivered by human beings who are unique to a company. The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers. In The Experience Maker, Dan Gingiss teaches that creating a remarkable experience for customers will ensure they become a company’s best marketers and salespeople. By learning from the successes of other companies and applying the proprietary WISER method (Witty, Immersive, Shareable, Extraordinary, Responsive), managers and executives learn to create remarkable experiences that their customers will want to talk about with friends, family, and social media followers. About the Author: Dan Gingiss is an international keynote speaker and customer experience coach who has proven that a remarkable customer experience can be your best marketing. His 20-year professional career consistently focused on delighting customers, spanning multiple disciplines including customer experience, marketing, social media, and customer service. He held leadership positions at three Fortune 300 companies – McDonald’s, Discover, and Humana. Dan is also the author of Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. He also hosts the Experience This! Show podcast and the Experience Maker Show. He is a graduate of the University of Pennsylvania, and an M.B.A. in marketing from the Kellogg School of Management at Northwestern University. And, interesting facts: he is a native Chicagoan, a lifelong Chicago Cubs fan, a licensed bartender, a pinball wizard, was born on Christmas Day, and in his youth, while delivering pizzas, he once delivered a pizza to Michael Jordan!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/experience-maker-dan-gingiss

Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands by Drew Neisser About the Book: Marketing has become ridiculously complicated, but yours doesn’t have to be. With decades of hands-on experience, expert strategist and writer Drew Neisser has witnessed the dramatic evolution of business-to-business marketing. Working alongside giant brands like IBM, as well as start-ups and midsize companies, and interviewing over four hundred top practitioners, Neisser uncovered the top four characteristics that all successful marketers have in common: they are Courageous, Artful, Thoughtful, and Scientific (CATS). These four characteristics form the basis for the framework in Renegade Marketing. Over the years, Neisser created a twelve-step formula to radically simplify B2B marketing and build an unbeatable brand. In his book, he shares the stories of marketing CATS as he gives you the tools to: Walk through a highly refined discovery process that culminates in finding your brand’s purpose Define your company’s purpose in eight words or fewer Build team support for new marketing initiatives while establishing your unique brand story, voice, and design Assemble effective marketing plans that engage employees, inspire customers, and attract new business Drive perpetual growth by creating a culture with metrics, marketing technology, and experimentation About the Author: Drew Neisser is the founder of Renegade, a strategic boutique for B2B innovators, and CMO Huddles, a membership organization exclusively for B2B CMOs. He's also the host of Renegade Thinkers Unite. Ranked among the top B2B influencers, Drew has been a featured marketing expert on ABC News, CNBC, CBS Radio, and Tony Robbins’s podcast, among many others. Besides his long-running Ad Age magazine column, he’s contributed articles to FastCompany, Forbes, MediaPost, and CMO.com. Drew's first book, The CMO’s Periodic Table: A Renegade’s Guide to Marketing, published in 2015, features interviews with sixty-four marketing leaders at top brands, including American Express, Dow, IBM, and SAP. Drew started his advertising career at Wells Rich Greene, and later moved to J. Walter Thompson, and Chiat/Day, and then founded the agency that became Renegade in 1993. And, interesting fact – he’s obsessed with (and a bit of an expert) on American founding father Benjamin Franklin! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/renegade-marketing-drew-neisser

Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth by Atul V. Minocha About the Book: When it comes to your relationship with marketing, it’s time to wipe the slate clean. You’ve been promised big results with a quick turnaround. You’ve been told that social media is a silver bullet for increased sales (so far, you haven’t seen an impact). Your marketing team and vendors have overpromised and underdelivered, and you’re disappointed. You’re frustrated. Perhaps you’re close to giving up on marketing entirely, but something tells you that you shouldn’t — you just need to know how to use it wisely. In Lies, Damned Lies, and Marketing, Atul Minocha reveals the root causes of your frustration and provides you with the insight you need to utilize your marketing dollars for real results. He helps you understand why you need marketing, the important distinctions between marketing and sales, and how to attain the right blend of hard data and softer creativity to persuade your audience. Bringing with him more than thirty-five years of experience, Atul shows you how to make marketing work for you and finally achieve the results you’ve been waiting for. About the Author:  Atul Minocha is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans. With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor. And, interesting fact: he’s a big Pink Floyd fan!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/damned-lies-marketing-atul-minocha