The Marketing Book Podcast

The Human Experience: How To Make Life Better For Your Customers And Create A More Successful Organization by John Sills About the Book: The essential guide to creating a successful organization by making things easier, better, and more straightforward for your customers. Across all sectors, organizations' fixation with functionality has meant that the 'human' elements of the customer's experience have become neglected.  Strict processes and automated procedures have created organizations full of people who aren't allowed to act in a 'human' way. As a result, and despite these new technologies, customers are no more satisfied than they were a decade ago (according to the Institute of Customer Service) and, according to Edelman, they now trust big organizations even less than they did in the past. In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business.  He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company, from the CEO operating as the spokesperson of the business to the programmers developing a seamless and welcoming user interface. Whether you're a well-established incumbent or an early-stage start-up, on either end of your product or service is a human.  Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to creating a culture and an experience with humanity at its heart, helping to develop a customer base that will stay with an organization, and a company that will grow in an increasingly efficient way. About the Author: After starting his career at a market stall in Essex, John Sills has spent the last twenty-five years working in and with companies around the world to make things better for customers.  He's advised organizations such as Sky, The Body Shop, Ovo Energy, Invesco, Morrisons, eBay, and UNICEF.  Now Managing Partner at customer-led growth company The Foundation, John also spent twelve years at HSBC, starting on the frontline and finishing as Head of Customer Innovation. John works closely with Young Enterprise, a charity that helps young adults become the next generation of entrepreneurs, and is a mentor for The School of Marketing. His writing has been featured in The Guardian, Management Today, and WARC, as well as having work exhibited at the Imperial War Museum, The Foundling Museum, and as part of the Bloomsbury Festival.  And, interesting fact – he was an award-winning model! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/human-experience-john-sills

Go Big or Go Home: 5 Ways to Create a Customer Experience That Will Close the Deal by Diana Kander and Tucker Trotter About the Book: How do underdogs close huge deals they have no business winning? How do rainmakers pull off a sale before the RFP is ever issued?  They don’t do it with a logical argument or even the best PowerPoint presentation.  They do it by turning their pitch into an emotional experience that makes the customer think, “This just feels right.”  This book is your blueprint for tapping into a client’s gut feeling and bringing home the win. Go Big or Go Home is the greatest collection of the most memorable pitches in film, sports, business, and philanthropy.  These stories come from individuals and organizations that decided to Go Big or Go Home because their deals were too important to fail.  One day, you’ll have a pitch that matters just as much.  And when you do, you can follow the five tools outlined in this book to create an experience that will close the deal. About the Author: Diana Kander is a keynote speaker on curiosity and innovation and a New York Times bestselling author. A serial entrepreneur, she has launched and sold millions of dollars of products and services.  As a consultant, Diana has helped create multi-billion dollar products, coached boards, and executive committees on innovation best practices, and implemented culture transformations. Her two previous books are The Curiosity Muscle: How Four Simple Questions Can Uncover Powerful Insights and Exponential Growth (2018), and All In Startup: Launching a New Idea When Everything Is on the Line (2014). Also, Diana can juggle. And do a handstand. Though not yet at the same time. And, interesting fact, she was born in Odesa, Ukraine! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/go-big-go-home-diana-kander

The Experience Mindset: Changing the Way You Think About Growth by Tiffani Bova About the Book: From the Wall Street Journal bestselling author of Growth IQ comes a guide to enhancing customer and employee experience simultaneously for unprecedented revenue growth. In the war for customer acquisition, businesses invest millions of dollars to improve customer experience.  They deliver packages faster, churn out new products, and endlessly revamp their UI, often putting greater strain on employees for diminishing returns.  According to Tiffani Bova, this siloed focus on customer experience – without considering the impact on your staff – actually hinders growth in the long run.  The most successful companies adopt an Experience Mindset that strengthens both employee experience (EX) and customer experience (CX) at the same time. Based on exclusive research from two Salesforce-sponsored studies of thousands of employees and C-suite executives, The Experience Mindset details exactly how your company can adopt an Experience Mindset, at scale.  It’s not enough to know that happy employees equals happy customers. You must have an intentional, balanced approach to company strategy that involves all stakeholders – IT, Marketing, Sales, Operations, and HR – with KPIs and ownership over outcomes.  In this ground-breaking book, filled with case studies of leading companies and never-before-seen research, you’ll learn: How people, processes, technology, and culture contribute to the “virtuous cycle” of EX and CX. Why the best companies have programs that minimize the customer’s effort as well as the employee’s effort (and how companies like Southwest and Best Buy get this right) How to effectively roll out technology solutions that boost both EX and CX (hard truth: only 20% of customer-facing employees believe technology makes their job easier. Employees want a seamless technology experience, just like your customers.) What metrics you can use to measure EX, CX, and ultimately, the effect of the two together? You can’t improve what you can’t measure. Employees are the heart of your business. If you want to remain competitive in today’s marketplace, investing in people is no longer a nice-to-have, but rather a must-have. About the Author: Tiffani Bova is the global growth evangelist at Salesforce, a bestselling author, a highly sought-after international keynote speaker, and a podcaster.  Her previous book Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business (featured on episode 241 of The Marketing Book Podcast in 2019) is a Wall Street Journal bestseller and has been translated into 10 languages.  Tiffani is ranked on the current Thinkers50 list of the world’s top management thinkers and has appeared on MSNBC, Bloomberg, and Yahoo! Finance, and is a contributor to publications including Harvard Business Review, Forbes, and Entrepreneur.  As host of the podcast, What’s Next! With Tiffani Bova, she interviews really smart people [including several authors whom I’ve had the honor of interviewing] about what’s next for companies and individuals as they look to innovate and grow. Prior to working with Salesforce, she was a sales, marketing, and customer service executive for startups and Fortune 500 companies. She also spent ten years at Gartner, the world's leading IT research and advisory firm, as a distinguished analyst and research fellow where she helped companies such as Microsoft, Cisco, Hewlett-Packard, IBM, Oracle, SAP, AT&T, Dell, and Amazon Web Services to expand their market share and grow their revenues.  And, interesting fact – she grew up in Hawaii and she and President Obama attended the same high school! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/experience-mindset-tiffani-bova  

The Most Amazing Marketing Book Ever by Mark Schaefer & Friends About the Book: Bestselling author Mark Schaefer gathered some of his smartest friends and issued a challenge to write a chapter with 10 inspiring marketing ideas. In this one-of-a-kind book, you'll find inspiring ideas on social media, content marketing, personal branding, word of mouth, promotions, research, and much, much more. Whether you're new to marketing or an experienced pro, you're sure to find some gold nuggets among the more than 350 marketing observations and ideas packed into this book! Start here if you're looking for fresh ideas to take your small business marketing to the next level!  About Mark Schaefer: Mark Schaefer is an internationally recognized keynote speaker, educator, business consultant, and author. Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides consulting services, marketing strategies, and marketing workshops with his firm, Schaefer Marketing Solutions. He is the bestselling author of ten books, is the host of The Marketing Companion podcast, and his blog is one of the top marketing blogs in the world. Mark has shared his insights on television and radio networks and in periodicals including the Wall Street Journal, Wired, The New York Times, CNN, National Public Radio, CNBC, the BBC, and CBS NEWS. He is a regular contributing columnist to The Harvard Business Review.  And, interesting fact – Mark Schaefer is the King of The Marketing Book Podcast and this interview marks his 9th book interview on the show, more than any other author! Click here for this episode's website page with the links mentioned during the interview...   https://www.salesartillery.com/marketing-book-podcast/most-amazing-marketing-book-ever-mark-schaefer

Do It! Selling: 77 Instant-Action Ideas to Land Better Clients, Bigger Deals, and Higher Fees by David Newman About the Book: This is the sales book you’ve been looking for. You’re already working hard, but there’s too much to do, never enough time, and sometimes you’re not even sure where to begin when it comes to getting in front of the right prospects. You want to sell smarter to today’s buyers, who value empathy, relevance, and intimacy over sales pitches, sales hype, and sales nonsense. You want to not only bolster your bank account, but you also want to become a better entrepreneur of your expertise. If you’re like most of the smart experts I work with daily: You feel that old-school tactics (cold calling, ads, and spam) are useless and “there must be a better way” You want to earn attention from prospects by positioning yourself as an authority with magnetic sales strategies that pull (not push) buyers to you You want to sell more without chasing, begging, or scheming You want the sales process to be more effective, honest, open, and fun You want to focus on helping before pitching and serving before selling You want to get out of your sales rut and find your sales groove You want to make selling a natural extension of who you are Welcome to your next level of sales success. Let’s do it! About the Author: David Newman is a keynote speaker and professional services sales expert who works with consultants, coaches, and speakers who want to land better clients, bigger deals, and higher fees.  David is the author of Do It! Marketing (which was featured on episode 181 of the Marketing Book Podcast in 2018) and he's the host of The Selling Show podcast. David has been working at the intersection of marketing, sales, and professional services for over 30 years. His clients and audiences include Accenture, KPMG, Oracle, IBM, Microsoft, and 44 of the Fortune 500. David and his team have worked with over 1,800 successful consultants in business coaches. David has been featured and quoted in the New York Times, Investors Business Daily, Forbes, MSN, Fast Company, Sales And Marketing Management, Selling Power, CNBC, and Entrepreneur Magazine. And interesting fact – David and the podcast host have the same breed of dog – English Cream Golden Retrievers! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/do-it-selling-david-newman

Breakout Brands: Why Some Brands Take Off...and Others Don't by Jared Schrieber About the Book: The Obstacles...  If you're trying to grow a brand, you know firsthand that it can be a complex challenge.  Short-term goals are routinely prioritized over long-term, systemic growth.  Despite your best efforts to grow revenue and win market share, gains are fleeting, and real progress often plateaus.  What can you do to ignite sustainable growth?   The Research...  What do winning brands do differently?  Inspired by the number one bestseller Good to Great, market intelligence expert Jared Schrieber has gone a step further to explore the factors that distinguish breakout brands from those that lag behind.  He studied twenty-five thousand brands over five years by tracking the day-to-day purchasing decisions of more than one million consumers, analyzing the advertising that influenced them, and creating a practical guide for growing brands, no matter their industry or size.   The Answers...  In Breakout Brands, Jared reveals the steps successful brands take to accelerate brand momentum year after year.  This new framework for brand building presents real case studies and concrete steps to get you results.  Like Good to Great, Breakout Brands is the must-have guide for brands that want to dominate the market by aligning proven short-term tactics with successful long-term strategies. About the Author: Since graduating from MIT’s Engineering Systems Division, Jared Schrieber has been rethinking how brands harness consumer data to drive growth.  He was the founding CEO of Numerator and is the former head of products and services at Retail Solutions, two successful startups that have shaped how brands better understand their consumers and win at retail in the twenty-first century.  He also co-founded the Pat Tillman Foundation and recently established the Revolution Robotics Foundation to bring the inspirational joy of educational and competitive robotics to all kids globally. And, interesting facts – he lives in Budapest, Hungary, and in college was ranked 5th nationally in the javelin on the Arizona State Varsity Track & Field team! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/breakout-brands-jared-schrieber 

Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage by Allen Adamson About the Book: Among today’s most successful businesses are those that have significantly transformed our daily routines.  This focus on the consumer experience, not solely on the product, has enabled them to drive remarkable growth and customer loyalty and, in many cases, to create totally new marketplace categories. Seeing the How invites you to reimagine your brand, company, or idea through the lens of consumer experience.  It gives today’s disruptors a path to offering consumers a new and better way to do what they do, clearly demonstrating how to see opportunities, and how to seize them to great advantage.  Two years ago, Zoom was unknown to most, six years ago, Netflix was a DVD delivery service.  We ride in Ubers and stay with our families in Airbnb homes. We share Spotify playlists, refresh our closets with Bonobos, and pamper our pets with Chewy.  We set up meetings with Calendly and pay bills with Venmo.  The speed with which these disruptions to how we do things, and the enormous profits that come with changing daily routines, is breakneck and only points the way for other industries to carve out market dominance.  Seeing the How combines data-driven research on consumer behavior, behavioral psychology, marketing analysis, and storytelling to provide a framework to help identify the methods by which business leaders can make these experience disruptions possible.  Allen P. Adamson, an expert in branding, experience creation, and innovation strategy offers businesses a step-by-step guide to breaking into the market based on the tactics of the biggest experience disruptors, including Netflix, Apple, Warby Parker, and Stitch Fix.  These businesses speak to market segments and consumers that are diverse and far-flung. What they share is the extent to which they are experience disruptors. Their successes derive from their ability to make the stuff of daily life different, better, and easier.  Successful experience disruption is the de facto new competitive advantage across all categories.  With Seeing the How you’ll have the strategy necessary to bring your disruption to life, command market segments, and cultivate consumer loyalty. About the Author: For more than 30 years Allen Adamson has helped launch, nurture, and reinvent brands, ranging from startups to nonprofits, to companies known worldwide, in categories including packaged goods, technology, healthcare, financial services, hospitality, and entertainment.   His philosophy, substantiated time and again, is that a successful brand stands for something that is both different and relevant - and simple for consumers to understand. A noted industry expert in all disciplines of branding, Allen has worked on the agency side for several iconic firms including Ogilvy & Mather and DMB&B, and on the client side for Unilever.  He was chairman of Landor Associates, a global brand consultancy where, under his leadership, the company worked with brands including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, Procter & Gamble, Sony, and Verizon. Allen's four previous books are Brand Simple: How The Best Brands Keep It Simple And Succeed; Brand Digital: Simple Ways Top Brands Succeed In The Digital World; The Edge: 50 Tips From Brands That Lead; and Shift Ahead: How The Best Companies Stay Relevant In A Fast-Changing World, (which was featured on The Marketing Book Podcast on episode 163 in 2018). Allen has also written a column on branding for Forbes for 20 years. Allen is now co-founder and managing partner of Metaphorce, a consultancy that takes a disruptive, multidisciplinary approach to marketing challenges. He's also an adjunct professor at the Berkeley Center for Entrepreneurship at NYU Stern School of Business, where he earned his MBA. And, interesting fact: he originally wanted to be a filmmaker! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/seeing-how-allen-adamson 

The Smart Branding Book: How To Build A Profitable And Resilient Brand by Dan White About the Book: Most businesses today can readily access the required technology and talent to match competitors’ innovations and ideas quickly, making products and services similar to one another.  In the modern business environment, companies instead need to build brands that consumers recognize and trust if they’re looking for sustainable, profitable growth. This book presents in a concise fashion the latest thinking and methods for successful branding.  Clear and accessible, it contains real-life examples from business, practical frameworks, and inspiring illustrations.  It explains what branding really is, why a brand is so critical to success in business, and how to maximize the growth of your current and future products/services through branding. 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. He is the author of two other books, The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies (featured on episode 316 of The Marketing Book Podcast in 2021), and The Soft Skills Book: The Key Difference To Becoming Highly Effective And Valued. 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. As a brand and communications expert, 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: he lives near Stratford-upon-Avon, the birthplace of William Shakespeare! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/smart-branding-book-dan-white

The Frictionless Organization: Deliver Great Customer Experiences with Less Effort by Bill Price and David Jaffe About the Book: Learn how frictionless organizations cut costs, grow revenue, and create loyal fans by creating products and services that work so well, their customers never have to contact them for the wrong reasons. This book will help any customer-facing organization deliver better customer experiences, save money, and increase revenue.  Veteran customer service experts Bill Price and David Jaffe, coauthors of the bestseller The Best Service Is No Service, explain how organizations can design products, sales, and support so that customer effort is reduced or, better still, removed.  This simplicity for the customer is what Price and Jaffe call frictionless. The book defines a straightforward methodology, drawing on more than thirty practical examples from leading companies across four continents.  The approach provides a radically different way for the whole business to focus on the customer experience.  It explains how any organization can look at all customer interactions as potential opportunities for improvement and question whether they are helpful or represent symptoms of friction. Lower friction innovators are disrupting established businesses in every industry. This detailed guide shows how any business—from start-ups to major multinational corporations—can remove friction.  Being frictionless has become a strategic necessity, and now this strategy is available to any organization. About the Author: Bill Price is a keynote speaker, graduate-shool instructor in marketing and global business management, board member, and the co-author of The Best Service is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs (2008) and Your Customer Rules!: Delivering the Me2B Experiences That Today's Customers Demand (2014).  He is the founder and president of Driva Solutions based in Bellevue, Washington whose tagline is “Creating and sustaining highly effective customer contact strategies and operations, locally and globally.”  Bill started his career with McKinsey & Company in its San Francisco and Stockholm offices, serving global clients and working on what turned into the book In Search Of Excellence.  He was later the CFO and COO at an early-stage interactive voice response company that was later acquired by the telecommunications company MCI. He then built MCI Call Center Services’ automation, consulting, and agent outsourcing business and was later named one of the first Call Center Pioneers by CRM magazine. In 1999, Bill joined Amazon as the company's first worldwide VP of customer service, working closely with Jeff Bezos and his other direct reports to create what has become one of the most successful customer experience companies in the world. Bill is a graduate of Dartmouth College and the Stanford Graduate School of Business. And, interesting fact - he is a veteran of the United States Navy! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/frictionless-organization-bill-price

Email Marketing Rules: 184 Best Practices to Optimize the Subscriber Experience and Drive Business Success by Chad S. White About the Book: The most comprehensive email marketing book from the most prolific email marketing author helps you master the most misunderstood marketing channel.  Updated and greatly expanded, the 4th Edition of Email Marketing Rules demystifies this vital channel, guiding you through its complexities to find the best execution for your brand—the one that serves the needs of your business and the needs of your subscribers. Volume 1 of Email Marketing Rules discusses 184 best practices that help you… Build productive, safe email lists by identifying valuable subscriber acquisition sources, using appropriate permission practices, and managing inactives wisely Set the right program goals by understanding “deep metrics” and properly interpreting campaign, channel, and subscriber metrics Create relevant messages with subject lines that draw in subscribers while avoiding “opener’s remorse” and designs that focus subscribers on taking action Craft high-performance triggered emails, including welcome programs that set you up for long-term success Effectively plan and produce emails with workflows that allow you to seize opportunities and avoid errors And much more, including understanding the law, optimizing email frequency, using the best landing pages, and doing A/B testing Volume 2 of Email Marketing Rules discusses strategic frameworks that help you… Understand the channel’s unique quirks, including the strengths and limitations that come from email marketing being granted media (not owned media) Grow your audience while safeguarding your email deliverability and following the law Collect and use subscriber data to create personalized, segmented, and automated campaigns that connect with subscribers and avoid being creepy Measure program success effectively by using each metric appropriately and improving channel attribution accuracy Steadily improve your email marketing program through minimum viable launches, incremental improvements, testing, and innovation nurturing And much more, including 6 extensive checklists for auditing and optimizing your targeting, acquisition sources, cross-channel synergies, and more About the Author: Chad S. White is the author of four editions of Email Marketing Rules and nearly 4,000 posts and articles about email and digital marketing.  He has served as the lead email marketing researcher at four of the world's largest email service providers—Oracle, Responsys, Salesforce, and ExactTarget—as well as at Litmus and the Direct Marketing Association.  A former journalist at Condé Nast and Dow Jones & Co., Chad has been featured in more than 100 publications, including The New York Times, The Wall Street Journal, and Advertising Age.  He is a past recipient of the Association of National Advertiser’s Email Marketer Thought Leader of the Year.  And, interesting fact - he is a graduate of Texas A&M University! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/email-marketing-rules-4-chad-white