The Marketing Book Podcast

From Backroom To Boardroom: Earn Your Seat With Strategic Marketing Operations by Debbie Qaqish About the Book: From Backroom to Boardroom is not a book about technology, data models, or the latest in a series of bright and shiny toys so loved by marketers. It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom. The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience, and the power of the digital age. This book is a practical guide that will help you reimagine, rescript, and rearchitect the role of marketing forever. About the Author: Debbie Qaqish isn’t here to sell you on a panacea marketing technology or convince you of the critical data you just aren’t seeing. Rather, Debbie’s passion is found in the work she does every day—give marketing leaders the ideas, strategies, and confidence they need to reimagine the role of their marketing team and redefine its impact. As Partner and Chief Strategy Officer of The Pedowitz GroupDebbie has helped marketing teams drive revenue growth, foster customer centricity, and lead digital transformation.  With a focus on revenue operations, the customer experience, and a personalized, omnichannel marketing mix, Debbie has established herself as a thought leader and digital pioneer, spearheading the overdue shift of traditional marketing strategies to what she coined as “revenue marketing” in 2011.  Since then, marketing operations became her area of expertise, devising strategy-to-execution plans that earn marketing a seat at the table. She is also the author of Rise of The Revenue Marketer which was featured on episode 159 of The Marketing Book Podcast in 2018. And, interesting fact - in 2019 she earned her doctorate! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/backroom-boardroom-debbie-qaqish

Amplify Your Influence: Transform How You Communicate and Lead by René Rodriguez Apply the latest advances in neuroscience to your real-world persuasion and influence strategies for immediate results with this Wall Street Journal, USA Today, and Publishers Weekly bestseller About the Book: In Amplify Your Influence: Transform How You Communicate and Lead, keynote speaker, trainer, and leadership coach René Rodriguez delivers an eye-opening roadmap to using applied neuroscience to improve readers’ communication ability, critical thinking, cultural awareness, and leadership skills.  Based on the author’s proprietary AMPLIFII system and methodologies he has taught to over 100,000 participants around the world, the book offers practical tips, useful frameworks, guided practice, and simple application exercises to help readers create new and lasting behaviors that effect change in their life and work.  Amplify Your Influence shows leaders how to:  Leverage various human motivators for positive outcomes and results   Frame and communicate their ideas in a way that encourages engagement and gets an active response  Intentionally choose a communication style based on their influence objective  Perfect for executives, managers, sales professionals, and other business leaders, Amplify Your Influence is required reading for anyone seeking to improve their ability to effect change in the people around them, whether they’re in the office, the boardroom, the classroom, or at home. About the Author: René Rodriguez is a best-selling author, keynote speaker, leadership advisor, and speaker coach.   For nearly 30 years, René has researched and applied behavioral neuroscience to solve some of the toughest challenges in leadership, sales, and change. Through his keynotes, boot camps, workshops, and proprietary Amplifii™ course, his company has trained over 100,000 leaders from companies including Coca-Cola, 3M, Wells Fargo, Cargill, Nestlé, and Microsoft. And, interesting fact – his mother was a former nun!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/amplify-influence-rene-rodriguez

Content Chemistry: The Illustrated Handbook for Content Marketing 6th Ed. by Andy Crestodina About the Book: The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun. This edition has been updated to reflect new technology and marketing trends. About the Author: Andy Crestodina is a co-founder and the CMO of Orbit Media Studios, an award-winning, 50-person web design company in Chicago. Since 2001Orbit has completed more than 1,000 successful website projects. Andy is a top-rated speaker at national conferences and a writer for the biggest blogs. Over the past 20 years, Andy has provided web strategy advice to more than 1,000 businesses. And, interesting fact – Andy graduated from the University of Iowa with a degree in Asian Language and Literature and a certificate to teach Chinese! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/content-chemistry-v6-andy-crestodina

Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek About the Book: One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang. In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program. Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime-time television show, Americans were receptive to NASA's pioneering “brand journalism.” Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda. American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule, and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon. Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations. About the Author: David Meerman Scott is a marketing strategist, entrepreneur, international keynote speaker, investor and advisor to emerging companies, and bestselling author of 12 books, including The New Rules of Marketing & PR, Fanocracy, Real-Time Marketing & PR, Newsjacking and Marketing Lessons from the Grateful Dead. And, interesting fact – he has one of the largest private collections of artifacts from the Apollo lunar program. He is thought to be the only person in the world with a lunar module descent engine thrust chamber in his living room! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/marketing-moon-david-meerman-scott

Decoded: The Science Behind Why We Buy by Phil Barden About the Book: A groundbreaking exploration of purchasing behavior and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviors. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioral knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviors for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation. About the Author: Phil Barden has over 25 years of client-side brand management experience (Unilever, Diageo, and T-Mobile). Whilst responsible for T-Mobile's brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered ‘decision science.’ DECODE’s work led to the Liverpool Street flash mob dance ad, which increased T-Mobile sales by 49%, and further work cut customer churn in half. This epiphany led Phil to set up DECODE marketing in the United Kingdom. Phil lectures on decision science for the IPA and APG Diplomas, various MBA and MSc programs and is a regular speaker at client and industry events. And, interesting fact – at a corporate lunch years ago, Princess Diana sat next to him and gave him her dessert! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/decoded-phil-barden

Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content by Ann Handley About the Book: A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.) In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that’s helped hundreds of thousands become better, more confident writers. In this brand-new edition, she delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing. This new edition also includes: All-new examples, tools, resources Updated step-by-step writing framework Added and expanded chapters that reflect the evolution of content marketing (and the evolution of Ann’s thinking about what works today) The same witty and practical how-to approach How to attract and retain customers with stellar online communication How to choose your words well, sparingly, and with honest empathy for your customers Best practices and ideas for crafting credible, trustworthy content “Things Marketers Write”: The fundamentals of 19 specific kinds of content that marketers like you write Inspiration. Confidence. Fun. In this book, you’ll discover: Content marketing has evolved. Yet writing matters more than ever. In this new edition of Everybody Writes, you’ll find the strategies, techniques, tips, and tools you’ll need to refine, upgrade, and (most of all) inspire your own best content marketing. About the Author: Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, a mom, a dog person, and a writer. She is the co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Her books have been translated into 19 languages, including Turkish, Korean, Italian, Chinese, and Japanese. She has contributed commentary and bylines to Entrepreneur magazine, Inc. magazine, Mashable, Huffington Post, American Express, NPR, and the Wall Street Journal. And, interesting fact – her favorite book of all time is EB White's Charlotte's Web! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/everybody-writes-ann-handley

The Customer-Base Audit: The First Step on the Journey to Customer Centricity by Peter Fader, Bruce Hardie and Michael Ross About the Book: As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures. But how much time have you spent reflecting on the fact that these revenues are generated by actual customers―the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base. A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as: How healthy is your customer base? How realistic are your growth objectives? How do your customers differ in terms of their behavior and value? How has the quality of your customers changed over time? What changes in customer behavior lie behind period-to-period changes in firm performance? What is important to your high-value customers? Which products help you acquire and retain your best customers? Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions? Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior―and thus their company as a whole. About the Author: Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retail, and pharmaceuticals. In addition to his various roles and responsibilities at Wharton, Professor Fader is also co-founder of Zodiac, a predictive analytics firm that was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.” Peter is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author with Sarah Toms of the book The Customer Centricity Playbook (which was featured on episode 222 of The Marketing Book Podcast in 2019). He has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media. And, interesting fact – he was a math major at MIT! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/customer-based-audit-peter-fader

The Bezos Blueprint: Communication Secrets of the World's Greatest Salesman by Carmine Gallo About the Book: The communication and leadership secrets of Jeff Bezos and how to master them, from the bestselling author of Talk Like Ted. Jeff Bezos is a dreamer who turned a bold idea into the world’s most influential company, a brand that likely touches your life every day. As a student of leadership and communication, he learned to elevate the way Amazonians write, collaborate, innovate, pitch, and present. He created a scalable model that grew from a small team in a Seattle garage to one of the world’s largest employers. The Bezos Blueprint by Carmine Gallo reveals the communication strategies that Jeff Bezos pioneered to fuel Amazon’s astonishing growth. As one of the most innovative and visionary entrepreneurs of our time, Bezos reimagined the way leaders write, speak, and motivate teams and customers. The communication tools Bezos created are so effective that former Amazonians who worked directly with Bezos adopted them as blueprints to start their own companies. Now, these tools are available to you. About the Author: Carmine Gallo is a Harvard instructor, bestselling author, and international keynote speaker. A “communications guru,” according to Publishers Weekly, Carmine coaches CEOs and leaders for the world’s most admired brands. Carmine’s bestselling books, including Talk Like TED and The Presentation Secrets of Steve Jobs, have been translated into more than 40 languages. His expertise in business and leadership has been featured in The Wall Street Journal, USA Today, and Success Magazine and on MSNBC, CNBC, CNN, and ABC’s 20/20. And, interesting fact – he also spent 15 years as a television news anchor! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/bezos-blueprint-carmine-gallo

Prove It: Exactly How Modern Marketers Earn Trust by Melanie Deziel with Phil M. Jones About the Book: Your brand is on trial―here’s how to win your case. You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial―and that means you better deliver the proof. In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they’ll walk you step-by-step through the process of identifying and categorizing your business promises―even the ones you don’t realize you’re making―gathering the right evidence, and backing up each style of claim. You’ll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show―not tell!―the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you’ll discover the right format and platform to deliver each type of evidence to make sure your “jury of consumers” connects with your case. It’s time to stand out from all the brands that shout “trust us, we’re great!” at a skeptical audience. Your customers are waiting for you to prove it. About the Author: Melanie Deziel is a keynote speaker, award-winning content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others. She is the author of the bestselling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas (featured on episode 279 of The Marketing Book Podcast), and co-founder of The Convoy, a B2B marketplace that pools the buying power of independently owned businesses to help negotiate discounts on expenses. From page 7 of Prove It... I served as the first-ever editor of branded content at the New York Times, where I coached our advertisers on how to create compelling content that our audience would value. As a consultant, I've helped Fortune 100 companies implement content strategies that focus more on the audience's needs and interests than on their lifetime value as a customer. And I've been lucky enough to stand on stages around the world, delivering keynotes and workshops on this very topic to audiences filled with sales professionals, small business owners, and marketers from every industry, background, and walk of life. And, interesting facts: she can communicate with American sign language, and she was a state-level javelin thrower! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/prove-it-melanie-deziel

The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna About the Book: From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing. For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and the latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industries, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger. Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales. About the Author: Matt Dixon is one of the world’s leading experts on sales, customer service, and customer experience. He is a Founding Partner of DCM Insights, The Customer Understanding Lab. Prior to co-founding DCM Insights, he served as the Chief Product & Research Officer of Tethr, an AI venture in Austin, TX, that helps companies mine customer voice data for insights. And before that, he spent time as a Senior Partner and the Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and as Group Leader of the sales, service, and customer experience practices of CEB, now Gartner. Matt is a sought-after speaker and advisor to corporate leadership teams around the world on topics ranging from sales effectiveness to customer service and customer experience and is also a noted business writer. His first book, The Challenger Sale: Taking Control of the Customer Conversation, was a Wall Street Journal best seller, selling more than a million copies worldwide. He is also the co-author of the customer experience bestseller The Effortless Experience: Conquering the New Battleground for Customer Loyalty and the follow-on book to The Challenger Sale titled The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Matt is also a frequent contributor to Harvard Business Review with more than 20 articles to date, including many that have appeared in HBR's "Top Ten Must Reads." And, interesting fact - he’s a huge New York Mets fan! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/jolt-effect-matt-dixon