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Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands

Author: Drew Neisser

Publisher: Cmo Huddles

Published: 2021-10-05

Total Pages: 188

ISBN-13: 9781737212515

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 startups and mid-size 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

The CMO's Periodic Table

Author: Drew Neisser

Publisher: New Riders

Published: 2015-11-17

Total Pages: 403

ISBN-13: 0134293827

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Imagine how much you would learn if you could converse with 64 of the brightest minds in marketing. Now imagine if those conversations were focused on all the essential elements that go into being a top-notch chief marketing officer and organized into seven logical, intuitive categories. Now you can stop imagining, and start reading The CMO’s Periodic Table, an essential resource for the modern marketer. Over the last five years, thanks in large part to his friends at The CMO Club, author Drew Neisser has interviewed over 100 marketing leaders at prominent companies such as American Express, Audi, Belkin, Black Duck Software, Converse, College Humor, D&B, Dow, and many more. These interviews, 64 of which are highlighted in this book, reflect the fundamental diversity of challenges and subsequent solution sets deployed by each. Though these interviews don’t yield a magic formula, they offer something a bit more profound and definitely more fundamental—a compendium of elements that every marketer has or will need to examine in the very near future. Organized into a CMO-worthy periodic table modeled on the classic organization of the chemical elements, the chapters progress from basic challenges like research and strategy, to internal issues like culture change and managing up, to advanced, highly volatile subjects like risk-taking and changing agencies.

How Not to Suck At Marketing

Author: Jeff Perkins

Publisher: How2Conquer

Published: 2021-09-01

Total Pages: 212

ISBN-13: 1945783168

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If you’ve ever felt like you suck at marketing, you’re not alone. Survive and thrive in today’s digital world. Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all. Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge. But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape. Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to: - Create a focused marketing program that drives results - Collaborate effectively with the key stakeholders - Assemble a high-performing marketing team - Define and nurture your company (and personal) brand - Build a focused career and find the right job for you Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide.

Ultimate Guide to Local Business Marketing

Author: Perry Marshall

Publisher: Entrepreneur Press

Published: 2016-01-18

Total Pages: 333

ISBN-13: 1613083238

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MASTER LOCAL SEO AND REACH THE RIGHT CUSTOMERS EVERY TIME With Google local services ads returning local businesses as results on more than a billion daily searches, Google Adwords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local SEO campaign. From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build an entire local marketing campaign. You'll learn how to: Capture high-quality leads from Google AdWords, new competitors and even legacy platforms such as Bing in 48 hours Master the components of a high-converting campaign and get the most bang for your buck Harness mobile search advertising and Facebook ads for maximum results

Positioning for Advantage

Author: Kimberly A. Whitler

Publisher: Columbia University Press

Published: 2021-09-07

Total Pages: 327

ISBN-13: 0231548117

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Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

The End of Marketing

Author: Carlos Gil

Publisher: Kogan Page Publishers

Published: 2019-10-03

Total Pages: 241

ISBN-13: 0749497599

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WINNER: American Book Fest Best Book Awards 2020 - Marketing and Advertising category WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category FINALIST: Business Book Awards 2020 - International Business Book category Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

The Reciprocity Advantage

Author: Bob Johansen

Publisher: Berrett-Koehler Publishers

Published: 2014-09-15

Total Pages: 257

ISBN-13: 1626561087

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A powerful new kind of competitive advantage is now possible thanks to technological and social disruptions that are already occurring. These disruptions revolutionize how companies can partner to create new growth. The Reciprocity Advantage shares a model for creating that growth: define your right-of-way (the underutilized resources you already own that you can share with others), partner to do what you can’t do alone, experiment to learn, and scale the new business at low risk. Reciprocity and advantage are words that are not normally seen together, but reciprocity—giving now to get later—will become a normal part of winning in the future. The Reciprocity Advantage shows you how to leverage new forces like digital natives and cloud-served supercomputing now into massively scalable, profitable, incremental growth for your business. Provocative and pragmatic, leading ten-year forecaster Bob Johansen and experienced business developer Karl Ronn describe how to lean in to disruptions to create new growth for your business. They include actual cases showing early successes for a range of companies and nonprofits like IBM, Microsoft, Google, Apple, and TED. They then provide key exercises to define your promising new ideas and nurture them into healthy new businesses. Their recommendations are based on practical experience in managing the problems of new business creation and many years of helping others see the future more clearly. Distilled from hands-on work, this book gets you started today on creating your own reciprocity advantage.

The Revenue Growth Habit

Author: Alex Goldfayn

Publisher: John Wiley & Sons

Published: 2015-07-07

Total Pages: 256

ISBN-13: 1119084040

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800-CEO-Read Sales Book Of The Year for 2015 | Forbes 15 Best Business Books of 2015 | “The chapters, (46 of them in this 256 page book) are quick and concise, and it is easy to pick it up anywhere and find a nugget of easily actionable advice, but the kicker is that the actions he recommends are also quick and concise, so that we can accomplish them in the few bursts of spare time we all have left.” – 800CEORead.com “Follow Goldfayn's brilliant advice and you will have an endless supply of customer testimonials, spontaneous referrals, and new business, and it will compel you to buy a beautiful fountain pen and stop obsessing over social media. His advice simply works.” – Inc.com Grow your business by 15% with these proven daily growth actions Do you have trouble finding time during your hectic day to grow your business? Is your company stalled because you are too busy reacting to customer problems? Do you lack the funds to jumpstart an effective marketing plan? The Revenue Growth Habit gives business owners, leaders, and all customer facing staff a hands-on resource for increasing revenue that is fast, easy, and requires no financial investment. Alex Goldfayn, CEO of the Evangelist Marketing Institute, shows how to grow your organization by 15% or more in 15 minutes or less per day—without spending a penny of your money. Forget about relying on social media. Posting on Twitter, Facebook, and LinkedIn doesn't grow revenue, especially for business-to-business companies. The Revenue Growth Habit shows how to request and collect testimonials and how to communicate these testimonials to grow your business. You will discover how to write powerful case studies, ask for (and get!) referrals, grow your lists, and send a revenue-growing newsletter. Goldfayn also includes information for teaching your customer service people how to inform your current clients about what else they can buy from you. This proven approach revolves around letting your customers tell your story. There is nothing you can say about your products and services that is more effective than what your paying customers say. How does it work? Each day, take one quick, proactive communication action that tells someone about how they'll be improved after buying from you. Choose from the 22 actions Goldfayn details in The Revenue Growth Habit. Each technique is fast, simple, and free. It only requires your personal effort to communicate the value of your product or service to someone who can buy from you. Personal communication—the key to the 22 action steps—will make your company stand head-and-shoulders above the competition.

Advertising by Design

Author: Robin Landa

Publisher: John Wiley & Sons

Published: 2016-11-08

Total Pages: 670

ISBN-13: 111897106X

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A real-world introduction to advertising design in today's industry Advertising by Design is the most comprehensive, up-to-date guide to concept generation and design for advertising. Step-by-step instructions and expert discussion guide you through the fundamentals, as you develop the deeper understanding that connects the dots and sparks your creativity. Interviews with leading creative directors provide a glimpse into the real-world idea generation process, and case studies of successful ads allow you to dissect both the process and result to discover the keys to effective advertising. This new third edition has been thoroughly updated to reflect the industry's shift from print and TV ads to fully integrated transmedia campaigns, giving you invaluable insight into a broad range of media channels. New concepts and strategies for social media, digital media, pull marketing, creative content, and more are discussed in depth to help you tell an engaging story using every tool at your disposal. Ancillaries include PowerPoint slides and quizzes bring this book right into the classroom for a complete introduction to advertising design. Students seeking a career in advertising need the ability to generate idea-driven campaigns and adapt them for use in print, mobile, television, and social media formats. This book provides the well-rounded instruction required to succeed in the digital age. Master the fundamentals of advertising design for a range of media channels Integrate print, web, social media, and more to convey an engaging story Jumpstart your creativity with lessons from top creative directors Build your knowledge base around the reality of modern advertising Effective advertisers blend ideas, information, and entertainment in a way that reaches a range of audiences through a range of media types; this requires deep mastery of idea generation, copywriting, and graphic design. Advertising by Design helps you develop the skills and knowledge today's advertising industry demands. "With its colorful, current examples, insightful interviews and relevant and thorough content, this book is the winning text for me." (Journal of Advertising Education, Sage Journals - Spring 2017)

Extreme Productivity

Author: Robert C. Pozen

Publisher: Harper Collins

Published: 2012-10-02

Total Pages: 231

ISBN-13: 0062188542

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“Required reading for professionals—and aspiring professionals—of all levels.” —Shirley Ann Jackson, President of Rensselaer Polytechnic Institute and Former Chairman of U.S. Nuclear Regulatory Commission Robert C. Pozen, one of the business world’s most successful—and productive—executives, reveals the surprising secrets to workplace productivity and high performance. It's far too easy for working professionals to become overwhelmed by a pile of time-sensitive projects, a backlog of emails, and endless meetings. In order to be truly productive, they must make a critical shift in mindset from hours worked to results produced. With Extreme Productivity, Pozen explains how individuals can maximize their time and energy by determining and focusing on their highest priorities. He also provides a toolkit of practical tips and techniques to help professionals at all stages of their careers maximize their time at work. This essential handbook empowers every person with proven methods for prioritizing their time to achieve high-impact results and refine their career goals for long-term success, all while leading a full and meaningful personal life as well.