068 Managing Online Reputation by Charlie Pownall

Converted: The Data-Driven Way to Win Customers' Hearts by Neil Hoyne About the Book: When the world's biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google's Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you'll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: Understand the full value of each relationship Engage in an ongoing conversation with your best customers Ask the right questions so you can anticipate your customers' needs Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts. About the Author: Neil Hoyne has served as an analyst, researcher, inventor, lecturer, and, in his words, the father of many forgettable slides of glossy funnels and Venn diagrams. A witness to and participant in billion-dollar successes, and instructive failures, all in the pursuit of building indestructible customer relationships through digital media. A key player in the executive rallying cry to be more "data-driven." As Google's Chief Measurement Strategist, Neil has had the privilege to lead more than 2,500 engagements with the world's biggest advertisers. His efforts have helped these companies acquire millions of customers, improve conversion rates by more than 400 percent and generate billions in incremental revenue. Immensely proud of the degrees he's earned from Purdue University and UCLA, Neil returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania. And, interesting fact – despite the topic of the book, he does not have a quantitative background! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/converted-neil-hoyne

18 Helmi 20221h 22min

The Next CMO: A Guide to Operational Marketing Excellence by Peter Mahoney, Scott Todaro, and Dan Faulkner About the Book: The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals. This book provides a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy. About the Author: Peter Mahoney is the founder and CEO of Plannuh, the AI-driven marketing planning, and budget platform. Peter has degrees in Physics and Computer Science, and then showed up in the wrong room one day and ended up in marketing. In his 30+ year career, Peter has built products and led marketing for startups and for multi-billion dollar public companies, including voice and AI innovator Nuance, where he was the chief marketing officer. And, interesting fact - he is a graduate of the oldest existing school in the United States, the Boston Latin School, founded in 1635.   Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/next-cmo-peter-mahoney

11 Helmi 20221h 9min

Find Your Yellow Tux: How to Be Successful by Standing Out by Jesse Cole About the Book: Stop standing still. Start standing out. Whether in school, factories, or corporate offices, people are in a mad rush to the middle, going about their business and fitting in. The problem is, while you may feel as if you're doing your own thing, you're not—you're doing what's expected of you. To stand out, take whatever you think is normal, and do the exact opposite. In Find Your Yellow Tux, Jesse Cole, an in-demand speaker and baseball ringleader, shares how you can achieve amazing things by doing the unexpected. Using examples from his life and the lives of his heroes—P. T. Barnum, Walt Disney, and MLB owner Bill Veeck, Cole shows how to reinvigorate your goals, reignite your passions, and excel in business and beyond. The time to break the mold is now—with Find Your Yellow Tux, you'll discover how to find joy and success in everything you do. About the Author: Jesse Cole is the founder of Fans First Entertainment and owner of the Savannah Bananas baseball team. His team has welcomed more than one million fans to their ballpark and has been featured on MSNBC, CNN, ESPN, and in Entrepreneur Magazine. The Bananas have been awarded Organization of the Year, Business of the Year, and won the Coastal Plain League Championship in their first year. Fans First Entertainment has been featured on the INC 5000 lists as one of the fastest-growing companies in America. The Savannah Bananas currently have sold out every game since their first season and have a waiting list in the thousands for tickets. Jesse is an in-demand keynote speaker all over the country sharing the Fans First Experience on how to stand out, be different and create raving fans of both customers and employees. And, interesting facts: Jesse proposed to his wife Emily while wearing a yellow tux in front of a sold-out crowd. She said Yes! The two later married at their stadium. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/find-yellow-tux-jesse-cole

4 Helmi 202259min

Culture Built My Brand: The Secret to Winning More Customers Through Company Culture by Mark Miller and Ted Vaughn About the Book: Unleash the power of your culture. Propel your brand forward. Too many executive leaders settle for inadequate employee performance, mediocre outcomes, and unremarkable earnings. But this doesn't have to be your organization's reality. There is a way to break through the inertia to engage your team, drive better results, and attract a tribe of loyal customers―by tapping into the greatest driver of brand success: your internal company culture. The authors have led nearly 100 rebrands for purpose-driven organizations with their team at Historic Agency. Their decades of experience and research have culminated in Culture Built My Brand, your roadmap to winning more customers and turning them into raving fans. With practical steps and customizable tools, this easy-to-follow guide gives you the know-how you need to tap into your company culture to create an authentic brand that stands out from the competition. About the Author: Mark Miller is the co-founder of Historic Agency where he leads product strategy, marketing transformation, and brand. He has rebranded nearly 100 organizations and also specializes in all things strategy including brand, product, and marketing. And, interesting fact - he was once denied a passport because the U.S. State Department confused him with a fugitive named Mark Miller (no relation) who was born on the same day, the same year, and in the same state. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/culture-built-brand-mark-miller

28 Tammi 20221h 14min

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

21 Tammi 20221h 8min

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

14 Tammi 20221h 11min

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

7 Tammi 20221h 14min

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

31 Joulu 20211h 8min