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For	almost	four	years	now,	every	Friday	I’ve	published	an	audio	interview	with	the	
author	of	a	new	marketing	or	sales	boo...
By	a	show	of	hands	how	many	here	listen	to	podcasts?	
According	to	Edison	Research,	one	quarter	of	Americans	listen	to	pod...
And	like	an	impatient	entrepreneur,	I	didn’t	think	through	exactly	what	I	was	doing	
because	I	didn’t	realize	that	I	was	g...
But	before	we	get	to	the	“7	Concepts	from	200	Marketing	and	Sales	Books	Every	
Modern	Marketer	Needs	To	Know,”	let	me	answ...
The	book	is	100	Tricks	to	Appear	Smart	in	Meetings:	How	To	Get	By	Without	Even	
Trying.		
	
Let’s	look	at	a	couple	of	the	...
One	is	to	translate	percentages	into	fractions.	So,	if	someone	says,	“about	25%	of	all	
users	click	on	this	button,”	quick...
Another	is	ask	the	presenter	to	go	back	a	slide.	It	doesn’t	matter	where	in	the	
presentation	you	shout	this	out,	it’ll	im...
So	there	have	been	200	books	on	the	podcast	and	I’d	like	to	share	with	you	just	a	few	
of	the	recurring	concepts	from	seve...
I’ve	got	good	news	and	bad	news.	Let’s	start	with	the	bad	news	and	end	with	the	
good	news	
9
1	-	Marketers	have	an	image	problem	
	
Not	too	long	ago	there	was	a	study	by	the	Fournaise	Group	about	perceptions	of	
mar...
Who	can	guess	what	percent	of	CEOs	in	that	study	trust	marketers.	(20%)	
	
And	why	do	you	think	they	don’t	trust	marketers...
There’s	a	perception	BY	SOME	of	marketers	as	the	arts-and-crafts	party	planners	who	
work	in	the	make	it	pretty	department...
In	The	12	Powers	of	a	Marketing	Leader	the	authors	fielded	one	of	the	largest	studies	
of	marketers	and	the	people	who	wor...
Early	in	our	study,	we	spoke	with	international	CMOS	about	their	work,	asking	“what	
do	you	do?”	It	was	interesting	how	di...
In	the	4A’s	of	Marketing	by	Jagdish	Sheth	and	Rajendra	Sisodia,	they	also	talk	about	
this	negative	perception	of	marketer...
So	what’s	a	marketer	to	do?	
	
Barta	and	Barwise	offer	this	simple	recommendation:	
16
17
In	my	Marketing	Book	Podcast	interview	with	Debbie	Qaqish,	author	of	Rise	of	the	
Revenue	Marketer	she	reminded	us	that		
...
19
As	a	marketer,	one	of	the	most	helpful	question	to	ask	which	can	start	to	align	what	
you	do	with	revenue	is	to	ask	questi...
21
In	Seth	Godin’s	latest	book	“This	Is	Marketing:	You	Can't	Be	Seen	Until	You	Learn	to	
See,”	he	writes…	
	
…	marketing,	the...
There	are	three	types	of	companies.	Think	about	which	type	of	company	you’re	in.	
	
Companies	that	are	focused	primarily	o...
When	Jeff	Bezos	attends	an	internal	meeting	he	insists	on	there	being	at	least	one	
empty	chair	in	the	room.	That	empty	ch...
Has	anyone	here	introduced	the	concept	of	buyer	personas	at	your	company?	
25
As	defined	in	Adele	Revella’s	bestselling	book	Buyer	Personas:	How	to	Gain	Insight	
into	Your	Customer’s	Expectations,	Ali...
In	Kristin	Zhivago’s	book	Roadmap	to	Revenue:	How	to	Sell	the	Way	Your	Customers	
Want	to	Buy,	she	outlines	what	successfu...
Similarly	in	Martin	Lindstrom’s	book	Small	Data:	The	Tiny	Clues	That	Uncover	Huge	
Trends,	he	writes	about	a	very	successf...
To	wrap	up	this	section	–the	most	important	word	in	marketing	and	sales…	is	
empathy.		
	
Empathy	is	the	capacity	or	abili...
3-The	Most	Effective	Marketing	Plans…		Are	Not	Overly	Complicated	
30
According	to	Malcolm	McDonald	in	his	2nd	edition	of	“Malcolm	McDonald	on	
Marketing	Planning,”	(his	46th	book)	there	are	o...
32
You	may	think	that	Allan	Dib’s	book,	The	1-Page	Marketing	Plan:	Get	New	Customers,	
Make	More	Money,	And	Stand	out	From	Th...
I	won’t	go	through	each	of	the	9	sections	but	notice	that	there	are	three	parts	to	the	
1-page	marketing	plan:		
	
Before	...
And	that’s	because	businesses	are	addicted	to	SEX!	
	
Maybe	I	should	explain	that.	
	
	
35
In	Noah	Fleming’s	book	Evergreen:	Cultivate	the	Enduring	Customer	Loyalty	that	
Keeps	Your	Business	Thriving	he	explains	t...
4-Your	most	powerful	marketing	is	the	experience	you	deliver	
37
I've	learned	that	people	will	forget	what	you	said,	people	will	forget	what	you	did,	
but	people	will	never	forget	how	you...
Anthony	Iannarino	explains	in	The	Lost	Art	of	Closing,	we’ve	moved	from	the	era	of	
caveat	emptor	to	caveat	venditor.	
	
W...
In	X:	The	Experience	When	Business	Meets	Design,	Brian	Solis	cites	a	Bain	&	Company	
study	of	362	companies.	80%	of	those	...
This	is	why	there	is	are	a	growing	number	of	excellent	books	about	engineering	a	
better	customer	experience	that	I	have	i...
In	Nicholas	Webb’s	book	What	Customers	Crave	he	explains	that...	
70%	of	Americans	are	willing	to	spend	more	with	companie...
I	interview	many	authors	of	sales	books	for	The	Marketing	Book	Podcast	because	the	
best	marketers	have	a	deep	understandi...
When	I	was	a	kid	and	my	dad	wanted	to	buy	a	car,	where	was	the	first	place	he	would	
go	to	get	information?		
44
Why	did	he	have	to	go	to	the	car	dealership?		
	
This	is	what	Daniel	Pink	in	his	book	To	Sell	is	Human	refers	to	as	“infor...
Fast	forward	to	a	couple	of	years	ago	when	my	wife	wanted	to	buy	a	car	–	where	was	
the	absolute	last	place	she	went	to	ge...
Many	of	you	may	have	heard	of	the	landmark	study	a	few	years	back	from	CEB/
Gartner	about	how	in	a	B2B	buying	situation,	t...
So	as	shown	in	Debbie	Qaqish’s	book	Rise	of	the	Revenue	Marketer	that	I	mentioned	
earlier,	this	shows	the	role	of	sales	w...
And	here’s	a	chart	that	shows	where	sales	is	now	involved	much	later	in	the	
customer’s	buying	process	like	when	my	wife	w...
As	stated	repeatedly	in	Aligned	to	Achieve:	How	to	Unite	Your	Sales	and	Marketing	
Teams	into	a	Single	Force	for	Growth,	b...
6.	Content	is	the	atomic	particle	of	marketing	
51
I	didn’t	discover	this	myself	–	it’s	also	the	title	of	Rebecca	Lieb’s	book	Content	-	The	
Atomic	Particle	of	Marketing	
52
I	interviewed	Tom	Fishburne,	also	known	as	The	Marketoonist	about	his	book	Your	
Ad	Ignored	Here:	Cartoons	from	15	Years	o...
Has	anyone	here	seen	his	cartoons?	
	
In	the	interview	I	asked	him	about	his	sources	of	inspiration	for	so	many	years	of	
...
In	The	End	of	Advertising:	Why	It	Had	to	Die,	and	the	Creative	Resurrection	to	Come,	
Andrew	Essex,	like	many	authors,	exp...
Raise	your	hand	if	you’ve	ever	seen	the	movie	“Monty	Python	and	The	Holy	Grail.”	
	
Do	you	remember	the	scene	where	King	A...
Seth	Godin	describes	content	marketing	as	“the	only	marketing	left.”	
57
In	Joe	Puliizzi’s	book	Epic	Content	Marketing	he	defines	content	marketing	this	way…	
	
Content	marketing	is	a	strategic	m...
In	modern	marketing	it's	often	said	that	all	companies	are	now	media	companies	and	
that	to	be	successful	in	content	marke...
Another	tactic	that	the	New	York	Times	has	dubbed	“a	revolutionary	marketing	
approach”	is	to	answer	your	customer's	quest...
Additionally,	I	encourage	you	to	learn	more	about	storytelling	in	marketing	and	sales.		
	
Granted,	it’s	a	misunderstood	w...
It’s	a	phenomenon	that	Mark	Schaefer	has	dubbed	“content	shock.”	According	to	
Google,	we	now	create	as	much	information	i...
And	in	Mark	Schaefer’s	book	The	Content	Code	he	explains	that	the	build-it-and-
they-will-come	approach	no	longer	applies	...
7.	Measure	What	Matters	
	
In	a	study	by	Adobe,	a	remarkable	76%	percent	of	marketers	thought	marketing	has	
changed	more	...
As	a	first	step	toward	connecting	marketing	activity	with	revenue,	the	authors	of	
Aligned	to	Achieve	recommend	focusing	o...
In	Garrett	Moon’s	book	10X	Marketing	Formula:	Your	Blueprint	For	Creating	
‘Competition-Free	Content’	That	Stands	Out	And	...
He	explains	that	marketers	don’t	have	a	data	problem	-	they	have	a	filtering	problem.	
And	in	growing	his	company,	CoSched...
As	it	relates	to	all	that	content	marketing	and	its	connection	to	pipeline	and	
revenues,	I	recommend	Michael	Brenner’s	bo...
In	a	similar	vein,	in	Paul	Roetzers	book	The	Marketing	Performance	Blueprint	he	
offers	this	advice	regarding	marketing:	
...
70
And	now	for	the	good	news	
71
So	back	to	the	first	book	I	talked	about	The	12	Powers	of	a	Marketing	Leader.	I	talked	
about	the	disconnect	many	marketer...
And	there’s	another	silver	lining	for	marketers:	the	role	of	marketer	is	becoming	a	
training	ground	for	CEOs.		
	
With	su...
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7 Concepts from 200 Marketing & Sales Books Every Marketer Needs to Know

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Presentation made by Douglas Burdett to American Marketing Association Triangle Chapter, Raleigh NC on October 18, 2018 in celebration of the first 200 episodes of The Marketing Book Podcast.

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7 Concepts from 200 Marketing & Sales Books Every Marketer Needs to Know

  1. 1. For almost four years now, every Friday I’ve published an audio interview with the author of a new marketing or sales book and my talk today is a celebration of the first 200 episodes. So I appreciate the opportunity to be with you today to talk about “7 Concepts from 200 Marketing and Sales Books Every Modern Marketer Needs To Know.” 1
  2. 2. By a show of hands how many here listen to podcasts? According to Edison Research, one quarter of Americans listen to podcasts. But if you don’t know what a podcast is, you’re not along – while a lot of people are familiar with the word ‘podcast’ they don’t really know what it is. Basically, a podcast is.. An audio file That’s published online Is part of a series That listeners can subscribe to Looking back, I’ve always enjoyed listening to podcasts since about 2005 when they were gaining traction. And I particularly liked marketing podcasts, especially interviews with authors. Since I enjoyed marketing podcasts so much and there was not a podcast that interviewed authors of marketing and sales books, being the impatient entrepreneur that I am, I took matters into my own hands and created one. 2
  3. 3. And like an impatient entrepreneur, I didn’t think through exactly what I was doing because I didn’t realize that I was going to need to reach each book before interviewing the authors. But it’s been a great learning experience and I’ve really enjoyed it. And the podcast has won various accolades including being named by LinkedIn as one of 10 podcasts that will make you a better marketer.” The podcast now has listeners in 150 countries. 3
  4. 4. But before we get to the “7 Concepts from 200 Marketing and Sales Books Every Modern Marketer Needs To Know,” let me answer a question I often get from listeners which is which book has been your favorite? Has it been perhaps a book by bestsellers like Seth Godin or David Meerman Scott, or perhaps Philip Kotler, the father of modern marketing? I’ll tell you which book it is. It’s by Sarah Cooper. 4
  5. 5. The book is 100 Tricks to Appear Smart in Meetings: How To Get By Without Even Trying. Let’s look at a couple of the tricks, so you can appreciate the power of this book. 5
  6. 6. One is to translate percentages into fractions. So, if someone says, “about 25% of all users click on this button,” quickly chime in with, “So about one in four,” and make a note of it. Your math skills will be the envy of everyone in the room. 6
  7. 7. Another is ask the presenter to go back a slide. It doesn’t matter where in the presentation you shout this out, it’ll immediately make you look like you’re paying closer attention than everyone else is. Then you can go back to what you were doing – checking Instagram. 7
  8. 8. So there have been 200 books on the podcast and I’d like to share with you just a few of the recurring concepts from several of the books that I hope you will find helpful. Obviously there are many, many things I could pick to talk about, but the few things I’m going to focus on are some of the things that I see marketers and companies struggle with a lot. I’m not going to talk about email marketing, video marketing, social media marketing, account-based marketing, marketing automation, SEO, PPC, marketing tips, tricks, tools, hacks and hustles or how to “crush it.” But beware, because some of the things I’m going to talk about might upset you. 8
  9. 9. I’ve got good news and bad news. Let’s start with the bad news and end with the good news 9
  10. 10. 1 - Marketers have an image problem Not too long ago there was a study by the Fournaise Group about perceptions of marketers by CEOs. 10
  11. 11. Who can guess what percent of CEOs in that study trust marketers. (20%) And why do you think they don’t trust marketers? Because CEOs believe marketers are too disconnected from the financial realities of companies. 11
  12. 12. There’s a perception BY SOME of marketers as the arts-and-crafts party planners who work in the make it pretty department. 12
  13. 13. In The 12 Powers of a Marketing Leader the authors fielded one of the largest studies of marketers and the people who work with them which revealed insights like this… 13
  14. 14. Early in our study, we spoke with international CMOS about their work, asking “what do you do?” It was interesting how different people answered. Some said things like, “I manage the brand” or “I run our marketing.” Words like these don't go down well with company leaders. In the words of marketing professor and columnist Mark Ritson, “Too many marketers go into a room full of executives from their company and warble on about the need to build brand awareness and brand equity. No one gives a f***, except you – and presumably you are already on board. Good marketers work out how to link what they do with what other stakeholders within the organization want – employee retention, improved profits, clearer leadership.” 14
  15. 15. In the 4A’s of Marketing by Jagdish Sheth and Rajendra Sisodia, they also talk about this negative perception of marketers. … CEOs and corporate boards are growing increasingly skeptical of the marketing function’s ability to deliver reasonable returns on resources invested. Scholars have suggested that marketing has lost its seat at the table when it comes to making strategic decisions at many companies, because of its failure to perform. 15
  16. 16. So what’s a marketer to do? Barta and Barwise offer this simple recommendation: 16
  17. 17. 17
  18. 18. In my Marketing Book Podcast interview with Debbie Qaqish, author of Rise of the Revenue Marketer she reminded us that 18
  19. 19. 19
  20. 20. As a marketer, one of the most helpful question to ask which can start to align what you do with revenue is to ask question like Revenue Camp Questions What are our company financial goals? What are our company sales goals? Who is our most profitable customer? What is the average lifetime value of a customer? As a marketer seeking admission to the revenue camp, answers to these types of questions can help tremendously. 20
  21. 21. 21
  22. 22. In Seth Godin’s latest book “This Is Marketing: You Can't Be Seen Until You Learn to See,” he writes… … marketing, the effective kind, is about understanding our customers’ worldview and desires so we can connect with them. It’s focused on being missed when you’re gone, on bringing more than people expect to those who trust us. It seeks volunteers, not victims. 22
  23. 23. There are three types of companies. Think about which type of company you’re in. Companies that are focused primarily on themselves, their own products and operations. Companies that are focused primarily on their competitors. Companies that are focused primarily on their customers. Which kind of company do you think Amazon is? 23
  24. 24. When Jeff Bezos attends an internal meeting he insists on there being at least one empty chair in the room. That empty chair represents the customer. Invariably during meetings he’ll point at the chair to remind people what their primary focus needs to be. And the last time I checked, Jeff Bezos is the richest man in the world In this era of the customer, companies who are focused on and have a deep understanding of their customers are the most successful. So how can you help your company to develop a deeper understanding of your customers in order to give you a competitive edge? 24
  25. 25. Has anyone here introduced the concept of buyer personas at your company? 25
  26. 26. As defined in Adele Revella’s bestselling book Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business: In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them. The backbone of her book is the 5 insights that about your customers that will give you a big competitive understanding of your customers and an unfair advantage. The most important aspect of developing your buyer persona is that you must actually speak with customers. I encourage you to visit buyerpersona.com and learn about the 5 insights of buying that are outlined in her book. She has some e-books about the buying insights and there’s no registration required. 26
  27. 27. In Kristin Zhivago’s book Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, she outlines what successful companies do to increase revenue and do you know what the linchpin of her entire book and process is? INTERVIEW YOUR CUSTOMERS! Of course, you need to do it the way she prescribes in the book because many companies don’t know how to properly glean the right insights from their customers. 27
  28. 28. Similarly in Martin Lindstrom’s book Small Data: The Tiny Clues That Uncover Huge Trends, he writes about a very successful company that now requires all employees to have an annual overnight stay in a customer home to help them to gain meaningful insights into their customers. 28
  29. 29. To wrap up this section –the most important word in marketing and sales… is empathy. Empathy is the capacity or ability to imagine oneself in the situation of another. That’s not the same as sympathy. Sympathy is feeling compassion, sorrow, or pity for the hardships that another person encounters, while empathy is putting yourself in the shoes of another. If you are able to put yourselves in the shoes of your customers, even just a little bit, you will be amazed at the positive effect it can have on your company’s ability to become known, liked and trusted. 29
  30. 30. 3-The Most Effective Marketing Plans… Are Not Overly Complicated 30
  31. 31. According to Malcolm McDonald in his 2nd edition of “Malcolm McDonald on Marketing Planning,” (his 46th book) there are only two questions that need to be answered in a marketing plan. And if you as a marketer start with the answers to these two questions in a marketing plan, you will more likely find yourself in that 20% of marketers trusted by your CEO, management and colleagues. Here are the two questions that a marketing plan need answer. 31
  32. 32. 32
  33. 33. You may think that Allan Dib’s book, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd has a gimmicky name but don’t be fooled by that. It’s a terrific book and marketing plans need not be more detailed than the 9 areas that you can summarize on one page. 33
  34. 34. I won’t go through each of the 9 sections but notice that there are three parts to the 1-page marketing plan: Before – when prospective customers have never heard of you During – when they become aware of you until they decide to buy (which could be much later), and After – what kind of experience are your customers going to have, how can you sell more to them and what can you do to get referrals Take note of that last section, “after.” Lots of companies don’t include that in their marketing plans. A lot of the marketing and sales activity seems go limp at that point. 34
  35. 35. And that’s because businesses are addicted to SEX! Maybe I should explain that. 35
  36. 36. In Noah Fleming’s book Evergreen: Cultivate the Enduring Customer Loyalty that Keeps Your Business Thriving he explains that businesses are addicted to the sexiness and excitement of the hunt – the thrill of the chase. The conquest. And then, like after a one-night stand, they never call again. Retaining existing customers on the other hand, which is proven to be where the real money and profits are is more like farming. Not quite as thrilling. Not quite as sexy. But have you ever heard that it’s less expensive to keep a customer than to get a new one? Let’s talk some more about that. 36
  37. 37. 4-Your most powerful marketing is the experience you deliver 37
  38. 38. I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. -Maya Angelou Why is this more important now than in the past? The internet. Social media. Ratings and review sites. Everyone has a megaphone with which they can tell the world about being treated badly by a company (even if they weren’t). 38
  39. 39. Anthony Iannarino explains in The Lost Art of Closing, we’ve moved from the era of caveat emptor to caveat venditor. We’ve gone from the era of let the buyer beware to let the seller beware. But companies are only beginning to understand this. 39
  40. 40. In X: The Experience When Business Meets Design, Brian Solis cites a Bain & Company study of 362 companies. 80% of those companies thought that they were delivering a “superior experience.” In truth, according to their customers, only 8% were. And how did that 8% do it? They purposefully designed their customers’ experience. 40
  41. 41. This is why there is are a growing number of excellent books about engineering a better customer experience that I have interviewed for The Marketing Book Podcast. So why do companies really want to engineer a better customer experience? Is it because they don’t like being yelled at? The reason for this interest in customer experience is that’s also where the money is. 41
  42. 42. In Nicholas Webb’s book What Customers Crave he explains that... 70% of Americans are willing to spend more with companies they believe provide an excellent customer experience. Plus, keeping your customers is where the really big money is: The probability of selling to a new prospect is less than 20%, while the probability of selling to an existing customer is 60 to 70 percent. On average, loyal customers are worth up to 10 times as much as their first purchase. The experience you engineer for your customers is your most powerful marketing. 42
  43. 43. I interview many authors of sales books for The Marketing Book Podcast because the best marketers have a deep understanding of the sales process That’s always been true but it’s even more important now because of the changing way people buy. 43
  44. 44. When I was a kid and my dad wanted to buy a car, where was the first place he would go to get information? 44
  45. 45. Why did he have to go to the car dealership? This is what Daniel Pink in his book To Sell is Human refers to as “information asymmetry.” The buyer wanted information and the seller had it. And the seller used that information as leverage to guide (or strong arm) the buyer toward a purchase. We are now in an era of Information Symmetry 45
  46. 46. Fast forward to a couple of years ago when my wife wanted to buy a car – where was the absolute last place she went to get information? Where do you suppose she got her information? Your buyers are no different. 46
  47. 47. Many of you may have heard of the landmark study a few years back from CEB/ Gartner about how in a B2B buying situation, the buyers are AT MINIMUM 57% through their purchase process before first reaching out to the seller. Forrester puts that number as high as 90%. It varies by industry and product, of course. 47
  48. 48. So as shown in Debbie Qaqish’s book Rise of the Revenue Marketer that I mentioned earlier, this shows the role of sales when my dad was buying a car where you see sales involved throughout the entire customer journey. 48
  49. 49. And here’s a chart that shows where sales is now involved much later in the customer’s buying process like when my wife was buying her car. So who best to fill that void? 49
  50. 50. As stated repeatedly in Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth, by Tracy Eiler and Andrea Austin Sales can’t do it alone and marketing exists to make sales easier. 50
  51. 51. 6. Content is the atomic particle of marketing 51
  52. 52. I didn’t discover this myself – it’s also the title of Rebecca Lieb’s book Content - The Atomic Particle of Marketing 52
  53. 53. I interviewed Tom Fishburne, also known as The Marketoonist about his book Your Ad Ignored Here: Cartoons from 15 Years of Marketing, Business, and Doodling in Meetings. Tom Fishburne is a graduate of Harvard Business School and worked for several blue chip companies in marketing before he became a full-time cartoonist. 53
  54. 54. Has anyone here seen his cartoons? In the interview I asked him about his sources of inspiration for so many years of hilarious cartoons. His response was interesting. He said that his best source of material is making fun of marketers and businesses who think they still have a captive audience. 54
  55. 55. In The End of Advertising: Why It Had to Die, and the Creative Resurrection to Come, Andrew Essex, like many authors, explains how the internet has disintermediated traditional media’s grip on information as a gate keeper, as well as modern technology’s ability to avoid unwanted marketing messages. The captive audience business model that worked so well for generations is a shadow of its former self. 55
  56. 56. Raise your hand if you’ve ever seen the movie “Monty Python and The Holy Grail.” Do you remember the scene where King Arthur and his Knights go up to a castle and demand entrance but are spurned by the French soldier on the parapet? The soldier, played by John Cleese, insults them and said things like “your mother was a hamster and your father smelled of elderberries.“ That is the metaphor for trying to reach your customers in this modern era. They are not going to lower the drawbridge and let you in their castle unless you can offer them something helpful, entertaining or educational. And that's where content comes in. 56
  57. 57. Seth Godin describes content marketing as “the only marketing left.” 57
  58. 58. In Joe Puliizzi’s book Epic Content Marketing he defines content marketing this way… Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience — and, ultimately, to drive profitable customer action. 58
  59. 59. In modern marketing it's often said that all companies are now media companies and that to be successful in content marketing you need to “think like a publisher.” One of the most helpful paradigms for content marketing as outlined in Jeff Rohr’s book Audience is to think first and always about building and keeping an audience before trying to sell to them. Keep in mind, however, we’re not talking about producing cat videos for the sake of building an audience. Your content needs to be linked back to the problems you can solve for customers. 59
  60. 60. Another tactic that the New York Times has dubbed “a revolutionary marketing approach” is to answer your customer's questions. In Marcus Sheridan’s book They Ask You Answer he explains how his Virginia pool company was saved from bankruptcy following the 2008 real estate crash by simply publishing the answer to every question he’d ever gotten from a customer. Even questions about price, and the pros and cons of his product. Doing so enabled his company’s website to become the highest trafficked pool site in the world. But more importantly, his customers’ fear of buying from his company plummeted while their trust soared. 60
  61. 61. Additionally, I encourage you to learn more about storytelling in marketing and sales. Granted, it’s a misunderstood word that you should avoid using outside your marketing department and it doesn’t involve making facts up, but it involves communicating information in story format. And it’s very powerful. Here’s why: The human brain is wired for stories. But you need to do it correctly and we don’t have time to go into the details, but in most cases, you want the customer to be the hero of your story, not your company. Facts tell, but stories sell. Finally, there’s a growing challenge with content marketing. 61
  62. 62. It’s a phenomenon that Mark Schaefer has dubbed “content shock.” According to Google, we now create as much information in two days as we did from the dawn of man through 2003. 62
  63. 63. And in Mark Schaefer’s book The Content Code he explains that the build-it-and- they-will-come approach no longer applies and that to get past the glut of content out there you must now take additional steps to get your content to break through, connect with the right people and have them take action. The publishing of your content is really just the starting line now. 63
  64. 64. 7. Measure What Matters In a study by Adobe, a remarkable 76% percent of marketers thought marketing has changed more in the previous two years than the past 50. So while marketing has changed a lot, it has also become much more measurable. That’s why in that same study, 68% of marketing professionals feel more pressured to show return on investment on marketing spend. So what are some of the more important things to be measuring? 64
  65. 65. As a first step toward connecting marketing activity with revenue, the authors of Aligned to Achieve recommend focusing on pipeline. Pipeline refers to the opportunities the sales team believes could convert into revenue. This is different from leads, people who have expressed very early interest, because pipeline holds actual opportunities that are qualified through both the marketing and sales process. 65
  66. 66. In Garrett Moon’s book 10X Marketing Formula: Your Blueprint For Creating ‘Competition-Free Content’ That Stands Out And Gets Results he introduces the concept of 1MTM - The One Metric That Matters. 66
  67. 67. He explains that marketers don’t have a data problem - they have a filtering problem. And in growing his company, CoSchedule into a fast growing startup, his company focused primarily on just one metric based on where they were in their content marketing maturity. 67
  68. 68. As it relates to all that content marketing and its connection to pipeline and revenues, I recommend Michael Brenner’s book The Content Formula: Calculate the ROI of Content Marketing & Never Waste Money Again. In the book he walks you through all the easy math of measuring the effectiveness of your content marketing. 68
  69. 69. In a similar vein, in Paul Roetzers book The Marketing Performance Blueprint he offers this advice regarding marketing: If you can't measure it, don't do it. And with a nod to an example of meaningless metrics, he reminds us Social media reach is a deceptive metric that can give a false sense of progress. 69
  70. 70. 70
  71. 71. And now for the good news 71
  72. 72. So back to the first book I talked about The 12 Powers of a Marketing Leader. I talked about the disconnect many marketers have with their companies. But here is what the successful marketers are doing... Our interviews with the most successful marketers have one thing in common: a top management viewpoint. Rather than talking about marketing, they spoke of the business as a whole. They didn't talk a lot about advertising, branding, or customer insights. They spoke about revenue, costs, and profit – and how they could serve the customer better. The real marketing leaders were concerned with one thing: how marketing helps the company achieve its biggest priorities. Additionally, that same book talks, as do so many about the skills gaps when the authors said... 21st century marketing is suffering from a skills crisis. It’s for this reason that the marketing salaries of marketers who know what the hell they’re doing are predicted to double in the next five years. 72
  73. 73. And there’s another silver lining for marketers: the role of marketer is becoming a training ground for CEOs. With successful marketers having the deepest insights into the customers, the competition and revenues, a growing number of CEOs are coming from the ranks of CMOs, and according to Gartner, that trend will continue. 73

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