Archive for the 'Marketing' Category

Maximum Success With LinkedIn. Dan Sherman

Nederlands: Linked In icon

Maximum Success With LinkedIn. Dan Sherman. 2013. ISBN 9780071812337. LinkedIn is always evolving and it must be difficult to keep up. One thing I do is monitor Dan Sherman’s writing as he works as hard as anyone to stay on top of lInkedin and help you monetize it. I learned some new ways for amping up the SEO of your profile as well as the TopLinked groups which exist so you can really add to your contact lists.  Well organized and easy to read this is a book for the beginner to the advanced user.

The Flipchart Guide to Customer Advisory Boards. Vol 1 & 2. Mitch Gooze

"Customer Care," a 20x30-inch inspir...

The Flipchart Guide to Customer Advisory Boards. Vol 1 & 2. Mitch Gooze.  2013  Mitch  (The Customer Manufacturing Guy) asked me to review these two – books and I am glad he did. This a valuable addition to the sales/marketing literature.   Customer Advisory Boards are essential to build and grow smart companies.  We recommend to all our clients to build them.  So in these two volumes you have everything that you need to get your company ready to have one and step by step how to set up and run a CAB meeting.  Mitch has again done the marketplace a service.

Brains On Fire. Igniting powerful, sustainable, word of mouth movements. Robbin Phillips, Greg Cordell, Geno Church, Spike Jones.


Brains On Fire. Igniting powerful, sustainable, word of mouth movements. Robbin Phillips, Greg Cordell, Geno Church, Spike Jones. 2010. ISBN 9780470614181.    A useful book as it details the difference between a marketing campaign and a word of mouth movement.  It could be a reset for marketing teams who may too easily be drawn in by the “shiny object ” of the social media tools while losing track of where they are most effective in use.  I understood the role of leaders and diversity in WofM projects.   I learned about  the positive impact of imposing  a barrier to entry has on take up and commitment.  Better 5000 rabid fans than 10% of 50 000 tepid ones.  You will enjoy the requisite company examples such as Fiskers and non profits like Love 146.  Its an easy breezy read, professionally done and worth it, if you are in marketing.

Seizing Our Destiny. 2012s best communities to live, work, grow and prosper in. Robert Bell, John Jung & Louis Zacharilla

Dublin: Top 7 — Intelligent Community of the Year

Seizing Our Destiny. 2012s best communities to live, work, grow and prosper in. Robert Bell, John Jung & Louis Zacharilla 2012. ISBN 9781477635797. Published by www.intelligentcommunity.org.   If you want to find out how Quebec has been able to devastate BC’s gaming industry, read this book.  (Its also likely that Federal and Provincial funds were used) . Seven cities are detailed as to how they have been able to be innovative and grow jobs when others are losing them.  The cities described include Quebec City, Riverside California, Saint John NB, Stratford  On., Oulu FIN,  and Tuichung City, Taiwan.   None of these are big cities in their respective countries but they have been able to grow against the world trends.  And it is all because they understand that it needs process, structure and people to make it work.  So simple it is brilliant.  A small but insightful book , great for  short trip.   The five attributes of Intelligent cites are:

  1. Broadband connectivity (Low cost fiber optics – as a community utility)
  2. Knowledge workforce – which needs to be developed and supported
  3. Digital inclusion. Policies and funding to ensure the have nos can also be included
  4. Innovation.  Just like it is a needed in business, cities need it too to build the businesses needed
  5. Marketing and advocacy. Some hire a city manager skilled in economic development = tell the story skillfully

The New Experts. Win today’s newly empowered customers at their 4 decisive moments. Robert H. Bloom.

Empowered

The New Experts. Win today’s newly empowered customers at their 4 decisive moments. Robert H. Bloom.2010. ISBN 9781608320240.  A small book , but it punches above its weight class. The author , who is a good writer, lays out where and how you need to meet and exceed buyer needs and expectations in order to make, keep and continue a sale. He makes a very good case on why and how you need to think like a buyer at all times. His examples are drawn from b2b and b2c experience making this a very good general use book.

Lead With a Story. A guide to crafting business narratives that captivate, convince and inspire. Paul Smith.

At the Petronas Twin Towers in Kuala Lumpur, t...

Lead With a Story. A guide to crafting business narratives that captivate, convince and inspire.  Paul Smith. 2012. ISBN 9780814420300.  The author has had a long career at P&G and many of his stories are from one of the best marketing firms ever. He has also collected many other in his 100 stories that are relevant in training and teaching  moments for many of your situations..  A big asset is his appendix that helps you find the relevant story from a classification matrix. His story on what sales people can learn from their own purchasing department was quick and insightful. In our practice we do not often find the sales and purchasing departments sharing war stories.  Content marketing gets real horsepower through stories, which makes this a very valuable book for sales and marketing.

Danger. Marketing Researcher at Work. Terry Haller.

Marketing Research with Tumblr

Danger. Marketing Researcher at Work. Terry Haller. 1983. ISBN 089930026X.  This an older book but like Ogilvy on Advertising I consider it a classic. The author never did publish a follow up to this book as I suppose he pretty well summed it up the first time.  He lists and details 111 dangers wrto how market research makes errors.  From the first to the last page his droll style is not only entertaining but educational as he uses real story after real story to fill in how these dangers come to pass.  Although this book predates the Internet tools era, you will find enough meat here to be able to pragmatically counter the  approaches and misunderstandings coming from the market research dept (or senior admin) to help your marketing and  sales career. Just a few that I picked up on:

  • Market research without a control group is not research
  • You can not measure attitude but you can measure behavior
  • Everyone seems to confuse strategy with execution tactics
  • The pursuit of meaningful differentiation is always important
  • The consumer determines the segment, not the researcher

This is a soup to nuts guide more people should read and take to heart.

Start-up CEO’s Marketing Manual. Guy Smith

FreeFall 6" Rocket

Start-up CEO’s Marketing Manual. Guy Smith,. 2012. ISBN 9780983240730.  Guy has an excellent blog http://www.siliconstrat.com/blog/,  from which Rocket Builders has pulled many gems over the years.  Our good friend, David Greer, alerted us that Guy had published this book.  This is the real thing folks. There is not a wasted word or diagram in it.  The book’s realistic market is just about any CEO we have every worked with.   Guy clears away the confusion and lets the CEO in on what he/she really needs to know about marketing , and how to see if his dept is getting him where he needs to be.  A short book, clearly written, you can read it on a 2 hr plane ride – but you should re read it on the way back and each year as well.  This is an essential part of a CEOs’ toolkit.

Conversations That Win Complex Sales. Erik Peterson & Tim Riesterer

2010 Barrett Jackson Auction - Scottsdale - 23

Conversations That Win Complex Sales.  Erik Peterson & Tim Riesterer. 2011. ISBN 978007175090. We know that competition is fierce and your  prospects are being overwhelmed by information. Every now and again a book comes along that synthesizes and summarizes what you just know is happening in selling situations and then proves clear insight into what you can do. This is one of those books.  Their Point of View is based on what is going on in the mind of the receiver while your are in the middle of a pitch, and how we usually  faili miserably in helping clients move forward.  Based on lots of research and experience the authors will show you how to make much better use of your selling time, become a much more valuable resource to your clients and move those stalled deals forward.   Did you know :

  • Your Old Brain views the simple approach and stories as coming from much more intelligent people – park the jargon
  • In the Hero story, your job is to make the client the Hero
  • The first and last ten minutes of a presentation are gold – do not waste it by telling the client about your self.
  • Tie approaches  to the techiques taught in the  The Challenger Sale, You need to challenge the prospects status quo – to prevent the do nothing response.
  • You are presenting stories and conversations not a pitch  (again the buy is emotional first than logical)

Terrific book. Needs to be in the kit of high performance salespeople. Perfect for a 4 hour plane ride.

revenue disruption. Game changing sales and marketing strategies to accelerate growth. Phil Fernandez.

You see these about every 10 meters on the roa...

revenue disruption. Game changing sales and marketing strategies to accelerate growth. Phil Fernandez.2012. ISBN 9781118299296. At last!!!! Someone has written a book on how to align sales and marketing toward revenue.  The author of this easy to read book is CEO of Marketo – which offers software to compliment this alignment.  Despite his vested interest this is a very good book.  He is right,  each sales resource is very expensive and it should be talking to highly qualified leads. Our firm has been working on this topic for ten years and we have the scars and data to show that it works. Why do it?  Here are some scary stats of waste that needs to be taken out  (this leaves over $1 Trillion a year on the table) :

  • 94 % of all marketing qualified leads will never close
  • Sales reps spend 68% of their time not talking to customers
  • The ave. sales team will make 1000 telephone calls to close one sale
  • 52% of sales reps in US do not achieve quota.

Once you look at Revenue generation (integrating sales and marketing)  you come up with the different marketing sales metrics to track

  1. Flow – How many people entered each pipeline stage in a given period.  Trend up or down?
  2. Balance – How many people in ea pipeline stage? How many accounts? Do they vary by lead type? are nos going up or down?
  3. Conversion. What is the conversion rate from stage to stage? Which types of leads have the best conversion rate?
  4. Velocity. What is the average “revenue cycle” time? How does it break down by stage?

This ties exactly with what our company believes in and practices with clients.  Most companies just waste their sales and marketing dollars.  And it is so fixable….