They Ask You Answer: Ein Revolutionär Simpler Ansatz Für Mehr Erfolg In Vertrieb Und Marketing, Angepasst An Die Digitalen Konsumenten Von Heute

ABOUT THE BOOK

This is the German-language edition of the bestseller "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer" by Marcus Sheridan, featured on episode 258 of The Marketing Book Podcast in 2019.

This interview starts in English and then is in German.

ABOUT THE AUTHOR

René Neubach is the founder of Content Glory. Born and raised in Vienna René has spent the last 25 years in different areas of digital marketing before joining the pharmaceutical industry in various marketing positions both in Europe and globally. 

For the last ten years, René has worked as a consultant and business coach, focusing on developing content strategies for his clients and coaching marketing and salespeople to implement these strategies and tactics in their companies successfully.    ABOUT THE GUEST HOST

Torsten Herrmann is a digital marketing consultant and Managing Director of the online marketing consultancy Chain Relations GmbH in Frankfurt and Leipzig. 

Chain Relations is a digital marketing agency specializing in online lead generation and demand generation in B2B industries. 

For over 25 years, he has supported B2B companies of all sizes in developing and optimizing their marketing and sales strategies. 

He hosts the German-language podcast “Lasst die Kunden Kommen,” which is the same name as his business novel about inbound marketing and account-based marketing.

Public Speaking with Confidence: How to Overcome Anxiety and Deliver Unforgettable Presentations by Philipp Humm

ABOUT THE BOOK:

You’ve probably tried to speak in public a few times before. Maybe your heart started racing, you had difficulty breathing, or you forgot what you wanted to say. You've tried a few different strategies, but nothing has worked. It sucks, right?

Philipp Humm knows the struggle you’re going through right now.

For years, speaking in public was the single thing he was most afraid of.

Until he discovered the techniques you’re about to learn.

In this book, you’ll master the techniques that have helped him overcome his fear of public speaking and feel excited to speak in public.

They are the same techniques he used to prepare for his TEDx talk, which he’s taught in his workshops with companies including Google, Oracle, ASICS, Visa, Salesforce, Metlife, and EON.

Some of the exercises are a bit unconventional. Some are weird. But they’re also the most effective in helping you feel confident about speaking in public.

In this step-by-step guide, you’ll discover how to:

• Give fewer f*cks about what other people think of you
• Structure your presentations following an effective 9-step process
• Turn any boring speech into a captivating performance
• Rehearse your presentation like a professional actor
• Get yourself into the zone with a powerful 10-minute warm-up routine

The techniques you’re about to learn have changed Philipp Humms’ life, and they’ve turned thousands of his clients into charismatic speakers.

They will help you:

• Get promoted faster
• Become the trusted expert in your industry
• Close more deals
• Teach and mentor others

Be the most interesting person to talk to, overcome your anxiety, and feel excited to speak in public!

ABOUT THE AUTHOR:

Philipp Humm is on a mission to help professionals worldwide reach their full potential through confident, authentic, impactful communication.

He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name a few. 

Before his speaking career took off, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. 

He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York City while earning his MBA at Columbia University.

His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization.

He is also the author of The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales which was featured on episode 463 of The Marketing Book Podcast in 2023.

And, interesting fact - according to page 18 of his previous book The StorySelling Method, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.”

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/public-speaking-confidence-philipp-humm

The Customer Copernicus: How to be Customer-Led by Charlie Dawson and Seán Meehan

ABOUT THE BOOK:

Some companies are great for customers – they care and change whole markets to work better for the customers they serve.

Think of Amazon, easyJet and Sky. They make things easier and improve what matters – obvious, surely?

They have also enjoyed huge business success, growing and making plenty of money.

The Customer Copernicus answers the following question: if it’s obvious and attractive, why is it so rare?

And then it answers a second question because Tesco, O2, and Wells Fargo were like this once. Why, having mastered it, would you ever stop?

Because all three did, and two ended up in court.

The Customer Copernicus explains how to become and how to stay customer-led.

Essential reading for leaders and teams who want their organizations to stay competitive by developing a more purposeful and innovative culture.

ABOUT THE AUTHOR:

Charlie Dawson is the founder of The Foundation, a London-based consultancy established in 1999 to help organizations become customer-led to generate more decisive and sustained commercial success. He started his career in advertising.

And, interesting fact - he earned an engineering degree from The University of Cambridge!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/customer-copernicus-charlie-dawson

The Unsold Mindset: Redefining What It Means to Sell by Colin Coggins & Garrett Brown

ABOUT THE BOOK:

This Wall Street Journal bestseller is captivating readers of Adam Grant, Dan Pink, and James Clear and has been called "a life-changing book as much about life as it is about selling."

What if the greatest salespeople on the planet are the opposite of who you think they are?   Everyone sells, every day. It's why the most successful people are so good at selling themselves, their ideas, or their products.

Yet when people hear the word "sales" they think of some version of the overly confident, manipulative, "don't-take-no-for-an-answer" stereotype. 

Because of these misperceptions, when they find themselves in a situation where they need to sell, they feel compelled to put on the persona of a "good salesperson." 

But there's a disconnect between who we think good salespeople are and who they actually are. In any room, they're not the most self-confident, they're the most self-aware.

They're not the most sociable, they're the most socially aware. And they don't succeed despite obstacles, they succeed because of obstacles.   Colin Coggins & Garrett Brown sought out some of the most successful people from all walks of life, including CEOs, entrepreneurs, doctors, trial lawyers, professional athletes, agents, military leaders, artists, engineers, and countless others in between in hopes of understanding why they're so extraordinary. 

They found that as different as all these incredible people were, they all had an eerily similar approach to selling. It didn't matter if they were perceived as optimists or pessimists, logical or emotional, introverted or extraverted, jovial or stoic - they were all unsold on what it meant to sell and unsold on who people expected them to be.   The Unsold Mindset reveals a counterintuitive approach to not just selling, but life. 

This book is not about "building rapport," "objection handling," or "trial closes." It's a journey toward an entirely new mindset — because the greatest sellers on the planet aren't successful because of what they do, they're successful because of what they think.   Being a good person and a good salesperson aren't mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself.

ABOUT THE AUTHORS:

Colin Coggins and Garrett Brown are long-time sales leaders, practitioners, teachers, and best friends. They met at software startup Bitium, which they helped lead to an acquisition by Google. 

They teach the popular course they created, "Sales Mindset for Entrepreneurs," at the University of Southern California's Marshall School of Business.

They are also investors, corporate advisors, and co-founders of Agency18, a firm that helps mission-driven companies adopt the Unsold Mindset. 

Sought after as keynote speakers and guest lecturers, they love connecting with audiences from diverse industries, professions, and backgrounds and showing them that it's possible to successfully sell without being someone you're not.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/unsold-mindset-coggins-brown

Immersion: The Science of the Extraordinary and the Source of Happiness by Paul Zak

ABOUT THE BOOK:

No one raves about boring movies, bland customer service experiences, or sleep-inducing classes. 

The world is rapidly transforming into an experience economy as people increasingly crave extraordinary experiences.

Experience designers, marketers, entertainment producers, and retailers have long sought to fill this craving. 

Now, there’s a scientific formula to consistently create extraordinary experiences. 

The data shows that those who use this formula increase the impact of experiences tenfold.

Creating the extraordinary used to be extraordinarily hard. Immersion offers a framework for transforming nearly any situation from ordinary to extraordinary. 

Based on twenty years of neuroscience research from his lab and innumerable client applications, Dr. Paul J. Zak explains why brains crave the extraordinary. 

Clear instructions and examples show readers exactly how to create amazing experiences for customers, prospects, employees, audiences, and learners.

You can guess if your experience will be extraordinary—or you can apply the insights from Immersion to ensure it is.

ABOUT THE AUTHOR:

Dr. Paul J. Zak is a Professor of economics, psychology, and management at Claremont Graduate University and is one of the most cited scientists with over 200 published papers and more than 20,000 citations to his research. 

Paul’s two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. 

Along the way, he helped start several interdisciplinary fields including neuroeconomics, neuromanagement, and neuromarketing. 

His other books include Trust Factor: The Science of Creating High-Performance Companies and The Moral Molecule: How Trust Works.

Paul is also a four-time tech entrepreneur; his current company, Immersion Neuroscience, is a software platform that allows anyone to measure what the brain loves in real time to improve outcomes in entertainment, education and training, advertising, and live events. 

He frequently appears in the media in such places as Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes and many other publications.

And interesting facts – he met his wife on a flight from Cincinnati to LA, he served as a relationship expert on the Dr Phil show and ABC’s hit TV show The Bachelor, and he created a Valentine's Day experiment for NBC's Today Show!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/immersion-paul-zak

Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding 6th Edition by Alina Wheeler and Rob Meyerson

ABOUT THE BOOK:

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It’s harder than ever to be the brand of choice―in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless.

Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today.

This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands.

With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.

Organized into three sections―brand fundamentals, process basics, and case studies―this revised edition includes:

• Over 100 branding subjects, checklists, tools, and diagrams
• More than 50 all-new case studies that describe goals, processes, strategies, solutions, and results
• New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
• Additional examples of the best/most important branding and design work of the past few years
• Over 700 illustrations of brand touchpoints
• More than 400 quotes from branding experts, CEOs, and design gurus

Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource.

From research to brand strategy, design execution to launch and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.

ABOUT THE AUTHOR:

Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. 

Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. 

His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.

An experienced namer, Rob is the author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service.

Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. 

And, interesting fact – he’s 6 feet 5 inches tall! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/designing-brand-identity-rob-meyerson

B2B Social Selling Strategy: Connect with Customers, Build Relationships, and Drive Sales by Julie Atherton

ABOUT THE BOOK:

Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals.

For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting.

Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement.

B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers, and measuring success against objectives and KPIs.

Featuring original research, case studies, and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers, and create a social selling culture.

Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy.

Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing, and social media professionals.

ABOUT THE AUTHOR:

Julie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement which was featured on episode 477 of the Marketing Book Podcast. Her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she is not the Julie Atherton who is the British actress, singer and director!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/b2b-social-selling-strategy-julie-atherton

MKTG STINX by Bob Hoffman

ABOUT THE BOOK:

From the Author – "There have been thousands of books and articles extolling the virtues of marketing and advertising. But I don't think there has ever been one about how stupid and wasteful most of it is.

Well, now there is."

ABOUT THE AUTHOR:

Bob Hoffman is the author of several best-selling books about advertising. He is also among the most sought-after international speakers on advertising and marketing.

His books include, ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy, Advertising for Skeptics, Laughing at Advertising, BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, and Marketers Are From Mars, Consumers Are From New Jersey – all of which have been featured on The Marketing Book Podcast.   He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider.   Bob was the CEO of two independent agencies and the U.S. operation of an international agency. 

Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. 

And, interesting fact – in his youth, he responded to a want ad and was hired to be a writer of adult fiction. He lasted one day at that job.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/mktg-stinx-bob-hoffman

The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It by Allen Weiss and Debbie MacInnis

ABOUT THE BOOK:

From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace.

Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service-oriented. 

Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. 

While this sounds like common sense, shockingly few organizations actually conduct business this way.

Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. 

In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. 

This focus on customer benefits will teach organizations:

• What market they are in (or could be operating in)
• How customers perceive their brand (and that of their competitors) in terms of benefits
• The most effective way to segment a market and position a brand in terms of benefits
• How to deliver benefits throughout the customer journey
• How a focus on benefits facilitates growth

Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want.

ABOUT THE AUTHOR:

Allen Weiss, PhD, is the founder and CEO of MarketingProfs, LLC, the largest B2B marketing training, consulting, and event company dedicated to helping large organizations, teams, and individuals execute marketing campaigns that drive actual results. 

He is also a consultant, conference speaker, and Emeritus Professor at USC. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. 

His work can be seen in tech brands including Intel and Texas Instruments, and categories like banks and insurance companies. 

And, interesting facts - he has an engineering degree and was in a band that opened for major recording acts like Lynyrd Skynyrd Bonnie Raitt, and Kenny Loggins!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/brand-benefits-playbook-allen-weiss

Organic Social Media: How to Build Flourishing Online Communities by Jenny Li Fowler

ABOUT THE BOOK:

Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. 

Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement.

In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. 

Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms.

Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. 

Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management, and content discovery. 

Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. 

With this book, social media managers will future-proof the online presence of any organization.

ABOUT THE AUTHOR:

Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT).

She is in charge of developing and executing Institute-wide social media initiatives and campaigns and provides social media consultation and direction for more than 250 departments, labs, and centers. 

She also manages MIT’s flagship X, Facebook, Instagram, LinkedIn, Threads and TikTok accounts. 

Before MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. 

And, interesting fact – earlier in her career she was a TV reporter and news anchor! 

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/organic-social-media-jenny-li-fowler

Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton 

ABOUT THE BOOK:

Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and the latest developments.

Integrated marketing and PR strategies are a requirement for all businesses. However, with the explosion of social media and content marketing, many organizations still struggle to know which channels to invest in and how to maximize their impact.

Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering, and measuring social media's contribution to your business through:

• Identifying and targeting audience segments
• Maximizing social search
• Enhanced reputation management
• Managing a diversified influencer portfolio
• Selecting the right channels for organic and paid social
• Creating a process and structure to improve efficiencies
• Using appropriate technology including AI

With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers, and brands including TUI, Greggs, Lego, Ryan Air, and National Geographic.

Social Media Strategy delivers a long-term solution for maximizing social media-led business development.

ABOUT THE AUTHOR:

Julie is the founder of the social media transformation advisory and marketing consultancy Small Wonder. 

A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth.

Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector.

She is also the author of B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales and her books are widely used by PR, marketing and sales professionals, and universities.

And, interesting fact – she once went paragliding in the Alps!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/social-media-strategy-julie-atherton