The Marketing Book Podcast

Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too) by David Cancel and Dave Gerhardt

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https://www.salesartillery.com/marketing-book-podcast/conversational-marketing-david-cancel

Real-time conversations turn leads into customers

Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.

Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:

Merge inbound and outbound tactics into a more productive dialog with customers Integrate conversational marketing techniques into your existing sales and marketing workflow Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.

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

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

The AI Playbook: Mastering the Rare Art of Machine Learning Deployment by Eric Siegel

ABOUT THE BOOK:

In his bestselling first book, Eric Siegel explained how machine learning works. Now, in The AI Playbook, he shows how to capitalize on it.

The greatest tool is the hardest to use. Machine learning is the world's most important general-purpose technology—but it's notoriously difficult to launch.

Outside Big Tech and a handful of other leading companies, machine learning initiatives routinely fail to deploy, never realizing value.

What's missing? A specialized business practice suitable for wide adoption.

In The AI Playbook, bestselling author Eric Siegel presents the gold-standard, six-step practice for ushering machine learning projects from conception to deployment.

He illustrates the practice with stories of success and of failure, including revealing case studies from UPS, FICO, and prominent dot-coms.

This disciplined approach serves both sides: It empowers business professionals, and it establishes a sorely needed strategic framework for data professionals.

Beyond detailing the practice, this book also upskills business professionals—painlessly.

It delivers a vital yet friendly dose of semi-technical background knowledge that all stakeholders need to lead or participate in machine learning projects, end to end.

This puts business and data professionals on the same page so that they can collaborate deeply, jointly establishing precisely what machine learning is called upon to predict, how well it predicts, and how its predictions are acted upon to improve operations.

These essentials make or break each initiative—getting them right paves the way for machine learning's value-driven deployment.

A note from the author:

What kind of AI does this book cover? The buzzword AI can mean many things, but this book is about machine learning, which is a central basis for—and what many mean by—AI. To be specific, this book covers the most vital use cases of machine learning, those designed to improve a wide range of business operations.

ABOUT THE AUTHOR:

Eric Siegel, Ph.D. is a leading consultant and former Columbia University professor who helps companies deploy machine learning.

He is the founder of the long-running Machine Learning Week conference series, the instructor of the acclaimed online course “Machine Learning Leadership and Practice – End-to-End Mastery,” executive editor of The Machine Learning Times, and a frequent keynote speaker.

His previous book is the bestselling "Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die," which has been used in courses at hundreds of universities and was featured on episode 74 of The Marketing Book Podcast in 2016.

Eric’s interdisciplinary work bridges the stubborn technology/business gap. At Columbia, he won the Distinguished Faculty award when teaching graduate computer science courses in ML and AI. Later, he served as a business school professor at the University of Virginia Darden School of Business.

Eric's many media appearances include Bloomberg TV and Radio, Business News Network (Canada), Israel National Radio, NPR Marketplace, Radio National (Australia), Businessweek, CBS MoneyWatch, The European Business Review, The Financial Times, Forbes, Harvard Business Review, The Huffington Post, The New York Times, Newsweek, Scientific American, The Wall Street Journal, and The Washington Post.

And, interesting fact – he is a dancing machine!

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

https://www.salesartillery.com/marketing-book-podcast/ai-playbook-eric-siegel

Sell More with Science: The Mindsets, Traits, and Behaviors That Create Sales Success by David Hoffeld

About the Book:

Today, in sales, business, and life, you need every advantage you can get.

In Sell More with Science, David Hoffeld, the world’s leading expert on applying science to selling, shares his revolutionary three-part system to experience surefire success at home, at work, and out in the world.

Here, Hoffeld utilizes research studies from social psychology, neuroscience, and behavioral economics to reveal actionable insights you can use to grow your sales, achieve more, and stay ahead of the competition.

You’ll discover:

• Two evidence-based mindsets that will help you earn more sales
• Seven strategies that will boost your chances of reaching any goal
• Powerful principles that will enhance your ability to guide potential clients into positive buying decisions
• Ways to win day-to-day interactions—in business and beyond
• How to reframe any idea or situation
• What it means to sell with integrity
• A science-backed formula you can follow to create positive career change
• And much more

Filled with practical insights and exercises, Sell More with Science is a game-changing guide for anyone who wants to take their influence, sales, or career to new heights.

About the Author:

David Hoffeld is the CEO and chief sales trainer at Hoffeld Group, a research-based sales and consulting firm.

He’s pioneered a sales approach based on research in neuroscience, social psychology, and behavioral economics that’s been proven to dramatically increase sales.

He has trained and coached salespeople from small and medium-sized businesses to Fortune 500 companies.

David has lectured at Harvard Business School and has been featured in Fortune, U.S. News and World Report, The Wall Street Journal, Fast Company, Harvard Business Review, Investor’s Business Daily, INC, Forbes, CBS Radio, Fox News Radio, and more.

And, interesting fact – at the age of 10, he read Dale Carnegie’s bestselling book How to Win Friends & Influence People!

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

https://www.salesartillery.com/marketing-book-podcast/sell-more-science-david-hoffeld