310 Unfiltered Marketing by Stephen Denny

12/18/20 • 86 min

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Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World by Stephen Denny and Paul Leinberger

You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection.

As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR.

Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams.

How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing.

Drawing on four years of global research, Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty.

To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values).

Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.

Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture.

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

https://www.salesartillery.com/marketing-book-podcast/unfiltered-marketing-stephen-denny

Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World by Stephen Denny and Paul Leinberger

You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection.

As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR.

Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams.

How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing.

Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.

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

https://www.salesartillery.com/marketing-book-podcast/unfiltered-marketing-stephen-denny

Previous Episode

309 The Expansion Sale by Tim Riesterer

The Expansion Sale: Four Must-Win Conversations to Keep and Grow Your Customers by Erik Peterson and Tim Riesterer

Proven customer engagement approaches for winning in the most important moments driving profitability and growth―customer retention and expansion

Industry analysts report that up to 70-80% of business growth comes from existing customers.

So why are you still investing mainly in attracting new customers? And, leaving renewals and upsells to chance? Or, worse yet, using a one-size-fits-all approach to acquisition as you do for expansions?

The Expansion Sale provides everything you need to seize the competitive edge in the customer-success space. Authors Erik Peterson and Tim Riesterer explain how the buying psychology of existing customers differs from that of new customers, and show how to adapt your commercial engagement strategies accordingly.

They provide clear, easy-to-apply messaging frameworks for creating and delivering winning conversations in the four must-win commercial moments of customer success: ensuring renewals, communicating price increases, increasing upsells, and apologizing effectively for service failures.

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

https://www.salesartillery.com/marketing-book-podcast/expansion-sale-tim-riesterer

Next Episode

311 Outbounding by Skip Miller

Outbounding: Win New Customers with Outbound Sales and End Your Dependence on Inbound Leads by Skip Miller

Too many companies have let their salespeople devolve into an order-taking, customer “farming” team where the focus is on following up on inbound leads or just trying to upsell current customers. Outbounding shows them how to power up the sales function with proven strategies that deliver breakthrough results.

Many sales organizations have fallen into an overreliance on inbound lead generation.

However, when the early and easy inbound leads dry up and marketing and social media efforts stop yielding the results enjoyed previously, the need for outbound activity becomes more crucial than ever.

This is the critical time in the life of a business when organizations with a top-notch team trained to sell outbound successfully will rise head and shoulders above the rest.

There are no two ways about it, outbound selling can be intimidating even to the most senior rep. Yet that same intimidation around cold calling and outbound sales can be transformed into confident success ... if you have the right tools at your disposal.

This book equips salespeople with the knowledge, training, and road-tested sales tactics to raise the success rate (and even the enjoyment level) of their outbound sales. Outbounding provides sales teams with everything they need to:

Have the right tools to outbound and not to just harass
Learn how to outbound to the C-Suite as well as the manager level
See prospect meetings less as win-lose battles and more as opportunities to use problem-solving skills
Utilize templates and ideas that really work and can be adapted to one’s own style

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

https://www.salesartillery.com/marketing-book-podcast/outbounding-skip-miller