Boring2Brave
Practical Inspiration Publishing (Verlag)
978-1-78860-221-1 (ISBN)
Hello. You’re a B2B SaaS marketer, right? Yeah, I thought I recognised you. What are you working on? What’s that? “Whatever the sales team needs to close the next deal?”
It’s hard, right? The maniacal race to convert leads is an addiction for B2B tech companies. But such deal-driven focus means your marketing looks identical to that of your growing competitor set: complex, technical, boring, product-led sales messages spewed onto another whitepaper. It’s self-sabotage: ‘fail to differentiate, blend in, become invisible’.
Sound familiar? Try being braver.
Boring2Brave is a step-by-step guide to showing how B2B marketing done differently will increase your influence and ‘10X’ results. Stop being measured in metrics you’ve always known are meaningless and start building your company’s brand and value. Get off the treadmill. This book will equip you to inject audacity, invention and white-hot competitive advantage into your B2B marketing.
Just by being brave.
A former editor of Marketing Week Magazine, Mark Choueke’s 20-year career at the heart of global B2B marketing has seen him grow more than 50 B2B technology companies across the world.
A former award-winning journalist, Mark has built a reputation as a leader with a 20-year career at the heart of the global B2B marketing and communications arena. He’s been the ‘media’, the ‘agency’ and the ‘brand’; has operated within large corporates and startups alike and has raised investment to found and run a successful business. Mark was editor of Marketing Week magazine and earlier, B2B-focused marketing titles Precision Marketing and Data Strategy and was a business correspondent on newspaper The Sunday Telegraph. Quitting journalism in search of adventure, Mark went to an agency where he worked alongside genuine advertising legends to create stuff that helped grow some of the world’s greatest brands. Since, Mark has served - either on senior leadership teams in-house or as a strategic advisor - more than 50 B2B technology companies across the world, spanning retail, marketing, advertising, e-commerce, travel, financial services and business operations. Mark has built (and continues to build) a powerful global network of ‘brave’ people, including editors of relevant media including B2B Marketing, The Drum, Digiday, Advertising Week and Marketing Week. Mark also regularly collaborates with leading thinkers and rebels across business, brands and culture. He’s hosted two B2B technology marketing podcasts with a total listenership of more than 200,000 and appeared on various others. He’s spoken on hundreds of industry stages in numerous countries including the likes of ‘Think with Google’ in London and ‘Viva Technology’ in Paris and invented benchmark industry events including Marketing Week Live. Passionate about coaching and developing others, Mark has mentored for The Founder Institute and was a founding board director, media partner and speaker for The Marketing Academy. A believer in ‘always saying yes’, in 2020 Mark performed live comedy improv with nine other chief marketing officers to raise £30k for Comic Relief.
Prelims
About your author
About this book
Foreword
Main text
1) How The Hell Did We Get Here?
View From Inside B2B’s Tech Marketing Bubble
Shouldn’t "Technology Marketing" Be A Bit More Rock ’n’ Roll?
Han Solo & C3PO: Only One Of Them Is 'B2B Tech Marketing'...
Planet Earth 2016-2020 (and beyond): Why Your Customer Deserves More
Why Are We B2B Marketers So Willing To Settle?
B2C - Bravery2Creativity
B2B - Boring2Brave
The Boring2Brave Mindset: Be The Entrepreneur Within
2) Boring
The ‘Safety’ Gamble: A Risky Game
The Metrics Of Mediocrity
Strategy And Tactics Without ‘Brand’
Winter Of Our Dissed Content
The Five Boring Beasts of B2B Marketing
The Sales Blog
The White Paper
The Webinar
The E-BookThe Trade Event
B2B Marketing’s Black Hole
The Tale Of Two Daves Battery-Farmed “Creativity”
3) Brave
Different Is Good
Vive La Difference
B2Beatles: Why John, Paul, George And Especially Ringo Should Be Your New Role Models
‘Fast And Slow’: How To Master Two-Speed Marketing
True Impact vs Fake News: The Right And Wrong Analytics
Grab A Spear: It’s Time To Slay Some Dragons
Data vs Instinct And The Power Of Being Gutsy
Trusting In Magic You Can’t Measure
Learn To Brief Braver
Making Bravery Profitable
‘Growth Two Ways’ - Personal and Organisational
4) Boring2Brave
Don’t Look Before You Leap: Lessons To Apply Today
Speaking Truth To Power (And Trying To Avoid Getting Punched By A Deputy Prime Minister)
Frankensteins in Salt Lake City
The Truth About Data
Weaponise Your Instinct
ROI: A Never-Ending, All-Out Sprint
Brand Awareness: Growth While You Sleep
Don’t Be A Marketer, Be A Go-To-Marketer
‘Brave’: A Happiness Mindset
| Erscheinungsdatum | 11.06.2021 |
|---|---|
| Verlagsort | Tadley |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Gewicht | 302 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-78860-221-8 / 1788602218 |
| ISBN-13 | 978-1-78860-221-1 / 9781788602211 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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