Rethink Your Marketing

If your business is stuck and you just cannot seem to grow beyond your current plateau, Rethink Your Marketing arms you with seven strategies for getting unstuck to fuel your revenue growth. Rethink Your Marketing helps you to identify the specific levers of your marketing that will lead to new growth, enabling you to cut through the noise to what truly moves the needle. Rethink Your Marketing includes marketing wisdom from more than 50 companies. Want to know how Russell Weiner, President at Domino's, created the fastest-growing restaurant in the U.S.? Want to know how Mark Organ took Eloqua from near bankruptcy to being acquired for $871 million? Want to know how Michelle Stern, SVP at Legendary Entertainment, is working with her applied analytics team to upend the way the entire movie industry markets films? Want to know how Jerome Hiquet, CMO at Tough Mudder, is plotting the brand's future growth? This book's got you covered! If your business has hit a plateau, rethink your brand's marketing to unleash growth. Merely tweaking what you are doing, though, will most likely lead to stagnation. Merely copying what the competition is doing will result in frustration. Merely following what the media is hyping will lead to failure. Instead, Rethink Your Marketing teaches you to avoid tinkering, and instead to go big, go bold, and go all out in highly strategic ways. From audience targeting and neuromarketing, to marketing mix and marketing metrics, after reading this book you'll learn a variety of paths for unleashing revenue growth. From basketball-playing sumo wrestlers to innovative revenue models, you'll uncover how dozens of highly successful brands are achieving marketing breakthroughs and accelerating their growth. Read Rethink Your Marketing, and learn to transform your business.

Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: the centrality of product marketing to any product’s success the key skills and actions required to do it well the four fundamentals of product marketing and how to apply them how to hire, lead, and organize product marketing how product marketers optimize crucial collaboration with other functions one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.

If you think doing consistently great creative work inevitably leads to long hours, chaos and burnout, we have just one thing to say: Rethink. Rethink your priorities. Rethink your approach. And rethink your product in the process. Rethink is a one-word business plan for any company in the creative arts—from advertising, to design, to publishing, architecture or software development. Rethink is also one of the world’s most consistently awarded advertising and design agencies. Headquartered far off the beaten track in Vancouver, Rethink has been radically breaking rules for two decades, proving that you can do work that gets the world’s attention, without sacrificing efficiency and a balanced life. Now, for the first time, Rethink offers you a how-to manual of their 55 best tools for creating a sustainable, successful creative culture—tools that will help you inspire your people, boost your bottom line and take your creative product to the next level. Tried, true, constantly tweaked and consistently proven, these tools are simple and effective ways to inspire teams, boost creativity and cut through the bullshit at every stage of the process. Rethink’s step-by-step plan is radical, refreshing and relatable to any business striving for creative excellence.

The obstacles facing all companies today were relatively nonexistent not too long ago--increasingly rapid and disruptive innovation, economic instability as we’ve never experienced before, environmental degradation, increasing stakeholder power, just to name a few--yet far too many companies are still mindlessly applying the old rules of business and expecting the same stellar results that last worked successfully for them literally a millennium ago!The New Corporate Facts of Life explains how myopically chasing quarterly results, producing the same product the same way, issuing directives to increasingly disengaged employees, and many other oldie-but-not-goldies have become outdated practices that many are using still to their detriment and eventual demise. Based on interviews with over 50 top executives and thought leaders, including Coca-Cola Enterprises CEO John Brock, Georgia Tech president G.P. “Bud” Peterson, and author Peter Senge, this indispensable book for the twenty-first-century business recounts how leading-edge companies have begun reshaping strategy, culture, vision, engagement, and leadership in order to reach new heights in this constantly changing world.Change is the only constant in business--and as the environment, technology, and way of life changes, so must the strategies and operations of the company that wishes to remain relevant. The New Corporate Facts of Life offers a bird’s-eye view of the shifting landscape and reveals how any organization, large or small, can begin creating a profitable, sustainable future.

If you're frustrated with your lead generation results and you're looking to turn things around, this book is for you. Rethink Lead Generation teaches you how to think differently to unleash growth. Read the book and uncover strategies to leverage extreme creativity, lateral thinking, and marketing innovation to attract more attention, leads, and revenue.

The retail marketplace has undergone mind-boggling change in the way it functions. Retail businesses are experiencing the biggest shift in their business paradigm in more than 60 years. Online shopping presently accounts for about 70% of all retail sales. Prospects and customers to have more choices than before. The retail marketplace is now consumer oriented. So a new kind of consumer has emerged with a very different way of making buying decisions. Perceptions of companies and their products held by consumers are the only things that matter. Increased sales are only achieved if you understand your prospects’ and customers’ perceptions of both your product and your company. Marketers must realize that these new consumers want to feel engaged with your business on an emotional level. They are not interested in one-off transactions with conventional retailers. Astute marketers create relationships with their customers because human nature tells us that people desire relationships not just transactions. Many things may change, but people will always seek relationships and do business with people and companies they like. This book is about why they like certain businesses and not others. It’s about people as consumers. I can almost guarantee that after reading this book you’ll never see the world the same way again.

We are having a content crisis! Our attention isn't the same anymore and we the 'content' people have to rethink our approach. We've spent over a decade feeding these massive companies with content and it's more important than ever to own your content footprint. My goal with this book is to bring new life, ideas and synergies to people who've wanted to get back to understanding the value of content in their organization, vertical or for their brand. What soon became clear to me after March 2020 was that it will never be the content that we create that is actually king, it will always be the connection. Platforms, trends, channels, apps, services and groups will always evolve into many forms, but your hard value will be your only factor that you can control. I've worked in content from beta tape to cloud AI Strategy, from Big brands to local brands, and the only thing I see consistently is a plea for a content strategy solution. I've struggled with the idea of content strategy for a while. I find it to be an umbrella term for multiple inputs which leaves a lot of un accountabilityContent doesn't live and die on social platforms and in marketing campaigns, it is often a purpose-driven initiative that we've lost sight of, simply because we often don't take the time to evaluate what our multiple KPIs are. It's time for the worlds of creators, brand managers and producers to stop to consider where the real value is coming from. Content doesn't live and die on social platforms and in marketing campaigns, it is often a purpose-driven initiative that we've lost sight of, simply because we often don't take the time to evaluate what our multiple KPIs are. It's time for the worlds of creators, brand managers and producers to stop to consider where the real value is coming from. Let's start to Rethink this.