Boring2Brave

The ‘bravery-as-a-strategy’ mindset that’s transforming B2B marketing

Häftad, Engelska, 2021

189 kr

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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.

Produktinformation

Utgivningsdatum2021-07-20
Mått156 x 234 x 12 mm
Vikt302 g
FormatHäftad
SpråkEngelska
Antal sidor178
FörlagPractical Inspiration Publishing
ISBN9781788602211

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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, TheDrum, 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.

PrelimsAbout your author About this book ForewordMain text1) How The Hell Did We Get Here?View From Inside B2B’s Tech Marketing BubbleShouldn’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 MoreWhy Are We B2B Marketers So Willing To Settle?B2C - Bravery2CreativityB2B - Boring2BraveThe Boring2Brave Mindset: Be The Entrepreneur Within2) BoringThe ‘Safety’ Gamble: A Risky GameThe Metrics Of MediocrityStrategy And Tactics Without ‘Brand’Winter Of Our Dissed ContentThe Five Boring Beasts of B2B Marketing The Sales Blog The White Paper The Webinar The E-BookThe Trade EventB2B Marketing’s Black Hole The Tale Of Two Daves Battery-Farmed “Creativity”3) BraveDifferent Is GoodVive La DifferenceB2Beatles: Why John, Paul, George And Especially Ringo Should Be Your New Role Models‘Fast And Slow’: How To Master Two-Speed MarketingTrue Impact vs Fake News: The Right And Wrong AnalyticsGrab A Spear: It’s Time To Slay Some DragonsData vs Instinct And The Power Of Being GutsyTrusting In Magic You Can’t MeasureLearn To Brief BraverMaking Bravery Profitable‘Growth Two Ways’ - Personal and Organisational4) Boring2BraveDon’t Look Before You Leap: Lessons To Apply TodaySpeaking Truth To Power (And Trying To Avoid Getting Punched By A Deputy Prime Minister)Frankensteins in Salt Lake CityThe Truth About DataWeaponise Your InstinctROI: A Never-Ending, All-Out SprintBrand Awareness: Growth While You SleepDon’t Be A Marketer, Be A Go-To-Marketer‘Brave’: A Happiness Mindset

Brilliant. Boring2Brave takes a fresh and thought-provoking approach to marketing, with chapters such as ‘Why John, Paul, George and Ringo are perfect B2B role models’ and ‘When you think you’re Han Solo but you’re actually C3P0’ making a companionable but compelling case for doing things differently. Packed with case studies, interviews and valuable practical advice, and challenging the status quo that exists in so many businesses, Boring2Brave will inspire marketing teams to ask the right questions, initiate conversations, think differently, and reap the benefits of being brave.