The Marketer's Playbook: The CMO's Guide to Modern Marketing

by Tony Quin

Overview

The Marketer's Playbook: The CMO's Guide to Modern Marketing

"The Marketer's Playbook" is an invaluable step-by-step guide for how to construct a complete modern marketing system.

Marketing pro Tony Quin cuts through the confusion and complexity of today’s marketing landscape and reveal what’s important and what’s not. In easy to follow steps the authors explain how companies can create a modern marketing system designed for today's digitally savvy consumers.

 

In seven layers “The Marketer’s Playbook” builds a modern marketing system from the ground up.

1. Think Before You Act – develop the strategic plan that shows you what to do.
2. The Engine for Growth – ensure you have healthy brand ready to go to market.
3. Hello World – connect with consumers for the first time.
4. Courting Success – cultivate prospects until they are ready to become buyers.
5. Closing the Deal – convert prospects into customers.
6. Winning the Marathon – keep customers and turn them into advocates.
7. Firing on All Cylinders – how to build and operate the system.

 

Subjects covered include:

• The 10 steps to a great marketing strategy.
• Turning your plan into an execution Playbook and Roadmap.
• The marketing technology you really need and how to get your company behind it.
• When to use media, from print to digital, and how to get the mix right.
• Mastering the challenges of making world-class content.
• Growing customer Lifetime Value.
• Digital marketing strategy.
• Mobile marketing and ecommerce.
• Integrating marketing and sales
• How to win against larger competitors.

“The Marketer’s Playbook” lays out what to do and when to do it. From what goes into a marketing plan to how to nurture leads. It shows what processes, people, technology and consumer insights are needed at each step. It examines how to shift a company culture from product-oriented to consumer-oriented, how to get employee support, how to use marketing agencies, and how to get your budget approved.

For any executive focused on financial services marketing, consumer goods marketing, CMO digital marketing or best marketing practices, this timely book is your playbook.

Product Details

ISBN-13:	9780999858516
Publisher:	IQ Agency
Publication date:	05/21/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	220
File size:	1 MB

Table of Contents

Introduction: Connecting the Dots

What’s changed, how it will affect you, and what you can do about it

Chapter 1: Think Before You Act

Develop the strategic plan that shows you what to do

Chapter 2: The Engine for Growth

Ensure you have a healthy brand ready to go to market

Chapter 3: Hello World

Connect with consumers for the first time

Chapter 4: Courting Success

Cultivate prospects until they are ready to become buyers

Chapter 5: Closing the Deal

Convert prospects into customers

Chapter 6: Winning the Marathon

Keep customers and turn them into advocates

Chapter 7: Firing on All Cylinders

How to build and operate the system

Editorial Reviews

“For any executive trying to drag their company’s marketing into the 21st century this is your playbook.” Jonathan Tann, Chairman Odopod/Publicis

“The Marketer’s Playbook is a must-read for executives looking to understand the new marketing landscape. Tony Quin is an expert in digital marketing, and has crafted a wonderful roadmap for companies to connect to consumers and drive measurable business results. From my years running a digital agency, I can attest that too many company executives sorely need the lessons of The Marketer’s Playbook.” Steve Glauberman – Founder, Enlighten

“The Marketer’s Playbook will give anyone in business a deep understanding of the marketing landscape and a practical blueprint for developing a modern marketing system finely tuned for the digital age. Every professional marketer in charge of a budget to find and win more customers should read this book." Chris Buettner – Snr. Director Brand Marketing, Cox Automotive

"This is one of those tools you wish you had when you started. It’s rare in a world filled with so many high-level marketing “how-to” books to read something that is actually as focused on execution and how things really play out as it is on the theory. The authors have been through it all and bring their learnings and successes to the audience through a step-by-step approach leaving you a more informed executive who actually gets how this stuff works." Joe Olsen – SVP MediaMonks

From the Publisher