Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all. Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge.
But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape. Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to:
- Create a focused marketing program that drives results
- Collaborate effectively with the key stakeholders
- Assemble a high-performing marketing team
- Define and nurture your company (and personal) brand
- Build a focused career and find the right job for you
Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide.
Table des matières
- Introduction
- Part 1: Why You Suck at Marketing
- You Suck
- The ‘Good Old Days’
- The Rise of Internet Advertising
- The New Normal for Marketers
- Company Brand vs Personal Brand
- Is Marketing at Risk?
- Part 2: How Not to Suck
- The Basics
- Flexibility and Focus
- Using Core Values to Nurture Your Company Brand
- Don’t Let Your Brand Be That Guy
- What Your Tagline Says About Your Brand
- Finding the Watering Holes
- Always Be Testing
- Creating Raving Fans
- Part 3: Having a Career That Doesn’t Suck
- Career Basics
- Building a Flexible and Focused Career
- Play Nice with Others
- Navigate Job Changes
- Part 4: Assemble a Bigger & Better Band
- Better Together
- Playing Nice
- Part 5: Avoid Sucking at Small Business Marketing
- Becoming Your Own CMO
- Taking It to The Next Level
- Part 6: Crisis Does Suck, But You Can Thrive
- Marketing in the Time of COVID
- Part 7: Marketing Lessons as Memoir
- Epilogue: The TAG Marketing Awards
- Resources
- Marketing Resources
- Glossary of Marketing Acronyms
A propos de l’auteur
With over 20 years of marketing experience, Jeff Perkins is a self‑described marketing geek who frequently contributes to several marketing publications and speaks at many industry events. Jeff’s work has earned him numerous accolades, including the Atlanta Business Chronicle’s MAX Award for marketing excellence and the Technology Association of Georgia’s Award for Marketing Executive of the Year. Jeff is currently CEO at Park Mobile, but he started his career grinding it out in the NYC ad industry. His experiences range from traditional to digital, B2C to B2B, and agency-side to client-side. When he’s not working, you might find him riding his Peloton bike or attending a Bruce Springsteen concert (he’s been to 32 so far). He lives in Atlanta with his awesome wife, two adorable daughters, and two poorly behaved dogs.
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