B-to-B Insights: Even More Summer Reading
From understanding the value of the sales lead—and its declining value over time—to rules for managing and fulfilling inquiries, and gaining the cooperation of the sales force in follow-up and disposition reporting, Obermayer provides practical insights and wisdom that run the gamut of the lead-management process.
What’s New in Your Niche?
I recommend you read the following niche marketing channel books because they’re relevant to rapidly-developing new media trends:
• “Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology” by Alex Michael and Ben Salter.
• “What No One Ever Tells You About Blogging and Podcasting: Real-Life Advice from 101 People Who Successfully Leverage the Power of the Blogosphere” by Ted Demopoulos.
• “Marketing Through Search Optimization: How to be Found on the Web” by John Caples and Fred Hahn.
Oldies, but Goodies
I’m an avid promoter of rereading the classic texts of our industry. Each time I revisit one of these classic volumes, I generate new ideas that help me help my clients to achieve their goals. This is why I relentlessly recommend—to anyone entering the direct marketing business and to those who want to refresh and revitalize their store of marketing knowledge—the following titles:
• “Ogilvy on Advertising” by David Ogilvy.
• “Direct Marketing: Strategy, Planning and Execution” by Ed Nash.
• “Successful Direct Marketing Methods” by Bob Stone and Ron Jacobs.
• “Tested Advertising Methods” by John Caples and Fred Hahn.
• “2,239 Tested Secrets for Direct Marketing Success” by Denny Hatch and Don Jackson.
• “My Life in Advertising and Scientific Advertising” by Claude Hopkins.
• “How to Write a Good Advertisement: A Short Course
in Copywriting” by Victor O. Schwab.
Another set of classic marketing texts, written by Al Ries and Jack Trout, include:
• “Positioning: The Battle for Your Mind.”