Description
Book SynopsisHello. 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.
Trade ReviewBeing creative is important in any job. Being creative when you are in marketing is vital. This book is for those working in marketing and creative jobs, looking to brush up their creative stream and be brave. Very interesting and supportive.
* NetGalley *
A thought provoking read for B2B marketers at all levels
Boring2Brave is an illuminating read, throwing down the gauntlet to B2B marketers everywhere to raise their game and dare to be braver in their marketing activity. Brought to life by insightful – and amusing – examples from thought leaders across the industry, this is a great work that raises question we as marketers should all be asking ourselves: Do I want to spend my life writing ebooks? Are my creative skills really bringing genuine value to the business launching another inane newsletter? Or can I be better by being braver? A breath of fresh air in marketing strategy literature, Boring 2 Brave is a great way to reconsider your marketing activity and inspire new ways of thinkings for yourself, and across your wider business.
* Amazon *
Table of ContentsPrelims
About your author
About this book
Foreword
Main text
1) How The Hell Did We Get Here?
- View From Inside B2B’s Tech Marketing Bubble
- Shouldn’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 More
- Why Are We B2B Marketers So Willing To Settle?
- B2C - Bravery2Creativity
- B2B - Boring2Brave
- The Boring2Brave Mindset: Be The Entrepreneur Within
2) Boring
- The ‘Safety’ Gamble: A Risky Game
- The Metrics Of Mediocrity
- Strategy And Tactics Without ‘Brand’
- Winter Of Our Dissed Content
- The Five Boring Beasts of B2B Marketing
- The Sales Blog
- The White Paper
- The Webinar
- The E-BookThe Trade Event
- B2B Marketing’s Black Hole
- The Tale Of Two Daves Battery-Farmed “Creativity”
3) Brave
- Different Is Good
- Vive La Difference
- B2Beatles: Why John, Paul, George And Especially Ringo Should Be Your New Role Models
- ‘Fast And Slow’: How To Master Two-Speed Marketing
- True Impact vs Fake News: The Right And Wrong Analytics
- Grab A Spear: It’s Time To Slay Some Dragons
- Data vs Instinct And The Power Of Being Gutsy
- Trusting In Magic You Can’t Measure
- Learn To Brief Braver
- Making Bravery Profitable
- ‘Growth Two Ways’ - Personal and Organisational
4) Boring2Brave
- Don’t Look Before You Leap: Lessons To Apply Today
- Speaking Truth To Power (And Trying To Avoid Getting Punched By A Deputy Prime Minister)
- Frankensteins in Salt Lake City
- The Truth About Data
- Weaponise Your Instinct
- ROI: A Never-Ending, All-Out Sprint
- Brand Awareness: Growth While You Sleep
- Don’t Be A Marketer, Be A Go-To-Marketer
- ‘Brave’: A Happiness Mindset
