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The Forward Observer

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The Marketing Book Podcast: “The Brand Benefits Playbook” by Allen Weiss

The Forward Observer

In The Brand Benefits Playbook , Weiss and MacInnis help readers understand, and transition to, a benefits-based model. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. About the Author Allen Weiss, Ph.D.,

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The Marketing Book Podcast: “Standout Startup” by Allyson Letteri

The Forward Observer

Standout Startup: The Founder’s Guide to Irresistible Marketing That Fuels Growth by Allyson Letteri About the Book Discover the powerful process that top VC-backed startups use to create an effective marketing strategy with Standout Startup. Standout Startup offers an essential marketing toolkit to help you stand out from the competition.

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The Marketing Book Podcast: “Discover Questions” by Deb Calvert

The Forward Observer

DISCOVER Questions® for Connections, Clarity & Control: The 10th Anniversary Edition by Deb Calvert About the Book Field research, interviews, and practical application + updates for communicating effectively in these turbulent times. DISCOVER Questions® is a framework to make your questions more purposeful.

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The Marketing Book Podcast: “Forget the Funnel” by Georgiana Laudi

The Forward Observer

In Forget the Funnel , Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they’ve developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. Christensen, Taddy Hall, Karen Dillon, and David S.

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The Marketing Book Podcast: “Scientific Advertising” by Claude Hopkins (1923) with Jay Abraham

The Forward Observer

Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way. Information – How to give the consumer the best information to help them buy. Negative advertising – Will it help your sales?

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The Marketing Book Podcast: “The Growth Leader” by Scott Edinger

The Forward Observer

Edinger helps CEOs and leaders intentionally and strategically engage with the customer experience to differentiate, innovate, cultivate loyalty, and grow. Baitch (1995) Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling by Frank V. Corcoran, Kevin J. Petersen, and Laura K.