The Future of One to One by Don Peppers and Martha Rogers
This book revolutionized marketing when it launched in 1993, and believe it or not, it’s still very relevant. “This is the first book in the history of marketing to talk about communicating with a person from a person-to-person level, a one-to-one level,” says Sweezey.
The concept is simple. While most businesses follow mass-marketing rules of pitching their products to everyone with a pulse, selling more goods to fewer people is not only more efficient, but more profitable. It is truly a radically innovative business paradigm of its time, and its relevance today about focusing on one customer at a time, still holds true.
Permission-Based Marketing by Seth Godin
“This is the book that sets the precedence of why we use forms with content to obtain email addresses,” Sweezey advises.
The book walks you through the concept of reaching out only to those individuals who have signaled an interest in learning more about your product. That way, you are developing long-term relationships with customers, creating trust, building brand awareness, and greatly improving the chances of making a sale.
Flip the Funnel by Joseph Jaffe
“This is a phenomenal book that gets you thinking in a different direction from blasting everybody with mass communication, to how to focus, get targeted and tactical,” says Sweezey.
With a renewed focus and energy on customer experience, Jaffe challenges marketers to think about growing sales, while decreasing budget, by engaging a few customers to spread the word to many. It’s about doing more with less.
Marketing Automation for Dummies by Mat Sweezey
Perhaps a bit of a shameless plug, but it’s very relevant. This book takes all of the learnings from the previous books, and makes it executional. “What is the strategy and the actual techniques to execute these ideas in a marketing automation platform? That’s what my book will do for you,” says Sweezey.
This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them.
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