Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, by Linda J Popky
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Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, by Linda J Popky
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Marketing today is out of control. With all the new marketing techniques accessible to the masses, it’s becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it’s a lot of noise.Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand:
- The critical upfront work needed to really understand customers, markets and unmet needs
- The value of consistent, focused messaging
- Why empowering employees to effectively represent the brand is so critical
- How to thrive in an age of user-generated content and customer driven marketing
- Why it’s key not to confuse selling with installing
- Amazon Sales Rank: #1029587 in Books
- Brand: Bibliomotion
- Published on: 2015-03-24
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x .90" w x 6.10" l, .0 pounds
- Binding: Hardcover
- 224 pages
Review “A lot of marketing talk focuses on technology: Twitter, Facebook, viral videos, clicks. Linda Popky understands that technology is an important piece of the puzzle, but not THE most important piece. Her back-to-basics approach builds on foundational values like trust, relationship-building, and resilience to create customer interest and loyalty. Marketing Above the Noise speaks to marketers in their language, but it really shines when the author digs into what specific companies are doing right and wrong." – Daniel H. Pink, best-selling author of Drive and To Sell is Human“Because of the near infinite amount of information available on the web, buyers now have more information than sellers. It is a new world requiring smart marketers to educate and inform instead of interrupt and sell. Linda Popky shares strategies and tactics that work in this new environment and how to implement them to grow your business.” – David Meerman Scott, best-selling author of ten books including The New Rules of Marketing and PR“It may seem counterintuitive in our new social and digital world, but many aspects of marketing are timeless and still relevant today. In this book, Linda Popky updates these timeless principles with the latest technologies available to marketers. Read this book to ensure your marketing isn't static in the digital era." – Charlene Li, CEO of Altimeter Group, author of New York Times best-seller Open Leadership & co-author of Groundswell“Marketing Above the Noise is a tour de force that will help anybody interested in creating marketing dominance to do so in a customer-oriented, highly profitable manner.” – Alan Weiss, best-selling author of Million Dollar Consulting“Marketing Above the Noise is required reading for anyone who wants to be more effective at using marketing to reinvent and grow their business. Linda Popky shows us how to take the most essential elements of traditional marketing and apply them in the fast-changing world of social business." – Dorie Clark, author of Reinventing You: Define Your Brand, Imagine Your Future; adjunct professor, Duke University Fuqua School of Business“Stop the marketing madness! If you’re a CEO or a CMO who is tired of wasting money on me-too marketing that doesn’t work, you must read this book. Linda Popky shows you how to differentiate yourself and a creating a compelling customer-centric strategy that will drive business and make you proud.” – Lisa Earle McLeod, author of Selling with Noble Purpose“Thought provoking and to the point. This book cuts above the noise in the marketing world today.” – Adrian C. Ott, award-winning author and CEO, The 24-Hour Customer and Exponential Influence®“Want to stand out in today’s crowded marketplace? Looking for easy-to-implement marketing strategies that are proven to be effective? In Marketing Above the Noise, Linda Popky shares the insider secrets to building buzz that make her Silicon Valley’s go-to marketing guru. Get your copy today!” – Denise Brosseau, CEO, Thought Leadership Lab and author of Ready to Be a Thought Leader?“This book will change the way you think about your business. In today’s membership economy, it’s more important than ever that marketers know how to think strategically and stand above the crowd.” – Robbie Kellman Baxter, author of The Membership Economy“In my work as a CEO advisor I often assess to see whether my client's organization has the capabilities necessary to achieve their objectives. In more cases than not, I find marketing lacking. That’s not good, because along with performance, effective marketing is the prerequisite for success. Linda Popky lays out what it takes to succeed. She shows how to get more definitive results from your campaigns, the ways to greater customer engagement, loyalty, and growth. This marketing book is about achieving strategic advantage. Isn't that what it's all about? Master the knowledge in this book and you are on your way.” – Seth Kahan, best-selling author of Getting Change Right and Getting Innovation Right“As a board member, interim CEO, and C-level executive coach, I love the themes contained in Linda Popky's approachable and engaging book Marketing Above the Noise. In so many cases, when I begin working at the strategic level with companies, they do not know exactly who their customers are, how to engage their prospective customers, and to view marketing in the strategic context where it can catapult a company to its rightful place in the market. Linda makes marketing practical and actionable, using terrific metaphors and stories to make her points so that all executives will want to own this book and leverage its sage advice.” – Janis M. Machala, managing partner, Paladin Partners“Linda Popky’s Marketing Above the Noise is a clear message to business leaders on how to market effectively, bring a clear message to customers, and, of course, differentiate from the competitors.” – Brian Geitner, president, NextGear Capital“With a strategic focus and real world examples, this book shows how to make your marketing program exceptional. Read it, follow Linda’s advice, and your marketing program will be outstanding.” – George C. Steinke, CEO, SioTeX Corporation; Entrepreneur- in-Residence, Texas State University“Linda Popky understands that you can't change just one thing and expect success; you have to work with your full network and all your organization's resources. Marketing Above the Noise provides the strategic guidance you need to quiet the complexity and achieve results.” – Terri Griffith, PhD, Chair of Santa Clara University Management Department and author of the award-winning book, The Plugged-In Manager: Get in Tune with Your People, Technology, and Organization to Thrive“For anyone in the business of getting attention for themselves, their companies, or their products, Popky's book should be on your list. This is a masterful collection of branding and marketing insider knowledge, full of examples from Fortune 500 business issues down to selling snow-cones at the county fair." – Luke Sullivan, chair of Advertising Department, Savannah College of Art and Design“In her book, Linda Popky addresses one of the nagging questions for post-Twitter marketers: which old-school marketing principles still apply, and which new marketing strategies are essential. She delivers a fresh approach on how to leverage the old with the new to create breakthroughs for your brand and your business. Marketing Above the Noise is accessible, practical, and results-focused—a must-read not just for marketers but for anyone in a company who works closely with marketing to create results for the company.” – Kate Purmal, former SVP Digital Content at SanDisk, now co-founder and COO of CoPilot Systems“As a musician and business owner, I love how Linda uses many musical metaphors to illustrate her marketing points. Linda made it easy to understand how to diminish background noise and through her effective marketing strategies, augment my business.” – Polly van der Linde, director/owner, Sonatina Enterprises“Finally—a book that explains how to market effectively in this new, chaotic world. Marketing Above the Noise takes a pragmatic approach to developing effective marketing and advertising campaigns that actually work in today’s environment.” – Jeff Johnson, EVP, General Manager, Cramer-Krasselt“I’d like to get this book in the hands of our partners, as well as our marketing team. Linda’s common sense approach to marketing is valuable for channel partners, as well as for marketers in general.” – Erna Arnesen, VP Global Channel & Alliance Marketing, Plantronics“I’m a sales expert and I love this book! Why? Because high performing sales teams need marketing teams that understand what it takes to build an ongoing sales boom. In Marketing Above the Noise, Linda Popky talks about the kind of upfront strategic work that helps sales and marketing organizations engage effectively for long-term success.” – Colleen Francis, founder and president, Engage Selling Solutions
About the Author Linda Popky is the president of Leverage2Market Associates, a Redwood Shores-based strategic marketing company that helps transform organizations through powerful marketing performance. In 2009, Linda was named one of the top women of influence in Silicon Valley and inducted into the Million Dollar Consultant(R) Hall of Fame. She is the first marketing expert worldwide certified to offer the Private Roster(TM) Mentoring Program for consultants and entrepreneurs, and the first licensee of Alan Weiss's workshops and seminars. Linda is the past president of WIC, and she served as VP of marketing for the Northern California chapter of the Business Marketing Association (BMA). She is a member of the Society for the Advancement of Consulting (SAC) and Watermark, the organization for exceptional executive women who have made their mark, where she serves on the Strategic Development Board. Linda has served as program advisor for the Integrated Marketing Program at San Francisco State University's College of Extended Learning, and she is a member of the Advisory Board of University of California Santa Cruz Extension in Silicon Valley. A classically trained pianist, Linda recently released "Night Songs," a CD of classical piano music. She resides in the San Francisco Bay area.
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Most helpful customer reviews
3 of 3 people found the following review helpful. "Price is what you charge. Value is what people think it's worth." Warren Buffett By Robert Morris I selected the Buffett statement because it correctly affirms the importance of perceived value and the primacy of the consumer's perspectiveSince the marketplaces in ancient Greece and then Rome, marketing's purpose has been - and continues to be - creating or increasing demand for whatever is offered, be it a smartphone or a magazine subscription, a light beer or a children's toy. Competition for consumer attention now is much greater than it was at any prior time that I can remember. The difficulty of that exacerbated by the fact that - mostly because of the Web - consumers are better informed today than ever before. They control the purchase decision process.I agree with Linda Popky that marketers should focus on "developing those long-term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of new media and new approaches and be prepared to integrate them. But they need to do this in a way that makes sense for their business. They need to maintain a clear focus above the din of the roaring crowd - above the marketing noise."How to do that? Popky recommends using the Dynamic Marketing Leverage Assessment Model which examines eight marketing principles "that have been at the core of good marketing initiatives for a long, long time." More specifi9c ally, she refers to strategy, products and/ort services, customers, brand, communication, operations, sales channels, and market analysis. Interaction between and among them must be carefully coordinated at all levels and in all areas of the given enterprise.These are among the dozens of passages of greatest interest and value to me, also listed to suggest the scope of Popky's coverage:o How Do You Get Above the Noise?, and, Figure 1-2: The Dynamic Market Leverage Model (Pages 10-12)o Change Is the New Constant (15-18)o The Five Stages of the Purchase Process (27-30)o Demand Generation (40-41)o Conversations, Content, and Communities (43-48)o Go to Market Means Go to Consumers (65-66)o What Does the Ideal Bank Look Like (81-84)o Five Ways to Generate Demand (86-98)o Are We Harmonizing or Shouting at Each Other? (104-107)o Channeling a New Force (110-112)o Data, Data Everywhere (116-117)o Sharing Data Insights to Assist Customers (122-124)o Which Comes First: Customers or Employees? (132-133)o Setting the Table (137-138)o Context Counts (144-145)o Using Social Sharing to Save Lives (146-148)o The Five Momentum Factors (158-170)Once again, I agree with Linda Popky: "Now, more than ever before, we need marketing stewardship. Just as a good orchestra needs a good conductor [and a great orchestra has a great conductor], we need strong marketing leaders who understand both the business and the craft of marketing. We need these people to be well integrated into the organization so they can tie marketing to the overall objectives of the business. Only then can we help our organization find their true voice and be heard above the noise."In fact, I am among those who believe that [begin italics] everyone [end italics] within an organization should be actively and continuously involved in efforts to create or increase demand, not only for products and services but also for employment, career opportunities, and joint ventures. Ben McConnell and Jackie Huba wrote a book in which they explain how to create what they characterize as "customer evangelists." Companies annually ranked among those that are most highly regarded and best to work for are also annually ranked among those that are most profitable and have the greatest cap value in their competitive marketplace. Yes, they all have customers who are "evangelists" as well as employees (or associates, if you prefer) who are also evangelists. Marketing is a constant sport and in the most successful companies, everyone is a player.
2 of 2 people found the following review helpful. A Must Read for Any Marketer. By Robbie Kellman Baxter, author of The Membership Economy As a professional marketer and as an author myself, I love this book. It's smart, fun-to-read and actionable. Popky has done it all--she's been on the agency side, the corporate side and been an outside advisor to CMOs--so she really understands what works.I have seen a lot of marketers get caught up in the details, focusing on specific campaigns, or the channel-of-the moment, and forget to focus on what really matters--being heard by the right people, and ultimately, generating revenue.Popky's Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business, is a tremendous tool for organizations, and can help them see beyond social, digital and all the other tactics, to develop a clear strategy that will get results.I highly recommend it!Robbie Kellman BaxterAuthor of The Membership Economy
2 of 2 people found the following review helpful. Cutting through marketing confusion to focus on the essentials By Anne Janzer Marketers suffer from ‘shiny object syndrome’ – always drawn to the next new thing. In Marketing Above The Noise, Linda describes the timeless essentials of good marketing, illustrating them with timely examples and stories. This is a terrific guide to how to do marketing right by focusing on long-term value for your customers. When there are so many demands on your marketing budgets and time, it’s critical to focus on the right things. This book will help you do that.
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