310 Unfiltered Marketing by Stephen Denny

The Marketing Book Podcast

Douglas Burdett

Sales, B2bmarketing, Contentmarketing, Marketing, B2bsales, Socialmedia, Business, Entrepreneurship, Digitalmarketing

4.9 • 868 Ratings

🗓️ 18 December 2020

⏱️ 87 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World by Stephen Denny and Paul Leinberger

You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection.

As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR.

Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams.

How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing.

Drawing on four years of global research, Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty.

To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values).

Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.

Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/unfiltered-marketing-stephen-denny

Transcript

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0:00.0	This is Steve Denning, co-author of Unfiltered Marketing, Five Rules to Win Back Trust, Credibility, and customers in a digitally distracted world, and you are listening to the Marketing book podcast. Welcome to the marketing book podcast, helping you keep up with the smartest thinking
0:18.6	in the quickly changing field of modern marketing.
0:22.1	And now here's your host, Douglas Burdett.
0:25.0	Hello and thanks for joining me on the Marketing Book Podcast where each week I publish an
0:30.2	interview with the author of a new marketing or sales book and which was named
0:33.1	by Forbes is one of 11 Smart Podcasts that will keep you in the know and named by
0:38.4	LinkedIn is one of 10 podcasts that will make you a better marketer. Don't worry
0:42.4	about taking notes.
0:43.0	You can find links to everything linkable in this episode's website page
0:47.0	at marketingbook podcast.
0:49.0	And since you're a listener to the marketing book podcast
0:52.0	and I read every book featured on the show
0:54.3	if I can recommend a specific marketing or sales book or any other resource I know of for
0:59.5	whatever challenge you're facing send me a LinkedIn connection invite with a message indicating
1:04.0	you're a listener so I won't mistake you for a spammer and ignore you and I will do my best to get you
1:09.6	pointed in the right direction. I do this podcast to help me and my listeners keep up with the
1:14.5	latest ideas that matter most in the quickly changing and somewhat overwhelming world
1:19.5	of modern marketing and sales. My day job is running a marketing agency that helps manufacturers
1:24.6	industrial companies grow their revenue.
1:27.3	To learn more about the problems we solve and how we do it,
1:30.1	visit sales artillery.com. All right, enough yacken.
1:34.0	Let's get on with the show.
	...

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