Episode 26 - Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research

Industrial Growth Institute

Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research in Marketing for Manufacturers - Industrial Growth Institute Podcast Episode # 26 with Ed Marsh

Summary

Douglas Burdett, host of the Marketing Book podcast, shares insights on cutting through opinions and finding the right path to predictable revenue growth.

He emphasizes the importance of understanding customers and solving their problems, rather than focusing solely on advertising.

Burdett recommends books like 'Bullseye Marketing', 'Lean Marketing' by Alan Dib, 'Smart Marketing for Engineers' by Rebecca Geier, 'Content Marketing Engineered' by Wendy Covey, 'They Ask You Answer' by Marcus Sheridan, 'Humanizing B2B' by Paul Cash, and 'Buyer Personas' by Adele Revella as essential reads for B2B industrial business owners.

In this conversation, Douglas discusses the power of understanding your customer and the importance of sales and marketing alignment. He explores:

• the value of creating buyer personas through qualitative research and customer interviews
• his preference for reading hardcover books and the process he uses to take notes
• insights on the use of AI in marketing and cautions against outsourcing the entire marketing function
• focusing on practical resources such as podcasts, YouTube channels, and blogs
• the importance of innovation and marketing in business.

Takeaways

• Cut through opinions and focus on understanding customers and solving their problems.
• Avoid starting with product features and instead focus on understanding customer stresses and friction.
• Understanding your customer is crucial for effective marketing.
• Sales and marketing alignment is essential for business success.
• Creating buyer personas through qualitative research and customer interviews can provide valuable insights.
• AI can be a powerful tool in marketing, but it should be used strategically and with clear direction.
• Focus on practical resources such as podcasts, YouTube channels, and blogs for ongoing learning and professional development.
• Innovation and marketing are key drivers of business growth and profitability.

Takeaway Quotes from Douglas Burdett

• "Marketing is primarily about understanding your customers and how you run your company."
• "Help customers overcome the fear of making a decision and guide them through the buying journey."
• "The closest thing to [the secret sauce] is understanding your customer."
• "Most people would prefer to have a salesperson free experience."

Check out Douglas' website

LinkedIn: Douglas Burdett and Ed Marsh

Twitter: Douglas Burdett and Ed Marsh

Instagram: Ed Marsh

YouTube: @ARTILLERYLLC and @EdMarsh

Show Transcript

Chapters

00:00 Introduction to Douglas Burdett and the Marketing Book Podcast
07:35The Difference Between Advertising and Marketing
15:09 The Biggest Misconception About Marketing for Mid-Sized Businesses
19:27 The Importance of Sales and Marketing Alignment
27:01 Douglas Burdett's Journey into Podcasting
32:05 Essential Books for B2B Industrial Business Owners
43:13 Understanding Your Customer
48:31 Reading Hardcover Books and Taking Notes
51:38 Dissonance between Audio Format and Reading Hardcover Books
56:37 The Value of Interviews and Recommendations
58:30 Practical Topics and Listeners' Preferences
01:03:57 The Importance of Sales and Marketing Alignment
01:09:25 Listening to Podcasts at Normal Speed
01:14:27 AI in Marketing and Practical Use Cases
01:19:03 The Hype and Reality of AI

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

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