My name is Tim Matthews, and I have worked in marketing for over twenty years. I wanted to buy this book for my team, but couldn’t find it. So, I decided to write it.
Why? The marketing canon contains books on marketing strategy, like Crossing the Chasm, that are must-reads, but don’t help a marketer on a tactical basis. Ogilvy on Advertising has very practical advice, but is limited to advertising. Lon Safko’s Social Media Bible, weighing in at seven hundred pages, is probably more than you need if you are not a social media specialist. The Professional Marketer, on the other hand, is a compendium that summarizes key skills in marketing, and can be used as a quick reference for applied marketing skills.
This book, in my estimation, explains the minimum set of skills a marketer needs to master to be considered a professional marketer. Anyone who aspires to a career in marketing should be conversant in all of them. The inspiration for the title came from my wife – a former professional cook – and her training manual from the Culinary Institute of America, The Professional Chef. Anyone who graduates from the CIA is trained on all of the fundamental building blocks of food preparation, resulting in a basic fluency that can be applied no matter where or what they cook.
The book is organized into six sections, starting with marketing strategy, moving on to awareness, then to demand generation, working with direct sales and channel partners, and ending with concepts key to running a marketing department.
Section 1 - Marketing Strategy and Science – Peter Drucker, The Four Ps, Ted Levitt, Crossing the Chasm; Positioning and the Brand; Market Segmentation; Marketing Planning
Section 2 - Getting the Word Out – Public Relations; The Press Release; Social Media and WOM Marketing; Product Reviews, Case Studies, Awards, Studies/Surveys
Section 3 - Building Demand – Direct Marketing; Marketing Lists and Databases; Leads Opportunities and the Funnel; Events; Advertising
Section 4 - Arming Sales – The Website; Collateral and Other Assets; Speaking and Presentations; Sales Training and Enablement
Section 5 - Marketing via Channels – Marketing and Selling through a Channel; Partner Programs
Section 6 – Marketing Management – Test and Measure; Showing Results – ROMI, Dashboards and other Metrics; Marketing Budgets; The Marketing Department
Each of the 23 chapters covers a key marketing discipline and is designed to be self-contained. Most include a case study. For the ambitious, I’ve included a reading list of my favorite works.
Can You Give Me a Taste of the Content?
Sure. Here's a link to a draft version (a "rough cut") and below are a few examples of diagrams and topics. Comments are welcome.
Sizing a Market: TAM, SAM, SOM and CAGR
Creating a message platform
How to deliver a presentation that keeps people’s attention
How to do lead forecasting
And lots, lots more.
I am also a big fan of marketing history, and have packed the book with details on where the terms we use every day came from. After reading it, you will impress at every marketing offsite with answers to questions like these.
Who wrote the first press release?
Why do we call it ‘boilerplate’?
Who held the first focus group?
Why are they called ‘white papers’?
What’s a look to book ratio?
What’s a ‘tsotchke’ and how do you pronounce it?
How did Obama fuel the Big Data trend?
Any many more.
How Will the Funds Be Used?
I have already written the book, but need the funds to bring it to market. That’s where you come in. Here is what I estimate it will take:
Final Proofreading $1,800
Manuscript Prep $500
Kindle Prep $200
Image Prep $300
Book Printing $1000
Risks and challenges
I feel pretty good about the state of the book - it's complete and just requires the final professional edit, design and printing. Unless the costs of these services suddenly rise, or I fail to raise my Kickstarter goal, I feel confident I can get the book to market.Learn about accountability on Kickstarter
- (30 days)