Posted in CMO Corner

11 Marketing Books Every CMO Should Read

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sponsored by Google

It’s safe to say that marketing isn’t the same industry it was even five years ago. If you’re a CMO, you know how crucial it is to stay ahead of industry trends — and how challenging that can be when the industry is constantly evolving.

Although we receive the majority of our news through sound bites and social posts, there’s nothing quite like sitting down with a good book to learn new perspectives on such a dynamic field. To get your reading list started, here are 11 marketing books that I believe every CMO needs to read in order to keep growing:

1. Top of Mind by John Hall Hailed as “an absolute must-read for any professional or company seeking to build influence and lead their industry,” John Hall’s “Top of Mind” sheds light on just that: how you can become top of mind with your audience and lead your industry. In this insightful, personable, and straightforward book, Hall explains how he built both his brand and his business relationships through helpful and engaging content. In the rapidly changing digital landscape that marketers are navigating right now, the need to foster authentic business relationships built on trust is even more important — and Hall’s book gives CMOs the tools to stay top of mind with their networks and their industry.

2. Hug Your Haters by Jay Baer One of Business Magazine’s top three business books of 2016, “Hug Your Haters” is a hilarious and relevant twist on the traditional customer service book. While 80 percent of companies claim they provide superior customer service, only an alarming 8 percent of their customers agree. Jay Baer explains the reality of customer service today: that marketers should spend more time interacting with consumers on social media, not through phone or email. Baer uses research to make a compelling argument for addressing every complaint and handling internet trolls in an age when one-third of customer complaints go unanswered.

3. Outside Insight by Jørn Lyseggen If you’re like me, you may occasionally feel oversaturated by marketing industry news and trends. In this book, Jørn Lyseggen advises professionals to step outside their industry bubble and to look beyond internal data. Using real-life examples from Nike to L’Oréal to Barack Obama, “Outside Insight” is packed with tools to aid forward-thinking industry professionals in making innovative and, most importantly, data-driven decisions.

4. The Content Formula by Michael Brenner and Liz Bedor Content marketing can be a monster of a task for many CEOs. The very idea of consistently churning out engaging and informative posts across the internet is daunting — especially at the frequency that many content consumers have come to expect. Michael Brenner and Liz Bedor simplify the whole process, breaking down the numbers behind content to help keep you from breaking your brain — or the bank — with your content marketing campaigns.

5. They Ask You Answer by Marcus Sheridan After the housing crisis in 2008, Marcus Sheridan’s pool company struggled to bring in customers. Today, it turns down millions of dollars in business each year that it just can’t take on. The secret to Sheridan’s success? Content marketing, pure and simple. In “They Ask You Answer,” he explains how his team expanded the company’s web presence and produced winning content in order to create advocates for the brand. He says that CMOs are likely overspending on television, radio, and print; by dropping the “marketing speak” and simply answering questions, they’ll begin to build trust.

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