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Boring2Brave By Mark Choueke

Boring2Brave by Mark Choueke

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Summary

Part manifesto, part case-study directory, part 'how-to' guide: the gutsy little handbook for B2B marketers looking to '10X' their impact

Boring2Brave Summary

Boring2Brave: The 'bravery-as-a-strategy' mindset that's transforming B2B marketing by Mark Choueke

Hello. You're a B2B SaaS marketer, right?

Yeah, I thought I recognized you. What are you working on?

What's that? Whatever the sales team needs to close the next deal.

It's hard, right? The maniacal race to convert leads is an addiction for tech companies.

But such deal-driven focus means your B2B marketing often looks identical to that of your growing competitor set: complex, technical, product-led sales messages blurted into another whitepaper.

It's self-sabotage: 'fail to differentiate, blend in, become invisible'.

If this all sounds familiar, you need this book.

Why?

Boring2Brave is a step-by-step guide to showing how B2B marketing done differently can influence strategy and '10X' results.

It's 'get-off-the-treadmill' time. Stop being measured in metrics you've always known are meaningless and start building your company's brand and value.

Mark's 'Bravery-as-a-Strategy' approach unshackles you from the stale, ineffective drudge of conventional B2B software selling.

This book will equip you to inject audacity, invention and white-hot competitive advantage into your B2B marketing.

Just by being brave.

A former editor of Marketing Week magazine, Mark's 20-year career at the heart of global B2B marketing has seen him grow more than 50 B2B technology companies across the world.

'This book should be required reading for all B2B marketers.'
Desiree Motamedi, Senior Global Marketing Director, Workplace at Facebook

'Few business books are this funny and engaging.'
Anthony Eskinazi, Founder and CEO, JustPark

'If you're going to read one great book this year, make it this one.'
Pete Markey, Chief Marketing Officer, Boots

Boring2Brave shows you the treasure map, it's up to you to take the journey.'
Reilly Dunn, Senior Enterprise Account Executive, Slack

About Mark Choueke

A former award-winning journalist, Mark has built a reputation as a leader with a 20-year career at the heart of the global B2B marketing and communications arena.

He's been the 'media', the 'agency' and the 'brand'; has operated within large corporates and startups alike and has raised investment to found and run a successful business.

Mark was editor of Marketing Week magazine and earlier, B2B-focused marketing titles Precision Marketing and Data Strategy and was a business correspondent on newspaper The Sunday Telegraph.

Quitting journalism in search of adventure, Mark went to an agency where he worked alongside genuine advertising legends to create stuff that helped grow some of the world's greatest brands.

Since, Mark has served - either on senior leadership teams in-house or as a strategic advisor - more than 50 B2B technology companies across the world, spanning retail, marketing, advertising, e-commerce, travel, financial services and business operations.

Mark has built (and continues to build) a powerful global network of 'brave' people, including editors of relevant media including B2B Marketing, The

Drum, Digiday, Advertising Week and Marketing Week. Mark also regularly collaborates with leading thinkers and rebels across business, brands and culture. He's hosted two B2B technology marketing podcasts with a total listenership of more than 200,000 and appeared on various others. He's spoken on hundreds of industry stages in numerous countries including the likes of 'Think with Google' in London and 'Viva Technology' in Paris and invented benchmark industry events including Marketing Week Live.

Passionate about coaching and developing others, Mark has mentored for The Founder Institute and was a founding board director, media partner and speaker for The Marketing Academy.

A believer in 'always saying yes', in 2020 Mark performed live comedy improv with nine other chief marketing officers to raise GBP30k for Comic Relief.

Table of Contents

Prelims

About your author

About this book

Foreword

Main text

1) How The Hell Did We Get Here?

  • View From Inside B2B's Tech Marketing Bubble
  • Shouldn't Technology Marketing Be A Bit More Rock 'n' Roll?
  • Han Solo & C3PO: Only One Of Them Is 'B2B Tech Marketing'...
  • Planet Earth 2016-2020 (and beyond): Why Your Customer Deserves More
  • Why Are We B2B Marketers So Willing To Settle?
  • B2C - Bravery2Creativity
  • B2B - Boring2Brave
  • The Boring2Brave Mindset: Be The Entrepreneur Within

2) Boring

  • The 'Safety' Gamble: A Risky Game
  • The Metrics Of Mediocrity
  • Strategy And Tactics Without 'Brand'
  • Winter Of Our Dissed Content
  • The Five Boring Beasts of B2B Marketing
  1. The Sales Blog
  2. The White Paper
  3. The Webinar
  4. The E-BookThe Trade Event
  • B2B Marketing's Black Hole
  • The Tale Of Two Daves Battery-Farmed Creativity

3) Brave

  • Different Is Good
  • Vive La Difference
  • B2Beatles: Why John, Paul, George And Especially Ringo Should Be Your New Role Models
  • 'Fast And Slow': How To Master Two-Speed Marketing
  • True Impact vs Fake News: The Right And Wrong Analytics
  • Grab A Spear: It's Time To Slay Some Dragons
  • Data vs Instinct And The Power Of Being Gutsy
  • Trusting In Magic You Can't Measure
  • Learn To Brief Braver
  • Making Bravery Profitable
  • 'Growth Two Ways' - Personal and Organisational

4) Boring2Brave

  • Don't Look Before You Leap: Lessons To Apply Today
  • Speaking Truth To Power (And Trying To Avoid Getting Punched By A Deputy Prime Minister)
  • Frankensteins in Salt Lake City
  • The Truth About Data
  • Weaponise Your Instinct
  • ROI: A Never-Ending, All-Out Sprint
  • Brand Awareness: Growth While You Sleep
  • Don't Be A Marketer, Be A Go-To-Marketer
  • 'Brave': A Happiness Mindset

Additional information

NGR9781788602211
9781788602211
1788602218
Boring2Brave: The 'bravery-as-a-strategy' mindset that's transforming B2B marketing by Mark Choueke
New
Paperback
Practical Inspiration Publishing
20210720
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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