Marketing Above the Noise: Achieve Strategic Advantage with Marketing That Matters
By Linda Popky
Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage, an approach to help cut through the clutter, stand out, and effectively build business.
"Marketing Above the Noise" takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand:
The critical upfront work needed to really understand customers, markets and unmet needs
The value of consistent, focused messaging
Why empowering employees to effectively represent the brand is so critical
How to thrive in an age of user-generated content and customer driven marketing
Why it s key not to confuse selling with installing
The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment.
Today s businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowdabove the marketing fray.
Most organizations don t have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they re not able to integrate every new tactic as it appears and they re not sure how to prioritize all of these options.
What s needed is a timeless frameworka way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It s time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their businessnot just once, but time and time again. "
"A lot of marketing talk focuses on technology: Twitter, Facebook, viral videos, clicks. Linda Popky understands that technology is an important piece of the puzzle, but not THE most important piece. Her back-to-basics approach builds on foundational values like trust, relationship-building, and resilience to create customer interest and loyalty. "Marketing Above the Noise" speaks to marketers in their language, but it really shines when the author digs into what specific companies are doing right and wrong." - Daniel H. Pink, best-selling author of "Drive" and "To Sell is Human"
"Because of the near infinite amount of information available on the web, buyers now have more information than sellers. It is a new world requiring smart marketers to educate and inform instead of interrupt and sell. Linda Popky shares strategies and tactics that work in this new environment and how to implement them to grow your business." - David Meerman Scott, best-selling author of ten books including "The New Rules of Marketing and PR"
"It may seem counterintuitive in our new social and digital world, but many aspects of marketing are timeless and still relevant today. In this book, Linda Popky updates these timeless principles with the latest technologies available to marketers. Read this book to ensure your marketing isn't static in the digital era." - Charlene Li, CEO of Altimeter Group, author of New York Times best-seller "Open Leadership" & co-author of "Groundswell"
""Marketing Above the Noise" is a tour de force that will help anybody interested in creating marketing dominance to do so in a customer-oriented, highly profitable manner." - Alan Weiss, best-selling author of "Million Dollar Consulting"
""Marketing Above the Noise" is required reading for anyone who wants to be more effective at using marketing to reinvent and grow their business. Linda Popky shows us how to take the most essential elements of traditional marketing and apply them in the fast-changing world of social business." - Dorie Clark, author of "Reinventing You: Define Your Brand, Imagine Your Future"; adjunct professor, Duke University Fuqua School of Business
"Stop the marketing madness! If you're a CEO or a CMO who is tired of wasting money on me-too marketing that doesn't work, you must read this book. Linda Popky shows you how to differentiate yourself and a creating a compelling customer-centric strategy that will drive business and make you proud." - Lisa Earle McLeod, author of "Selling with Noble Purpose"
"Thought provoking and to the point. This book cuts above the noise in the marketing world today." - Adrian C. Ott, award-winning author and CEO, "The 24-Hour Customer and Exponential Influence(R)"
"Want to stand out in today's crowded marketplace? Looking for easy-to-implement marketing strategies that are proven to be effective? In "Marketing Above the Noise," Linda Popky shares the insider secrets to building buzz that make her Silicon Valley's go-to marketing guru. Get your copy today!" - Denise Brosseau, CEO, Thought Leadership Lab and author of "Ready to Be a Thought Leader?"
"This book will change the way you think about your business. In today's membership economy, it's more important than ever that marketers know how to think strategically and stand above the crowd." - Robbie Kellman Baxter, author of "The Membership Economy"
"In my work as a CEO advisor I often assess to see whether my client's organization has the capabilities necessary to achieve their objectives. In more cases than not, I find marketing lacking. That's not good, because along with performance, effective marketing is the prerequisite for success. Linda Popky lays out what it takes to succeed. She shows how to get more definitive results from your campaigns, the ways to greater customer engagement, loyalty, and growth. This marketing book is about achieving strategic advantage. Isn't that what it's all about? Master the knowledge in this book and you are on your way." - Seth Kahan, best-selling author of "Getting Change Right and Getting Innovation Right"
"As a board member, interim CEO, and C-level executive coach, I love the themes contained in Linda Popky's approachable and engaging book "Marketing Above the Noise." In so many cases, when I begin working at the strategic level with companies, they do not know exactly who their customers are, how to engage their prospective customers, and to view marketing in the strategic context where it can catapult a company to its rightful place in the market. Linda makes marketing practical and actionable, using terrific metaphors and stories to make her points so that all executives will want to own this book and leverage its sage advice." - Janis M. Machala, managing partner, Paladin Partners
"Linda Popky's "Marketing Above the Noise" is a clear message to business leaders on how to market effectively, bring a clear message to customers, and, of course, differentiate from the competitors." - Brian Geitner, president, NextGear Capital
"With a strategic focus and real world examples, this book shows how to make your marketing program exceptional. Read it, follow Linda's advice, and your marketing program will be outstanding." - George C. Steinke, CEO, SioTeX Corporation; Entrepreneur- in-Residence, Texas State University
"Linda Popky understands that you can't change just one thing and expect success; you have to work with your full network and all your organization's resources. "Marketing Above the Noise" provides the strategic guidance you need to quiet the complexity and achieve results." - Terri Griffith, PhD, Chair of Santa Clara University Management Department and author of the award-winning book, "The Plugged-In Manager: Get in Tune with Your People, Technology, and Organization to Thrive"
"For anyone in the business of getting attention for themselves, their companies, or their products, Popky's book should be on your list. This is a masterful collection of branding and marketing insider knowledge, full of examples from Fortune 500 business issues down to selling snow-cones at the county fair." - Luke Sullivan, chair of Advertising Department, Savannah College of Art and Design
"In her book, Linda Popky addresses one of the nagging questions for post-Twitter marketers: which old-school marketing principles still apply, and which new marketing strategies are essential. She delivers a fresh approach on how to leverage the old with the new to create breakthroughs for your brand and your business. "Marketing Above the Noise" is accessible, practical, and results-focused--a must-read not just for marketers but for anyone in a company who works closely with marketing to create results for the company." - Kate Purmal, former SVP Digital Content at SanDisk, now co-founder and COO of CoPilot Systems
"As a musician and business owner, I love how Linda uses many musical metaphors to illustrate her marketing points. Linda made it easy to understand how to diminish background noise and through her effective marketing strategies, augment my business." - Polly van der Linde, director/owner, Sonatina Enterprises
"Finally--a book that explains how to market effectively in this new, chaotic world. "Marketing Above the Noise" takes a pragmatic approach to developing effective marketing and advertising campaigns that actually work in today's environment." - Jeff Johnson, EVP, General Manager, Cramer-Krasselt
"I'd like to get this book in the hands of our partners, as well as our marketing team. Linda's common sense approach to marketing is valuable for channel partners, as well as for marketers in general." - Erna Arnesen, VP Global Channel & Alliance Marketing, Plantronics
"I'm a sales expert and I love this book! Why? Because high performing sales teams need marketing teams that understand what it takes to build an ongoing sales boom. In "Marketing Above the Noise," Linda Popky talks about the kind of upfront strategic work that helps sales and marketing organizations engage effectively for long-term success." - Colleen Francis, founder and president, Engage Selling Solutions
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