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Kelvin Johnson Jr.

The Sales Trap Prevention Playbook

Wiley Series in Probability and Statistics

Fine-tune your marketing research with this cutting-edge statistical toolkit Bayesian Statistics and Marketing illustrates the potential for applying a Bayesian approach to some of the most challenging and important problems in marketing. Analyzing household and consumer data, predicting product performance, and custom-targeting campaigns are only a few of the areas in which Bayesian approaches promise revolutionary results. This book provides a comprehensive, accessible overview of this subject essential for any statistically informed marketing researcher or practitioner. Economists and other social scientists will find a comprehensive treatment of many Bayesian methods that are central to the problems in social science more generally. This includes a practical approach to computationally challenging problems in random coefficient models, non-parametrics, and the problems of endogeneity. Readers of the second edition of Bayesian Statistics and Marketing will also find: <ul><li>Discussion of Bayesian methods in text analysis and Machine Learning </li><li>Updates throughout reflecting the latest research and applications </li><li>Discussion of modern statistical software, including an introduction to the R package bayesm, which implements all models incorporated here </li><li>Extensive case studies throughout to link theory and practice</li></ul> Bayesian Statistics and Marketing is ideal for advanced students and researchers in marketing, business, and economics departments, as well as for any statistically savvy marketing practitioner.

Fine-tune your marketing research with this cutting-edge statistical toolkit

Bayesian Statistics and Marketing illustrates the potential for applying a Bayesian approach to some of the most challenging and important problems in marketing. Analyzing household and consumer data, predicting product performance, and custom-targeting campaigns are only a few of the areas in which Bayesian approaches promise revolutionary results. This book provides a comprehensive, accessible overview of this subject essential for any statistically informed marketing researcher or practitioner.

Economists and other social scientists will find a comprehensive treatment of many Bayesian methods that are central to the problems in social science more generally. This includes a practical approach to computationally challenging problems in random coefficient models, non-parametrics, and the problems of endogeneity.

Readers of the second edition of Bayesian Statistics and Marketing will also find:
* Discussion of Bayesian methods in text analysis and Machine Learning
* Updates throughout reflecting the latest research and applications
* Discussion of modern statistical software, including an introduction to the R package bayesm, which implements all models incorporated here
* Extensive case studies throughout to link theory and practice

Bayesian Statistics and Marketing is ideal for advanced students and researchers in marketing, business, and economics departments, as well as for any statistically savvy marketing practitioner.

Bayesian Statistics and Marketing

Praise for VALUE CAPTURE SELLING "Larreche brings a wealth of expertise in sales and marketing to this insightful book. By focusing on the importance of value creation for both the customer and the corporation, this book revolutionizes the sales approach. Value Capture Selling is a must-read for anyone seeking to master the art of selling and create lasting customer relationships." -- Marshall Goldsmith, Thinkers50 #1 Executive Coach and New York Times bestselling author of The Earned Life, Triggers, and What Got You Here Won't Get You There "Value Capture Selling is the sales book of the decade! It provides a novel approach that leads salespeople to a more effective negotiation position that satisfies customer needs while creating corporate value for your business. A must-read for anyone who wants to win more sales and achieve higher profits." --Gerhard Gschwandtner, Founder and Publisher, Selling Power "Most sales forces focus only on revenue, not value capture. Larreche's book can help you make the necessary transition. If you are in sales, read it because the data revolution is increasing scrutiny from finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation." -- Frank Cespedes, Harvard Business School, author of Aligning Strategy and Sales and Sales Management That Works "Value Capture Selling is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value--both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!" --Laurent Beraza, Director, UK, Germany &amp; France, Microsoft Solutions Support Sales "Value Capture Selling gives us the powerful insights required to capture more value for our company while keeping the customer at the center--right where they belong." --Anna Campagna, Senior Director, Global Sales, Heineken "Value Capture Selling is an excellent reference for any sales professional who would like to improve their ability to create and capture value for their firm. The ever-more-relevant concepts of BATNA and ZOPA are brilliantly demonstrated, and the emphasis on preparation is rightly hammered home!" -- Manish Kumar Singh, Global Head of Marketing, Customer Services &amp; Solutions, IGT Systems, Philips Healthcare "Selling with the emphasis on corporate value requires more business acumen and a stronger leadership attitude from sales professionals--that is, an upgrading of their function. In Value Capture Selling, Larreche provides sales professionals in every industry the knowledge they need to excel in this exciting new world. I highly recommend this book!" --Omar Haddadeen, Inside Sales Analyst, Bombardier

"The sales book of the decade" --Selling Power magazine

Value Capture Selling is the first book to directly address one of the most destructive shortcomings in sales organizations today. Author JC Larreche's approach is so innovative that Selling Power magazine named it "The sales book of the decade."

For years, sales professionals have focused on creating value for their customers--the first phase in selling. However, in today's fast-moving world of business, that is just not enough. Under increased financial pressure, businesses today are being pushed to move to an emphasis on the second phase of selling: the capture of corporate value. However, as all-too-many business leaders are finding out to their great dismay, sales professionals have not been trained in the techniques for the capture of corporate value, and they are at the mercy of very well-trained and tough professional buyers.

Value Capture Selling is the first book to address this gap. It is specifically designed to provide sales professionals--both veteran and new alike--with a complete roadmap for making the transition from value selling to value-capture selling, including:

* Why the creation of corporate value--short, medium, and long term--is essential for the firm and its internal and external partners
* How to master the key drivers of corporate value: profitability, market share, and customer satisfaction
* How to prepare for value capture
* How to frame strategies and tactics for value capture
* How to close deals for higher corporate value capture

Value-capture selling is the current challenge for corporations and sales professionals everywhere--making the transition from a revenue objective to a focus on corporate value. This requires a fundamental shift from a strong belief that bigger is better to a new creed that richer is better. It is what JC Larreche, professor emeritus at INSEAD and an expert on sustainable value creation, calls the 3rd Sales Transformation.

In a future marked by escalating financial pressures, the significance of value capture will only grow, and in Value Capture Selling, JC Larreche provides sales professionals everywhere with the tools they need to become masters at this new art!

Praise for Value Capture Selling:

"Most sales forces focus only on revenue, not value capture. Larreche's book can help you make the necessary transition. If you are in Sales, read it because the data revolution is increasing scrutiny from Finance and others in your firm about how selling efforts build or destroy enterprise value. And if you are a C-Suite executive, read it carefully, because selling affects core elements of value creation."
--Frank Cespedes, Harvard Business School, author of Aligning Strategy and Sales and Sales Management That Works

"Value Capture Selling is a very compelling and complete work that illustrates well the challenges of the transition from product value to corporate value--both for the customer and for the supplier. JC Larreche lays out a powerful framework for any sales professional anywhere to win in this new world of selling!"
--Laurent Beraza, Director - UK, Germany, France - Microsoft Solutions Support Sales

"Value Capture Selling gives us the powerful insights required to capture more value for our company while keeping the customer at the center--right where they belong."
--Anna Campagna, Sr. Director Global Sales, HEINEKEN

How to Win the 3rd Sales Transformation

Value Capture Selling

Jeb Blount

AND, JUST LIKE THAT, EVERYTHING CHANGED... A global pandemic. Panic. Social distancing. In a heartbeat, to remain competitive, sales and business professionals were required to shift the way they engaged prospects and customers. Virtual selling became the new normal. Now, it is here to stay. In Virtual Selling, you'll learn a complete system to: <ul> <li>Gain confidence with video, phone, text, live chat, social media, and direct messaging</li> <li>Leverage virtual selling to accelerate the speed of sales and increase productivity</li> <li>Master virtual selling techniques that allow you to separate from your competitors</li> <li>Make virtual selling more human</li> </ul> Following in the footsteps of his blockbuster bestsellers People Buy You, Fanatical Prospecting, Sales EQ, Objections, and Inked, Jeb Blount's Virtual Selling puts the same strategies employed by his clients-a who's who of the world's most prestigious organizations-right into your hands. "I promise you that Virtual Selling is GOLD. New gold. Unmined gold that every sales organization and salesperson is looking for to gain a leadership position and a competitive advantage in the mind, the pocketbook, and the loyalty of your customer-the only places it matters." -JEFFREY GITOMER, author of The Little Red Book of Selling

And just like that, everything changed . . .

A global pandemic. Panic. Social distancing. Working from home.

In a heartbeat, we went from happy hours to virtual happy hours. From conferences to virtual conferences. From selling to virtual selling.

To remain competitive, sales and business professionals were required to shift the way they engaged prospects and customers.

Overnight, virtual selling became the new normal. Now, it is here to stay.

Virtual selling can be challenging. It's more difficult to make human to human connections. It's natural to feel intimidated by technology and digital tools. Few of us haven't felt the wave of insecurity the instant a video camera is pointed in our direction.

Yet, virtual selling is powerful because it allows you to engage more prospects and customers, in less time, at a lower cost, while reducing the sales cycle.

Virtual Selling is the definitive guide to leveraging video-based technology and virtual communication channels to engage prospects, advance pipeline opportunities, and seal the deal. You'll learn a complete system for blending video, phone, text, live chat, social media, and direct messaging into your sales process to increase productivity and reduce sales cycles.

Jeb Blount, one of the most celebrated sales trainers of our generation, teaches you:
* How to leverage human psychology to gain more influence on video calls
* The seven technical elements of impactful video sales calls
* The five human elements of highly effective video sales calls
* How to overcome your fear of the camera and always be video ready
* How to deliver engaging and impactful virtual demos and presentations
* Powerful video messaging strategies for engaging hard to reach stakeholders
* The Four-Step Video Prospecting Framework
* The Five-Step Telephone Prospecting Framework
* The LDA Method for handling telephone prospecting objections
* Advanced email prospecting strategies and frameworks
* How to leverage text messaging for prospecting and down pipeline communication
* The law of familiarity and how it takes the friction out of virtual selling
* The 5C's of Social Selling
* Why it is imperative to become proficient with reactive and proactive chat
* Strategies for direct messaging - the "Swiss Army Knife" of virtual selling
* How to leverage a blended virtual/physical selling approach to close deals faster

As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to effectively engage prospects and customers through virtual communication channels. And, with this newfound confidence, your success and income will soar.

Following in the footsteps of his blockbuster bestsellers People Buy You, Fanatical Prospecting, Sales EQ, Objections, and Inked, Jeb Blount's Virtual Selling puts the same strategies employed by his clients--a who's who of the world's most prestigious organizations--right into your hands.

A Quick-Start Guide to Leveraging Video, Technology, and Virtual Communication Channels to Engage Remote Buyers and Close Deals Fast

Virtual Selling

The new edition of the bestselling book for real estate agents, loan officers, SaaS and small businesses.

In this revision, The Conversion Code: A Step-by-Step Guide to Marketing and Sales that Will Grow Your Business Faster, Second Edition, digital marketing and lead conversion expert Chris Smith delivers the ultimate exploration of the marketing and advertising tactics that are successfully generating higher quality leads that are easier for salespeople to convert. Smith researches and tests the latest and most popular platforms, including TikTok, YouTube and Instagram, while also studying the most effective sales techniques, tools, and scripts.

In this book, you'll learn to:
* Increase your lead conversion rate, reduce your cost per lead and improve your overall ROI from marketing and sales
* Generate an endless supply of high-quality leads from social media that are easy to convert into closed sales
* Stop chasing leads and start attracting clients with amazing marketing and clever ads
* Adapt to the consumer privacy changes that have made targeting ads and getting leads to answer the phone harder than ever
* Differentiate your brand in a way that positions you as the authority and gets people contacting you who are already sold

An invaluable reference and easy to follow guide for real estate agents, loan officers, SaaS and small businessescompeting in the hyper-competitive online environment. The Conversion Code, Second Edition, is also a fantastic resource for sales leaders, marketing managers, business owners and anyone else with a team who is responsible for growing revenue.

The new edition of the bestselling book for real estate agents, loan officers, SaaS and small businesses.

In this revision, The Conversion Code: A Step-by-Step Guide to Marketing and Sales that Will Grow Your Business Faster, Second Edition, digital marketing and lead conversion expert Chris Smith delivers the ultimate exploration of the marketing and advertising tactics that are successfully generating higher quality leads that are easier for salespeople to convert. Smith researches and tests the latest and most popular platforms, including TikTok, YouTube and Instagram, while also studying the most effective sales techniques, tools, and scripts.

In this book, you'll learn to:
* Increase your lead conversion rate, reduce your cost per lead and improve your overall ROI from marketing and sales
* Generate an endless supply of high-quality leads from social media that are easy to convert into closed sales
* Stop chasing leads and start attracting clients with amazing marketing and clever ads
* Adapt to the consumer privacy changes that have made targeting ads and getting leads to answer the phone harder than ever
* Differentiate your brand in a way that positions you as the authority and gets people contacting you who are already sold

An invaluable reference and easy to follow guide for real estate agents, loan officers, SaaS and small businessescompeting in the hyper-competitive online environment. The Conversion Code, Second Edition, is also a fantastic resource for sales leaders, marketing managers, business owners and anyone else with a team who is responsible for growing revenue.

Stop Chasing Leads and Start Attracting Clients

The Conversion Code

Wall Street Journal bestseller

Build your book of business and sell more services with this expert guide for knowledge professionals

How do rainmakers consistently and continuously sell their ideas and grow their client base? What is the secret to their ongoing success? Whether they are in accounting, consulting, investment banking, law, or any other type of professional service, it's not just their knowledge, experience, and unique services that set them apart. They succeed by adopting the mindset, mastering the strategies, and employing the tactics at the heart of rainmaking.

In Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers, veteran communications, sales, and leadership consultant Robert Chen provides a practical guide to selling knowledge-based services in a market that demands credibility and subject-matter authority. Chen and his colleagues at Exec|Comm have helped hundreds of thousands of professionals learn to sell, influence, and negotiate more effectively. This book condenses Chen's first-hand experience and over 40 years of Exec|Comm's best sales advice, along with interviews featuring other successful rainmakers from a variety of professions and industries.

Whether you're a national practice partner at a Big Four consulting firm or an independent attorney just starting out, this book equips you with the real-life knowledge you need to:
* Develop a client-focused mindset to help build a thriving book of business
* Use effective strategies to find your ideal prospects and turn them into long-term clients, using concrete metrics to assess whether you're on the right track
* Apply practical tactics to build a trusted reputation, sharpen communication skills, manage the challenges of not having enough time to sell, and push beyond obstacles

The perfect book for consultants, investment bankers, lawyers, research analysts, and accountants, Selling Your Expertise is an invaluable resource for any professional who makes a living by selling solutions to their clients' most pressing needs.

Wall Street Journal bestseller

Build your book of business and sell more services with this expert guide for knowledge professionals

How do rainmakers consistently and continuously sell their ideas and grow their client base? What is the secret to their ongoing success? Whether they are in accounting, consulting, investment banking, law, or any other type of professional service, it's not just their knowledge, experience, and unique services that set them apart. They succeed by adopting the mindset, mastering the strategies, and employing the tactics at the heart of rainmaking.

In Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers, veteran communications, sales, and leadership consultant Robert Chen provides a practical guide to selling knowledge-based services in a market that demands credibility and subject-matter authority. Chen and his colleagues at Exec|Comm have helped hundreds of thousands of professionals learn to sell, influence, and negotiate more effectively. This book condenses Chen's first-hand experience and over 40 years of Exec|Comm's best sales advice, along with interviews featuring other successful rainmakers from a variety of professions and industries.

Whether you're a national practice partner at a Big Four consulting firm or an independent attorney just starting out, this book equips you with the real-life knowledge you need to:
* Develop a client-focused mindset to help build a thriving book of business
* Use effective strategies to find your ideal prospects and turn them into long-term clients, using concrete metrics to assess whether you're on the right track
* Apply practical tactics to build a trusted reputation, sharpen communication skills, manage the challenges of not having enough time to sell, and push beyond obstacles

The perfect book for consultants, investment bankers, lawyers, research analysts, and accountants, Selling Your Expertise is an invaluable resource for any professional who makes a living by selling solutions to their clients' most pressing needs.

The Mindset, Strategies, and Tactics of Successful Rainmakers

Selling Your Expertise

Learn how to manage a modern data stack and get the most out of data in your organization!

Thanks to the emergence of new technologies and the explosion of data in recent years, we need new practices for managing and getting value out of data. In the modern, data driven competitive landscape the "best guess" approach--reading blog posts here and there and patching together data practices without any real visibility--is no longer going to hack it. The Informed Company provides definitive direction on how best to leverage the modern data stack, including cloud computing, columnar storage, cloud ETL tools, and cloud BI tools. You'll learn how to work with Agile methods and set up processes that's right for your company to use your data as a key weapon for your success . . . You'll discover best practices for every stage, from querying production databases at a small startup all the way to setting up data marts for different business lines of an enterprise.

In their work at Chartio, authors Fowler and David have learned that most businesspeople are almost completely self-taught when it comes to data. If they are using resources, those resources are outdated, so they're missing out on the latest cloud technologies and advances in data analytics. This book will firm up your understanding of data and bring you into the present with knowledge around what works and what doesn't.
* Discover the data stack strategies that are working for today's successful small, medium, and enterprise companies
* Learn the different Agile stages of data organization, and the right one for your team
* Learn how to maintain Data Lakes and Data Warehouses for effective, accessible data storage
* Gain the knowledge you need to architect Data Warehouses and Data Marts
* Understand your business's level of data sophistication and the steps you can take to get to "level up" your data

The Informed Company is the definitive data book for anyone who wants to work faster and more nimbly, armed with actionable decision-making data.

Learn how to manage a modern data stack and get the most out of data in your organization!

Thanks to the emergence of new technologies and the explosion of data in recent years, we need new practices for managing and getting value out of data. In the modern, data driven competitive landscape the "best guess" approach--reading blog posts here and there and patching together data practices without any real visibility--is no longer going to hack it. The Informed Company provides definitive direction on how best to leverage the modern data stack, including cloud computing, columnar storage, cloud ETL tools, and cloud BI tools. You'll learn how to work with Agile methods and set up processes that's right for your company to use your data as a key weapon for your success . . . You'll discover best practices for every stage, from querying production databases at a small startup all the way to setting up data marts for different business lines of an enterprise.

In their work at Chartio, authors Fowler and David have learned that most businesspeople are almost completely self-taught when it comes to data. If they are using resources, those resources are outdated, so they're missing out on the latest cloud technologies and advances in data analytics. This book will firm up your understanding of data and bring you into the present with knowledge around what works and what doesn't.
* Discover the data stack strategies that are working for today's successful small, medium, and enterprise companies
* Learn the different Agile stages of data organization, and the right one for your team
* Learn how to maintain Data Lakes and Data Warehouses for effective, accessible data storage
* Gain the knowledge you need to architect Data Warehouses and Data Marts
* Understand your business's level of data sophistication and the steps you can take to get to "level up" your data

The Informed Company is the definitive data book for anyone who wants to work faster and more nimbly, armed with actionable decision-making data.

How to Build Modern Agile Data Stacks that Drive Winning Insights

The Informed Company

PRAISE FOR MARKETING 5.0 "What really impresses me about this book is how it integrates the power of modern technologies and the emerging value systems of humanity. The book supports the marketers of the future to understand this integration and to convert it into actions, which are both effective and sustainable." ?HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher &amp; Partners "Phil Kotler has an amazing ability to bring clarity to the past, present, and future of marketing, always understanding what needs to be enduring and what needs to be changed. With Marketing 5.0, Kotler and his co-authors boldly incorporate digital technologies into marketing thinking, planning, and implementation. Timely and timeless, Marketing 5.0 is your indispensable guide to marketing success." ?KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "A timely and far-reaching guide to the potential of digital technologies to transform business practice. Marketers that grasp these possibilities sooner than their rivals and then act on them faster will give their firms a durable advantage." ?GEORGE DAY, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania "The book is timely and has great relevance at the present COVID-19 time. The continued lockdown in many countries has forced companies to look at the digital aspects of marketing. It is also the right size to be a handbook for practicing managers." ?WALTER VIERA, Former Chairman, International Council of Management Consulting Institutes

Rediscover the fundamentals of marketing from the best in the business

In Marketing 5.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world.

In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including:

* Artificial Intelligence for marketing automation

* Agile marketing

* "Segments of one" marketing

* Contextual technology

* Facial recognition and voice tech for marketing

* The future of Customer Experience (CX)

* Transmedia storytelling

* The "Whatever-Whenever-Wherever" service delivery

* "Everything-As-A-Service" business model

* Internet of Things and blockchain for marketing

* Virtual and augmented reality marketing

* Corporate activism

Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Technology for Humanity

Marketing 5.0

Strengthen your leadership skills and achieve success at work and at home with advice from a proven business leader

In Start with a Win: Tools and Lessons to Create Personal and Business Success, CEO of RE/MAX Holdings Adam Contos delivers a powerful exploration of how leaders process information and lead boldly, especially (or even) during times of crisis. Packed with the practical lessons he learned as the leader of one of the most recognized real estate brands in the world, the book shows you how leaders recognize emotion, chaos, and fear and transform those negatives into opportunity.

Whether you lead a team of one--yourself--ten, or 10,000 and up, you'll also find actionable advice on:
* How to develop effective leadership skills by seeking out situations that require you to practice leading
* Avoiding the experience of becoming overwhelmed by relying on time-tested frameworks to organize your thinking during stressful situations
* Overcoming fear and self-doubt by recognizing that your doubts are only as powerful as you think they are

Perfect for executives, managers, and other business leaders, Start with a Win is an indispensable resource for entrepreneurs seeking to clarify and accomplish their goals.

Strengthen your leadership skills and achieve success at work and at home with advice from a proven business leader

In Start with a Win: Tools and Lessons to Create Personal and Business Success, CEO of RE/MAX Holdings Adam Contos delivers a powerful exploration of how leaders process information and lead boldly, especially (or even) during times of crisis. Packed with the practical lessons he learned as the leader of one of the most recognized real estate brands in the world, the book shows you how leaders recognize emotion, chaos, and fear and transform those negatives into opportunity.

Whether you lead a team of one--yourself--ten, or 10,000 and up, you'll also find actionable advice on:
* How to develop effective leadership skills by seeking out situations that require you to practice leading
* Avoiding the experience of becoming overwhelmed by relying on time-tested frameworks to organize your thinking during stressful situations
* Overcoming fear and self-doubt by recognizing that your doubts are only as powerful as you think they are

Perfect for executives, managers, and other business leaders, Start with a Win is an indispensable resource for entrepreneurs seeking to clarify and accomplish their goals.

Tools and Lessons to Create Personal and Business Success

Start with a Win

The only official guide to the OMCA(TM) certification exam Digital marketing is a high-demand skillset, and employers and clients want to know that they're getting the best marketers out there. With the OMCA(TM) certification, you can show the world that your skills are current and verified. Digital Marketing Fundamentals takes you through the complete set of standards you'll need to know to achieve certification-and to drive digital marketing initiatives, manage digital marketing teams, and communicate digital marketing concepts. If you're studying for or transitioning into a career in digital marketing, this is the perfect book for you. The highest-performing digital marketing agencies often require OMCA(TM) certification. Inside, you'll learn about the eight core disciplines of digital marketing, so you can add significant value to the campaigns you create and manage, even if certification isn't your goal. You'll master: <ul><li>SEO</li> <li>Content Marketing</li> <li>Social Media Marketing</li> <li>Digital Advertising (including PPC)</li> <li>Mobile Marketing</li> <li>Email Marketing</li> <li>Conversion Rate Optimization</li> <li>Digital Analytics</li> <li>Digital Marketing Strategy</li></ul> With Digital Marketing Fundamentals, you can obtain your certification, stand out to employers, earn more in your digital marketing career, and achieve your highest potential. Written by respected OMCP members, this is the only official OMCA(TM) certification guide.

Prepare for the OMCP certification exam and expand your digital marketing skillset

Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand.

In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You'll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee.

In the book, you'll also find:
* Full discussions of paid search marketing, email marketing, and marketing to mobile device users
* Exacting and focused instruction on all the competencies tested by the OMCP exam
* Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset

Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing.

OMCP's Official Guide to OMCA Certification

Digital Marketing Fundamentals

Transform marketing strategy, data, and decisions for the digital age

Moment Marketing is a marketing handbook for the digital age. For years, we believed that the monumental amounts of data being collected would allow us to fine-tune segments to a perfected audience of one--but as the data stream became a deluge, a new reality set in: market segments don't really make sense when all marketing has gone digital. Instead, we need to reach the right audience with the right message, at the right time: when their attention is available and their interest is piqued. In this book, the CEO of Rocket Fuel shows you how it's done. Today's marketing requires a deep understanding of the nature of complexity, and the opportunity costs and challenges of a world awash in behavioral data. This book offers an analysis of the current paradigm; from contemporary case studies to ancient philosophy, from unexpected happenstance to carefully orchestrated campaigns, situated between the art and science of knowing when your audience is who you think they are, this invaluable guidance will help you optimize marketing for the new era.

Technology has disrupted markets down to their core--this is not news. But it has also completely transformed the way we approach, measure, and execute marketing; this book brings your operations into the new age, with a more effective approach that exploits the new landscape.
* Connect with the right customer at the right time
* Optimize strategy, data, and decisions
* Market for moments, not segments
* Leave traditional marketing behind for the digital age

You don't need to connect with personas, demographics, or segments. You need to connect with an individual in a single moment. Moment Marketing gives you a passport to the new era of marketing.

Transform marketing strategy, data, and decisions for the digital age   Moment Marketing is a marketing handbook for the digital age.

Optimizing Every Step of the Customer Journey

Moment Marketing

Unlock the power of a simple phone call to boost your sales with guidance from a world-renowned expert

In Pick Up The Phone and Sell: How Proactive Calls To Customers and Prospects Can Double Your Sales, sales expert, consultant, and Wall Street Journal bestselling author Alex Goldfayn delivers a comprehensive roadmap to one of the most important weapons in any salesperson's arsenal: the phone.

From the author of Selling Boldly and 5-Minute Selling, the book teaches you techniques to supercharge your sales by making the proactive call the tip of your selling spear. In addition to critical advice on how to call people you don't know, this timely and important book includes:
* A thorough introduction to the power of a proactive phone call and links to free call planners and trackers at goldfayn.com
* Direction on how to use text messaging as an adjunct to phone sales
* Instructions on the appropriate role of social media, including LinkedIn, in boosting telephone sales
* Guidance on how to stop being afraid of phone calls and how to effectively warm up any cold call.

Perfect for new and experienced salespeople alike, who are more comfortable with email, videoconferencing, social media, and text than they are with the telephone, Pick Up The Phone and Sell is an indispensable guide to one of the most important and lucrative tools in the selling profession.

Unlock the power of a simple phone call to boost your sales with guidance from a world-renowned expert

In Pick Up The Phone and Sell: How Proactive Calls To Customers and Prospects Can Double Your Sales, sales expert, consultant, and Wall Street Journal bestselling author Alex Goldfayn delivers a comprehensive roadmap to one of the most important weapons in any salesperson's arsenal: the phone.

From the author of Selling Boldly and 5-Minute Selling, the book teaches you techniques to supercharge your sales by making the proactive call the tip of your selling spear. In addition to critical advice on how to call people you don't know, this timely and important book includes:
* A thorough introduction to the power of a proactive phone call and links to free call planners and trackers at goldfayn.com
* Direction on how to use text messaging as an adjunct to phone sales
* Instructions on the appropriate role of social media, including LinkedIn, in boosting telephone sales
* Guidance on how to stop being afraid of phone calls and how to effectively warm up any cold call.

Perfect for new and experienced salespeople alike, who are more comfortable with email, videoconferencing, social media, and text than they are with the telephone, Pick Up The Phone and Sell is an indispensable guide to one of the most important and lucrative tools in the selling profession.

How Proactive Calls to Customers and Prospects Can Double Your Sales

Pick Up The Phone and Sell

PRAISE FOR the art of insight "Alberto Cairo's The Art of Insight delves into the lives of numerous designers and what has shaped them. Each chapter showcases stunning examples, but also life stories and the motivations that informed choices. I laughed, I cried, I cheered, but perhaps most importantly, I caught glimpses of myself and my own story." -Bridget Cogley, co-author of Functional Aesthetics for Data Visualization and Chief Visualization Officer at Versalytix "This book is a breath of fresh air following the exhaustion of the pandemic! Cairo has crafted a pragmatic, inspiring reflection on the process and purpose of contemporary data visualization." -Catherine D'Ignazio, Associate Professor and Director of the Data + Feminism Lab, MIT, and co-author of Data Feminism "This book is a much-needed demonstration of the opposite of superficial critique, and the data visualization world will be better off for it." -Ben Jones, Co-Founder and CEO of Data Literacy "Alberto Cairo brings us along on his exploration of the new and different ways designers are visualizing our world. It's an uplifting journey to get a glimpse into the perspectives and processes of these creative data artists." -Randy Krum, visualization designer, author of Cool Infographics: Effective Communication with Data Visualization and Design, and Founder of InfoNewt "Practitioners of data visualization and storytelling hope to get people to see, understand, and feel differently about data. The Art of Insight has me thinking differently about the field of data visualization and storytelling itself. Cairo's intimate and caring interviews and commentary are revealing, thought-provoking, and most of all, inspiring." -Steve Wexler, Professional chart Looker-atter, co-author of The Big Book of Dashboards, and author of The Big Picture "Visualization stretches beyond reports and sterile charts to uses more tightly coupled with real life, which is full of beauty, complexity, and stories. With The Art of Insight, Alberto Cairo places the full field on display. Learn the design and analysis processes of those in less traditional visualization roles, alongside Alberto's unique perspective, and your own data work will benefit, wherever that may be." -Nathan Yau, statistician, FlowingData.com

Learn how expert data visualization designers reason about their craft

In The Art of Insight: How Great Visualization Designers Think, renowned visualization designer and educator Alberto Cairo, in conversation with several leaders in the field, delivers an inspiring exploration of how they make design choices. The book is a celebration of visualization, and a personal journey that dives into subjects like:
* How the professional background and life experiences of every designer shape their choices of what to visualize and how to visualize it.
* What designers from different countries and cultures, and working in different fields, such as data art, data analytics, or data journalism, have in common, or how they differ from each other.
* How designers reflect on research, ethical reasoning, and also aesthetic judgments, to make decisions such as selecting the most appropriate ways to encode data, or the most appealing visual style.

Perfect for data scientists and data journalists, The Art of Insight will also inspire artists, analysts, statisticians, and any other professional who uses data visualizations.

How Great Visualization Designers Think

The Art of Insight

The Sales Trap Prevention Playbook

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