Douglas Burdett is Founder and Principal of ARTILLERY, a business-to- business marketing agency in Norfolk, Virginia, and is the host of The Marketing Book Podcast.
The Hype Machine: How Social Media Disrupts Our Elections, Our Economy, and Our Health--and How We Must Adapt by Sinan Aral MIT professor Sinan Aral isn’t only one of the world’s leading experts on social media—he’s also an entrepreneur and investor, giving him an unparalleled 360-degree view of the technology’s great promise as well as its outsize capacity to damage our politics, our economy, and even our personal health.  Drawing on two decades of his own research and business experience, Aral goes under the hood of the biggest, most powerful social networks to tackle the critical question of just how much social media actually shapes our choices, for better or worse.  Aral shows how the tech behind social media offers the same set of behavior-influencing levers to both Russian hackers and brand marketers—to everyone who hopes to change the way we think and act—which is why its consequences affect everything from elections to business, dating to health.  Along the way, he covers a wide array of topics, including how network effects fuel Twitter’s and Facebook’s massive growth to the neuroscience of how social media affects our brains, the real consequences of fake news, the power of social ratings, and the impact of social media on our kids. In mapping out strategies for being more thoughtful consumers of social media, The Hype Machine offers the definitive guide to understanding and harnessing for good the technology that has redefined our world overnight. Click here for this episode's website page with the links mentioned during the interview...  
Purple Goldfish 2.0: 10 Ways to Attract Raving Customers by Stan Phelps and Evan Carroll Are you looking to stand out from your competition? Of course, you are. Unfortunately, nearly every other marketer is, too... So, how can your brand stand out in a sea of sameness? Purple Goldfish 2.0 is not your ordinary business book. It fundamentally aims to change the paradigm of what we do in business and how we do it. It offers 10 ways to attract raving customers.  A Purple Goldfish is defined as any time a business purposely goes above and beyond to provide a little something extra to differentiate the experience and honor the relationship. It’s a marketing investment back into your customer base. It’s that unexpected surprise that’s thrown in for good measure to achieve product differentiation, drive retention, and promote word of mouth. Why is this book needed? We’ve lost focus in marketing. We’ve been so laser-focused on automating our marketing to prospects that we’ve forgotten to deliver an exceptional experience once they’ve become customers. Advertising is no longer the answer. Traditional media is expensive, fragmented, and for the most part ineffective. Customer support is non-existent. We’re too busy outsourcing it. We’ve developed complex loyalty programs that confuse customers and only promise future benefits. What we really need is a concept that differentiates our brand, promotes retention, and generates word of mouth at the time of purchase. That concept is a Purple Goldfish. Your brand today is no longer just what you tell people it is. It’s what your customer experiences, how they feel, and, most importantly—what they tell others about that experience. The entire premise of Purple Goldfish 2.0 is that the customer must come first. Customer experience should be the biggest priority. Stop focusing on “the two in the bush” (prospects) and take care of “the one in your hand” (your customer). Take care of the customers you have. When you provide them with a memorable experience, they’ll bring you the customers you want. Click here for this episode's website page with the links mentioned during the interview...
Content Marketing, Engineered: Build Trust and Convert Buyers with Technical Content by Wendy Covey Research shows that this analytical, skeptical buyer conducts a great deal of independent research before engaging with vendors. Companies that share expertise through high-quality content on a consistent basis are not only seen as trusted resources, they also spend less per lead and achieve greater pipeline efficiency. Content Marketing, Engineered guides you through the key steps in creating content to inform, educate, and help your technical buyers on their journey to purchase and beyond. By the time you reach the last page, you’ll be familiar with the entire end-to-end content marketing process, from planning and writing to publishing, promoting, and measuring the performance of your content. Click here for this episode's website page with the links mentioned during the interview...
Myths of Marketing: Banish the Misconceptions and Become a Great Marketer by Grant Leboff It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies, and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy. Click here for this episode's website page with the links mentioned during the interview...
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Creator Details

Norfolk, Virginia, USA
Episode Count
Podcast Count
Total Airtime
1 week, 5 days
Podchaser Creator ID logo 087768