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Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth Paperback – July 20, 2017

by Tom Shapiro (Author)
4.3 4.3 out of 5 stars 11 ratings
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If your business is stuck and you just cannot seem to grow beyond your current plateau, Rethink Your Marketing arms you with seven strategies for getting unstuck to fuel your revenue growth. Rethink Your Marketing helps you to identify the specific levers of your marketing that will lead to new growth, enabling you to cut through the noise to what truly moves the needle.

Rethink Your Marketing includes marketing wisdom from more than 50 companies. Want to know how Russell Weiner, President at Domino's, created the fastest-growing restaurant in the U.S.? Want to know how Mark Organ took Eloqua from near bankruptcy to being acquired for $871 million? Want to know how Michelle Stern, SVP at Legendary Entertainment, is working with her applied analytics team to upend the way the entire movie industry markets films? Want to know how Jerome Hiquet, CMO at Tough Mudder, is plotting the brand's future growth?

This book's got you covered!

If your business has hit a plateau, rethink your brand's marketing to unleash growth. Merely tweaking what you are doing, though, will most likely lead to stagnation. Merely copying what the competition is doing will result in frustration. Merely following what the media is hyping will lead to failure. Instead, Rethink Your Marketing teaches you to avoid tinkering, and instead to go big, go bold, and go all out in highly strategic ways.

From audience targeting and neuromarketing, to marketing mix and marketing metrics, after reading this book you'll learn a variety of paths for unleashing revenue growth. From basketball-playing sumo wrestlers to innovative revenue models, you'll uncover how dozens of highly successful brands are achieving marketing breakthroughs and accelerating their growth.

Read Rethink Your Marketing, and learn to transform your business.

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  1. Print length
    262 pages
  2. Language
    English
  3. Publication date
    July 20, 2017
  4. Dimensions
    5.25 x 0.6 x 8 inches
  5. ISBN-10
    0999184709
  6. ISBN-13
    978-0999184707
  7. See all details
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Editorial Reviews

Review

"This book is full of ways to unlock your brand's growth potential. Rethink Your Marketing uses real-world examples and scientific research to back up its highly actionable strategies. If your business is stuck in low gear, this book will get you moving!" - Roger Dooley, author of Brainfluence

"Rethink Your Marketing will help you break through plateaus and guide you to discover new opportunities for your business." - Darren Hardy, Success Mentor to CEOs & Founding Publisher SUCCESS Magazine

"Tom tackles marketing challenges strategically, and always with the target audience in mind. His book helps you to take a step back and uncover new opportunities for your organization, creatively forging new and effective ways to connect with your audience and achieve your marketing goals." - Howard Brodsky, Co-Founder, Chairman, and Co-CEO, CCA Global Partners

"Tom has created a wonderfully concise, fun to read roadmap for all brands - no matter where they are in their life cycle - who are eager to 10X their growth. Rethink Your Marketing should be required reading for anyone working in a marketing role." - Andrew Wilson, Account Executive, Google

About the Author

Tom Shapiro is Founder and CEO of Stratabeat, Inc. (http: //Stratabeat.com/), a branding, design, and marketing agency in the greater Boston area. Through his career, Shapiro has developed marketing strategies for more than a dozen Fortune 500 clients, such as Hewlett-Packard, AT&T, Intel, Kraft Foods, eBay, Ameriprise, UnitedHealthcare, and P&G. Previously, as Director of Digital Strategy at the digital marketing agency iProspect, Shapiro helped the firm grow from 85 employees to more than 700 in five years. Prior to that, Shapiro was responsible for the U.S. go-to-market strategy for a British software localization firm, tripling overall revenue for the company.

Shapiro's marketing insights have been published in CMO.com, CNN.com, Forbes, HubSpot Blog, iMedia Connection, Internet Retailer, MarketingProfs, MediaPost, National Center for the Middle Market, REALTOR Magazine, Website Magazine, among others. Follow Shapiro on Twitter at @TomShapiro and @Stratabeat.

Product details

  • Publisher ‏ : ‎ Stratabeat, Inc. (July 20, 2017)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 262 pages
  • ISBN-10 ‏ : ‎ 0999184709
  • ISBN-13 ‏ : ‎ 978-0999184707
  • Item Weight ‏ : ‎ 9.8 ounces
  • Dimensions ‏ : ‎ 5.25 x 0.6 x 8 inches
  • Customer Reviews:
    4.3 4.3 out of 5 stars 11 ratings

About the author

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Tom Shapiro

Tom Shapiro

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Tom Shapiro is Founder and CEO of Stratabeat (https://stratabeat.com/), a B2B marketing and growth agency in the greater Boston area. Through his career, Shapiro has developed marketing strategies for more than a dozen Fortune 500 clients, such as Intel, GE, Hewlett-Packard, AT&T, UnitedHealthcare, and P&G. Previously, Shapiro was the Director of Digital Strategy at the digital marketing agency iProspect. During his five years at the firm, the number of employees grew from 85 to more than 700. Prior to that, Shapiro was responsible for the U.S. go-to-market strategy for a British software localization firm, tripling overall revenue for the company.


Shapiro’s marketing insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, HubSpot Blog, MarketingProfs, MediaPost, National Center for the Middle Market, among others. Follow Shapiro on Twitter at @TomShapiro and @Stratabeat. Access additional marketing resources at TomShapiro.com.

Customer reviews

4.3 out of 5 stars
11 global ratings

Top reviews from the United States

MagneticCommand
5.0 out of 5 stars An eye-opening way to rethink the business you're in (and reap the revenue growth)
Reviewed in the United States on August 21, 2017
Verified Purchase
As a web developer, I've frequently gotten to the point with a client where I find myself thinking "you're not really in the business you think you're in." Without exception the successful businesses I work with have been in existence for at least a decade, and the world has changed dramatically in that time. Their products and services are still as relevant and valuable as before, but their customers have changed. Tom's book does an excellent job of laying out a framework owners and managers can use to begin rethinking how their products and services fit in the world today, and how to use that knowledge to take big chances that might have sounded ludicrous twenty years ago. But the payoffs are there, as Tom demonstrates.
Also, I'm a big fan of Stratabeat's thorough understanding and plain English writing about the neuroscience of marketing. Chapter Two: Rethinking How They Think, is worth the price of the book alone.
3 people found this helpful
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Amazon Customer
5.0 out of 5 stars Many stories to learn from!
Reviewed in the United States on August 22, 2017
Verified Purchase
I really enjoyed this book, and I found it extremely easy to read and remember the strategic takeaways. Part of the reason is that the book is packed with stories of companies that have applied various strategies outlined in the book in order to grow.

The book continually challenges you to reconsider all the possible avenues to business growth. Take audience segmentation and targeting, for example. It's a simple enough concept, yet the book walks you through more than a dozen scenarios by different companies. i.e. a company firing the majority of its clients in order to focus exclusively on the healthcare industry, or a company moving from targeting "children" to targeting each individual school grade level, or yet another company changing its target focus from athletes to fashionistas, with extreme growth the result of each strategy.

Fun read, definitely recommend it.
5 people found this helpful
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Randall B.
5.0 out of 5 stars Lots of Ideas
Reviewed in the United States on January 28, 2018
Verified Purchase
Whether a book or seminar, I always judge its value based on the quality and number of takeaways that I can incorporate in my business and strategy. Rethink Your Marketing was not only a good read but it provided a plethora of incredible ideas and insights. Pleasantly surprising, there were many that I haven’t crossed paths with except for peripherally but yet are important ideas that all companies should address/consider for future longevity and success.

Randall
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Brian
5.0 out of 5 stars Great book. Marketing smarts that any business owner can use.
Reviewed in the United States on August 14, 2017
Verified Purchase
Incredible book! It's great to get practical, smart marketing strategies, that I can implement in my own business, that were successful for large companies. I would have thought that it would cost hundreds of thousands of dollars to employ strategies that these large corporations, like Dominos, used...However, it's more about the "smarts" that can be used with any budget. I'd highly recommend this book to any business owner. Well done!
3 people found this helpful
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JessicaR
5.0 out of 5 stars Accessible, practical ideas I will implement
Reviewed in the United States on August 24, 2018
There are books that are worth reading again and again. This is one of them. The book, which challenges you to rethink your target audience, how your audience thinks, your goals, marketing mix, marketing metrics, revenue model and future, is so full of suggestions, resources and examples that I found myself highlighting nearly everything. Tom’s suggestions will not only help me to better serve my clients, but will also help me improve my own marketing efforts in the coming year. My reading list more than doubled in size after reading Tom’s book and my to-do list just got a major revision, prioritising many of his recommendations. His natural enthusiasm and passion for all things marketing shines through and makes this book a joy to read.
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Rick Liou
5.0 out of 5 stars You’ve got to read this book! So many practical and insightful lessons!
Reviewed in the United States on August 30, 2017
What a fantastic find. What I love about this book is that it doesn’t bore you with theories and suppositions. Instead you get real examples and practical lessons of how businesses and people have applied creative thinking to achieve phenomenal results. Tom is a natural storyteller and every story in this book (of which there are many to learn from) has embedded within it insights and strategies to make you rethink if you are truly unlocking your business’ full potential. These are real businesses and real challenges from brands we all know. The stories, the applied strategies and lessons learned are absolutely relatable!

Don’t wait until your business is stuck or grinding in low gear. Pick up a copy today. This book is amazingly concise and easy to read. I guarantee you’ll be inspired. Who knows, you might even find a roadmap to the breakthrough your business needs.
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Bradley J. Hartman
5.0 out of 5 stars Tom's an incredible marketing and business mind (and a great person to boot)
Reviewed in the United States on August 14, 2017
I've had a chance to witness Tom's thoughtful, impactful, and innovative approach to marketing first hand as an entrepreneur who worked with him across a number of marketing and business initiatives that made a HUGE impact for my company. His inquisitive and engaging personal style comes across in this focused and well written book that lays out his unique perspective, strategies, and marketing approaches. Tom's an incredible marketing and business mind (and a great person to boot), and rest assured you'll find a number of really meaningful concepts and strategies you can apply to make yourself a more effective and innovative professional in here.
2 people found this helpful
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ladykatem
5.0 out of 5 stars Great book to unleash your potential to grow your business!
Reviewed in the United States on November 15, 2017
Rethink your marketing is an awesome marketing book! It is a great tool to turn how you are marketing currently and flip it on it's head to see opportunities to grow your business whether it's changing your audience or rethinking what and how you measure success. I would highly recommend this book for yourself and everyone in your marketing team.
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Top reviews from other countries

Paul Simister
5.0 out of 5 stars An excellent and thoughtful book to get your business back on track
Reviewed in the United Kingdom on April 26, 2018
Verified Purchase
The book encourages you to rethink seven different areas:

1-your audience
2-how they think
3-your goals
4-your marketing mix
5-your metrics
6-your revenue model
7-your future

The aim is to get your business growing again. Too often, companies get stuck and the owner-managers don't know what to do other than more of the same, copying competitors or jumping on the latest fad.

After reading the first chapter, I thought it was going to be insubstantial. Plenty of fluff but not much content as stories and examples dominated. It covers narrowing your market to become more focused or cutting across different age groups or locations but I'd have liked to have seen more structure along the lines of Blue Ocean thinking.

The second chapter made me think again as it nicely explained some of the revelations coming out of the study of neuromarketing, psychology and behavioural economics.

Goals are a topic that everyone knows about but few do them correctly to align actions within the business. There is plenty of excellent advice in this chapter including writing down goals, using the SMART acronym to sharpen them and getting feedback from metrics.

What about your marketing mix and especially how you reach out to potential and existing customers? If you're like most businesses, you do pretty much the same as your competitors so the market doesn't see you as much different from the rest. You have an opportunity to both stand out and make a big impact by rethinking this area of your business.

Chapter 5 is about metrics and this has been a hot topic of mine for getting on for 30 years. A business without effective metrics is like watching a cricket match without a scoreboard. Both interest and motivation depends on knowing the score and what needs to be done to win. Not just any KPIs but the vital few that reflect your unique strategy.

Chapter 6 challenges you to think about the way your business (and industry) generate revenue and whether innovative thinking can add extra value for customers as well as creating a big jump in revenue for you or take away major problems with the way you work.

The final step is to think about how your market and customers will change in the future and to get ahead of the breakthroughs rather than being forced to react to more proactive competitors who had insight AND took action. That dynamic business can be yours.

Overall, I think this is an excellent book which takes a refreshingly different look at how you can improve the results of your marketing. There are many traditional marketing books that tell you what to do to get success from the wide variety of marketing media available - websites, social media, radio and magazine advertising etc and I particularly like Duct Tape Marketing by John Jantsch.

This book won't tell you how to use Facebook or Twitter better or how you should create a series of follow-up contacts in a direct mail sequence. Instead it will encourage you to question the fundamentals of your marketing and inspire you to improve areas of weakness.

I first read it as part of my Kindle Unlimited subscription but I give few marketing books the full five star status and when I do, I must have it in my business books library so I bought it.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
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