Here are the best marketing books I’ve read in 2013.
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Books on SaaS Analytics and CRO
A very good tactical book. I’ve read a few in the Lean Series now. They are always a bit hastily written, but I prefer advice from people working in the field than a polished theoretical work from a consultant. It’s worth a read.
I really liked this book. It has a ton of good advice for collecting feedback from users and achieving product / market fit. It was a little short, but the author Ash Maurya is a start-up pro and has good tactical suggestions.
A/B Testing: The Most Powerful Way to Turn Clicks into Customers
This was written by the founders of Optimizely. At times, it reads a bit too high level and the goal of the book was obviously to evangelize A/B testing to marketing executives. But there are some good insights. It is a bit short. But I enjoyed it and found value in the practical stories and advice from various campaigns the authors have worked on.
Waiting for Your Cat to Bark
Customer intent is such a central part of conversion optimization. Yet, most marketers see testing and conversion as discovering weird and irrational reasons such as button colors as responsible for costing them sales. Bryan and Jeffrey Eisenberg are idols of mine and really understand the complexity of buying decisions. If you want to go beyond local maxima CRO, this book is a fantastic resource.
Oren Klaff raises capital for large companies and this book outlines his pitching methods. I can’t praise this book enough. The concept of framing at first sounds like a bit of psycho-marketing babble, but you’ll start to notice it everywhere.
The big insight is that to get past a stranger’s defenses (the first task of marketing and sales), you need to understand the primal instincts hard-wired into the brain. Humans, for example, are very wary of strangers and will instinctively protect their resources. When you sell to someone, you are essentially asking for resources. This is why perceptions of weakness (such as looking desperate for leads and sales) have such a huge impact on the success of your pitches.
It really is an amazing book and very useful for selling.