The first time I met Mark Schaefer, I was instantly appreciative of his experience and deep insight. Mark works with leading companies on how to improve their marketing efforts. While I'm a competent practitioner in this industry, I look to a handful of leaders for vision – Mark is one of those leaders that I pay attention to. While Mark is a seasoned veteran of marketing, I also appreciated that he jumped in head-first with social media marketing.
I had Mark on my Martech Zone Interviews podcast, met him at an event, and a friendship grew. He's a good friend to have, unapologetic in his approach to make you hear what you need to. We collaborated on the Dell Luminaries podcast where Mark and Dell's B2B Influencer Marketing & Content Creation leader, Konstanze Alex, saw an opportunity to spotlight the amazing talent that Dell Technologies has under their brands. I had never done a podcast series like this and Mark pushed me to help research and produce an amazing show. I can never repay him for taking a chance on me!
So, imagine my surprise when I receive a package in the mail from Schaefer Marketing Solutions. On the box was a window into the contents, a Marketing Rebel label.
I opened the box and inside was a curious kit of, what appeared to be, unrelated trinkets or clues:
If you look closely, each item is carefully hand-tagged with a page number:
- Handcrafted Soap – Page 9
- A Westworld Free Drink Token – Page 199
- Glossier Skin Salve – Page 232
- A stuffed Elephant – Page 232
Well, now I'm intrigued and already flipping through the index, the glossary, and the labeled pages. And, as I flip open the book, I find this wonderful, personally signed note from Mark:
As well, there's a card with a personal note and a Marketing Rebel sticker for my laptop.
Ingenious… Mark totally has me sucked in!
But what Mark accomplished by doing this is, in itself, a lesson. I'm sharing Mark's book with you, but he initiated the nudge that motivated me to.
Why Is This Book Critical?
A new client of mine asked me about a strategy they'd deployed. Their sales team would identify prospects, acquire their email addresses from third parties, and automate a series of introductory emails to them. They told me they were concerned about the low click-through rates and their overall deliverability. I told them they should be… and they need to stop spamming these companies. They were alienating prospects, not endearing them.
In Mark's manifesto, this is Rule #1:
Stop Doing What Customers Hate.
We're working through a series of strategic changes now within the company, all of which are built on a foundation of building trust and harnessing the appreciation they've already established with their customers. We're moving the company to be human.
I'm only partway through Marketing Rebellion, but in speaking with him, I now understand why he's so passionate about the importance of this book. The research, insights, and case studies should shake the foundations of virtually every lesson you've been pushed over the last few decades.
It's a much needed rebellion and this post is me raising the flag and helping drive the change.
What Marketing Rebellion Will Teach You
- How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago.
- Why businesses must be built on consumer-generated marketing activities instead of traditional advertising.
- The five constant human truths at the heart of successful marketing strategy.
- Why customer loyalty and sales funnels are dying and what you need to do about it right now.
- How to help your best customers do the marketing for you.
- Actionable steps to provide an immediate course-correction for businesses of any size.
I'm so thankful to call Mark a friend and absolutely recommend you pick up this book immediately. You'll be able to have an immediate and dramatic impact on your marketing efforts.