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Top 10 Resources for Marketing in 2012: Eclectic Mix

January 26, 2012

“Voice from the Trenches” is written by Karen Euler, director of marketing at TRO Jung|Brannen. A dedicated member of SMPS Boston, she enjoys conversing with readers via Twitter [@karen_e] or LinkedIn.

top 10Marketers are working harder than ever these days. There is barely time to pop up from the toil of the day and take stock of our surroundings. I have had a difficult time in the past few months because two people with whom I work very closely gave notice in early December. We are in dialogue with some great candidates, and I am sure a new team will take form soon, but it is has been a rocky time. Throughout, I have been supremely grateful for these aids for the busy, fretful marketer:

  1. A mentor. The benefit of having someone older and wiser in your life to advise you in career matters is enormous. My mentor achieved more in her career than I can imagine achieving, so her insights truly push me beyond my comfort zone. Our relationship has grown naturally, yet I will take credit for recognizing a good thing in the making and nudging it along. If you are a little shy about approaching someone more senior, know that people who are facing the twilight years of their career are quite often very happy to share their knowledge.
  2. Rain Making: The Professional’s Guide to Attracting New Clients by Ford Harding.  I keep one copy at home and one at work. It is now an older book, so the revised text is a little awkward about websites and blogs‚ but it is the gold standard resource for AEC marketers nonetheless. You can open it up at any page and get ideas for whatever promotion or project you are working on. It is elegantly written, too, which is why it has so much staying power.
  3. Vitamin P2: New Perspectives in Painting by Phaidon Press, Peio Aguirre, and Negar Azimi.  Before I even cracked open the spine at the bookstore I knew it had been produced with such care in every aspect from the typography to the printed ink to the choice of cloth for the cover. From an Amazon review of the first volume, “This is an intense book filled with a lot of beautiful reproductions from some of the best contemporary painters today. It is a great resource for artists and art lovers alike. You will own this book for years and still be able to flip through it and find something new because there are so many artists in it.” The same is true of the second volume, which like the first is compiled with the nominations of curators, critics, and art historians. My husband snuck over to the bookstore register when I wasn’t looking; it became my favorite Christmas present and latest source of inspiration.
  4. The SMPS brochure “Domains of Practice for Professional Services Marketers.”   This is an objective guide helpful for explaining to others what marketing encompasses. I have carried copies with me to meetings with the CEO, IT, HR, and Accounting at various times in order to build a case for something that was needed in my department. Download it from SMPS National
  5. Twitter. It just gets better and better for our industry. Clients, referral sources, promotion opportunities: There are so many people with whom to network without going out in the snow! If you haven’t yet fallen in love with Twitter, ask someone to tutor you. Or teach yourself using how-to videos. Either way, bundle TweetDeck or HootSuite into your lesson plan. You’ll be ready to broadcast and twitter-chatter all the better with one of these dashboard programs.
  6. The Power of Alignment: How Great Companies Stay Centered and Accomplish Extraordinary Things by George Labovitz and Victor Rosansky. From the Amazon reviews: “The main thing is to keep the main thing, the main thing! This book cuts through the consultantese and helps the reader understand alignment and why it is critical to organizational success in a straightforward… manner. The book’s premise is based on the belief that for a business to be successful it must align the four essential elements that together create growth and profits: strategy, customers, people, and processes.” It uses an overall metaphor of flying a plane, using instruments to control the flight. Dating from 1997, it is a true gem.
  7. Scott Naiva, PE, sales representative at enterprise software company Cosential. I often feel like standing on a soapbox and saying, “Marketers, marketers, recognize that your job is really information management. And you hold the intellectual property of your company!” Scott is smart and helpful. Cosential was developed by people like us, for people like us.
  8. Emotional Intelligence 2.0 by Travis Bradberry and Jean Greaves. Don’t wallow in feeling trapped, take charge of your own moods and how you treat others! This book helps you grasp yourself, then others, then yourself relating to others. It is appealing because you can take little lessons out of the book and work on them quietly throughout your workweek.
  9. www.AVC.com by Fred Wilson. Some like Mashable, others like TechCrunch; AVC is my choice since 2003 for the insider scoop on tech trends and social media, written by a star venture capitalist with a smart, global group of contributing entrepreneurs.
  10. Spotify Premium. $10 per month and worth the money. I don’t have time to put together pitch-perfect playlists, but some of my Facebook friends do!
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4 Comments leave one →
  1. January 26, 2012 11:20 am

    Great list here, Karen, thank you. I think it is a great reminder to look for inspiration, lessons, guidence and leadership not only within our industry, but also, and especially, outside it. You have offered a bit more than several resources by providing insight on your own development and tips on successful application of the resource. The take aways are as valuable as the resources. I have a few things I need to investigate.

  2. Pia Cardinali permalink
    January 26, 2012 12:18 pm

    Great list Karen! I have a few new items to add to my reading list now. I would also add SMPS events as a great resource.

  3. Karen E permalink
    January 30, 2012 2:46 pm

    Thanks for the good words, Pia and Matt. I had such a great time putting this list together. In the first draft I included a few of my loved ones, but I figured that was a little too off-topic! 😉

  4. Alli permalink
    February 6, 2012 2:45 pm

    I love this list, especially the reminders about seeking out a mentor and looking towards resources outside of traditional AEC lists. Thanks for the wonderful insight, as always Karen! ^Alli

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