Book Review: 2/5 Impact On Me (Book By Latane Conant)
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I read this book 3-4 times because it is challenging and abstracts complex information. A Principal Product Marketing Manager (PMM) at a top tech firm recommended I read it to enhance my marketing strategy consulting. The book explains the possible disconnect between sales and marketing. For instance, while marketing gets leads, sales struggle to convert these leads. It emphasizes the need for sales and marketing to utilize shared data platforms and have a common understanding of who the ideal customers are. It explains account-based marketing. Instead of cold calling, the book suggests calling prospects already in the buying journey, ensuring you reach them at the right time about the right product.
When exploring other Customer Data Platforms (CDPs) like Twilio Segment or mParticle, I noticed they all use third-party data sources. This book also discusses getting third-party data. It suggests identifying the IP addresses of companies interested in your products. I'm uncertain about the feasibility of these strategies in Europe due to GDPR, but I hope my concerns are not relevant.
This book clashes with "Fanatical Prospecting" or "Founding Sales". It sells the idea that you can eliminate cold calls by doing marketing magic.
The book was difficult because it extended beyond my existing marketing knowledge. I have some experience with product-led growth and content marketing strategy, but B2B SaaS marketing is vast, and I'm still unfamiliar with much of it.
The book's central idea is that the more you know about who visits your website or engages with your webinars and conferences, the better you can tailor your outreach. However, I found it confusing that the book does not specify how to get third-party data, making the concept less practical for me. Despite a strong recommendation, I could not apply the insights from the book effectively. So, it had a 2/5 impact on me.