The 80/20 Marketer — Audiobook

You signed the marketing budget. What did it buy?

Every company that sells to other businesses can tell you how many leads it got last year. Almost none can tell you what they were worth. Most of what it will sell this year goes to customers who have bought from it before, and that's where its marketing almost never looks.

Bill Canady gives chief executives a marketing method built on one number, Fort margin: the margin earned from the few customers who make the company its money, old and new. Then come nine steps in three stages, drawn from three decades of running industrial and distribution businesses: aim small, say one thing, spend where it pays.

At the book's invented case company, marketing spending fell from $1.40 million to $1.13 million in a year, and the cost of a qualified conversation fell from $34,146 to $9,912. Fort margin rose $760,000 against a plan of $1.1 million, and the book shows where the rest went.

Audiobook by Bill Canady, narrated using a digital replica of his voice. About 7 hours 12 minutes, in 33 sections.

Includes a separate 43-page visual companion PDF for the figures and reference tables in the narration. The paid fillable Field Guide is a separate product.

Digital edition; no physical item will be shipped. ISBN 979-8-90816-024-7. Delivered through BookFunnel after purchase.