New Book: 42 Rules of Product Marketing

April 2, 2012

Book: 42 Rules of Product Marketing


A great new product marketing book has been published. It’s called “24 Rules of Product Marketing,” and it was assembled by Phil Burton, Gary Parker and Brian Lawley.

You get to hear from 42 product marketers, who share rules, tips and insights from the product marketing trenches. According to the listing at Amazon, “This book will expose you to the experience and knowledge of a group of the world’s leading product marketing experts with a range of perspectives in both consumer and business markets.”

In addition, the book includes some “bonus rules” from Phil, Gary and Brian.

My Top 10 Favorite Rules

Here are my Top 10 favorite rules from the book:

  1. Learn from Your Customers’ Digital Body Language
  2. Help Your Prospect Know “What’s In It For Me?”
  3. Make Your CFO a Social Media Fan
  4. Remember Your Internal Customers
  5. Use Online Metrics for Product Marketing Success
  6. Help Your Sales Team Communicate Your Message
  7. Always Test Your Message
  8. Speak in the Customer’s Language
  9. Turn Your Audience into Advocates
  10. Create Simple Messages for Complex Products

My Contribution

In the interest of disclosure, I contributed to the book. I authored Rule #10, “Make Social Media a Listening Platform.”

While product marketers can drive value (and results) by tweeting, posting to Facebook and uploading videos to YouTube, I suggested that we spend an equal amount of time listening.

I made the analogy that in any conversation, I learn more by listening than I do by speaking. Social media can provide an effective listening platform for market research, insights and pain points, that can all be used to inform you marketing language, launch plans and strategy.

You can purchase the book at Amazon:

Note: I invite you to connect with me on .

New Book: Generate Sales Leads With Virtual Events

December 1, 2010

Book Cover: Generate Sales Leads With Virtual Events

Disclosure: This post contains affiliate links to sites on which the book is available for purchase.

“Virtual events can be a dream for marketers. They can generate leads cost effectively and they facilitate real-time interactions with sales prospects that can lead to quicker and more efficient marketing qualification.”

That’s the premise behind my new book, “Generate Sales Leads With Virtual Events”.

Previously, I posted the introduction of the book – you can find it here:

Introduction: Generate Sales Leads With Virtual Events

And here’s what I cover in the other chapters:

Chapter Listing

  1. Get Started
  2. Assemble a Plan
  3. Build Your Virtual Booth
  4. Use Social Networks to Generate Interest and Awareness
  5. Engage with Virtual Event Attendees
  6. Score and Follow Up with Leads
  7. Conclude Your Virtual Event Campaign

The book also includes an eloquent Foreword, written by Craig Rosenberg (@Funnelholic), a lead generation expert.

Purchase for Kindle

Purchase for Kindle

“Generate Sales Leads With Virtual Events” (Kindle version) ($9.99)

Purchase for iPad, iPhone & iPod Touch

“Generate Sales Leads With Virtual Events” – via iBooks ($9.99)

Purchase for NOOK (

NOOK Reader

“Generate Sales Leads With Virtual Events” – NOOK ($9.99)

Purchase the Paperback

Purchase from FastPencil, the publisher of the book: ($12.99)

Buy the paperback on Amazon ($11.69)

Buy the paperback at ($11.69)

Praise for “Generate Sales Leads With Virtual Events”

“This book should be required reading for any event producer or marketer that plans on using online events to engage with customers and prospects. Done properly, using virtual events for lead generation and lead nurturing as well as sales acceleration can yield impressive ROI and drive customer relationships. Dennis is one of the few experts with real-world experience from having produced lots of virtual events across many markets.”

— Michael Doyle, Executive Director, Virtual Edge Institute (@virtualedge)

“Interacting virtually is now a must-have marketing skill.  In Generate Sales Leads With Virtual Events, Dennis Shiao shows you exactly how to run a successful virtual event from end-to-end. What’s amazing is that the opportunities to engage with leads virtually can be as productive, or more so, than attending events in person.”

— Ardath Albee, author of eMarketing Strategies for the Complex Sale (@Ardath421)

“Dennis is one of the pioneers when it comes to virtual events.  He certainly knows and understands the environment, and his information is right on target!”

— Susan Friedmann, CSP, The Tradeshow Coach (@Tradeshowcoach)

“As interactivity becomes an increasingly important element of marketing campaigns, virtual events offer marketers a cost-efficient solution to engage with prospective buyers. Dennis’ book offers real-world examples and turnkey tactics that marketers can apply to increase their success with virtual events. Whether a marketer is just getting started with virtual events or just looking for tips on improving their metrics, Dennis provides the insight marketers need and want to know to maximize lead flow from virtual events.”

— Amanda Ferrante Batista, Associate Editor, DemandGen Report (@Amanda_Ferrante)

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