{"product_id":"unfair-mindshare-a-cmos-guide-to-community-led-marketing-in-a-product-led-world","title":"Unfair Mindshare: A CMO's guide to community-led marketing in a product-led world","description":"\u003cdiv\u003e \u003cdiv\u003e \u003cdiv\u003e \u003cspan\u003eMost CMOs are fighting for attention with the same three tools: paid media, content, and brand campaigns.\u003c\/span\u003e\u003cspan\u003eThe result? Markets that tune out. Buyers who scroll past. Marketing teams that work harder every quarter to move numbers that barely budge.\u003c\/span\u003e\u003cspan\u003eThere is a fourth lever. Most CMOs haven't pulled it yet.\u003c\/span\u003e\u003cspan\u003eIn \u003c\/span\u003e\u003cspan\u003eUnfair Mindshare\u003c\/span\u003e\u003cspan\u003e, four-time CMO and VP of Marketing Derek E. Weeks reveals the community-led marketing strategy that transformed a small software company into a [...continued — see full text above...]--- BEGIN DESCRIPTION ---\u003c\/span\u003e\u003cspan\u003eMost CMOs are fighting for attention with the same three tools: paid media, content, and brand campaigns.\u003c\/span\u003e\u003cspan\u003eThe result? Markets that tune out. Buyers who scroll past. Marketing teams that work harder every quarter to move numbers that barely budge.\u003c\/span\u003e\u003cspan\u003eThere is a fourth lever. Most CMOs haven't pulled it yet.\u003c\/span\u003e\u003cspan\u003eIn \u003c\/span\u003e\u003cspan\u003eUnfair Mindshare\u003c\/span\u003e\u003cspan\u003e, four-time CMO and VP of Marketing Derek E. Weeks reveals the community-led marketing strategy that transformed a small software company into a market leader — and built one of the world's largest professional communities from scratch, growing from zero to \u003c\/span\u003e\u003cspan\u003e100,000 annual participants\u003c\/span\u003e\u003cspan\u003e in just a few years.\u003c\/span\u003e\u003cspan\u003eThe Three Orbits Framework\u003c\/span\u003e\u003cspan\u003eWeeks introduces a powerful mental model every CMO needs: the Three Orbits of Marketing.\u003c\/span\u003e\u003cspan\u003eOrbit 1 — Product-led:\u003c\/span\u003e\u003cspan\u003e Your campaigns, demand gen, and paid acquisition. Most teams spend 70–80% of budget here.\u003c\/span\u003e\u003cspan\u003eOrbit 2 — Brand-led:\u003c\/span\u003e\u003cspan\u003e Your reputation, thought leadership, and positioning. Important, but increasingly easy for competitors to replicate.\u003c\/span\u003e\u003cspan\u003eOrbit 3 — Community-led:\u003c\/span\u003e\u003cspan\u003e The orbit most CMOs have underinvested in — or never formally built. When community works, it becomes your most trusted, highest-reach, lowest-cost marketing engine. Members become advocates. Content gets created for you. Your brand earns attention that money alone can't buy.When all three orbits work together, marketing becomes a \u003c\/span\u003e\u003cspan\u003e1+1+1=5 multiplier\u003c\/span\u003e\u003cspan\u003e.\u003c\/span\u003e\u003cspan\u003eGrounded in Real Proof\u003c\/span\u003e\u003cspan\u003eThis isn't theory. Weeks co-founded All Day DevOps (ADDO) — growing it from a 75-day experiment into an annual event reaching 100,000 professionals in 52 countries.\u003c\/span\u003e\u003cspan\u003eWhat You Will Learn\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e The 12 rules of community-led engagement that separate communities that grow from communities that stall\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e How to organize, budget, and staff for community-led marketing inside a B2B company\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e Four community playbooks CMOs can implement immediately, with case studies from Pavilion, Cybersecurity Marketing Society, CMO Coffee Talk, and NADOG\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e How community data supercharges ABM programs and sharpens your Ideal Customer Profile\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e How to measure community impact, link it to pipeline, and report results to your board\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e Why the 55-25-20 engagement model keeps communities healthy at scale\u003c\/span\u003e\u003cspan\u003e•\u003c\/span\u003e\u003cspan\u003e How to build the relationship capital that converts community members into customers — without ever making a sales pitch\u003c\/span\u003e\u003cspan\u003eWhat Marketing Leaders Are Saying\u003c\/span\u003e\u003cspan\u003e\"A CMO's secret weapon for driving significant pipeline and revenue growth. This book is a game-changer.\"\u003c\/span\u003e\u003cspan\u003e — \u003c\/span\u003e\u003cspan\u003eDan Tyre, CEO, Tyre Angel HubSpot\u003c\/span\u003e\u003cspan\u003e\"If your marketing team is not part of the community conversation, you're starting from a position of disadvantage.\"\u003c\/span\u003e\u003cspan\u003e — \u003c\/span\u003e\u003cspan\u003eTerry Flaherty, VP \u0026amp; Principal Analyst, Forrester Research\u003c\/span\u003e\u003cspan\u003e\"The definitive guide to community-led marketing. An indispensable read for the modern marketer.\"\u003c\/span\u003e\u003cspan\u003e — \u003c\/span\u003e\u003cspan\u003eKathleen Booth, SVP Marketing \u0026amp; Growth, Pavilion\u003c\/span\u003e\u003cspan\u003eFor CMOs who are tired of competing on budget alone.\u003c\/span\u003e\u003cspan\u003eUnfair Mindshare\u003c\/span\u003e\u003cspan\u003e is the strategic playbook for building a marketing advantage your competitors cannot buy, copy, or outspend.\u003c\/span\u003e\u003cspan\u003e2023 Amazon Bestseller 312 pages Available in Kindle, Paperback, and Hardcover\u003c\/span\u003e\u003cspan\u003e--- END DESCRIPTION ---\u003c\/span\u003e \u003c\/div\u003e \u003c\/div\u003e \u003c\/div\u003e","brand":"Books Prime","offers":[{"title":"Default Title","offer_id":45912976425151,"sku":"492fb500-2230-48ce-a02e-64f510ec60fa","price":32.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0761\/7550\/7647\/files\/7b0eb18dcd9d95a4c27dbafebecc90a5.jpg?v=1785040098","url":"https:\/\/books-prime.com\/products\/unfair-mindshare-a-cmos-guide-to-community-led-marketing-in-a-product-led-world","provider":"Books Prime","version":"1.0","type":"link"}