Unfair Mindshare: A CMO's guide to community-led marketing in a product-led world
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$32.99
Regular price $39.99
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Unfair Mindshare: A CMO's guide to community-led marketing in a product-led world
Sale price
$32.99
Regular price $39.99
Most CMOs are fighting for attention with the same three tools: paid media, content, and brand campaigns.The result? Markets that tune out. Buyers who scroll past. Marketing teams that work harder every quarter to move numbers that barely budge.There is a fourth lever. Most CMOs haven't pulled it yet.In Unfair Mindshare, 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 ---Most CMOs are fighting for attention with the same three tools: paid media, content, and brand campaigns.The result? Markets that tune out. Buyers who scroll past. Marketing teams that work harder every quarter to move numbers that barely budge.There is a fourth lever. Most CMOs haven't pulled it yet.In Unfair Mindshare, 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 100,000 annual participants in just a few years.The Three Orbits FrameworkWeeks introduces a powerful mental model every CMO needs: the Three Orbits of Marketing.Orbit 1 — Product-led: Your campaigns, demand gen, and paid acquisition. Most teams spend 70–80% of budget here.Orbit 2 — Brand-led: Your reputation, thought leadership, and positioning. Important, but increasingly easy for competitors to replicate.Orbit 3 — Community-led: 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 1+1+1=5 multiplier.Grounded in Real ProofThis 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.What You Will Learn• The 12 rules of community-led engagement that separate communities that grow from communities that stall• How to organize, budget, and staff for community-led marketing inside a B2B company• Four community playbooks CMOs can implement immediately, with case studies from Pavilion, Cybersecurity Marketing Society, CMO Coffee Talk, and NADOG• How community data supercharges ABM programs and sharpens your Ideal Customer Profile• How to measure community impact, link it to pipeline, and report results to your board• Why the 55-25-20 engagement model keeps communities healthy at scale• How to build the relationship capital that converts community members into customers — without ever making a sales pitchWhat Marketing Leaders Are Saying"A CMO's secret weapon for driving significant pipeline and revenue growth. This book is a game-changer." — Dan Tyre, CEO, Tyre Angel HubSpot"If your marketing team is not part of the community conversation, you're starting from a position of disadvantage." — Terry Flaherty, VP & Principal Analyst, Forrester Research"The definitive guide to community-led marketing. An indispensable read for the modern marketer." — Kathleen Booth, SVP Marketing & Growth, PavilionFor CMOs who are tired of competing on budget alone.Unfair Mindshare is the strategic playbook for building a marketing advantage your competitors cannot buy, copy, or outspend.2023 Amazon Bestseller 312 pages Available in Kindle, Paperback, and Hardcover--- END DESCRIPTION ---