The 80/20 Marketer
Stop Marketing to Everyone. Win the Customers Who Make You Money.By Bill CanadyRecorded TrackLength7h 11m
About this 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. 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. This audiobook is narrated using a digitally recreated version of Bill Canady’s voice.
Audiobook details
GenreBusiness and Economics
Length7 hrs 11 mins
Narrated byRecorded Track
FormatAudiobook
Publish dateOct 18, 2026
LanguageEnglish
Table of contents
1The Eighty-Twenty Marketer
2Dedication
3How to Read This Book
4A Note on Names and Numbers
5Part One: Why Most Marketing Doesn’t Pay
Show all chaptersShow less
6Chapter One: Marketing to Everyone
7Chapter Two: The Nine Steps
8Part Two: Aim Small
9Chapter Three: Find the Fort’s Wallet
10Chapter Four: Get In Before the Bid
11Chapter Five: Learn What They Fear
12Part Three: Say One Thing
13Chapter Six: Promise Less Risk
14Chapter Seven: Get Written In
15Chapter Eight: Advocates and Influencers
16Chapter Nine: Be Remembered by the Few
17Chapter Ten: Home Base
18Part Four: Spend Where It Pays
19Chapter Eleven: Count All the Money
20Chapter Twelve: Where to Show Up
21Chapter Thirteen: Test Your Favorite
22Chapter Fourteen: Get Paid for It
23Part Five: Keep It Running
24Chapter Fifteen: The Marketing Month
25Chapter Sixteen: Who Does the Work
26Chapter Seventeen: The First Ninety Days
27Chapter Eighteen: Fewer, Better, Longer
28Put It to Work
29The Instruments
30Acknowledgments
31About the Author
32Continue the Work
33This has been The Eighty-Twenty Marketer
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