Index

A

  • “Access, power, and stuff” (Influitive), 142
  • Account based category (ABM), 94–95
  • Advocamp (Influitive), 44, 147
  • Advocate Marketing category
    • defined, 143
    • engaging and mobilizing advocates, 141–144, 144 (See also Brand ambassadors)
    • Organ and, 44
    • understanding advocacy moments, 144
  • Agenda, for conferences, 122
  • Airbnb, 93
  • Alexa, 12
  • Alliance, The (Hoffman, Casnocha, & Yeh), 207–211
  • Altair 8800 (MITS), 12
  • Amazon
    • category creation by Alexa, 12
    • commoditized market of, 47–48, 52, 53
    • purpose and, 64
  • Ambition, 204
  • American Psychological Association, 25
  • Analysts. See Industry analysts
  • Apple
    • Apple News, 105
    • commoditized markets and, 52–53
    • iPhone, 25, 97, 98
    • iPod, 12
    • microcomputer revolution by, 12
    • purpose and, 59
  • Ariba, 38, 38–39, 173
  • Average contract value (ACV), 190, 193, 194

B

  • BANT (Budget, Authority, Needs, Timeline), 41–42
  • Behind the Cloud (Benioff), 22
  • Benioff, Marc, 15, 22
  • Best Buy, 48, 52–53
  • Best practices
    • co-authored by customers, 134
    • defined, 36
  • Bezos, Jeff, 47–48
  • Booths, for conferences, 127–128
  • Bootstrapped startups, advice for, 40–41
  • Brand, 19–29
    • activating customers as brand ambassadors (See Brand ambassadors)
    • B2H marketing for, 25–29
    • brand advocates, 54
    • brand equity, 54–55
    • branding around people vs. product, 81
    • category creation and imperative of, 21, 21–23
    • defined, 20
    • email campaigns and, 19–20, 94
    • executive communications for brand campaigns, 177–178
    • history of brand marketing, 23–25
    • positioning, 6–10, 34–35
    • voice for, 82
    • See also Lifestyle brand
  • Brand ambassadors, 131–149
    • creating and identifying, 136–141, 138
    • customers vs. companies as category creators, 131–132
    • engaging and mobilizing advocates as, 141–144, 144
    • how customers create categories, 132–136
    • “How to Activate Customers as Brand Ambassadors in New Categories” (Organ), 145–149
  • Briefings, by analysts, 152, 158–159
  • Brinker, Scott, 49
  • Buffet, Warren, 55
  • Built to Last (Collins), 61–62
  • Business books, 103–104
  • Business-to-business (B2B) marketing
    • brand and, 24–29
    • category creation for, 5–6
    • examples of, 8, 8–9, 15–16
    • video content for, 97–100
  • Business-to-customer (B2C) marketing
    • category creation for, 5–6
    • lifestyle brand for, 93–95
  • Business-to-human (B2H) marketing
    • brand for, 25–29
    • category creation for, overview, 6
    • executive communication for, 169–178
    • human-first decisions, 66–67
  • Buy-in, by teammates, 210

C

  • Caffeine Informer, 96
  • Candor, teammates and, 211
  • Capital requirements
    • amount of capital needed, 38–39, 39
    • for bootstrapped startups, 40–41
    • investors and “friends-and-family” packages, 206
    • investors' buy-in needed for, 42–43
    • IPOs and, 32–34, 33
    • six signals of category creation and, 38–41, 39
    • See also Revenue
  • Casnocha, Ben, 207–211
  • Category creation, 3–17
    • B2B and B2C context of, 5–6
    • B2H context of, overview, 6
    • for commoditized markets, 6–7
    • Customer Success category and, 3–5, 13–17
    • defined, 7
    • disruption-oriented vs. category-oriented brand programs, 21, 21
    • early leaders in, 10–13
    • for enterprise marketers/executives in commoditized markets, 6–7
    • examples of, 7–10, 8
    • growth for executives and investors to (See Two funnel effect)
    • for high tech, 6
    • leaders crowned by customers in, 135
    • positioning and, 6, 7–10, 34–35
    • seven principles of (See Community building; Content marketing; Executive communication “exec comms”; Industry analysts; Lifestyle brand; Purpose, values, and culture)
    • six signals of, overview, 10, 11
    • See also Brand; Commoditized markets; Six signals of category creation
  • CB Insights, 48
  • Challenges of category creation. See Six signals of category creation
  • Chief Marketing Technologist (blog), 49
  • Childlike Joy principle, 65–67, 123, 173
  • Christensen, Clayton, 9
  • Churn, 16
  • Cialdini, Robert, 132
  • Clayton, Alex, 32, 39
  • Closed won, defined, 184. See also Two funnel effect
  • Cloud Computing category
    • brand and, 22–23
    • commoditization of, 48
  • Collins, Jim, 61–62, 67
  • Comfort, context, content, connection (“four Cs of executive communications”), 171–173
  • Commoditized markets, 47–56
    • brand and, 26
    • category creation, examples, 7–10, 8
    • category creation for, 6–7
    • commoditization of industries and, 48–51, 50
    • defined, 7
    • launching into new product categories, 51–52
    • leading market by leveraging unfair advantage, 51–52–56
    • market conditions and, 47–48
  • Community building, 109–129
    • category creation for, overview, 6
    • for connection, 109–110
    • as creating experience vs. event, 111–112
    • planning industry conferences for, 115–129 (See also Conference marketing)
    • power of purpose and, 67–68
    • with Pulse (Gainsight), 110–111, 116
    • types of corporate experiences for, 112–115
  • Competition
    • understanding, 43–45
    • “zigging” while the competition “zags,” 104–105
  • Concierges, for conferences, 127
  • Cone/Porter Novelli Purpose Study (2018), 60
  • Conference marketing, 115–129
    • building agenda, 122
    • as company-wide effort, 115
    • conference as memorable experience, 122–124
    • “Doing Your Part—Diversity and Inclusion at Events” (Sommers), 120–121
    • evaluating success, 116, 124, 128–129
    • focusing on movement vs. product, 115–117
    • Gainsight Pulse Conference (case study), 192, 194–196, 194–200
    • pricing tactics for registration, 124–126, 125
    • prospect experience and monetization, 126–128
    • speakers for conferences, 117, 117–119, 120–121, 157–158, 177
  • Content marketing, 73–92
    • articulating “why” of category for, 83–84
    • category creation for, overview, 6
    • comfort, context, content, connection (“four Cs of executive communications”), 171–173
    • content creation and brand, 27
    • developing premium content, 97
    • early adopters in new categories, 74–77, 75
    • early stage content for, 77–80, 78, 82–83
    • educating about “how” for, 84–86
    • evangelizing category for, 86–87
    • form factors of, 27, 78, 94, 100, 122 (See also Lifestyle brand)
    • hierarchy of needs (Maslow) and, 73–75, 74, 76, 83–84
    • naming category and, 80–81
    • premium content, 105–106
    • research for content development, 155
    • spokespeople, writers, contributors for, 81–83
    • “Ten Tips for Supercharging Your Content Marketing Program” (Pergolino), 87–92
    • understanding signal-to-noise ratio in, 104
  • Contributed articles, 176
  • Convenience, at conferences, 124
  • Conversational Marketing platform, 103–107
  • Conversions
    • defined, 183
    • marketable database growth, 185–186
    • pipeline creation (sourcing), 187
    • See also Two funnel effect
  • Core ideology, 62
  • Corporate communications. See Executive communication “exec comms”
  • Corporate experiences, types of, 112–115
  • Crossing the Chasm (Moore), 76
  • Culture. See Purpose, values, and culture
  • Customers
    • activating, as brand ambassadors (See Brand ambassadors)
    • category creation by (See Customers and category creation)
    • content ideas from, 85
    • customer lifetime value (CLTV), 190, 202
    • customer relationship management (CRM), 15
    • customer support, defined, 14–15
    • educating, 35–37, 100–107
    • industry analysts and briefings about, 158–159
    • voice of, 153–154, 160, 163–165 (See also Industry analysts)
    • See also Content marketing
  • Customers and category creation, 151–168
    • analysts' work and, 151–160, 156
    • “Real-Time Taxonomy” (Fauscette), 161–168
    • See also Industry analysts
  • Customer Success category
    • analysts and, 156, 157
    • brand and, 29
    • creating, 13–17
    • CS = CX + CO (Customer Success equals Customer Experience plus Customer Outcomes), 137
    • customer base and customer advisory boards, 54
    • customer service managers (CSMs) and Customer Success role, 15–16, 81, 140
    • defined, 137
    • nine steps for, 137–141
    • overview, 3–5
    • Gainsight's Prescriptive Framework for Cross-Functional Customer Success, 137, 138
    • positioning and, 34–35
    • programs for six signals of category creation, 34–35, 35
    • See also Brand ambassadors
  • Customer Success (Who's Fired Up?) (Gainsight), 99

D

  • Data, understanding, 85–86
  • Demand Gen Report, 132
  • Demandware, 51
  • Diamond Multimedia, 12
  • Diffusion of Innovations (Rogers), 75, 75
  • Digitally empowered buyers, 27
  • Digital media, for lifestyle brand, 97–100
  • Disney, 62, 93, 105, 201
  • Disruption
    • disruption-oriented vs. category-oriented brand programs, 21, 21
    • The Innovator's Dilemma (Christensen), 9
  • Distractions (new category framework), 196, 197–198
  • Diversity and inclusion, 120–121
  • DocuSign, 173
  • “Doing Your Part—Diversity and Inclusion at Events” (Sommers), 120–121
  • Drift, 103–107

E

  • Early adopters, 74–77, 75
  • Early stage content, creating, 77–80, 78, 82–83
  • Eberlin, Jim, 14
  • Edison Research, 100
  • Einstein, Albert, 181
  • Eloqua, 24, 44, 143, 146
  • Email campaigns, 19–20, 94
  • Employees. See Teammate success
  • ESPN, 105
  • Evangelists, for content marketing, 82, 86–87
  • “Exclusive tribe,” 148
  • Executive communication “exec comms,” 169–178
    • comfort, context, content, connection (“four Cs of executive communications”), 171–173
    • defined, 169–171
    • for establishing trust, 173–175
    • marketing's role and scaling trust with, 175–178
    • marketing's role in, 171–173
  • Executives
    • buy-in needed by, 42–43
    • category creation and growth for (See Two funnel effect)
    • communication by (See Executive communication “exec comms”)
    • conference dinners for, 127
    • conference speeches by, 117, 118–119, 120–121, 177
    • defining purpose of, 63
    • onsite executive briefing centers (EBC) at conferences, 128
  • Expansion ARR (revenue), 189–192
  • Experience Management (XM) category, 42
  • Expo halls, for conferences, 127–128

F

  • Fauscette, Michael, 160, 161–168
  • Food, for conferences, 123–124
  • Ford, 55
  • Forrester Research, 76, 157, 158, 161–162
  • “Four Cs of executive communications,” 171–173

G

  • Gainsight
    • analysts used by, 155–157, 156
    • brand of and content creation by, 28–29
    • Childlike Joy principle of, 123
    • Customer Success category built by, 3–5, 13–17
    • Customer Success (Who's Fired Up?), 99
    • early stage content of, 79, 82–83
    • evangelism investment by, 86
    • executive communication by, 169–171
    • highway billboard (2013), 35, 35
    • inception of, 16
    • Prescriptive Framework for Cross-Functional Customer Success, 137, 138
    • PulseCheck, 98–100
    • Pulse Conference, overview, 110–111, 116, 147
    • Pulse Conference (case study), 192, 194–196, 194–200
    • purpose and, 65–67
  • Gartner, 22, 152, 158, 161–162, 165
  • General companies, 33
  • Gerhardt, David “DG,” 103–107
  • Glassdoor, 52
  • Godin, Seth, 20
  • Golden Rule principle, 65–67
  • Golden threads, finding, 63–64
  • Goldman Sachs, 31
  • Google
    • category creation by, 12
    • Trends, 81
  • Go-to-market (GTM) resources, 55–56
  • Greed, short-term vs. long-term, 31–32
  • Groupies (new category framework), 196, 197, 198
  • Growth. See Two funnel effect
  • G2, 160, 161–168

H

  • Halligan, Brian, 8–9
  • Harley-Davidson, 59, 96, 148
  • HARO (Help a Reporter Out), 69
  • Harvard Business Review, 13, 183, 189
  • Hewlett-Packard, 62
  • Hidden Gems (new category framework), 196, 197
  • Hierarchy of needs (Maslow), 73–75, 74, 76, 83–84
  • Hoffman, Reid, 207–211
  • “How,” educating on the, 84–86
  • “How to Activate Customers as Brand Ambassadors in New Categories” (Organ), 145–149
  • HubSpot, 8–9, 16, 24, 27, 36
  • Human-first decisions, 66–67

I

  • Inbound Marketing
    • by HubSpot, 36
    • INBOUND (conference), 9
    • Inbound Marketing (Halligan & Shah), 8–9
  • Incentives, 140, 142
  • Industry analysts, 151–168
    • analyst relations and, 155–159, 156
    • business models of, 152
    • customer voice as challenge to, 153–154, 160, 163–165
    • defined, 151–152, 159–160
    • industry size and, 152–153
    • “Real-Time Taxonomy” (Fauscette), 161–168
  • Industry certification, developing, 101–102
  • Industry conference planning. See Conference marketing
  • Influence (pipeline acceleration), 188–189
  • Influitive, 44, 142, 143, 145, 147
  • Innovator's Dilemma, The (Christensen), 9
  • Institute of Industry Analyst Relations (IIAR), 151–152
  • Instructional designers, 101
  • Investors, category creation and growth for. See Capital requirements; Two funnel effect
  • IPhone (Apple), 25, 97, 98
  • iPod (Apple), 12
  • IPOs, 32–34, 33

J

  • JBara Software, 13–17
  • Jobs, Steve, 12
  • Job titles, 81
  • Joly, Hubert, 52–53

K

  • Kelleher, Herb, 52
  • Krach, Keith, 173–175

L

  • Late stage content
    • defined, 78
    • video content for, 98
  • Lemkin, Jason, 33, 190
  • Levy, Gustave “Gus,” 31
  • Lifestyle brand, 93–107
    • for B2C marketing, 93–95
    • defined, 95–97
    • digital media for, 97–100
    • education and career services for, 100–107
    • Lifestyle Brands (Saviolo & Marazza), 95
  • Lightspeed Venture Partners, 13
  • LinkedIn, 16
  • Live events, community building with. See Community building
  • Logo growth
    • brand and, 20, 22, 26, 29
    • commoditized markets and, 55
  • Luddy, Fred, 60

M

  • Mandun, Nakul, 13
  • Marazza, Antonio, 95
  • Market, vision for, 85
  • Marketable database growth, 185–186
  • Marketing Automation category
    • lifestyle brand and, 94
    • success of, 24
  • Marketing qualified leads (MQLs)
    • defined, 183
    • pipeline creation (sourcing), 187–188
    • See also Two funnel effect
  • Marketing technology landscape, 49, 50
  • Marketo, 24, 51, 77, 86–92
  • Maslow, Abraham, 73–75, 74, 76, 83–84
  • Mehta, Nick, 3, 13, 82–83, 155–157, 169–171, 208, 208. See also Gainsight
  • Mergers and acquisitions (M & A), 32, 45, 51
  • Middle stage content
    • defined, 78
    • video content for, 98
  • MITS, 12
  • Moore, Geoffrey, 76
  • Music publishing, content creation for, 28–29, 99

N

  • Naming, of categories, 80–81
  • Net Promoter Score (NPS) surveys, 116, 124, 128–129, 140, 202
  • Net revenue retention (NRR), 190
  • New business ARR (revenue), 189
  • Nike, 93, 95–96

O

  • Ogilvie, Julie, 171–173
  • OnePlus One, 147–149
  • Online reviews, by customers, 153–154, 160, 163–165
  • Onsite executive briefing centers (EBC), 128
  • Oracle, 24, 51
  • Organ, Mark, 44, 143, 145–149
  • Outbound services, of analysts, 152

P

  • Packard, David, 62
  • PageRank (Google), 12
  • Pain, validating, 133
  • Peddineni, Sreedhar, 14
  • Pei, Carl, 147
  • People centricity, 204–205
  • People strategy. See Customers; Executives; Teammate success
  • Pergolino, Maria
    • B2B knowledge of, 86–87
    • “Ten Tips for Supercharging Your Content Marketing Program,” 87–92
  • Pioneering spirit, 205
  • Pipeline acceleration (influence), 188–189
  • Pipeline creation (sourcing), 187–188
  • Podcasts, 100
  • Positioning
    • category creation, defined, 7–10
    • category creation as new approach to, 6
    • challenge of, 34–35
    • See also Brand
  • Practitioners, conference speeches by, 117, 119
  • Pricing, for conferences, 124–126, 125
  • Product categories
    • building category interest into product interest, 195–200, 196 (See also Two funnel effect)
    • category creation for, 7
  • Product improvement, by customers, 135
  • Product profile pages, updating, 168
  • Profile Magazine, 174
  • Programs marketing, go-to-market (GTM) resources, 55–56
  • Public relations. See Executive communication “exec comms”
  • Publishing
    • for premium content, 106
    • reading business books, 103–104
  • Pulse Conference (Gainsight)
  • Pure Gold (new category framework), 196, 197, 198
  • Purpose, values, and culture, 59–71
    • activating, 68–70
    • community building with, 67–68
    • culture showcased in industry conferences, 122–124
    • defining “why” of company, 59–61, 61, 71
    • executive communications and culture, 173
    • for people strategy, 66–67, 70–71
    • shared vision for, 61–67
    • for teammate success, 201–203, 203

Q

  • Qualtrics, 40–41

R

  • Radical Candor (Scott), 211
  • “Real-Time Taxonomy” (Fauscette), 161–168
  • Recurring revenue management (RRM), 15
  • Red Bull, 96
  • Registration, for conferences, 124–126, 125
  • Research, for content development, 157
  • “Retail apocalypse,” 47–48
  • Revenue
    • expansion ARR, 189–192
    • net revenue retention, 190
    • new business ARR, 189
    • second order revenue, 190–191, 191
    • See also Two funnel effect
  • Reviews, by customers, 153–154, 160
  • Rex, John, 62–63
  • Rex Executive Leadership, 63
  • Rigor, teammates and, 211
  • Rio PMP300 (Diamond Multimedia), 12
  • Robotic process automation (RPA) software, 166–167
  • Rogers, Dan, 61
  • Rogers, Everett, 75, 75

S

  • SaaStr, 33, 190
  • Sales accepted leads (SALs)
    • defined, 184
    • pipeline creation (sourcing), 187–188
    • See also Two funnel effect
  • Salesforce
    • brand and, 22–23
    • category creation by, 8–9, 15–16
    • commoditized market of, 51
    • customer service managers (CSMs) role created by, 15–16
  • Sales qualified leads (SQLs)
    • defined, 183
    • pipeline creation (sourcing), 187–188
    • See also Two funnel effect
  • Sales teams, success of, 206–207
  • SAP, 38, 41
  • Saviolo, Stefania, 95
  • Scott, Kim, 211
  • ServiceNow, 60–61, 61
  • Seven principles to create a category. See Community building; Content marketing; Executive communication “exec comms”; Industry analysts; Lifestyle brand; Purpose, values, and culture
  • Shah, Dharmesh, 8–9
  • Shared vision, developing, 61–67
  • Shoshin principle, 65–67
  • “Showrooming,” 52
  • Signals of category creation. See Six signals of category creation
  • Sinek, Simon, 59
  • SiriusDecisions, 171–173
  • Six signals of category creation, 31–45
    • capital requirements and, 38–41, 39
    • customer education and, 35–37
    • Customer Success programs for, 34–35, 35
    • executives' and investors' buy-in, 42–43
    • IPOs and, 32–34, 33
    • overview, 10, 11
    • short-term planning challenges, 41–42
    • short-term vs. long-term greed, 31–32
    • understanding competition, 43–45
  • Smartphones, inception of, 25
  • Smith, Ryan, 40–41
  • Social capital, 148–149
  • Social media
    • brand and, 26–27
    • customers' voice and, 153–154, 160, 163–165
    • digitally empowered buyers, 27
    • executive communications and, 176–177
  • Sommers, Lauren, 120–121
  • Sourcing (pipeline creation), 187–188
  • Southwest Airlines, 52, 59, 62
  • Spark Capital, 32
  • Speakers
    • choosing, for conferences, 117, 117–119
    • “Doing Your Part—Diversity and Inclusion at Events” (Sommers), 120–121
    • executive communications and, 177
    • industry analysts as, 157–158
  • Stanford University, 62
  • Stay Thirsty, My Friends principle, 65–67
  • Subject matter experts, 159
  • Subscription (SaaS) products
    • brand and, 26
    • customer service category for, 13–17
    • industry size, 32–33
    • IPOs by (2018), 39
    • subscription-based advisory by analysts, 152
  • Success for All principle, 65–67
  • Super consultants, 159–160
  • Supply, brand marketing and, 23–24
  • Symantec, 3, 14

T

  • Teammate success, 201–215
    • churn and, 16
    • headcount and, 56
    • intangible benefits of, 203–206
    • purpose, values, culture and importance to, 70–71, 201–203, 203
    • for sales teams, 206–207
    • shared vision for, 64–67
    • talent management for, 207–211, 208
    • See also Content marketing
  • “Ten Tips for Supercharging Your Content Marketing Program” (Pergolino), 87–92
  • Tesla, 20, 51, 93, 145
  • ThemeForest, 102
  • Themes, for conferences, 124
  • Thought leadership
    • early stage content as, 77–80, 78, 82–83
    • educating on the “how,” 84–86
    • subject matter experts and, 159
  • Transparency, teammates and, 210
  • Trust, executive communication and, 173–178
  • Two funnel effect, 181–200
    • defined, 37, 182
    • early stage content and, 79–80
    • funnel stage names and definitions, 183–184
    • Gainsight Pulse Conference (growth case study), 192, 192–200, 194–196
    • growth and proving value of brand, 181–184
    • growth outcomes impacted by category creation, 184–192, 191
    • short-term planning and, 42

V

  • Value, adding to conferences, 126–128
  • Value proposition, of category creation, 10
  • Values. See Purpose, values, and culture
  • Venues, for conferences, 123
  • Video content, creating, 97–100
  • Video games, 149
  • Vidyard, 97–98
  • VIP dinners, 127
  • VIP keynote speeches, 117, 118

W

  • Walt Disney Company, 62, 93, 105, 201
  • Wardle, Duncan, 201
  • Websites, updating product profile pages, 168
  • “Why”
    • articulating, 83–84
    • defining, 59–61, 61, 71
  • Wi-Fi, at conferences, 124
  • WordPress, 102
  • Wozniak, Steve, 12
  • Writers
    • for content marketing, 81–83
    • contributed articles by, 176

Y

  • Yeh, Chris, 207–211
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