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, –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, –6
examples of, , –9, 15 –16
video content for, 97 –100
Business-to-customer (B2C) marketing
category creation for, –6
lifestyle brand for, 93 –95
Business-to-human (B2H) marketing
brand for, 25 –29
category creation for, overview,
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, –17
B2B and B2C context of, –6
B2H context of, overview,
for commoditized markets, –7
Customer Success category and, –5, 13 –17
defined,
disruption-oriented vs. category-oriented brand programs, 21 , 21
early leaders in, 10 –13
for enterprise marketers/executives in commoditized markets, –7
examples of, –10,
growth for executives and investors to (See Two funnel effect)
for high tech,
leaders crowned by customers in, 135
positioning and, , –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,
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, –10,
category creation for, –7
commoditization of industries and, 48 –51, 50
defined,
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,
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,
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, –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),
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, –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, –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, –9, 16 , 24 , 27 , 36
Human-first decisions, 66 –67
I
Inbound Marketing
by HubSpot, 36
INBOUND (conference),
Inbound Marketing (Halligan & Shah), –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),
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, , 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, –10
category creation as new approach to,
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,
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
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, –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, –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, , 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
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