Notes

Introduction

  1. 1. Zack Bloom, “The History of Email,” Cloudflare Blog, September 23, 2017, https://blog.cloudflare.com/the-history-of-email/.

  2. 2. Combined total number of businesses surveyed in the Salesforce State of Marketing report from years 2016, 2017, 2018, and 2019.

  3. 3. Our research took place over four years, 2014–2018. We used blind studies in which we asked companies dozens of questions about what marketing tools and tactics they used and how well they worked across departments in their organizations.

  4. 4. Lori Wizdo, Caroline Roberts, Jacob Milender, Alexander Bullock, and Kara Hatig, “L2RM Practitioners Realize Performance Gains, but Significant Headroom Remains,” https://www.forrester.com/report/L2RM+Practitioners+Realize+Performance+Gains+But+Significant+Headroom+Remains/-/E-RES141033.

  5. 5. Megan Brenan, “Nurses Again Outpace Other Professions for Honesty, Ethics,” Gallup, December 20, 2018, https://news.gallup.com/poll/245597/nurses-again-outpace-professions-honesty-ethics.aspx.

  6. 6. Claudia Assis, “Tesla: Model 3 ‘Had Biggest One-Week Launch of Any Product Ever,’” Marketwatch, April 7, 2016, https://www.marketwatch.com/story/tesla-picks-up-325000-reservations-for-model-3-2016-04-07.

  7. 7. Joey Capprella, “The Best Selling Luxury SUV of 2018,” Car and Driver, January 4, 2019, https://www.caranddriver.com/news/g25741172/best-selling-luxury-cars-suv-2018/.

Chapter 1

  1. 1. Gordon Donnelly, “Google Ads Mobile Benchmarks for Your Industry,” WordStream Blog, August 27, 2019, https://www.wordstream.com/blog/ws/2018/08/13/google-ads-mobile-benchmarks.

  2. 2. Larry Kim, “Google Kills Off Side Ads, What You Need to Know,” WordStream Blog, July 19, 2018, https://www.wordstream.com/blog/ws/2016/02/22/google-kills-off-right-side-ads.

  3. 3. Salesforce, State of Marketing, 2016, 58, https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html. This report is a global survey of 3,975 marketing leaders, where high performers were identified as those most satisfied with the outcomes of their marketing investments. With the high-performer cohort identified, we then compared how they rated their business’s overall performance against that of their direct competition. Seventy-one percent of high performers rate their overall business’s performance much stronger than that of their direct competition. Only 1 percent of those dissatisfied with their marketing performance said the same.

  4. 4. Zack Bloom, “History of Email,” Cloudflare Blog, September 23, 2017, https://blog.cloudflare.com/the-history-of-email/.

  5. 5. “Internet of Things Forecast,” Ericsson, accessed October 30, 2019, https://www.ericsson.com/en/mobility-report/internet-of-things-forecast.

  6. 6. “World Energy Outlook 2017,” International Energy Agency, accessed October 30, 2019, https://www.iea.org/sdg/.

  7. 7. Jenalea Howell, “Number of Connected IoT Devices Will Surge to 125 Billion by 2030, IHS Markit Says,” IHS Markit, October 24, 2017, https://technology.ihs.com/596542/number-of-connected-iot-devices-will-surge-to-125-billion-by-2030-ihs-markit-says.

  8. 8. Jessica Wohl, “CKE Launches New Carl’s Jr. Ads from New Agency Havas,” Ad Age, February 19, 2018, http://adage.com/article/cmo-strategy/cke-launches-carl-s-jr-ads-agency-havas/312419/.

  9. 9. Craig Chamberlain, “Research Suggests Sexual Appeals in Ads Don’t Sell Brands, Products,” University of Illinois, June 22, 2017, https://news.illinois.edu/view/6367/522402.

  10. 10. Mark Irvine, “Google Ads Benchmarks for Your Industry,” WordStream Blog, August 27, 2019, https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks.

  11. 11. Elisa Shearer, “Social Media Outpaces Print Newspapers in the U.S. as a News Source,” Pew Research Center, Fact Tank, December 10, 2018, https://www.pewresearch.org/fact-tank/2018/12/10/social-media-outpaces-print-newspapers-in-the-u-s-as-a-news-source/.

  12. 12. Josh Constine, “Zuckerberg Implies Facebook Is a Media Company, Just ‘Not a Traditional Media Company,’ ” Techcrunch, December 21, 2016, https://techcrunch.com/2016/12/21/fbonc/.

  13. 13. Joseph Pine II and James H. Gilmore, The Experience Economy: Work Is Theatre and Every Business a Stage (Boston: Harvard Business School Press, 1999).

  14. 14. Aaron Pressman, “Why TaskRabbit’s Gig Economy Model Is Thriving under Ikea’s Ownership,” Fortune, July 17, 2018, http://fortune.com/2018/07/17/taskrabbit-ikea-brown-philpot-undercover/.

  15. 15. Joseph Pine II and James H. Gilmore, “Welcome to the Experience Economy,” Harvard Business Review, July–August 1998, https://hbr.org/1998/07/welcome-to-the-experience-economy.

  16. 16. Joseph Pine II and James H. Gilmore, The Experience Economy, updated ed. (Boston: Harvard Business Review Press, 2011).

  17. 17. Watermark Consulting, 2016 Customer Experience Study, Insurance Industry ed., July 5, 2016, https://www.watermarkconsult.net/blog/2016/07/05/the-2016-customer-experience-roi-study-insurance-industry-edition/.

Chapter 2

  1. 1. Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon 9, no. 5 (October 2001), https://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf.

  2. 2. Marshall McLuhan, Understanding Media: The Extensions of Man (Cambridge, MA: MIT Press, 1964).

  3. 3. Marshall McLuhan, Understanding Me: Lectures and Interviews, rev. ed. (Cambridge, MA: MIT Press, 2005).

  4. 4. Salesforce, State of the Connected Customer, 2019, https://www.salesforce.com/blog/2018/06/digital-customers-research.html.

  5. 5. Gary W. Small, Teena D. Moody, Prabba Siddarth, and Susan Y. Bookheimer, “Your Brain on Google: Patterns of Cerebral Activation during Internet Searching,” Psychology Today, February 2009, https://www.psychologytoday.com/files/attachments/5230/136.pdf.

  6. 6. David S. White and Alison Le Cornu, “Visitors and Residents, New Typology for Online Engagement,” First Monday 16, no. 9 (September 2011), http://firstmonday.org/ojs/index.php/fm/article/view/3171/3049.

  7. 7. Salesforce, State of the Connected Customer, 2017, https://www.salesforce.com/blog/2017/01/data-the-connected-customers-wants.html.

  8. 8. “AI Will Power 95% of Customer Interactions by 2025,” Finance Digest, March 10, 2017, https://www.financedigest.com/ai-will-power-95-of-customer-interactions-by-2025.html.

  9. 9. Devon McGinnis, “Need-to-Know Marketing Statistics for 2019,” Salesforce Blog, January 23, 2019, https://www.salesforce.com/blog/2019/01/marketing-statistics-to-know.html.

  10. 10. Julian Murphet, “Voice, Image, Television: Beckett’s Divided Screens,” SCAN, Macquarie University, Sydney, http://scan.net.au/scan/journal/display.php?journal_id=111.

  11. 11. “80% of Businesses Want Chatbots by 2020,” Business Insider Intelligence, December 14, 2016, https://www.businessinsider.com/80-of-businesses-want-chatbots-by-2020-2016-12.

  12. 12. Kevin Mise, “Big AR: Android vs iOS,” Hackernoon, July 31, 2017, https://hackernoon.com/big-ar-android-vs-ios-3a683579eec8.

  13. 13. Salesforce, State of the Connected Customer, 2017.

  14. 14. Scott Huffman, “Here’s How the Google Assistant Became More Helpful in 2018,” Google Assistant Blog, January 7, 2019, https://www.blog.google/products/assistant/heres-how-google-assistant-became-more-helpful-2018/.

  15. 15. Kate Clark, “Here’s Mary Meeker’s 2019 Internet Trends Report,” TechCrunch, June 11, 2019, https://techcrunch.com/2019/06/11/internet-trends-report-2019/.

  16. 16. “Ten Years on the Consumer Decision Journey: Where Are We Today?” McKinsey Blog, November 17, 2017, https://www.mckinsey.com/about-us/new-at-mckinsey-blog/ten-years-on-the-consumer-decision-journey-where-are-we-today.

  17. 17. Matt Lawson, “Win Every Micro-Moment with a Better Mobile Strategy,” Think With Google Blog, September 2015, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/win-every-micromoment-with-better-mobile-strategy/.

  18. 18. Zach Bulygo, “What the Highest Converting Websites Do Differently,” KissMetrics Blog, accessed October 30, 2019, https://blog.kissmetrics.com/what-converting-websites-do/.

  19. 19. Emma Dunbar, “How Pinterest Drives Purchases Online and Off,” Pinterest Blog, March 3, 2016, https://business.pinterest.com/en/blog/how-pinterest-drives-purchases-online-and-off.

  20. 20. David C. Edelman, “Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places,” Harvard Business Review, December 2010, https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places.

Chapter 4

  1. 1. “Ad Age Advertising Century: Top Ten Icons,” Ad Age, March 29, 1999, https://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-top-10-icons/140157/.

  2. 2. Caitlin Dickson, “You Are More Likely to Survive an Airplane Crash Than You Are to Click a Banner Ad,” The Atlantic, June 29, 2011, https://www.theatlantic.com/business/archive/2011/06/you-are-more-likely-survive-plane-crash-click-banner-ad/352323/.

  3. 3. “How Messaging Moves Business,” Facebook IQ, 2019, https://www.facebook.com/iq/articles/more-than-a-message-messaging-means-business.

  4. 4. Elissa Hudson and Justin Lee, “Is Facebook Messenger the New Email? 3 Experiments to Find Out,” HubSpot Blog, accessed October 30, 2019, https://blog.hubspot.com/marketing/facebook-messenger-marketing-experiments.

  5. 5. Mike Lewis, “Marketing Automation by the Numbers (infographic),” Business2Community, November 27, 2012, https://www.business2community.com/infographics/marketing-automation-by-the-numbers-infographic-0342287.

  6. 6. Salesforce, State of Marketing, 2018, https://www.salesforce.com/form/conf/5th-state-of-marketing/?leadcreated=true&redirect=true&chapter=&DriverCampaignId=70130000000sUVq&player=&FormCampaignId=7010M000000ZP24QAG&videoId=&playlistId=&mcloudHandlingInstructions=&landing_page=.

  7. 7. Stephen Pulvirent, “How Daniel Wellington Made a $200 Million Business out of Cheap Watches,” Bloomberg, July 14, 2015, https://www.bloomberg.com/news/articles/2015-07-14/how-daniel-wellington-made-a-200-million-business-out-of-cheap-watches.

  8. 8. “Multiple Communities—and One Agency to Market Them All,” Smartbug Media, accessed October 30, 2019, https://www.smartbugmedia.com/case-studies/arbor-company-success-with-gdd-cro-paid-inbound.

  9. 9. Maksym Gabielkov, Arthi Ramachandran, Augustin Chaintreau, and Arnaud Legout, “Social Clicks: What and Who Gets Read on Twitter?,” Columbia University, April 13, 2016, https://hal.inria.fr/hal-01281190.

Chapter 5

  1. 1. Jeriad Zoghby, Scott Tieman, and Javier Pérez Moiño, Making It Personal: Why Brands Must Move from Communication to Conversation for Greater Personalization, Accenture Pulse Check, 2018, https://www.accenture.com/_acnmedia/pdf-77/accenture-pulse-survey.pdf.

  2. 2. Kara Sassone, “HubSpot Breaks World Record for Largest Webinar,” HubSpot, updated July 4, 2013, https://www.hubspot.com/blog/bid/23564/HubSpot-Breaks-World-Record-For-Largest-Webinar.

  3. 3. Lindsey Finch, “Managing the Customer Trust Crisis: New Research Insights,” Salesforce, September 6, 2018, https://www.salesforce.com/blog/2018/09/trends-customer-trust-research-transparency.html.

Chapter 6

  1. 1. “Beetle Overtakes Model T as World’s Best-Selling Car,” History, updated July 28, 2019, https://www.history.com/this-day-in-history/beetle-overtakes-model-t-as-worlds-best-selling-car.

  2. 2. Adam Blair, “Backcountry’s Gearheads Leverage Expertise and Enthusiasm to Build Customer Relationships,” Retail TouchPoints, November 15, 2015, https://www.retailtouchpoints.com/features/retail-success-stories/backcountry-s-gearheads-leverage-expertise-and-enthusiasm-to-build-customer-relationships.

  3. 3. Alen Bubich, “Is an Employee Advocacy Program More Powerful Than a Fan Page?,” Social Horsepower, June 6, 2015, https://www.socialhp.com/blog/is-an-employee-advocacy-program-more-powerful-than-a-fan-page/.

  4. 4. Sander Biehn, “B2B Social Media Case Study: How I Made $47 Million from My B2B Blog,” Business Grow Blog, accessed October 30, 2019, https://businessesgrow.com/2013/09/18/case-study-how-i-made-47-million-from-my-b2b-blog/.

Chapter 7

  1. 1. Elahe Izadi, “ ‘Clearly We Missed the Mark’: Pepsi Pulls Kendall Jenner Ad and Apologizes,” Washington Post, April 5, 2017, https://www.washingtonpost.com/news/arts-and-entertainment/wp/2017/04/05/clearly-we-missed-the-mark-pepsi-pulls-kendall-jenner-ad-and-apologizes/.

  2. 2. Marisa Garcia, “Why Southwest Air Skips the Safety Videos in Favor of Free-Styling Flight Attendants,” Skift, June 17, 2017, https://skift.com/2014/06/17/why-southwest-air-skips-the-safety-videos-in-favor-of-free-styling-flight-attendants/.

Chapter 8

  1. 1. Salesforce, State of Marketing, 2017, https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf.

  2. 2. Howard R. Bowen, Social Responsibilities of the Businessman (New York: Harper, 1953), 44.

  3. 3. R. W. Robins, K. H. Trzesniewski, J. L. Tracy, S. D. Gosling, and J. Potter, “Global Self-Esteem across the Life Span,” Psychology and Aging 17, no. 3 (2002): 423–434, http://dx.doi.org/10.1037/0882-7974.17.3.423.

  4. 4. “Going #purplefortheplanet with Sambazon,” Shorty Awards, 2018, https://shortyawards.com/3rd-socialgood/going-purplefortheplanet-with-sambazon.

  5. 5. Gaurav Kheterpal, CTO, MTX Group, Salesforce Trailhead, accessed October 30, 2019, https://trailhead.salesforce.com/trailblazers/gaurav-kheterpal.

Chapter 9

  1. 1. The categories of doing, thinking, and feeling originated with the Adaptive Path Experience Mapping exercise published by Patrick Quattlebaum, “Download Our Guide to Experience Mapping,” Adaptive Path, February 7, 2017, https://medium.com/capitalonedesign/download-our-guide-to-experience-mapping-624ae7dffb54. Adaptive Path was acquired by Capital One in 2015.

Chapter 10

  1. 1. Sapna Maheshwari, “Are You Ready for the Nanoinfluencers?,” New York Times, November 11, 2018, https://nyti.ms/2DfqYyT.

  2. 2. Anum Hussain, “How to Launch and Grow a Business Blog from Scratch,” HubSpot Blog, February 1, 2017, https://blog.hubspot.com/marketing/launch-grow-business-blog.

  3. 3. Eric Siu interviewing Mark Roberge, “GE 152: How HubSpot Skyrocketed from $0 to $200M by Combining Inbound Marketing + World Class Sales Training,” in Growth Everywhere, podcast, accessed October 30, 2019, https://growtheverywhere.com/growth-everywhere-interview/mark-roberge-hubspot/.

  4. 4. Rebecca Corliss, “Why HubSpot Won’t Exhibit at Trade Shows and Events Anymore,” HubSpot Blog, February 1, 2017, https://blog.hubspot.com/blog/tabid/6307/bid/5461/Why-HubSpot-Won-t-Exhibit-at-Trade-Shows-and-Events-Anymore.aspx.

  5. 5. Salesforce, State of Marketing, 2016, https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html.

  6. 6. Chris Anderson and Saram Han, Hotel Performance Impact of Socially Engaging with Consumers, Center for Hospitality Research, Cornell University, May 2016, https://sha.cornell.edu/faculty-research/centers-institutes/chr/research-publications/hotel-performance-impact-socially-engaging-with-consumers.html.

  7. 7. Heike Young, Shopper-First Retailing, Salesforce, 2018, https://www.salesforce.com/blog/2018/08/digital-shopper-first-retail-report-research.

  8. 8. Frederick F. Reichheld and Phil Schefter, “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, July–August 2000, https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web.

  9. 9. Salesforce, State of Marketing, 2016.

Chapter 11

  1. 1. Salesforce, State of Marketing, 2018, https://www.salesforce.com/form/conf/5th-state-of-marketing/?leadcreated=true&redirect=true&chapter=&DriverCampaignId=70130000000sUVq&player=&FormCampaignId=7010M000000ZP24QAG&videoId=&playlistId=&mcloudHandlingInstructions=&landing_page=.

  2. 2. Salesforce, State of Marketing, 2017, https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf.

  3. 3. “Craveable Brands Drives Loyalty and $9 Million in Incremental Sales,” case study, Salesforce, accessed November 5, 2019, https://www.salesforce.com/au/customer-success-stories/craveable/.

  4. 4. Heather Miller, “The Must-Knows of Reorganizing Sales and Marketing from Scratch with Associa’s Matt Kraft,” Salesforce for Sales, Medium, January 31, 2018, https://medium.com/salesforce-for-sales/the-must-knows-of-reorganizing-sales-and-marketing-from-scratch-with-associas-matt-kraft-eb585fdb03a9.

  5. 5. “Segment: How Drift Became Segment’s #1 Source of Qualified Leads,” case study, Drift, accessed November 5, 2019, https://www.drift.com/case-studies/segment/.

  6. 6. “LEGO: Increasing Sales Conversions with a Bot for Messenger,” case study, Facebook Business, accessed November 5, 2019, https://www.facebook.com/business/success/2-lego.

  7. 7. LEGO Chatbot case study, Edelman Digital, accessed November 5, 2019, https://edelmandigital.com/case-study/lego-chatbot/.

  8. 8. Morgan Brown, “Airbnb: The Growth Story You Didn’t Know,” GrowthHackers, Growth Studies, accessed November 5, 2019, https://growthhackers.com/growth-studies/airbnb.

Chapter 12

  1. 1. Sean Ellis, “Video: Agile Marketing Meetup—Satya Patel on Using the Scientific Method,” GrowthHackers, 2015, https://growthhackers.com/videos/agile-marketing-meetup-satya-patel-on-using-the-scientific-method?comments=true.

  2. 2. Anthony Mersino, “Agile Project Success Rates 2X Higher Than Traditional Projects (2019),” Vitality Chicago, April 1, 2018, https://vitalitychicago.com/blog/agile-projects-are-more-successful-traditional-projects/.

  3. 3. Salesforce, State of Marketing, 2016, https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html.

  4. 4. “SAFe Case Study: Capital One,” Scaled Agile, Inc., accessed October 30, 2019, https://www.scaledagileframework.com/capital-one-case-study/.

  5. 5. Andrea Fryrear, “Agile Marketing Examples & Case Studies,” Agile Sherpas, accessed October 30, 2019, https://www.agilesherpas.com/agile-marketing-examples-case-studies/#Santander.

Chapter 13

  1. 1. Christophe Folschette, “Tesla’s Marketing Strategy Shows That It’s Time for CEOs to Get Social,” TalkWalker Blog, July 25, 2019, https://www.talkwalker.com/blog/tesla-marketing-strategy-social-ceo.

  2. 2. John M. Vincent, “8 Best Electric Vehicles in 2018,” U.S. News & World Report, July 30, 2018, https://cars.usnews.com/cars-trucks/best-electric-cars.

  3. 3. Paula Tompkins, “The Secrets behind Tesla’s Awesome Customer Experience,” Cross Channel Connection, March 21, 2016, https://crosschannelconnection.com/2016/03/21/secrets-behind-teslas-awesome-customer-experience/.

  4. 4. David Murphy, “Winner of Tesla Referral Promotion Hits 188 Orders,” PC Magazine, January 2, 2016, https://www.pcmag.com/news/340797/winner-of-tesla-referral-promotion-hits-188-orders.

  5. 5. Steve Hanley, “Tesla Spends Just $6 per Car in Advertising,” Teslarati, July 9, 2016, https://www.teslarati.com/tesla-spends-just-6-per-car-advertising/.

  6. 6. Abbey Klaassen, “Eduardo Conrado Talks about Motorola’s Move to Marry Marketing—IT,” Ad Age, May 8, 2013, https://adage.com/article/cmo-strategy/eduardo-conrado-talks-motorola-s-move-marry-marketing/241354.

  7. 7. Salesforce, State of Marketing, 2016, https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html.

  8. 8. Vanessa Mitchell, “CXO Profile: Customer Experience as the Key to Brand Survival,” CMO.com, March 9, 2018, https://www.cmo.com.au/article/634405/cxo-profile-customer-experience-key-brand-survival/.

Chapter 14

  1. 1. J. K. Trotter, “181,354 People on Twitter Think They’re Experts at Twitter,” The Atlantic, January 7, 2013, https://www.theatlantic.com/technology/archive/2013/01/181354-people-twitter-think-theyre-experts-twitter/319793/.

  2. 2. Salesforce, State of Marketing, 2016, https://www.salesforce.com/blog/2016/03/state-of-marketing-2016.html.