Index

A

B

C

D

  • DAM (digital asset management), 62–64
  • damage control, handling, 530
  • data, qualitative, 746–747
  • data analytics, as component of Sales Enablement, 172
  • data monitoring, for consumers, 128
  • data strategy
    • analyzing data regularly, 335–336
    • identifying data sources, 329–335
    • pinpointing key indicators in data, 325–328
    • using data as your foundation, 328–329
    • value of data, 317–325
  • De Clerk, J-P (author), 23
  • deals, offering to first-time customers, 368
  • decision, as a stage in buyer journey, 165, 167
  • decision-making, Millennials and, 305
  • deep-discount offers, 80, 92–96
  • deliverability, of emails, 466–468
  • delivering content on correct channels, 289
  • Dell, 177
  • Demand Metric, 184
  • demand/leads, generating, in B2B content marketing, 17
  • demographics, 136, 391, 564
  • demos, as BOFU content, 228–229
  • descriptive data, 120–121
  • design
    • considerations for, 61
    • as one of four sales enablement success pillars, 175
  • design components, considerations for, 61–62
  • design elements, considerations for, 38–41
  • design school (blog), 428
  • designer, 258, 264, 265
  • desire for instant gratification, as an emotion influencing buyers, 147
  • desire to mitigate risk, as an emotion influencing buyers, 147
  • detractors, communicating with, 301
  • Di Nunzio, Arno (UX designer), 64
  • Dietrich, Gini (founder of Arment Dietrich), 386
  • Digg, 435, 647
  • digital asset management (DAM), 62–64
  • digital magazines/books, as TOFU content, 225
  • Digital Marketer, 234
  • digital marketing campaigns
    • about, 67
    • balancing your calendar, 76–77
    • brand experience, 377–381
    • characteristics of, 69–70
    • choosing, 77
    • defining digital marketing campaigns, 69–71
    • email (See email marketing)
    • establishing marketing objectives, 68–69
    • types of, 71–76
    • viewing through campaign lens, 78
  • digital marketing strategy
    • components of, 7–11
    • establishing goals, 16–18
    • expanding corporate mindset, 18–25
    • mission statement, 11–16
    • reviewing, 725–729
    • user experience (UX) and habits, 25–27
  • DigitalMarketer, 233, 448–449
  • direct mail, in content library, 274
  • direct messages, on Twitter, 665–666
  • director, as content creator, 280
  • discount clubs, as gated offers, 89
  • discounts, as offers, 83, 85, 656
  • discoverability, of assets, 375
  • discovering your brand, 57–60
  • Disney, 61, 128
  • display ads, 343
  • disruption, as an attention trigger, 35–36
  • distillation model, for content curation, 202
  • DKIM (domain-keys identified mail), 291
  • DODO case (website), 552
  • Dollar Shave Club, 99
  • domain-keys identified mail (DKIM), 291
  • downloads (Facebook Pages), 578
  • Drebes, Larry (founder of Janrain), 169
  • Dropbox, 54
  • Drucker, Peter (management expert), 64
  • Duncan, Ewan (author), 152
  • dynamic CPM, 108

E

  • earned media
    • about, 363, 387
    • in content ecosystem, 191
    • in media mix, 399
    • reevaluating, 728
    • utilizing, 391–393
  • earning links, 422–424
  • ebizMBA, 433
  • ebooks, in content library, 271
  • EchoSign, 514
  • economic influence, of Millennials, 296, 297–298
  • ecosystem, reevaluating, 727–729
  • editor, 258, 264, 265
  • editorial calendar, 193, 260–263, 275
  • educated, as a term used for Millennials, 310
  • education
    • as a reason for visualizing data, 129
    • ungated offers and, 81
  • educational content, generating leads with, 85–87
  • educational resources, as MOFU content, 227
  • effect, desired, mission statement and, 13
  • elevation model, for content curation, 202
  • “11 Examples of Killer B2B Content Marketing Campaigns Including ROI” (Odden), 248
  • Elliott, Nate (market researcher), 208
  • Elliott, Stuart (author), 719
  • email
    • as a channel, 154
    • cold, 366
    • leveraging Facebook presence via, 596
    • marketing through, 237
    • Millennials and, 344–347
    • promoting videos on YouTube with, 678–679
    • using for brand experience strategy, 366
  • Email Hunter (website), 501
  • email marketing
    • about, 443–444
    • broadcast emails, 447
    • building promotional calendars, 448–453
    • creating email campaigns, 453–459
    • ensuring deliverability, 466–468
    • promoting offers with, 590
    • promotional emails, 444–445
    • relational emails, 445
    • tips for, 463–465
    • transactional emails, 445–446
    • triggered emails, 447–448
    • writing and designing effective emails, 459–463
  • email match audience analysis, 315
  • EMailOnAcid (website), 291
  • emotional stories, power of, 530–531
  • emotions, identifying prospect's, 146–147
  • emphasizing content in press releases, 653–654
  • employee advocacy programs, implementing, 301
  • employee channel, 426
  • employees, acquiring stories from, 246
  • employing content strategy, 286–288
  • enabling Facebook Messenger, 619
  • e-newsletters, integrating social media with, 644–648
  • Engage stage, of buyer journey in Acquisition campaigns, 73
  • engagement
    • displaying in buyer journey, 115
    • measuring in minutes, 110
    • suggested metrics for increasing, 18
  • Engagement campaigns, 72, 75–76, 456
  • Engagement in accounts, as KPI, 104
  • engagement metrics, calculating influencer payments with, 519
  • engagement reports, building, 737–738
  • engaging
    • accounts, 110–111
    • audiences using storytelling, 241–248
    • influencers, 477–481
  • Engagio, 110
  • enhancing business model, 716–717
  • entertainment, ungated offers and, 81
  • entitled, as a term used for Millennials, 310
  • entry point offers (EPOs), 80–81
  • environment data, for consumers, 128
  • Epic Content: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less (Pulizzi), 12–13
  • “An Epic Guide To Creating Epic Content” (Wormley), 161–162
  • EPOs (entry point offers), 80–81
  • Etlinger, Susan (author), 426
  • Etsy, 50, 51
  • Eventbrite, 212
  • evergreen content, 194–195
  • Evernote, 54, 55, 262, 502, 503
  • example, in a gated offer, 83, 84–85
  • Excite stage, of buyer journey in Monetization campaigns, 74
  • executing, on tasks, 735–736
  • executive, as content creator, 280
  • Expanded engagement in accounts, as KPI, 104
  • expectations, setting, 515
  • experience, analyzing brand engagement with, 66
  • experience-specific content, creating, 370–372
  • exploration, as a reason for visualizing data, 129
  • exposure, analyzing brand engagement with, 65–66
  • Express Writers (website), 259
  • Eyal, Nir (author), 27
  • eye-tracking studies, 36–37

F

G

H

I

J

K

L

M

N

O

P

Q

R

  • raw data, 318
  • Rawson, Alex (author), 152
  • reach, as an influencer attribute, 494
  • The Readability Test Tool, 251
  • reading, in patterns, 36–38
  • Really Simple Syndication (RSS) feeds, 650
  • real-time bidding (RTB), 390
  • real-time content, 123–124
  • rebranding, 720
  • reciprocity, as a principle of persuasion, 490, 492
  • recognizing loyal customers, 59
  • recurring billing, 99
  • Red Bull, 608
  • Reddit, 436, 647, 652
  • reengagement campaigns, 458–459
  • reevaluating ecosystem, 727–729
  • relational emails, 445
  • relationships
    • fostering, 380
    • importance of, 315–316
    • nurturing, 301–302
  • relevance, as an influencer attribute, 494
  • remarketing, 372–373
  • Remember icon, 2
  • rented lists, 366
  • repeat customer, 97
  • repin (Pinterest), 686
  • @reply, onTwitter, 665–666
  • reporting functions
    • Facebook Page activity, 575–579
    • as paid media consideration, 391
  • reports, free, as gated offers, 86
  • repurposed content
    • about, 198, 199, 205
    • benefits of, 206
    • picking content, 206–207
    • planning goals, 206–207
  • reputation
    • about, 21–22
    • as an attention trigger, 35–36
    • monitoring, 466–467
  • researching competitors, 159–161
  • resonance, as an influencer attribute, 494
  • resource lists, as gated offers, 88
  • resources, useful, as MOFU content, 227
  • responsiveness, nurturing relationships via, 302
  • retail therapy, 146
  • retargeting, 233, 388–390
  • retention, 416
  • return on investment (ROI)
    • about, 741
    • analyzing tests, 752–754
    • calling a test, 751
    • getting ready to test, 748–749
    • knowing how tests are performed, 752
    • preparing to launch, 750–751
    • selecting page elements to optimize, 746–748
    • split testing, 742–746
  • Return Path, 467
  • retweeted, being, 666–667
  • retweeting, 666–667
  • Revella, Adele (founder of Buyer Persona Institute), 143
  • revenue
    • attributing advertising spend to, 114–115
    • calculating influencer payments with, 520
    • generating using online training for, 211
  • revenue streams, on Business Model Canvas, 57
  • review processes, creating, 734–735
  • review sites, optimizing for, 420–421
  • reward, as an attention trigger, 35–36
  • RhythmOne, 505, 506
  • RiteTag, 439, 440
  • Rival IQ (website), 323
  • road map, 364–365
  • Robin (website), 277
  • ROI (return on investment). See return on investment (ROI)
  • roles and responsibilities, determining, 257–258
  • Rolling Stones, 62
  • Roojoom, 246, 247
  • RSS (Really Simple Syndication) feeds, 650
  • RTB (real-time bidding), 390
  • Rubin, Jamie Todd (Paperless Living Ambassador), 502, 503
  • running brand experience campaigns, 377–381

S

T

U

V

W

Y

Z