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)
  • case study, 192, 194-196, 194-200
  • overview, 110–111, 116, 147
• 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