CONTENTS

1. Cover
2. Foreword
3. About the Author
4. Part I The Long-Term Greed of Category Creation
   1. 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement
      1. What Is Category Creation?
      2. How to Tell Whether You’re Creating a Category
      3. Why Create a Category?
      4. Creating the Customer Success Category
      5. Notes
   2. 2 Why Brand Is at the Heart of Category Creation in the Business-to-Human (B2H) Era
      1. The Imperative of Brand in Category Creation
      2. How Did We Get Here?
      3. Enter Business-to-Human (B2H) Marketing
      4. Notes
   3. 3 The Six Challenges of Creating a Category (and How to Overcome Them)
      1. 1. Not Everyone Will Get It Right Away
      2. 2. Customers Are Initially Interested in Education, Not Your Product
      3. 3. You’ll Need a LOT of Capital (Although There Are Workarounds)
      4. 4. Short-Term Planning Is Extremely Hard
      5. 5. Executives and Investors Need to Buy In or You Will Fail
      6. 6. Understanding the Competition Is Confusing
      7. Notes
   4. 4 Special Considerations for Established Companies in Commoditized Markets
      1. The Commoditization of Industry
      2. Option 1: Launch into a New Product Category
      3. Option 2: Leverage Your Unfair Advantage to Become a Category Leader
      4. Notes
5. Part II Seven Principles to Create (and Dominate) a Category
   1. 5 Live Your Purpose, Values, and Culture Out Loud
      1. How to Develop a Shared Vision Around Company Purpose
      2. The Power of Purpose in Category Creation
      3. How to Activate Purpose and Values
      4. Why Purpose, Values, and Culture Matter to Teammates
      5. Notes
   2. 6 Focus on the People in Your Market—Not Just Your Products
      1. The Psychology of Early Adopters in New Categories
      2. A Primer on Content Marketing
      3. Developing a Content Marketing Strategy for New Categories
      4. Notes
   3. 7 Create a Lifestyle Brand for Your Category
      1. What Is a Lifestyle Brand?
      2. Digital Media
      3. Education and Career Services
      4. Notes
   4. 8 Grow a Community by Doubling Down on Live Events and Experiences
      1. Creating Experiences, Not Events
      2. Types of Corporate Experiences
      3. How to Plan an Industry Conference for Your Category
      4. Note
   5. 9 Activate Customers as Brand Ambassadors
      1. How Customers Create Categories
      2. How to Create and Identify Brand Advocates
      3. How to Engage and Mobilize Advocates
      4. Notes
   6. 10 Recognize That Analysts Don’t Create Categories, Customers Do
      1. How Customer Voice Is Challenging Industry Analysts
      2. The Challenge of Analyst Relations in Modern Category Creation
      3. Expanding the Definition of “Analysts”
      4. Note
   7. 11 Establish Trust at Scale Through Authentic Executive Communication
      1. Marketing’s Role in Executive Communications
      2. The Importance of Establishing Trust in Category Creation
      3. How Marketing Can Scale Trust in New Categories
      4. Note
6. Part III Proving the Impact of Category Creation on Customers, Investors, and Employees
   1. 12 How to Connect Category Creation Programs to Growth for Executives and Investors
      1. Six Growth Outcomes Impacted by Category Creation
      2. Case Study on Growth: The Gainsight Pulse Conference
      3. How to Build a Bridge into Funnel Two
      4. Notes
   2. 13 The Intangible Benefits of Category Creation on Customer and Teammate Success
      1. The Alliance of Working and Winning in Category Creation
      2. Conclusion
      3. Note
7. Acknowledgments
8. Index
9. End User License Agreement

List of Tables

1. Chapter 1
   1. Table 1.1
   2. Table 1.2
2. Chapter 2
   1. Table 2.1
3. Chapter 8
   1. Table 8.1
4. Chapter 9
   1. Table 9.1
5. Chapter 12
   1. Table 12.1

List of Illustrations

1. Chapter 3
   1. Figure 3.1 Years to IPO; Founding Year to IPO Year
   2. Figure 3.2 Gainsight Highway Billboard Circa 2013
   3. Figure 3.3 ARBA Sales and Marketing Expense by Year
2. Chapter 4
   1. Figure 4.1 Marketing Technology Landscape Supergraphic (2019) by ChiefMarTec
3. Chapter 5
   1. Figure 5.1 ServiceNow Brand Identity Past and Present
4. Chapter 6
   1. Figure 6.1 Maslow’s Hierarchy of Needs Pyramid
   2. Figure 6.2 Rogers’s Technology Adoption Curve
   3. Figure 6.3 Examples of Early Stage Content Themes
5. Chapter 8
   1. Figure 8.1 Three Types of Speakers at Industry Conferences
6. Chapter 9
   1. Figure 9.1 Gainsight’s Prescriptive Framework for Cross-Functional Customer Success
7. Chapter 10
   1. Figure 10.1 Analyst Impression of Gainsight Market Opportunity—January 2013
8. Chapter 12
   1. Figure 12.1 Visualizing the Effects of Second Order Revenue (via SaaStr)
   2. Figure 12.2 Charting Opportunity Cost in Conference Marketing
   3. Figure 12.3 Understanding ACV Impact of Pulse Conference Attendance
   4. Figure 12.4 Understanding Retention Impact of Pulse Conference Attendance
   5. Figure 12.5 Lead Scoring Framework for New Categories
9. Chapter 13
   1. Figure 13.1 Future Stock Price Indicators of Employee Engagement and Product Belief
   2. Figure 13.2 Tweet from Gainsight CEO Nick Mehta

Guide

1. Cover
2. Table of Contents
3. Foreword