account-based marketing (ABM), 98
agencies
Allen, Robert, 54
AMD (Advanced Micro Devices), 17–20
Apple Pay, 172
apps
Allstate, 156
Google Waze, 177
Macy’s, 173
Armstrong, Brandon, 176
Ask, Julie, 178
Atchison, Shane, 38
author’s blog/contact info, 289, 290
Autobiography of Benjamin Franklin, The, 206
awareness, 34
B2C content marketing, 105–108
Baer, Jay, 160
Balter, Dave, 224
Bang! (Kaplan Thaler and Koval), 214
Barger, David, 146
Becher, Jonathan, xiv, 48, 59–62
Bena, Daniel W., 228
Berger, Jonah, 198
Bernoff, Josh, 178
best employer survey, 64
big data, 57–58, 151, 205, 249, 277
Big Moo, The (Godin), 148
biology and marketing, 286
Brand, Hennig, 289
Brand Called You, The (Montoya), 254
brand differentiation, 178
brand halo, 107
Brand Thinking and Other Noble Pursuits (Millman), 24
brand transformation/expansion, 61, 62
Branson, Richard, 275
Brown, Danny, 116
allocation/optimization of, 144
Burby, Jason, 38
Butman, John, 224
change
channel conflict, 69
Chief Customer Officer (Bliss), 156
Chief Listening Officer (CLO), 5
Christensen, Clayton M., 46
Ciena, 222
clarity, 164
client engagement, 65
CMO Manifesto (Ellett), 12
CMO-type organizations, 36
commitment, 164
communication
marketing as, 166
compassion, 164
Competitive Strategy (Porter), 32
conditions of satisfaction, 4, 6
Contagious (Berger), 198
Content Code, The (Schaefer), 104
content development
B2B content marketing and, 99–104
B2C content marketing and, 105–108
marketing automation and, 97–98, 103
service philosophy and, 203–204
small budgets and, 159
user-generated content and, 109–112
copying the competition, 250
corporate social responsibility (CSR), 225–228, 234, 236
Covey, Stephen, 270
creativity
agency change and, 138
disruptive nature of, 44
real-time marketing and, 186
credibility, 164
CreditSignal, 103
customer experience, 142–143, 180–181, 239
customer satisfaction, 73
data
accessibility of, 249
big, 57–58, 151, 205, 249, 277
CRM programs and, 168
personalization based on, 277
service related to, 205
decision making
ownership of, 73
voice of customer in, 240
Decoding the New Consumer Mind (Yarrow), 82
degrees of separation between people, 276–277
Delivering Happiness (Hsieh), 240
Dempster, Craig, 190
diagnostic measures, 34
Dick Roth Associates, 137
Dig Your Well Before You’re Thirsty (Mackay), 274
digital workforce, 287
display network advertising, 144
Do the KIND Thing (Lubetzky), 241, 244
Does It Work? (Atchison and Burby), 38
Drucker, Peter, 83
Duvall, Doug, xiv, 130, 161–164
Edison, Thomas, 37
Eisenberg, Bryan and Jeffrey, 170
Ellett, John, 12
Eloqua, 103
emotional connections, 193, 194
empathy, 52, 122, 123, 267–270
employee advocacy, 11
End of Business As Usual, The (Solis), 288
Engage (Solis), 186
Engagio, 96
enlightened self-interest, 202
enterprise capabilities, 150
Epic Content Marketing (Pulizzi), 108
event marketing, 14–16, 158, 160
Everybody Writes (Handley), 124
executing organizational plans, 58
experimentation, 37
Eyal, Nir, 174
B2B content marketing and, 106, 107
community building and, 223
networking and, 274
real-time marketing and, 184
See also social media
Fallon, Pat, 78
Fascinate (Hogshead), 42
feedback mechanisms, 194
Fiorella, Sam, 116
Fiske, Susan T., 92
focusing on target audience, 58
Ford, Henry, 13
Forest Stewardship Council (FSC), 235
Franklin, Benjamin, 206
Freddie Mac, 162
freemium acquisition strategy, 103
fundamentals. See Inert Fundamentals
Getchell, Margaret, 172
Getting Things Done (Allen), 54
Gilbreath, Bob, 266
global brain, 287
Global Event Industry Benchmarks Study, 13, 15–16
goals
simplifying, 18
Godin, Seth, 148
Goldberg, Fred S., 140
Good Leaders Ask Great Questions (Maxwell), 258
Good to Great (Collins), 88
Goodstein, Barbara, xiii, 130, 135–140
Google, 24
Graham, Terri Funk, xiv, 130, 131–134
Grapevine (Balter and Butman), 224
Great by Choice (Collins and Hansen), 66
Gronkowski, Rob, 177
Grow (Stengel), 236
Handley, Ann, 124
Halligan, Brian, 98
Hansen, Morten T., 66
Happy Customers Everywhere (Schmitt), 144
Harte Hanks, 218
Heath, Chip and Dan, 120
Hogshead, Sally, 42
Hooked (Eyal), 174
Hope is Not a Strategy (Page), 20
How Excellent Companies Avoid Dumb Things (Smith), 58
Howler Brothers, 24
HSBC BankCab, 201
Hsieh, Tony, 240
Human Brand, The (Malone and Fiske), 92
I Love You More Than My Dog (Bliss), 210
IBM
implementation sequencing, 188
Inbound Marketing (Halligan and Shah), 98
independent sales consultants, 89–92
Influence Marketing (Brown and Fiorella), 116
innovation
consistent process of, 283–288
new technologies and, 150
Innovator’s Solution, The (Christensen and Raynor), 46
Insanity of Advertising (Goldberg), 140
international marketing, 63–66
Jobs, Steve, 13
John Deere, 107
Juicing the Orange (Fallon and Senn), 78
Kaggle, 286
Kaplan Thaler, Linda, 214, 232
KPIs, 32
Kramer, Bryan, 128
Lavoisier, Antoine, 290
trust and, 53
Leahy, Terry, xiv, 246, 247–250
Lee, John, 190
LEED certification, 226, 227, 228, 235
Lincoln on Leadership (Philips), 262
Linux Foundation, 87
empowerment related to, 91, 92
to social media, 5, 126–127, 128, 185, 209
localized capabilities, 150
loyalty programs, 181–182, 239–240
Lubetzky, Daniel, 200, 241–244
Mackay, Harvey, 274
Made to Stick (Heath & Heath), 120
Malone, Chris, 92
Management in 10 Words (Leahy), 250
market the marketing, 45
Marketing as Service, 99, 201–206
marketing automation, 95–98, 103
marketing equivalency, 65
Marnell, Richard, 94, 100, 105–108
Maxwell, John C., 258
McCurry, Mike, 164
MediaMath, 189
Medrano, Roberto, 246, 263–266
Mendeleev, Dmitri, xvii, 289, 290
Millman, Debbie, 24
Mirror Test, The (Hayzlett), 6
mobile marketing
media mixing and, 156
Mobile Mind Shift, The (Schadler, Bernoff, and Ask), 178
Molloy, Margaret, 114
Montoya, Peter, 254
multichannel campaigns, 104
Network Is Your Customer (Rogers), 152
Neuron Strategies, 255
New Rules of Marketing & PR, The (Scott), 112
Newlands, John, 290
Newlin, Kate, 282
Next Evolution of Marketing, The (Gilbreath), 266
Nice Companies Finish First (Shankman), 182
Ninja launch (Kawasaki), 50
Nintendo, 238
social customer service, 207–210
Nylon magazine, 196
O’Brien, Joanne, 133
Ogilvy, David, 134
Ogilvy on Advertising, 134
Omni Hotels & Resorts, 225–228
omnichannel world, 151
online influencers, 160
online retailers, 194
OPEN forum, 203
optimization
budget, 144
Ortiz, David “Big Papi,” 85
outcome measures, 34
ownership, 53
Page, Rick, 20
Passion Brands (Newlin), 282
Periscope, 176
Phelps, Michael, 111
Philips, Donald T., 262
points of contact, 35
Porter, Michael, 32
Power of Nice, The (Kaplan Thaler and Koval), 232
press coverage, 46
programmatic buying, 36–37, 151–152, 189–190
public relations (PR), 116, 160, 260
Pulizzi, Joe, 108
questions
for crisis management, 163–164
for rebranding, 26
Raynor, Michael E., 46
real-time marketing (RTM), 183–186
Reardon, Martine, 171–174, 175
recognition, 53
The Recording Academy, 109–112
Reichheld, Fred, 16
reputation, 253
Responsys email platform, 180
Return on Customer (Peppers and Rogers), 218
return on relationship, 70, 114
Return on Relationship (Rubin and Rose), 70
Rhimes, Shonda, 128
Ries, Al and Laura, 28
Rise of the Platform Marketer, The (Dempster and Lee), 190
risk-taking, 4, 6, 145–148, 213, 250, 253–254
Roca on the Rails program, 46
Rogers, David L., 152
Rogers, Martha, 218
Roker, Al, 210
Rose, Kathryn, 70
Running the Gauntlet (Hayzlett), 74
SAP
Schadler, Ted, 178
Schaefer, Mark W., 104
Schmitt, Bernd, 144
Schnatter, John, 10
Scott, David Meerman, 112
search consultants, 137
Secret Weapon Marketing, 131, 133
self-promotion, 254
sell-through process, 143
Senn, Fred, 78
service
See also customer service
7 Habits of Highly Effective People, The (Covey), 270
Shah, Dharmesh, 98
shared content, 110, 112, 126, 128
Shareology (Kramer), 128
Shipley, Lou, 84
Shopkick, 172
Silicon Valley, 287
Sinek, Simon, 62
Sirkin, Clive, 150
small businesses
big data used by, 277
service mentality toward, 202, 203
Smith, Neil, 58
social customer service, 207–210
B2C content marketing and, 106
community building and, 219–222
influencer marketing and, 115
internal company use of, 66, 91
listening to, 5, 126–127, 128, 185, 209
marketing automation and, 97
passion conveyed through, 281–282
sharing information via, 51–52
small budgets and, 158–159, 160
user-generated content and, 111, 112
viral hits and, 196
Web experience and, 193
social responsibility, 200, 225–228
social-at-the-core campaigns, 32
Start with Why (Sinek), 62
Stengel, Jim, 236
stewardship, 19
storytelling, 121–124, 213–214
success
sharing credit for, 54
Sustain-Ability (Bena), 228
sustainability practices, 226–228
tactical capabilities, 150
targeted ads, 260
technology
communication facilitated through, 166
innovation driven by, 150
temporary project teams, 62
test/invest methodology, 158
Thank You Economy, The (Vaynerchuk), 164
Think Big, Act Bigger (Hayzlett), 6
“Think Like Linux, Act Like UPS, and Smile Like Amazon” (Granof), 86
Time Warner Cable Business Class, 55–58
tipping points, 85
Townsend, Jason, 280
B2C content marketing, 105–108
user-generated content, 109–112
Truman, Harry S., 8
trust
real-time opportunities and, 185–186
22 Immutable Laws of Branding, The (Ries and Ries), 28
mobile marketing and, 174
real-time marketing and, 184–185
social customer service and, 208
See also social media
Ultimate Question 2.0, The (Reichheld), 16
underdog phenomenon, 20
usability research, 14
user-generated content, 109–112
Vaynerchuk, Gary, 164
video
B2B content marketing and, 101
B2C content marketing and, 106, 107
programmatic buying and, 190
Vine, 286
Virgin America, 275
Waiting for the Cat to Bark (Eisenberg and Eisenberg), 170
Wanelo, 174
Waze navigation app, 177
The Weather Channel, 125
WeMo Home Automation system, 123
Yahoo!, 238
Yarrow, Kit, 82
Your Network Is Your Net Worth (Gale), 276, 278
Youtility (Baer), 160
Zemlin, Jim, 87
Zombie Loyalists (Shankman), 194
3.12.166.255