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 ...

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