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Machine generated contents note: About the author -- About the contributors Introduction -- What is a digital strategy? -- What's the story of this book? -- How to get the most from this book 01 What is digital marketing? -- A history of digital marketing -- The 4 Ps of marketing -- Porter's five forces -- Brand or perceptual positioning map -- Customer lifetime value -- Segmentation -- Boston Consulting Group matrix -- Summary -- Further reading -- References 02 Aligning with your business strategy -- Customer centricity -- Business model -- Global strategy -- Brand -- Vision -- Culture -- Research and insight -- KPIs -- Summary -- Further reading -- References 03 Barriers and considerations -- Technology -- Skills -- Budget and resources -- Business priorities -- Regulation -- Summary -- Further reading -- References 04 Planning -- The planning process -- The phased approach -- Goals -- Objectives and strategies -- Action plans -- Controls -- People -- Budgeting and forecasting -- Summary -- Further reading 05 Search engine optimization -- A history of SEO -- Researching your SEO strategy -- Technical SEO -- Site structure -- Content -- Mobile -- Location -- Penalties -- Organizational structure and SEO -- Summary -- Further reading -- References 06 Paid search -- An introduction to paid search -- Setting up a campaign -- Measurement and optimization -- Advanced paid search -- Managing paid search campaigns - humans versus robots -- Summary -- Further reading 07 Display -- A brief history -- Programmatic advertising -- Types and formats of display advertising -- Ad servers and technological delivery -- Types of display campaign -- Planning and targeting display campaigns -- Display campaign measurement and attribution modelling -- Summary -- Further reading -- References 08 Social media -- History of social media -- Should I or shouldn't I? -- Customer service and reputation management -- The SEO angle -- Where to start? -- Types of social media -- Content -- Social advertising -- Measurement -- Summary -- References 09 User experience and transformation -- User experience (UX) -- Digital transformation -- Summary -- Further reading -- References 10 CRM and retention -- Defining CRM and retention -- Contact strategy -- Cross-selling and up-selling -- Predictive analytics -- CRM systems -- Social CRM (SCRM) -- Loyalty -- Summary -- Further reading -- References 11 True personalization -- What is personalization? -- Defining true personalization -- User-defined personalization -- Behavioural personalization -- Tactical personalization -- Single customer view -- Summary -- Further reading -- References 12 Customer service -- Customer service principles -- Channels -- Social customer service -- Measurement -- Summary -- Further reading -- References 13 Content strategy -- What is content marketing? -- What is content? -- What content types should you use? -- Why content marketing? -- People and process for creating content -- Distribution -- Measuring the value of content -- International content -- Audit checklist -- Summary -- Further reading -- References 14 Analytics and reporting -- The data landscape -- The reliability of data-based decisions -- What are analytics? -- Tools and technology -- Attribution modelling -- Reporting -- Summary -- Further reading -- References 15 Presenting your strategy -- Decision making -- Budget -- Key channel benefits -- How channels interact -- Website -- Further considerations -- Structuring your proposal -- Advocacy -- Summary -- Further reading -- References Bringing it all together -- Index

"The first Muslim woman to receive the Nobel Peace Prize, Shirin Ebadi has inspired millions around the globe through her work as a human rights lawyer defending women and children against a brutal regime in Iran. Now Ebadi tells her story of courage and defiance in the face of a government out to destroy her, her family, and her mission: to bring justice to the people and the country she loves. For years the Islamic Republic tried to intimidate Ebadi, but after Mahmoud Ahmadinejad rose to power in 2005, the censorship and persecution intensified. The government wiretapped Ebadi's phones, bugged her law firm, sent spies to follow her, harassed her colleagues, detained her daughter, and arrested her sister on trumped-up charges. It shut down her lectures, fired up mobs to attack her home, seized her offices, and nailed a death threat to her front door. Despite finding herself living under circumstances reminiscent of a spy novel, nothing could keep Ebadi from speaking out and standing up for human dignity. But it was not until she received a phone call from her distraught husband--and he made a shocking confession that would all but destroy her family--that she realized what the intelligence apparatus was capable of to silence its critics. The Iranian government would end up taking everything from Shirin Ebadi--her marriage, friends, and colleagues, her home, her legal career, even her Nobel Prize--but the one thing it could never steal was her spirit to fight for justice and a better future. This is the amazing, at times harrowing, simply astonishing story of a woman who would never give up, no matter the risks. Just as her words and deeds have inspired a nation, Until We Are Free will inspire you to find the courage to stand up for your beliefs; advance praise for Until We Are Free: "Shirin Ebadi is quite simply the most vital voice for freedom and human rights in Iran"--Reza Aslan, author of No god but God and Zealot : The Life and Times of Jesus of Nazareth; "A riveting account of a brave, lonely struggle. Reads like a police thriller, its drama heightened by Ebadi's determination to keep up the quotidian aspects of her family life"--The Washington Post Book World; "A must-read. may be the most important book you could read this year"--Seattle Post-Intelligencer; "As a testament to how a single, inspired voice can rise above the cacophony. The book should be required reading"--The Nation; "Some of her admirers in Iran call her a woman of steel. Sure, ...

Machine generated contents note: Preface: Systematizing Success Lessons from the world's fastest growing companies PART 1: NAIL A NICHE Chapter 1: "NICHE" DOESN'T MEAN SMALL ARE YOU SURE YOU'RE READY TO GROW FASTER? HOW TO KNOW IF YOU'VE NAILED A NICHE ACHIEVE WORLD DOMINATION ONE NICHE AT A TIME THE ARC OF ATTENTION Chapter 2: SIGNS OF SLOGGING ARE YOU A NICE-TO-HAVE? BIG COMPANIES SUFFER TOO WHERE AARON WENT WRONG YOUR CURRENT STRENGTH CAN BE A FUTURE WEAKNESS Chapter 3: HOW TO NAIL IT WHERE CAN YOU BE A BIG FISH IN A SMALL POND? WORK THROUGH THE NICHE MATRIX HOW AVANOO NAILED IT JASON'S 20-INTERVIEW RULE Chapter 4: YOUR PITCH IF YOU WERE A RADIO STATION, WOULD ANYONE TUNE IN? ELEVATOR PITCHES ARE ALWAYS FRUSTRATING THEY DON'T CARE ABOUT "YOU": 3 SIMPLE QUESTIONS PART TWO: CREATE PREDICTABLE PIPELINE INTRODUCTION: LEAD GENERATION ABSOLVES MANY SINS Chapter 5: SEEDS - CUSTOMER SUCCESS HOW TO GROW SEEDS PREDICTABLY CASE STUDY: HOW GILD DROPPED MONTHLY CHURN FROM 4% TO 1% CASE STUDY: CUSTOMER SERVICE EXCELLENCE AT TOPCON Chapter 6: NETS - INBOUND MARKETING THE FORCING FUNCTION YOUR MARKETING LEADER NEEDS: A "LEAD COMMIT" CORPORATE MARKETING VS. DEMAND GENERATION CASE STUDY: ZENEFITS FROM $1 MILLION TO $100 MILLION IN TWO YEARS INBOUND MARKETING: A 4-POINT PRIMER HEROIC MARKETING: WHEN YOU HAVE NO MONEY AND LITTLE TIME Chapter 7: SPEARS - OUTBOUND PROSPECTING WHERE OUTBOUND WORKS BEST - AND WHERE IT FAILS OUTBOUND LESSONS LEARNED SINCE PREDICTABLE REVENUE WAS PUBLISHED CASE STUDY: ZENEFITS' OUTBOUND LESSONS ACQUIA: OUTBOUND'S ROLE IN A $100 MILLION TRAJECTORY GUIDESPARK: FROM ZERO TO $10 MILLION WITH OUTBOUND TAPSTREAM: STARTING FROM SCRATCH CHAPTER X: WHAT EXECUTIVES MISS PIPELINE CREATION RATE: YOUR #1 LEADING METRIC THE 15/85 RULE: EARLY ADOPTERS AND MAINSTREAM BUYERS WHY YOU'RE UNDERESTIMATING CUSTOMER LIFETIME VALUE CHAPTER 8: WHAT EXECUTIVES MISS PIPELINE CREATION RATE: YOUR #1 LEADING METRIC THE 15/85 RULE: EARLY ADOPTERS AND MAINSTREAM BUYERS WHY YOU'RE UNDERESTIMATING CUSTOMER LIFETIME VALUE PART 3: MAKE SALES SCALABLE Chapter 9: LEARN FROM OUR MISTAKES GROWTH CREATES MORE PROBLEMS THAN IT SOLVES -BUT THEY ARE BETTER PROBLEMS JASON'S TOP 12 MISTAKES IN BUILDING SALES TEAMS ADVICE FROM THE VP SALES BEHIND LINKEDIN AND ECHOSIGN Chapter 10: SPECIALIZATION: YOUR #1 SALES MULTIPLIER WHY SALESPEOPLE SHOULDN'T PROSPECT CASE STUDY: HOW CLIO RESTRUCTURED SALES IN 3 MONTHS CAN YOU BE TOO SMALL, OR TOO BIG, TO SPECIALIZE? SPECIALIZATION: TWO COMMON OBJECTIONS SPECIALIZATION SNAPSHOT AT ACQUIA CHAPTER 11: HIRING BEST PRACTICES FOR SALES SIMPLE HIRING TRICKS WHEN DOING SOMETHING NEW, START WITH TWO CHAPTER 12: HIRING BEST PRACTICES FOR SALES SIMPLE HIRING TRICKS WHEN DOING SOMETHING NEW, START WITH TWO THE $100M HUBSPOT SALES MACHINE: RECRUITING AND COACHING ESSENTIALS CASE STUDY: HOW TO CUT DOWN ON WASTED INTERVIEWING TIME CHAPTER 13: SCALING THE SALES TEAM IF YOU'RE CHURNING MORE THAN 10% OF YOUR SALESPEOPLE, THEY AREN'T THE PROBLEM ZENEFITS CASE STUDY: SCALING SALES FROM 2 TO 350 REPS PUT NON-SALES LEADERS ON VARIABLE COMP PLANS, TOO TRUTH = MONEY PIPELINE DEFICIT DISORDER ARE YOUR ENTERPRISE DEALS TAKING FOREVER? FIVE KEY SALES METRICS (WITH A TWIST) Chapter 14: FOR STARTUPS ONLY EVERY TECH PRODUCT SHOULD HAVE A SERVICE OPTION WHAT JASON INVESTS IN + DO YOU NEED TO RAISE MONEY TO SCALE? WHAT THE HEADCOUNT OF A 100-PERSON SAAS COMPANY LOOKS LIKE PART 4: DOUBLE YOUR DEALSIZE Painful Truth: It's hard to build a big business out of small deals. Chapter 15: DEALSIZE MATH WHAT JASON LEARNED: YOU NEED 50 MILLION USERS TO MAKE FREEMIUM WORK SMALL DEALS GET YOU STARTED, BIG DEALS DRIVE GROWTH CHAPTER 16: NOT TOO BIG, NOT TOO SMALL When you can't turn small deals into big ones IF YOU HAVE CUSTOMERS OF ALL SIZES Chapter 17: GOING UPMARKET IF YOU DON'T WANT SALESPEOPLE ADD ANOTHER TOP PRICING TIER PRICING IS ALWAYS A PAIN GOING FORTUNE 1000: BY MARK CRANNEY PART 5: Do The Time Chapter 18: EMBRACE FRUSTRATION ARE YOU SURE YOU'RE READY FOR THIS? EVERYONE HAS A YEAR OF HELL COMFORT IS THE ENEMY OF GROWTH REACHING ESCAPE VELOCITY Chapter 19: SUCCESS ISN'T A STRAIGHT LINE THE ANXIETY ECONOMY & ENTREPRENEUR DEPRESSION MARK SUSTER'S QUESTION: "SHOULD YOU LEARN OR EARN?" WHEN A STRAIGHT LINE ISN'T THE SHORTEST PATH TO SUCCESS CHANGE YOUR WORLD, NOT THE WORLD PART 6: EMBRACE EMPLOYEE OWNERSHIP Chapter 20: A REALITY CHECK DEAR EXECUTIVES (FROM EMPLOYEE) DEAR EMPLOYEE (FROM EXECUTIVES) PS: "DEAR SENIOR EXECUTIVES, DON'T GET LEFT BEHIND" (FROM CEO AND BOARD) ARE YOUR PEOPLE RENTING, OR OWNING? Chapter 21: FOR EXECUTIVES: CREATE FUNCTIONAL OWNERSHIP A SIMPLE SURVEY "NO SURPRISES" FUNCTIONAL OWNERSHIP CASE STUDY: HOW STRUGGLING TEAM TURNED INTO A SELF-MANAGING SUCCESS To Turn Things Around Chapter 22: TAKING OWNERSHIP TO THE NEXT LEVEL FINANCIAL OWNERSHIP MOVE PEOPLE AROUND THE 4 TYPES OF EMPLOYEES PART 7: DEFINE YOUR DESTINY Chapter 23: ARE YOU ABDICATING YOUR OPPORTUNITY? YOUR OPPORTUNITY IS BIGGER THAN YOU REALIZE HOW TO EXPAND YOUR OPPORTUNITY AT WORK YOU NEED SOME HUMDRUM PASSIONS YOUR COMPANY ISN'T YOUR MOMMY OR DADDY BACK TO FORCING FUNCTIONS: HOW TO MOTIVATE YOURSELF TO DO THINGS YOU DON'T FEEL LIKE DOING SALES IS A LIFE SKILL SALES IS A MULTI-STEP PROCESS Chapter 24: COMBINING MONEY AND MEANING MEANING GONE WRONG WHAT'S YOUR UNIQUE GENIUS? IGNORING REAL LIFE DOESN'T MAKE IT GO AWAY AARON: HOW THE HELL DO YOU JUGGLE 9+ KIDS AND WORK?