What Great Customer Advocacy Programs Do That You Don’t (Yet)
Old haircare product commercials had it right when it comes to customer advocacy. Remember the words of Vidal Sassoon from 1976: “If you don’t look good, we don’t look good.” Now remember the famous...
View ArticleFive Tips for Shorter, More Impactful Advocacy Assets
Once upon a time, when the world seemed to spin a bit more slowly and there were significantly fewer distractions, marketers were able to create tome-like customer case studies that went to great...
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Customer Awards Program: How to Avoid the “John Travolta Moment”
Idina Menzel, the talented Broadway (Rent) and TV (Glee) star, was about to receive her biggest accolade ever at last week’s 86th Academy Awards ceremony – winning an Oscar for her song “Let It Go”...
View ArticleWhy No One’s Reading Your Email Newsletter
Bombarded by an endless stream of messages every day, decisionmakers at b-to-b companies often see a vendor’s email newsletter as useless inbox clutter and immediately delete the message without...
View ArticleBelieve the Hype: You Should be Doing Account-Based Marketing
Account-based marketing (ABM) is enjoying a moment lately, which is great. Still, I can’t help but worry some companies who try it may not have a happy ending. Let’s be clear: I firmly believe some...
View ArticleWelcome Aboard! Three Steps to Better Customer Onboarding
Several years ago, I took advantage of one of those overseas delivery offers from a European auto manufacturer. For those not familiar with this concept, certain car companies offer all sorts of...
View ArticleYou’re in Charge of Account-Based Marketing. Now What?
Congratulations! You have just been given responsibility for the new account-based marketing (ABM) program. This is a fantastic opportunity to expand your marketing skills and increase your visibility...
View ArticleB-to-B Customer Experience: The Biggest Job With Nobody in Charge
Customer-centric, customer focused, customer obsessed. Everyone is talking about customer experience right now, but what’s really happening to make it better in b-to-b companies? What makes it so hard...
View ArticleWhat Account-Based Marketing Teams Can Learn from the 2014 Championship UConn...
The 2013-2014 University of Connecticut men’s basketball team is a perfect manifestation of the saying “the whole is greater than the sum of its parts.” While the team was certainly talented, UConn had...
View ArticleFive Ways to Promote Customer Community Participation
An exciting trend we see in b-to-b is a renewed investment in online customer communities. Companies appear to be realizing how important it is to provide a vehicle for their customers to interact...
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