Advice & Insight

Reflections on customer advisory boards, customer relationships, and what it takes to strengthen them both.

Looking for a complete primer on advisory boards? Read The Expert Guide to Powerful Customer Advisory Boards.

Customer Advisory Boards, Featured Jane Hiscock Customer Advisory Boards, Featured Jane Hiscock

Is Your Facilitation Killing your Customer Advisory Board?

If your advisory board is struggling—or you’re just getting started and want to avoid the most common pitfall—consider carefully:Is the person in the facilitator’s chair really ready to…facilitate? We share some of the common downfalls of board leaders and facilitators—and a checklist of characteristics that strong leaders share.

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Engagement Strategy, Featured Jane Hiscock Engagement Strategy, Featured Jane Hiscock

Creating Signature Client Experiences: Consider Reciprocal Value

It’s a truism in B2B companies that a handful of customers generate the bulk of the revenue, and that keeping and growing a loyal client is far less expensive than finding net new clients. That’s why B2B marketers must develop strategies that help them listen to and engage customers actively in their marketing programs. As you listen, you will find that your customers are as vested in your company’s success as you are in theirs. That common interest is a basis for what we call reciprocal value: the powerful exchange that occurs when both parties get sufficient value out of a program for it to become self-sustaining.

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Learn the strongest boards’ five characteristics—and the methods behind them.

  • Set up a new board for success 

  • Diagnose and improve an under-performing board

  • Make a successful board even better 

READ THE GUIDE