Customer experiences are often judged by the closing experience. Done well, the experience is deemed positive. Too often these experiences are forgotten.

Customer engagement tips for the C-suite

Farland Group convenes a Council of Global Fortune 200 CMOs and through that work have gained expertise on the role of the CMO, the signficant trends in marketing and technology. Learn more about the top 3 areas that emerged in a recent webinar with other thought leaders.

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.