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.
Executive Engagement: Tips on How to Retain and Grow Executive Relationships
Executives require a different level of engagement and focus. Done well executive relationships will drive lasting value to your B2B marketing and sales strategies.
Mastering Executive Engagement What's Holding You Back? (Part 1)
Strong relationships with your c-level customers can accelerate change, uncover opportunities, and strengthen your company’s position. What keeps B2Bs from earning those relationships—and realizing their value? We’ve identified 10 common—but surmountable—barriers that hold B2Bs back.
Mastering Executive Engagement What's Holding You Back? (Part 2)
Strong relationships with your c-level customers can accelerate change, uncover opportunities, and strengthen your company’s position. What keeps B2Bs from earning those relationships—and realizing their value? We’ve identified 10 common—but surmountable—barriers that hold B2Bs back. In Part 2 of this series, we explore the struggle and barriers to realize value.
Looking to Engage Executives? First, Understand What They Want
Executives are different from other audiences, and it helps to understand what executives are looking for when they engage with vendors and others. From our work interviewing hundreds of C-level executives every year, we have extracted the key elements that define the C-suite difference.
Retail Therapy: 3 Secrets Behind Thriving Brick-and-Mortars [Article]
[AS SEEN IN TOTAL RETAIL] Three common traits shared by successful retailers navigating omnichannel experiences
Listening and Acting: The Virtuous Circle of Engagement
Listening and acting are two concepts that are absolutely critical to the health and longevity of customer advisory boards.
Fortune 500 CEO Advice Helps to Drive Customer Engagement
Customer engagement tips for the C-suite
Customer Advisory Boards: Delivering Client Value through Peer Relationships
We see customer advisory boards delivering value to members through peers engagement. Here are just three of the many benefits of these peer connections.
Chief Marketing Officers – Leaders of Disruption, Drivers of Growth
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.
How Content Creators Can Provide the Actionable Relevance the C-Suite Needs [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "Armies of content developers are packaging research results, expert opinions, and success stories into papers, podcasts, videos, and events… all of them rich with hard-earned insights. But does all this content fuel business development efforts?"
How to Design a Compelling Demand Generation Strategy for the C-Suite [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "The elusive C-suite sale. Marketers spend large amounts of time and energy digging deep into their demand generation toolkits to access executives and try to get them to buy, only to find themselves facing silence, disinterest or, at best, a pass-off to their team. But for large-scale B2B sales in particular, it’s critical to create a content plan and engagement strategy to break through to this lucrative and powerful buyer..."
5 Event Content Strategies for Shaping Exceptional Executive Conferences, Forums [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "When it comes to content marketing, much is written about narrative-based content (i.e., the written word). Often overlooked is the role of in-person content — content shared through events — to engage with customers and prospects..."
How to Conduct Research to Engage Executives [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "Executives value data, and companies have responded by conducting surveys. But, this “research” often falls short because it is not at the level needed for this audience. If you are creating research for executive clients and prospects, there are several elements to consider..."
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