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.
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
4 Ways for B2B Businesses to Keep Their Customers [Article]
[AS SEEN IN HARVARD BUSINESS REVIEW] Advice on how to bring value to your customer engagement strategy.
Four Ways Online Customer Surveys Go Awry & Easy Fixes [Article]
[AS SEEN IN CUSTOMER THINK] Organizations often look to scale the experiences and meaningful dialogues that take place in intimate customer advisory board meetings. Moving this in-person experience to the online world of feedback forums and online surveys poses challenges.
Expert: How Feedback Really Impacts Strategy [Article]
[AS SEEN IN BIZ REPORT] Insights into the value of forming a Customer Advisory Board
CIO: Your Next Chief Customer Officer? [Article]
[AS SEEN IN CUSTOMER THINK] CIO's are becoming more involved in customer engagement strategy as a way to ensure delivery of the appropriate high value technology solutions. Jane Hiscock shares three approaches CIOs are taking in adopting this new customer-facing aspect of the role.
B2B Marketing Summit – London 2016: The Power of Customer Advocacy in Times of Disruptive Transformation [SPEAKING]
Jane Hiscock, President, Farland Group and Alison Orsi, VP of Marketing, IBM will be presenting at the B2B Marketing Summit, London, June 22, 2016.
3 Steps to More Personalized Account Based Marketing [Article]
[AS SEEN IN CHIEF MARKETER] How to deliver more personalized account based marketing to customers...
Peers: The Secret Sauce to Advisory Board Success [Article]
[AS SEEN IN CUSTOMER THINK] Don't underestimate the power of peer connections when convening a customer advisory board.
Four Ways to Earn Loyalty in the C-Suite [Article]
[AS SEEN IN LOYALTY360] Four key factors that contribute to winning or losing loyalty in the C-suite
A Board Member’s Perspective on Why CIOs Should Join Customer Advisory Boards [Mention]
[AS MENTIONED IN CIO | INSIGHT] Tom Greene, Chief Information & Business Services Officer for Colgate-Palmolive shares why he believes CIOs should join customer advisory boards in his article at CIOInsight.com.
Make Customers the Center of Your Omnichannel Strategy [Article]
[AS SEEN AT MARKETINGPROFS] "Omnichannel is a priority for B2B and B2C. How do executives think about resorting their marketing mix to put the client at the center? Here are tips and actual quotes from the C-suite."
What B2B Marketers Could Learn From The B2C Playbook [Article]
[AS SEEN IN MARKETING DAILY] Customers continue to expect personalization, whether they're acting as a consumer or B2B client. At Marketing Daily last week, I shared some thoughts on what B2B companies should learn from B2C.
Digital Transformation–Aligning the CMO and CIO Agendas [Article]
[AS SEEN IN CUSTOMER THINK] The CMO and CIO roles are more closely connected and aligned than ever on the power of digital transformation, representing an increasingly synergistic opportunity to drive change together.
How Technology Makes Strange Bedfellows [Slideshow]
[AS QUOTED IN CIO | INSIGHTS] Thoughts on the origin and value of several unlikely B2B partnerships.
Achieving Long-Term Loyalty [Article]
[AS SEEN IN LOYALTY360] Customers are more marketing savvy than ever and will immediately question whether your brand is authentic and motivated by their best interest or the company’s self-preservation. What do authentic customer-centric companies do differently than those motivated by self-preservation?
Is the Voice of Your Customer Being Drowned Out by Big Data? [Article]
[AS SEEN IN CUSTOMER THINK] Will big data metrics be able to tell you what customers really want from your business?
How to Choose Content Topics That Get C-Suite Attention [Article]
[AS SEEN IN CHIEF CONTENT OFFICER]: "We have found three core ingredients in C-suite-worthy content: client relevance, credibility, and innovative value … and the elusive content trifecta is securing a topic in the sweet spot where those three come together."
Engage the C-Suite through a Client Advisory Board [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "Connecting with C-level clients remains an ongoing challenge for marketers. More should consider creating a client advisory board, which, when done right, provides traction with your most coveted clients. Let’s start by clarifying the concept..."
Start Small to Show Content Marketing Value to Your C-Suite [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "If you want to build a content marketing program but face reluctance, don’t waste time trying to sell the concept. Start small. Show results. Here are a few ideas to catch your C-suite's eye..."
Why White Papers Still Matter: Their Role in Effective Content Marketing [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] "Contrary to headlines in the marketing press, the white paper is not dead. While versions of the concept have proliferated and greatly diluted its potential power, if done right the white paper continues to serve as the basis of highly effective content marketing. The question is, what is the best way to leverage this old marketing workhorse given our plugged-in, multi-channel world?"
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