Much is written about the fact that this is the age of the customer. The transparency and visibility of companies’ actions and customers’ experiences with those companies, made possible by social media, have raised the stakes on the need to »
In a recent discussion with a group of senior marketers, one of the key themes that emerged is the trend away from campaign thinking to connecting with customers in the context of their daily lives, and at their own pace. »
Should you include prospects in executive engagement programs? The answer is a resounding “it depends.” Our recommendations differ depending on whether you’re talking about an advisory boards, executive event, or market research.
Companies launching a Customer Advisory Board or Council put lots of thought and attention to their recruiting of clients – who to invite, what criteria to use, how to get the mix just right. But typically we see less attention »
[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…”
Client Advisory Boards are a proven vehicle for engagement and co-creation, but getting one off the ground is always a learning experience. In this occasional series, we will share some of the lessons our own clients have shared with us »
We find that the term Client Advisory Board is used fairly broadly to describe a range of marketing and sales related activities that involve some form of customer input and interaction. This can include anything from conferences, to online collaboration »
When we help companies think through whether or not to launch a customer advisory board, the decision often comes down to some combination of business reason, customer reason, and organizational readiness.
[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…”
Companies apply “customer advisory board”, “client advisory council”, and similar terms to almost any forum involving customer input and interaction. Such a broad definition—“a forum for customer feedback”—causes confusion. In our definition, we reserve the term “customer advisory board” to refer to a strategy-level listening tool and sounding board that offers equal value to both you and participating customers.