Customer experience is one of the hottest topics in marketing today. For all companies, getting their arms around what makes a good customer experience is an imperative. But designing and shaping a model that works, and finding a lever to »
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The Next Frontier…Understanding Your Customers’ Customers
So you think you’ve nailed it. You are a B2B marketer who spends 25%-30% of your time with customers; you collect insights across a range of customer communication channels; and you analyze and integrate what you learn into the other »
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…”
Five Signs it’s a Good Time for a Client Advisory Board
In the course of our work helping companies establish and sustain client Advisory Councils and Boards, we often get the question about timing for implementing a program. Many marketers we talk with are considering the role of a Client Advisory »
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…”
Listening to Your Customers: What to Do with What You Hear?
In my recent post on this blog entitled Moving Beyond Customer Engagement to Advocacy: First Step Listening, I talked about the importance of listening to clients before you make important strategic decisions, and bringing their insights into your planning process. »
Moving Beyond Customer Engagement to Advocacy: First Step – Listening
In a recent article, McKinsey Quarterly highlighted a very important message for C-suite executives – listening better is not just good for morale, it is critical to better performance – for the executives as effective leaders and for the company’s »
How to Reach the C-Suite with Content [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] “Content marketers spend lots of time and money creating just the right content to engage their customers and prospects, but much of it goes unheeded by the most coveted of audiences — the C-suite. Executives are a challenging audience, but because of their clout and buying power, it is well worth cracking the code on executive content…”