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Engagement Strategy

Advice & Insight

Drive Better Business Results Faster

Effective customer engagement requires a commitment to reciprocal value. Too often, companies use customer stories to benefit them, and fail to consider the benefit for the customer. Our approach will push you to focus your engagement strategy on the value to the customer.

Developing a customer-centric commitment requires a shift in mindset. Done well, meaningful engagement will ultimately lead to better business results for your customers and ultimately return benefit to you.

Recent Advice & Insight

B2B Marketers: Media Companies Need a Seat in Your Ecosystem

Posted on 08.1.2016 by Jane Hiscock in Engagement Strategy, Misc

B2B marketers have enormous opportunity to influence their business transformation through ecosystem development

Your Customer Advocacy Program Is on the Verge of Complete Disruption [Article]

Posted on 07.25.2016 by Camille Freni-Antonetti in Engagement Strategy

Today, businesses are in a constant state of transformation and the way marketers think about the customer has never been so important. Jane Hiscock, Farland Group, and Alison Orsi, IBM, recently discussed the impact of this digital era on organizations and their approaches to gain customer advocacy.

Reinventing the Customer Experience

Posted on 07.12.2016 by Jane Hiscock in Customer Advisory Boards, Engagement Strategy

Building a remarkable, memorable, meaningful, pick a positive adjective—customer experience is what marketers are chasing today. And it isn’t just marketers—CEOs place building compelling customer experiences as their number one priority.

Why is this such a difficult challenge to tackle?

Is Your Content Marketing Right for Executives? [Article]

Posted on 06.22.2016 by Camille Freni-Antonetti in Engagement Strategy

[AS SEEN IN iMEDIA] Reaching the C-suite requires content tailored to their needs.

The Power of Customer Advocacy in Times of Disruptive Transformation

Posted on 06.16.2016 by Farland Group in Engagement Strategy, Understanding the C-Suite

In this time of fundamental disruption, one of the most powerful assets to survive the tumult is a strong, loyal customer base. Tap into key lessons learned in what it takes to create sustainable customer engagement and advocacy.

Fortune 500 CEO Advice Helps to Drive Customer Engagement

Posted on 06.9.2016 by Jane Hiscock in Engagement Strategy

Customer engagement tips for the C-suite

B2B Marketing Summit – London 2016: The Power of Customer Advocacy in Times of Disruptive Transformation [SPEAKING]

Posted on 06.3.2016 by Farland Group in Engagement Strategy

Jane Hiscock, President, Farland Group and Alison Orsi, VP of Marketing, IBM will be presenting at the B2B Marketing Summit, London, June 22, 2016.

Understanding Your Customer is Not Just About Star Ratings

Posted on 05.26.2016 by Anne Taylor in Engagement Strategy

The Net Promoter Score (NPS), has provided marketers and customer experience leaders with one way to determine how customers feel about their products and services. It was – however – never intended to lead to the instant star ratings and recommendations on-demand that our digital world has built

Picking Up the Phone: The Human Touch in Customer Experience

Posted on 05.24.2016 by Farland Group in Engagement Strategy

Choosing the phone over email adds value to your relationships with your customers, enriches the customer experience, and increases efficiency.

Your Competitors Are Coming. Here’s How to Defend Yourself [Article]

Posted on 04.29.2016 by Farland Group in Engagement Strategy

[AS SEEN IN AMEX OPEN FORUM] Customer engagement is more than just putting on events, and when done correctly will make a big difference in retention and growth of your business.

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Featured Posts

Customer Advisory Boards: Jumpstart Your Customer Experience Model

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The Value of Convening C-Suite Peers: Reaping What You Sow

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The Customer Engagement Challenge

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From Seller to Advisor: Engage Your Customers to Help You Stop Pitching

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4 Ways for B2B Businesses to Keep Their Customers [Article]

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Transformation and Change Must Not Trump Customer Engagement

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Customer Engagement: It’s More than a Bunch of Activities

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Want to Optimize Your Engagement Strategy? Focus on Executives

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Engage the C-Suite through a Client Advisory Board [Article]

See Article


Customer Engagement Requires a Long-Term View

See Article


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  • Engagement Strategy
  • Understanding the C-Suite
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