If I had to describe in two words what Farland Group specializes in—my answer would be customer engagement. But what do I mean by customer engagement? If customers are buying products and services, aren’t they already engaged?
At Farland Group, one aspect of customer engagement is ongoing communication—not just with our clients, but with our clients’ executive-level customers… helping our clients better engage with their top buyers for a mutually beneficial purpose.
The customer engagement work we do most often takes the form of building and convening strategy-level Customer Advisory Boards, which serve as ongoing relationship-building forums. One of Farland Group’s roles is to speak to our clients’ C-level customers on an ongoing basis in one-on-one interviews which often becomes a continued thread of conversations over several years. This ongoing communication allows us to really get to know the individual members of these Boards. We learn what these executives are dealing with on a deeper, more involved level. This helps us know what to ask—and when to ask it—to get at the real insights that matter.
Each Board member brings unique perspectives to contribute to the greater purpose of the Customer Advisory Board. We string these different perspectives together, to form a cohesive conversation, bridging industries and sectors, to highlight common issues and tackle otherwise seemingly disparate challenges. It is through our highly personalized customer engagement methodology that we are able to unearth strategic insights, ultimately bringing value to our clients, and their customers. While some B2B marketers might find success in broadcasting marketing messages to a large audience and hoping some of the messaging sticks, we see immediate results from getting to know customers as individuals, where the value flows both ways.
Read more about optimizing your engagement strategy with executives here.