Why Customer-to-Customer Engagement Works

The number one reason people buy a product, or a service is recommendation from peers. When I have a great experience with a service provider, I tell everyone I know. This is not different in B2B marketing and selling. The fastest path to deal closure is a strong set of peer references – customer to customer engagement.

Unfortunately, getting B2B marketers and sellers to relax and let their customers talk to each other is not always easy. In a desire to control the message, the discussions can move into stiff one-sided monologues that do not yield results. Results that turn into advocacy for the brand.

Advice to marketers and sellers – if you have an opportunity to let your customers talk to each other in a Customer Advisory Board or other setting. Take it. Let your clients do the selling and marketing. You will get the best ROI of your career and you will learn a lot along the way.

Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

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Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

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Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

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