Blog

From Reference Point (our Newsletter) First of a two-part series  Evidence is growing--and drawing more and more attention from the C-suite--that marketing is dramatically changing. It's critical for customer reference programs to keep up with this.  We're assembling a battery of initiatives this year and next to make sure you... read more →

References are a powerful marketing weapon... Although every company knows that, most companies have a lax approach to managing them.” Marc Benioff, CEO, Salesforce.com Our first teleconference in the Master Class Series on Customer Reference Programs is coming up on October 31 (please not date change from October 29).  Our... read more →

Although every company knows customer references are important, most companies have a lax approach to managing them."   Marc Benioff, CEO, Salesforce.com That's a key differentiator for Salesforce.com (SFDC): being highly disciplined about creating customer advocates, and making sure they can tell their story to buyers and prospects. It's not... read more →

from the Harvard Business Review Blog Network Big Data is working hard to get into the minds of customers and uncover accurate information about how the customer really feels, thinks and responds to products, services, advertising and brands. But like eager field-scientists exploring a verdant new continent, companies attempting to... read more →

from The Harvard Business Review Blog page Buyers increasingly expect to check with their peers before they'll purchase from a company — using social media, peer communities, old fashioned live events and conferences, personal and professional networks, and other connective tools. This means they want to talk to your customers.... read more →

Join me for my Webinar: Turning Customers Into Rock Star Influencers and Advocates, this Friday, July 27 at 1:00 p.m. EDT. It's being produced by ExecSense, one of the world's major publishers of digital business knowledge. It's highly recommended if you're starting a customer advocacy program, or upgrading it to... read more →

From the Harvard Business Review blog site.  One of the most enticing possibilities for Facebook is helping businesses identify, cultivate and leverage customer advocates among its billion users. Facebook's current challenges with Sponsored Stories are significant, of course. Identifying users who "like" an advertisement as advocates, without clear and explicit permission, violates the... read more →

From Fast Company Online, an excerpt from The Hidden Wealth of Customers Consider Catie, a potential rockstar for your firm. She runs a small business, placing her in the small and medium business market, which presents significant opportunities for growth for your firm. Catie is not a particularly big revenue... read more →

File this under The Hidden Wealth of Customers. Popular firms like Under Armour, Urban Outfitter and Skull Candy (popular headphone maker) are outsourcing customer service to a Salt Lake City start up called Needle. Needle provides the service by hiring its clients' "raving-fan" customers and paying them 10 bucks an... read more →