So you've got a new CMO. It's time to present your program to him, which you start doing in the usual way, running through your program PPT deck. You show... read more →
The evidence is overwhelming that prospects want to hear from their peers before deciding to buy. That's equally true for business buyers as well as consumers. In its 2015 survey... read more →
Running an effective customer reference, advocacy or related engagement program requires collaboration with a lot of stakeholders. And the most important of them--like sales, field marketing, account managers, social media... read more →
Let's talk about establishing--and even changing--the atmosphere or attitude of significant numbers of people in a community. Sometimes, it's little things--very little things--that can make a big difference. Here's how... read more →
I’m a big fan of Jerry Dankin, who strikes me as a non-ideological, data and evidence driven marketer, especially when it comes to digital marketing. But I think he’s missing a... read more →
Customer communities represent the future of marketing, sales and customer engagement. Especially when you integrate your community with your customer advocacy program. It's in a community that your customer advocates can... read more →
Our major political parties, both the Republicans and Democrats, are rather like the taxicab industry. They exist to protect and expand their power and market share. They restrict competition through... read more →
3rd of a 3-part series on Mobilizing Your Promoters In Parts 1 and 2, we looked at why Net Promoter programs can fall short of expectations, and how to set... read more →
HI Bill, "Don't just fly in and out with a reference request. Or a media request. Offer me the full range of opportunities to engage with you. Give me the... read more →
I did a mini-binge of sports viewing on Saturday: the Kentucky Derby (fabulous, dramatic race). Game 7 of the Clippers/ Spurs series (an incredible finish in which the Clippers' Chris... read more →