I’ve worked with more than a few firms who are bold about winning marquee customers, yet remarkably bashful about engaging them in advocacy. On the other hand, many firms regard... read more →
Based on our research, these are the top challenges--most of which also present significant opportunities--for customer advocacy and engagement programs. I say "opportunities" because that's how leading firms are responding... read more →
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 →
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 →
From the March issue of Reference Point Some 215 of the world's top thought leaders, subject matter experts, managers and executives in the field of customer engagement and advocacy gathered... read more →
If you want to reach and influence buyers today, you have to educate them. They can increasingly avoid traditional marketing and sales approaches that pitch, spin, manipulate, or try to... read more →
I hope you're set to enjoy the holiday season (if you're stressed out, here's a quick tip--take the 2 things you're most stressed about and resolve to stop worrying about... read more →