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Leveraging Your Customer References for Lead Generation with Ply Gem CMO (3)

· 2 Comments · Best Practices, Customer Engagement, Customer Reference Programs, Podcasts, Social Media

This interview is with Keith Pigues, CMO at Ply Gem, a leader in the building products industry.

Listen to this podcast to hear Keith describe how the customer reference program at Ply Gem fits into both his top marketing priorities, building brand awareness and leveraging customer success for lead generation purposes.

Through our relationship with the CMO Club, we set out to get insights into how CMOs view customer reference programs in the context of other initiatives and objectives. The results have exceeded our expectations—we hope you agree. These podcasts are also available on The CMO Club website’s members only area.

This is the third podcast in the Marketing Leadership podcast series. You can find all posts related to this series by typing “CMO” into the search box on the right side of this page.

We look forward to your feedback!

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2 Comments so far ↓

  • Darren Smith

    It’s always interesting to understand the view of customer reference management from an industry not generally on the forefront of customer reference management. PlyGem is a manufacturer of home building products and therefore has both B2B (builders) and consumer audiences. Reach and efficiency are essential considerations and in this industry, media and tradeshows are the primary channels. The initiative to involve customer perspective in their educational content, which has been highly successful for PlyGem historically, makes a huge amount of sense. I wonder if most of us in the community recognize the educational aspect of what we do?

    Like many companies we work with, infusing the latest channels (social media sites, blogs, mobile) with customer perspective is an essential element of any brand strategy. We should all maintain our focus on doing this with both integrity and credibility, keeping in mind the FTC’s endorsement guidelines (I wrote about these guidelines in a previous blog post when the guidelines were first published)

    We totally agree with Keith’s comment: Programs don’t sell..strategies sell. “How can the reference program support my primary growth strategies?” should be asked by any CMO, and for those running the program (or aspiring to) it should be part of any outcome measurement they communicate to leadership.

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