Entries by David Sroka

To Build or Buy? Customer Reference Management Software

It’s a cyclical question in our domain. Does it make more sense to buy “off-the-shelf” customer reference management software to run your customer reference/advocate program, or to build it? It’s pretty attractive to think about the license fees that can be avoided if the internal IT group can develop a tool. So why not go […]

Getting your Customer Advocate Program Unstuck! eBook

If you’re in charge of a customer advocate or customer marketing program and it doesn’t feel like it’s going anywhere, that it doesn’t get the respect it should, we have a good idea why. Many advocate programs begin and evolve organically—that is, without a real strategy or alignment to top company goals. The result is a low-level function, […]

The MarTechnification of Marketing

Marketing is a creative endeavor, so it is no surprise that creative “right brain” people are drawn to it. The hurdle we need to get over is what tools these creative marketers use to do their jobs. Just as animators have moved from pen to computer graphics, and cooks from campfires to convection ovens, marketing […]

Customer Content is Only Powerful if it Can be Found

There are so many ways to tell your company’s story through your customers. And the stories are out there along with customers willing to tell them in one form or another. But companies continue to struggle when it comes to getting those captured stories—customer content—into buyers’ hands. The Case for Customer Content According to a […]

9 Tips for Selecting Your Customer Advocate Management Software

Recently there was an excellent post on MarketingProfs outlining key considerations in selecting marketing technology.  The “Nine Critical Issues to Consider Before You Buy Marketing Software” had a lot of applicability to selecting customer advocate management software specifically. Here are 9 technology agnostic “DO“s specific to our customer advocate domain: 1) Know All Your Pain Points At […]

Tips for Launching a Customer Advocate Program

One of the biggest hurdles in launching a customer advocate program is changing behavior, particularly when that program includes using new technology and instituting different processes. After all, most sales and marketing people aren’t technology wonks or process geeks. Many of our customers have achieved truly impressive results leveraging our best practices combined with their […]

Why Customers Choose to be Customer References

Why do customers choose to be a customer reference? This is a question that should be answered early in the life cycle of a customer reference program because it drives one of the most fundamental functions: attracting members. It’s never too late to assess your environment if this question wasn’t answered earlier, or if the dynamics […]

4 Essential Skills for Customer Marketers

Marketing draws people with an essential combination of creativity and relationship building skills, but the demands of marketing program manager roles are changing. While those skills are still important, they need to be matched by proficiency with technology and data analytics, and a big picture perspective. As the B2B marketing function continues to evolve the […]