Entries by David Sroka

The Time is Now for the Customer Advocate Consultant

First off, no, I’m not pitching a service. Rather, I’m predicting (and endorsing) a new role in corporate marketing. There is a clear need for a more cohesive approach to customer advocate marketing, customer reference marketing, customer marketing or whatever your company calls it. Various customer reference activities occur today in pockets of your organization. […]

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 […]

Customer Advocate Program Measurement

“How do your customers measure customer advocate program impact?” We get that question all the time. The good news is that it isn’t hard or complicated. It can be time consuming if you have the right technology, but not impossible. Before going further it’s important to separate measurement of activities vs. measurement of outcomes. Activity […]

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 […]