Best Practices Articles

Don’t Accept Bad Data – No One Else Does

Don’t Accept Bad Data – No One Else Does

“Our customer data is crappy.” We hear these words all too often from big companies, small companies; new companies, old companies. It seems to be the great equalizer. But what a crazy thing to just “accept” as a lost cause. If the payroll data were “crappy,” would...

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The Role of Empathy in Customer Marketing

The Role of Empathy in Customer Marketing

Empathy is a term tossed around a lot in Marketing, largely in relationship to understanding the wants and needs of buyers and developing useful personas. Customer Marketers are in a unique role because they have both internal and external customers. There should be...

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Customer Reference Nomination Campaigns

Customer Reference Nomination Campaigns

Customer reference nomination campaigns are essential for a successful customer reference program. Customer reference nominations are like sales leads for your customer reference program. It’s common for customer reference programs to get new advocates into the...

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Are You a Strategic Reference Manager?

Are You a Strategic Reference Manager?

The term strategic is tossed around all the time. We all want to be strategic. Tactical sounds so pedestrian, right? Some in customer marketing might view the customer reference management component as tactical. Respectfully, I vehemently disagree. How does one become...

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Customer Marketers: Recession-Proof Yourself Now

Customer Marketers: Recession-Proof Yourself Now

Quick! Look busy! Isn't that our reaction when the economic waters go from tranquil to turbulent? All those self-preservation, career-advancing things we should have been doing all along suddenly take on a new sense of urgency. It's not that we've been slacking (not...

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Become a C-Suite Whisperer

Become a C-Suite Whisperer

There was a wonderful point in the CustomerX conference in Boston when a CMO presenter was asked how a customer marketer, with CMO ambitions, could prepare for that role. A good part of her answer revolved around learning the language of executives. Like being in a...

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7 Tips: How to Budget for a Customer Reference Program

7 Tips: How to Budget for a Customer Reference Program

As we head toward the end of the calendar year, the budget season is upon us. If you're lobbying for a customer reference program, or already have a preliminary green light to start building one, now is the time to ensure you have the funds and support infrastructure...

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