Customer Advocacy Programs Won't Work Without It - Part I

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You can do everything right, but without this critical success factor your customer advocacy program will wither on the vine

Customer Advocacy: What B2B Can Learn from B2C

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Behind every B2B purchase is a person—a person who is used…

Customer Reference Programs Should Support Exec Data Priority

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Marketing technology should support a top executive priority: data and data analytics. That includes the customer reference program technology.

Content Marketing: What Really Matters? Part II

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Content marketing should be driven by the needs of the marketing and the specific points in the buyer's journey. Here are take-aways for reference managers.

Content Marketing: What Really Matters? Part I

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B2B buyers consume less vendor content than you might think. The lesson, make sure it's the right content, which includes customer reference stories.

CIO-CMO Collaboration & Customer Reference Management

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Move over Brad and Angelina. Get out of the way Kimye. Take a…

Overcoming the Top 4 Reasons Customer Reference Programs Fail – Inadequate Technology

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This post addresses the fourth most common reasons customer reference programs fail: technology, or more specifically, a lack of technology. But a tool can only be as successful as the data stored within. These are our thoughts on why both are very important considerations.

Overcoming the Top 4 Reasons Customer Reference Programs Fail – Sales Leadership Support

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Securing sales leadership support for the reference program is a keystone in a program's success. It is this group that can change sales rep behavior more than any other. This post talks about the reasons for lack of support and how to deal with them.

Overcoming the Top 4 Reasons Customer Reference Programs Fail - Executive Support

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Gaining executive support for a customer reference program is an essential ingredient to a successful program. Here's our prescription for gaining and maintaining support.

Top 4 Reasons That Customer Reference Programs Fail

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The dark side of our business is that not every customer reference program that gets launched has a story book ending. Here are 4 of the most common factors that determine success or failure.