Inspiring companies to be customer-focused
Positioning Statements: how to be unique in a crowded market
When crafting positioning statements, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television. You can capture a strong position in the market
Continue Reading →Customer advisory boards vs executive briefings: what’s the difference?
March 20, 2013
by Mike Gospe
Customer advisory boards (CAB) are not meant to be executive briefings, yet they are often treated as such to the dismay of the attending customers. Like the hammer and screwdriver in your toolbox, it’s important to apply the right tool to the right job. Here’s a summary o
Continue Reading →5 Marketing Best Practices Used by Marketo
March 18, 2013
by Mary Gospe
Jon Miller, VP Marketing and Co-Founder of Marketo, recently shared with the Northern CA Business Marketing Association best practices that Marketo leverages to market themselves. He began his talk by reviewing how the Internet has changed the buying process. With the prevalence of in
Continue Reading →Give Sales the Right Selling Tools
March 17, 2013
by kickstartall
by David Fradin, Principal, Spice Catalyst The sales force is your front line army. They get shot at every day and that constant rejection is not easy. Your job as a Product Marketing Manager is to make sure the sales force has all the training and weapons they will need to be success
Continue Reading →How to get CAB members to give relevant feedback on something they haven’t seen yet
This is a great question. Sometimes companies want to test new product concepts with their customer advisory board. But if customers haven’t seen or used the product yet, how should this subject be tackled? The best way to get relevant feedback on a new product or service is to
Continue Reading →Adding Gamification To Your Marketing Toolkit
February 28, 2013
by Dan Maier
Gamification is emerging as a dynamic force in the marketing arena, and it can be a powerful tool to drive awareness, demand, and customer engagement. Understanding what gamification is, and how it can best be applied within the marketing domain is key to get the best value from it. G
Continue Reading →What’s the ideal sales coverage model for Global or Multi-National accounts?
Building successful global account coverage models is really dependent on your sales organization approach and how you enable delivery to serve and meet your customer’s expectations at the headquarter level, region and local markets. Some key approaches to consider: • The sales
Continue Reading →Why do demos fail?
Demos are often haunted by gremlins. But even when the technology works fine, most demos just don’t sizzle. A new survey seeks to uncover the real challenge behind one of the most important steps in the B2B cycle. Entaktics is engaging buyers and sellers of high technolo
Continue Reading →What’s your marketing team’s charter?
February 22, 2013
by Mike Gospe
One of the biggest challenges marketers face is in setting expectations with their internal “customers.” Unnecessary friction results when marketers and sales managers don’t understand the hand-off points between the two organizations. Or even when marketing function
Continue Reading →Week 1: Innovation in Santiago, Chile
February 21, 2013
by Janet Gregory
Embarking on a 5-week around-the-world business trip is both exciting and daunting. This first week in Santiago, Chile was exciting. There is a great deal of innovation, invention and new ideas that are developing here. Work with SRI International’s “Five Disciplines of
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Recent Posts
- Personas, positioning & messaging – a highly effective 1/2 day workshop
- Social Media & the CEO
- Creating An Insanely Great 2013 Customer Journey
- Marketing templates & tools to energize your team
- How to build a positioning statement (new video!)
- WEEK 4: Emerging Country of Senegal
- Week 3: Innovation in Malaysia
- Week 2: Customers First in Singapore
- Introducing the Insanely Great Customer Journey
- Customer Advisory Board meetings: “host” vs “facilitator” roles
Blogroll
- Customer Advisory Board Blog Your CAB resource center.
- Initial Call Helpful articles about sales consulting, B2B, and CRM database management.
- Marketing Campaign Development What marketing executives need to know about architecting global integrated marketing campaigns
- The Marketing High Ground How to master personas, positioning statements, and customer-ready messaging.
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