I’ve run customer advisory boards at larger companies and loved them but I’ve always avoided running one at a startup because of the costs. Recently however I’ve helped a startup launch a customer advisory council with zero budget. Here’s how we did it.
The recent issues with the iPhone 4 have ignited a debate about whether or not Apple lied to consumers. In the end it doesn’t matter because the damage is done. Rebuilding trust with consumers is difficult and expensive.
Great vertical marketing comes down to executing well in three areas: Messaging, Content and Sales Enablement.
When Virgin America and Klout teamed up to run an influencer marketing campaign, the goal was to generate online buzz. It worked, but not exactly in the way you might imagine.
In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.
I spoke at the Forrester Product Marketing Summit this week which was attended by CMO and VP level Product Marketing leaders. As a group we attempted to define Product Marketing. Here’s what we came up with.