The B2B Marketer’s Field Guide To Customer Engagement
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Leverage customer engagement and advocacy to drive brand, demand and profitable growth
Customer engagement begins the moment a buyer spots a mention of your company on social media or hears about your product from a peer in their industry. While that first interaction with your company is hopefully one of many, customer engagement occurs over the lifetime of your relationship with a buyer.
How are you making the most of every touchpoint with your customers, not just to increase engagement but also to generate customer advocacy?
The B2B Marketer’s Field Guide To Customer Engagement contains real-world examples of how customer marketers at fast-growing companies are focusing on customer engagement.
Customer marketers in the field:
Customer Programs Manager, Rally Software
“Engagement and empathy are key to make sure we are on the right track in terms of the customer experience.”
Customer Advocacy & Support Manager, CloudOn
“A personalized customer experience helps them feel more love for your product.”
Sr Manager of Corporate Marketing, Clarizen
“Face-to-face communication and interaction goes a long way and keeps our customers coming back for more.”
Advocate Marketing Manager, SMART Technologies
“You need customer engagement to open the door to ramp up your advocacy initiatives.”
Leading B2B marketing analysts:
The field guide also features a wealth of insight on the value of customer engagement from leading industry analysts, including:
• Megan Heuer, VP and Group Director, SiriusDecisions
• Aimee Lucas, Customer Experience Transformist and VP, Temkin Group
• R “Ray” Wang, Principal Analyst and CEO, Constellation Research
• Russell Kern, founder and CEO, KERN
• Tony Zambito, leading authority on buyer personas