Advocate Marketing Blog
Navigating The Twists And Turns Of The CMO Career Path

By now, you’ve probably heard the news: the role of the CMO is changing. Gone are the Mad Men-style days when the CMO’s main job was to create flashy ad campaigns. It now requires a range of skills, including: Strategic thinking Organizational alignment to deliver better customer experiences Data-driven decision-making This shift has also changed Continued

The Relationship Between Customer Engagement, Loyalty And Revenue

Marketers know that finding ways to increase customer engagement is good for the bottom line. “Customer engagement is highly correlated to customer loyalty,” says Aimee Lucas, Customer Experience Transformist and VP at the Temkin Group, a customer experience research and consulting firm. That’s because loyal customers are more likely to buy again, and buy more Continued

How To Build A Top-Notch Customer Marketing Team In Your Organization

In earlier blog posts, David Coates, Director of Customer Marketing at Iron Mountain, outlined his company’s unique approach to engaging customers, along with a framework for effective customer marketing. In his final post, David shares the ideal mix of experience and skills needed to build a successful customer marketing team. 1. Focus on the customer Continued

Iron Mountain’s Blueprint For A Successful Customer Marketing Strategy

In a previous blog post, David Coates, Director of Customer Marketing at Iron Mountain, explained the approach his company takes to customer marketing and how its customers and the company have benefited. In this post, David outlines the organizational framework he uses to support his effective customer marketing strategy. Securing executive sponsorship for your customer Continued

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How Iron Mountain’s Customer Marketing Strategy Delivers 6-Figure Value

As more organizations realize the value of being a customer-centric organization, they’re beginning to formalize their customer marketing programs. The 2017 State of Customer Marketing report found that 93% of organizations expect their customer marketing efforts to take on greater importance over the next year, and 62% will increase their customer marketing staff and/or budget. Continued

A Look Inside Our Most Ambitious B2B Marketing Campaigns Of 2016

January is the perfect time to review the past year’s ups and downs—both personally and professionally—to see how you can do better. To start 2017 off strong, we’re reviewing some of Influitive’s biggest B2B marketing campaigns from 2016 to see what went well and what we could improve on. (If you’re curious about previous years, Continued

The Year Of The Customer Marketer: The State Of Customer Marketing In 2017

In today’s uber-competitive business landscape, a positive customer experience can often be the difference between closing a new deal or retaining a customer—more so than product features or price. That’s why more companies are moving customer marketing higher up on their priority list. This role, traditionally a marketing backwater, is ripe for disruption—new tactics, strategies Continued

The Messenger Is The Message: A New Era For B2B Content Marketing

B2B content marketing as we know it is broken. Only 30% of B2B marketers say their organizations are effective at content marketing, according to the 2016 B2B Content Marketing Benchmark Report. There are two main reasons for this: Most of your customers are suffering from what Mark Schaefer (a globally-recognized marketing consultant and a speaker Continued

Report: 2017 State of Customer Marketing
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Forrester Reveals New Way B2B CMOs Can Scale Company-wide Customer Obsession

CMOs know they need to get a handle on the customer experience—and fast. Without long-term engagement strategies that deliver the right content at the right moment to increase customer loyalty and delight, brands lose valuable customers and the chance to leverage positive customer sentiment to attract new buyers. But where do you start? How do Continued

How HubSpot Sparked A Movement Behind Their Brand (Just Like Beyonce)

Never mess with the Beyhive. That was the advice of angel investor, VC, and former CMO of HubSpot, Mike Volpe, who kicked off the recent Advocacy Advantage roadshow in Boston on September 19, 2016. His main goal: illustrate the sheer power of fanatic, loyal advocates. In the case of Beyonce, her dedicated fans (known as Continued