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Although often represented in linear form, the reality is that there are often cycles or skipping across the journey. It’s key to mention that each consumer will approach this journey differently - this is why customer personas are at the heart of customer journey work....

While it’s unrealistic to strive for 0% churn, understanding what your current churn rates are, and using them to inform your practices to improve customer retention can be the ultimate game-changer for your organization....

Building a marketing strategy without your customers in mind is like making a hamburger and not including a patty– it just doesn’t make sense.  So, where to start? Here are five lessons learned and best practices from one Customer Marketer to another....

Measuring customer marketing performance using quantifiable metrics is tricky due to the relationship-based nature of the role. That being said, there’re a variety of metrics to choose from and the ones you go for will depend on your organization and how you run your team....

We know that case studies and customer stories are powerful tools in our arsenal. But are we truly extracting maximum value from these resources? I'm Cristina Errico, a Cybersecurity Customer Evangelist at Cisco, and I'm sharing how to extract maximum value from customer stories....

Customer advocacy is constantly evolving and is proving its value year after year when it comes to improving customer experiences and stabilizing the bottom line. In this article, we’ll also go through some newer features in customer advocacy programs that are beginning to grow....

Time to value is a golden metric for customer marketers. This concept is key to understanding the success and impact of your team’s efforts....

I want to dive into the sudden rise in hybrid B2B purchasing and offer some strategic best practices for implementing this approach in your own organization....

Retention is the unsung hero of your marketing strategy. Model customer-centric behaviors and reward retention-focused efforts, to transform the organizational mindset from acquisition-first to retention-driven....

While customer marketing may seem like a self-explanatory area of business marketing, there’s more to it than meets the eye. It’s new to the way businesses connect with their customers and has a different role in the customer journey than sales, product marketing, or even customer success....

Getting started from scratch is never easy. At first, building your customer marketing function may seem like an overwhelming task to take on. But we've got your back. Keep these key ideas in mind, and you’ll nail it the first time round....

To harness the power of brand ambassadors, they need to be identified first! Finding those customers who genuinely love your product or service can come from various sources. But it’s just as important that your advocates are equipped with the support and knowledge they need to be successful....

Today, I want to share insights from my experience running Aircall's customer review program and offer some tips to help you implement a successful one at your company...

Not all forms of engagement are created equal. Understanding the distinctions between customer engagement and community engagement is crucial....

With personalization being so important, how do you accomplish it without compromising your customer’s data or privacy? Let's go through some strategies to give you the data-driven campaign of your dreams without compromising privacy....