Articles

The Ideal Customer Avatar (ICA) is a character profile created by marketers to uncover the benefits they’ll use to sell a product or service. Marketing is character driven. Why? Because life is character driven. Which means top-quality copywriters don’t sell products – or even solutions....

In this episode of Customer Marketing Catch-up, we talk to Cetiera Carmona, Senior Manager, Customer Growth at BigCommerce, about the five types of customer data to leverage during the growth stage of the customer journey....

Here at Customer Marketing Alliance, we've been doing a deep dive into customer marketing salaries and the factors impacting them. We wanted to explore how much of an impact other company factors had on the salary of customer marketing....

What market trends analysis is, why it's important, how to identify market trends, how to build a business strategy around these trends....

Stories are at the very heart of marketing. We're taking a look at what should be two of the main goals of your storytelling: defamiliarizing your audience (ostranenie), and maintaining a consistent story they can engage with (willing suspension of disbelief)....

Get your diaries ready - here are the top customer marketing events to attend in 2023. 🎉...

The CEO and Co-founder of Crowdvocate talks about the seven tactics that will help you hit home runs with your programs....

When it comes to customer marketing, one of the most important metrics to track is customer retention. After all, figuring out how to keep your customers aboard ship and reduce churn rate is the linchpin of (SaaS); you want to keep your customer base intact to prevent revenue loss....

Market research is a concept not limited to customer marketing, but a strategy essential for every single part of the business. This guide will teach you almost everything you need to know about it....

Reducing customer cognitive load (how much they're thinking before making a purchase) to improve their experience - article explains what it is, why it's important, and how to reduce it....

Storytelling is a massive subject and can turn into a lifelong journey of studying stories, especially in marketing. Stories are in everything. Not just advertising and brand storytelling especially is a science that anyone can utilize; anyone can do it....

A few months ago we released our Customer Marketing Salary Report. Now, with each one of us being more aware of money and the impact of the economy going into this year, we wanted to share a snippet of the data we collected about global salaries and more....

Market research is important for all companies, but it’s especially crucial for new businesses. This is because startups don’t have the same customer base or established reputation as long-standing brands....

In this episode of customer marketing catch-up, we talk to Cassie Sneed, Senior Manager of Customer Marketing at Reputation, about her process for getting the right cast studies for your brand....

FOMO, or fear of missing out, is an acronym for a psychological worry that’s been ingrained in the human psyche for as long as we can remember. In this article, we’ll delve deeper into this topic, and the role FOMO has on consumer psychology....