Articles

Customer loyalty doesn't happen by accident. It's an outcome of planning, strategizing, and executing a well-crafted customer marketing strategy that relies on clear goals and KPIs....

For the entirety of my career, I’ve told stories. Personal profiles, crime reports, pop culture features, obituaries and case studies are some of the formats I used to paint pictures with words. And over the years, I learned valuable lessons....

Getting buy-ins can be a challenge since companies still prioritize acquiring new customers rather than nurturing existing ones. So here’s a quick look into how to secure stakeholder buy-ins from our Customer Advisory Board Certified Masters....

Communication has transformed and spread; we now have multiple different entities, segments, and ways to provide that service....

Blow away marketing leadership with your storytelling skills from our transformative certification on narrative design....

Customer marketing is the fastest growing marketing discipline. As Base CEO Gal Biran highlighted in his keynote at Obsession 2022, it was the third fastest growing open position amongst all LinkedIn jobs posted over the past five years. And for a good reason....

Get a sneak peek into the responsibilities and value drivers in customer marketing as stated by our report from conversations with our community members and survey responders....

Good marketing (just like good instructional design) requires a solid understanding of your audience (your learner). It’s time for us to get good at creating customer profiles....

I’ll run through the pillars of B2B customer marketing and share some tips on how to get started. Then we’ll look at how to use data to streamline engagement across the customer journey and how to engage with your customer advocate base at scale....

With our first State of Customer Marketing report released this summer, we gained a lot of insights into customer marketing, its standard processes, and how it’s used in companies today. This article will go through the main findings concerning leadership team's involvement in customer marketing....

Any customer marketer worth their salt knows that paying attention to customer feedback is key to success. But how can we make leading with the customer a cross-departmental mission?...

This article is based on a survey of 2022 customer marketers. This will go through the main findings concerning team structures including size, position, cross-functional collaborations and more....

We're considering the future of work and how engagement has changed now we're all interacting remotely. This was a talk transcribed from one of our sister community events....

92% of consumers trust word-of-mouth recommendations, making it a prolific form of advertising. Customer advocacy shouldn’t be underestimated....

We all want loyal customers, right? This article explores the relationship marketing strategy and tactics businesses can use to encourage loyalty from their target customers....