Customer research

Every marketer is told the same thing: “You need to know your customer.” It’s the foundation of everything we do: building ICP profiles, shaping personas, crafting positioning, and writing messaging fundamentals....

Customer research often fails to shift strategy. Discover the 4 reasons why and how customer marketers can use decision-oriented lenses to make insights a true strategic input....

Bree Bunzel guides us through the importance of customer listening, and how to optimize your customer advisory boards for success....

Remember the feeling of sitting in a three-hour college lecture with a professor who would drone on, talking at you without any...

Personas are a core part of marketing strategies. This article explores the challenges that come with an overreliance on personas and introduces an alternative perspective....

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....

In marketing, two essential components play a critical role in achieving business objectives: strategic marketing and tactical marketing. While both approaches are distinct in their focus and scope, they are intricately connected and work together to drive success....

In our first episode of Learning with Leadership: A Customer Marketing Podcast, we talk to Jeni Asaba, Senior Manager, Community Engagement & Advocacy at Jamf, about the importance of finding your customers' passion topics to inform engagement and internal processes....

Engaging with your community works toward fostering a more authentic relationship with your customers. Here are eight top tips to level up your strategy....

The closing of 2023 saw the launch of our State of Customer Marketing Report and with it, we revealed a host of fascinating insights about customer marketing professionals and their impact on company success....

Customer Advisory Boards are a part of both customer marketing and product marketing responsibilities. But getting buy-ins can be a challenge since companies still prioritize acquiring new customers rather than nurturing existing ones....

Customer marketing is a science. Along with needing to do research, conduct experiments, and prove findings, customer marketing also has its fair share of specific concepts and lingo you'll have to learn....

It's true that companies have a lot to learn from their happy customers. Listening carefully to unhappy customers can help you massively improve as a company. And that’s what all customer-obsessed companies are so good at. But equally important are your happy customers....

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....

Market research provides the answers needed for orgs of any size about where to take the direction of their business, how to engage with their customers, and address pain points....