November 3rd, 2009
by Eric Larson

Fellow Projectliner Anika and I attended the 2009 Summit on Customer Engagement in Quincy, MA on October 19-21. We’ve finally managed to recover and really process all the great presentations on using customer input to drive corporate decisions.

Tim Thorsteinson (President of the Harris Corporation) and Sean Geehan (@seangeehan and Founder of the Geehan Group) started off The Summit by talking about how Harris drives corporate strategy through their Executive Advisory Board. Great presenters from AT&T, National Instruments, Microsoft Interoperability Council, and Intel followed with stories and advice about using advisory boards comprised of influential customers to guide and inform business decisions.

What’s stuck with me longest?

It was exciting to hear from Citrix’s Chris Fleck (@chrisfleck) about how customers’ voices can directly sway new product development. In his presentation, he mentioned that Citrix had intended to build a new Blackberry application. But, suspecting they needed more info, he blogged the question, “Do you want Citrix XenApp to run Windows apps on the iPhone?” When his post got more than 500,000 views, he used the interest to get resources assigned to building an iPhone app. By tuning into customer needs, they were able to prioritize the app that customer wanted most.

So, what’s next?

There seems to be a movement to integrate broader community-based engagement plans, like Citrix’s, with more narrowly focused advisory boards. As companies engage with customer communities, they have the chance to use community input alongside feedback from advisory boards and other councils. By posing questions to both the community and to advisory boards or internal leadership, you can find out whether there’s a single clear direction. Even when there isn’t a straightforward consensus, clear, genuine communication will let your community members and advisory board know you’re listening. Open lines of communication also mean that, if you change your mind based on the reaction from an advisory board or community, you can admit you’re wrong and amend your decision.

The big takeaway:

We came back ready to start working on coordinating advisory boards, communities, and all the other ways of engaging customers. With transparency and responsiveness, they can work together to strengthen your customer relationships—which is always the top priority around here.

tags: customer communities, customer engagement, customer engagement summit, customer reference, events, new media

August 25th, 2009
by Corey Mahoney

In a creative slump? In our second vlog installment, Amy (the head of our creative department) offers some ideas on how to get out of a rut with the help of some kittens. Meanwhile, Brooke gets excited about great customer reference programs after reading our white paper, Three Basic Elements to Extraordinary Reference Programs.

Missed the first one? Visit our new YouTube channel to catch up or subscribe so you never miss one again!

tags: creative services, customer reference, customer reference programs, tips, vlog

August 24th, 2009
by Projectline

We’ve got a new vlog series! Check out the first one, in which you get to meet Brooke and get a quick recap of our Projectline summer highlights:

tags: customer reference, vlog, volunteer

March 20th, 2009
by Projectline

Projectline Services is looking for an enthusiastic marketing professional to manage customer reference programs such as case study development, press relations, analyst engagement, video production, and more. The ideal candidate will be passionate about technology, and thrive in an entrepreneurial and energetic environment. This is a part-time opportunity with potential of going full time. We’re looking for people who take their work very seriously – but not themselves! [read more]

tags: awesome, case studies, customer reference, marketing

July 28th, 2008
by Projectline

This position will drive strategic Customer Reference execution efforts across many product lines. This role will function as a centralized resource to research, qualify, secure, and track customer references for:  customer-to-customer (C2C) sales calls, direct marketing needs, advertising campaigns, public relations (PR) and press phone calls, analyst relations, events/executive speaker opportunities, and much more. These customer reference efforts are critical for driving sales revenue, increasing market credibility, and demonstrating the business value of our client’s solutions and therefore someone ready to step into the spotlight is required.

Customer Reference Program Desk Manager

tags: blogging, customer evidence, customer reference, Recruiting

October 29th, 2007
by Anika Lehde

 So I have been thinking today (not the first time) about my least favorite approach to customer evidence, (case studies, success stories, customer testimonials, whatever you want to call them). I think it is a problem that permeates the execution of so many sales and marketing activities: goal-agnostic metrics.

What do I mean? I mean when some poor marketing manager has been given the task of “creating XX number of success stories by XX date” as the goal of a customer evidence program. This is a fine target number, but not the goal of the program. The goals of an evidence program should be more like: to create stories that are instantly readable and genuinely connect with the audience, to create testimonials that are true and informative with a reasonable call to action, to produce stories that resonate and can be passed on to your customers’ industry peers, and most importantly to create materials that actually get in the hands of buyers and influencethem at all stages of the sales and marketing life cycle.

So my quick advice, if you are ever asked to “create XX number of success stories by XX date” is to consider these 4 questions:

• How will these materials get into the hands of potential customers, specifically? Events? Online? Sales calls? Proposals? Direct mail? Press releases? and how can I make sure that it actually happens?
• What formats will be most useful in these channels?
• What quantity of success stories is needed to be successful in these channels based on coverage across industry, geography, and segment?
• If I were someone in my audience, what would I really bother to read that would make a difference in my buying decisions? (See little chat on empathy in marketing or more ideas.

Once these questions are answered, then set the best target possible for your budget, and include a few more details such as what formats will be used in what channels (online, direct mail, advertising, sales calls, events, etc). That is sure to generate more success for your company in the long run, and you’ll still likely hit hit your targets. And if any one ever asks you, “why 20?,” you’ll have an answer.

tags: audience perception, B2B, case studies, customer evidence, customer reference, marketing, marketing goals

June 27th, 2007
by Anika Lehde

Like auto hobbyists with a new set of tools, marketers can’t stop chatting about how traditional marketing and social digital media will intersect over the coming years, so I won’t bore you with more opinions on this exact matter. Plus the somewhat ironical humor of discussing social media, new media, or community marketing via a blog just cracks me up. (more…)

tags: advertising, B2B, blogging, case studies, customer evidence, customer reference, marketing, new media, social media, web 2.0