by Mike Gospe | Nov 6, 2019 | CAB critique, Invitations
Recently marketers shared some tough stories about disappointing (yet avoidable) customer advisory board (CAB) experiences. Each story is based on a belief in CAB myths. Learn what these are and how to deal with them. Myth 1: We should only invite friendly customers...
by Mike Gospe | Apr 17, 2019 | ABM, Invitations
True account-based marketing (ABM) requires three things: navigation, research, and alignment. It’s hard work to build a highly targeted messaging program that inspires action. You may not have thought about it, but when forming a Customer Advisory Board (CAB),...
by Mike Gospe | Jun 4, 2017 | Invitations
Here’s a real customer advisory board invitation email. At first glance, it seems perfectly reasonable. However, 4 common errors have been committed. See if you can spot them. Subject line: Would you be interested in joining our CAB? Dear (customer executive),...
by Mike Gospe | May 31, 2017 | CAB Alumni Program, Invitations, Upgrade your CAB
Congratulations! Your Customer Advisory Board program is a success. It’s been running for a while and you’ve built some solid customer relationships. But what do you do when these great customers can no longer provide you the directional guidance you now...
