The Collective

When I ventured out into the world of B2B customer engagement and advocate marketing, I felt adventurous. Eight or nine years ago, very few B2B organizations, outside tech giants such as Microsoft, had successful customer engagement programs that were delivering measurable influence on company growth.

This article is the second in an Advocacy-Loyalty Fusion series that explores a question.

We’ve talked about customer-obsession for a while now — about the need to prioritize the customer and deliver excellent experiences.

March 11, 2020, was a warm and sunny day with a beautiful blue sky. I had just enjoyed a relaxed lunch at a sushi restaurant just north of San Francisco with my client.

Customer experience pros, customer marketers, customer success managers, customer engagement and advocacy practitioners are all prepared to connect with customers inside and outside of this pandemic.

Wow, what an opportunity we have in front of us right now as customer-facing professionals! Today the world is surreal, scary and uncertain.

After many years of daydreaming about setting my entrepreneurial self free, back in early 2018 I stepped off the edge of the corporate world without a parachute.

Oftentimes, the best ideas bubble to the surface at the most unexpected times.

Redefining the definition of success to fit your own narrative and values and discovering that with bold risk there can also be great rewards, great innovation and a hell of a lot of fun.