Cassandra Jowett

Is Your Business Ready For An Online Community? 5 Questions To Ask Yourself

With the increased focus on the importance of online communities in helping businesses reach a variety of strategic objectives, many organizations might be tempted to jump into creating an online community with their eyes closed. However, starting a community because your competitors have one, or...

What is an Online Community, Anyway?

Quick! What comes to mind when you hear the phrase “online community?” Facebook? LinkedIn? A company’s support forum? The definition of online community varies depending on whom you talk to. Joanne Jacobs, a digital strategist who spoke at a live online session during this year’s Community…

4 Ways to Engage Information Technology (IT) Advocates

No two customer segments are the same—which means engaging advocates from different sectors requires separate approaches. What appeals to a marketer may not entice a developer to participate. In this multi-part blog series, we’re walking you through how to engage customers in several key segments. Here…

Who Are Your Advocates And What Makes Them Tick?

When designing and executing any effective and engaging marketing program or campaign, it’s key to know who your audience is and speak their language, so to speak (pardon the pun). Most companies have already developed personas to help them better understand, market and sell to...

The Ultimate Customer Marketing Dream Team

Heather Watkins knows a few things about customer marketing. As Director of Customer Marketing at Optimizely, and former Director of Customer Marketing at Marketo, she’s experienced some impressive successes in the field. While at Marketo, her team increased community participation by 130% over 12 months;...

The State Of Customer Marketing: New Benchmark Research

In our recently published eBook, The Rise of the Customer Marketer, we gave you a glimpse into the growing opportunities available for customer marketers in a world that is becoming increasingly customer-centric. Hot on its heels, we bring you results from the newly released...

The Power Of B2B Referral Marketing Programs

When you’re seeking a new solution, who do you turn to for advice? Referrals and recommendations from colleagues, and those who work in the same industry as you – naturally. They understand our unique sets of needs and challenges, and are most likely to...

5 Advocates And Influencers Who Changed The Trajectories Of Disney, FUBU And More

We know the power that one person can have on our lives. We each have heroes, villains and role models who permeate into our lives and indirectly guide the way we behave. Steve Jobs introduced the world to the love of design. Sheryl Sandberg inspired many...

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