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The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset by Bill Lee

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4

The New Marketing Machine

How Customer Advocates Can Drive Marketing Strategy

WANTED: A MODERN APPROACH to marketing your products and services. Many buyers today have mostly made up their minds about you before they ever engage with your sales or marketing efforts. How then do you establish connections with buyers who increasingly rely on others to make up their minds? As we know, they’re often turning to anyone but you—their friends or colleagues, their expanding social media networks and other sources such as bloggers, independent communities of their peers, and content aggregators, as well as traditional outside venues such as analysts and industry media.

This applies not just to your existing markets. As companies expand their reach ...

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