Marketers are giving a lot of attention of late to the topic of customer engagement. Indeed, optimizing interactions with top clients and maximizing ROI from customer programs seem to be a universal desire for companies. The more challenging aspect of achieving these outcomes seems to be how marketers are supposed to do so. In my experience as VP of Marketing at Ignite Advisory Group, customer advisory boards (CABs) are the most effective and impactful way to engage with key customer executives.

Customer advisory boards (also known as a customer advisory councils) are customer forums designed to review industry trends, address mutual challenges or opportunities, and offer unvarnished insights and guidance. For vendors, these councils are ideal for validating corporate strategies, gathering input on product development, and deepening relationships with key customers. In…

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