Gartner Research

Use Customer Advisory Boards to Improve Product Marketing Strategy and Impact

Published: 28 February 2020

ID: G00466324

Analyst(s): Bindi Bhullar, Fabrizio Biscotti

Summary

Customer advisory boards are powerful engagement programs that can influence product strategy and enhance the customer experience to drive business results. Product marketers should leverage CABs to improve product marketing strategy, programs and customer impact.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Proactively Request and Secure Product Marketing Strategy Session on CAB Agendas by Communicating Benefits to Business Sponsors and Customers
  • Solicit and Collect Feedback on Strategic Marketing Positioning, Messaging and Deliverables
  • Improve Personalization in ABM Programs by Understanding Business Drivers, Use Cases, Industry Distinctions and Collecting Profile Data From the CAB

Case Study

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