Editor's Note: The following is a guest post from Linda Deeken, chief marketing officer, and Chris Fosdick, principal, at The Cambridge Group. To get to the heart of customer demand and unlock new ...

In my last blog, I mentioned all the ways that a B2B customer (another business) is different than a B2C customer (an end consumer): they tend to be more insightful, more rational in their ...

Employees who deal directly with customers are a company's public face. Their behavior and actions directly impact the image of a company and shape how the public sees a business. To make sure you are ...

Conducting an effective customer interview is an art—one that’s vital to producing a compelling success story. The interview offers opportunities to not only collect information but also generate ...

Accelerate the customer journey; Increase conversions; Drive more leads, sales, and revenue. To do that, you don’t need to reinvent the customer interviewing wheel. You can use proven frameworks, like ...

Putting media and customers together is a brilliant plan - until it isn't. Here's my field tested guide for avoiding the gotchas. With some smart prep, you can make sure your customers have a good ...

opportunities. Yet this approach, which traditionally pays for itself with a handsome dividend (one of my most recent client interviews revealed a 6 figure engagement), is probably one of the most ...

Case study interviews are the foundation for all the content that follows. But if you botch the case study interview, you won't get a good content result. Here's Jon's tips for written and video case ...

If you want to know how you can best help a customer, you must ask. And there's a real art to interviewing customers so that they reveal the needs and opportunities your offering can meet. First, you ...