Nurturing

Article
From Passive to Passionate: Turning Customers into Fans
Creating a fandom is a must for successful products and companies, and it’ll turn your current and prospective customers into fanatics.
Creating a fandom is a must for successful products and companies, and it’ll turn your current and prospective customers into fanatics.
Article
Collective Thinking - Lessons Learned from the Industry
Just a few weeks ago, the stage that once was graced by legendary acts like The Beatles, The Rolling Stones, B.B. King and The Jackson 5 became the platform for giants of the product industry.
Just a few weeks ago, the stage that once was graced by legendary acts like The Beatles, The Rolling Stones, B.B. King and The Jackson 5 became the platform for giants of the product industry.
Article
Understanding Your Buyers
Buyer interviews are important, but understanding story data in aggregate is critical.
Buyer interviews are important, but understanding story data in aggregate is critical.
Article
Scaling Faster with Product-Led Growth
Major technology changes, big data, agile development and the rise of the cloud have changed the way our customers buy, deploy and interact with our products. And our products have changed, too. Rather than being just a collection of features packaged into something, they’re pulling extra duty as sales channels, communication mediums and tools for educating customers. They’re also the primary drivers of our users’ perceptions about our companies.
Major technology changes, big data, agile development and the rise of the cloud have changed the way our customers buy, deploy and interact with our products. And our products have changed, too. Rather than being just a collection of features packaged into something, they’re pulling extra duty as sales channels, communication mediums and tools for educating customers. They’re also the primary drivers of our users’ perceptions about our companies.
Blog
Pragmatic Live Transcripts (Prioritizing Your Product Launch)
Transcripts from our latest Pragmatic Live Podcast episodes are now available! Read this week's with Marcus Andrews, Principal Product Marketing Manager at HubSpot, as he joins Rebecca Kalogeris, VP of Marketing at Pragmatic Institute, as they discuss how Hubspot handles launches.
Transcripts from our latest Pragmatic Live Podcast episodes are now available! Read this week's with Marcus Andrews, Principal Product Marketing Manager at HubSpot, as he joins Rebecca Kalogeris, VP of Marketing at Pragmatic Institute, as they discuss how Hubspot handles launches.
Blog
Key Attributes of Strong Customer Advisory Board Program Managers
After a decade of working with Fortune 500 companies and completing more than 200 successful engages, we at Ignite Advisory Group have worked with some outstanding client or customer advisory board (CAB) program managers.
After a decade of working with Fortune 500 companies and completing more than 200 successful engages, we at Ignite Advisory Group have worked with some outstanding client or customer advisory board (CAB) program managers.
Blog
Does an Increase in Awareness Really Increase Revenue?
I was challenged to demonstrate the causal relationship between generating awareness and revenue. Intuitively, I believe the relationship to be related, but I didn’t have sufficient data to prove it. I searched for a report or other research that could help satisfy my intellectual curiosity. I found anecdotal evidence, but none that passed any scientific rigor. Maybe my search terms were wrong.
I was challenged to demonstrate the causal relationship between generating awareness and revenue. Intuitively, I believe the relationship to be related, but I didn’t have sufficient data to prove it. I searched for a report or other research that could help satisfy my intellectual curiosity. I found anecdotal evidence, but none that passed any scientific rigor. Maybe my search terms were wrong.
Article
Identify and Diagnose Customer Churn
Last year, a CEO contacted me about customer churn. Despite doing exit interviews and surveys, she could not identify why her company had such a high volume of customer defections. Her teams shared conflicting opinions and pointed fingers. She had no solid information upon which to make decisions. Meanwhile, customers continued...
Last year, a CEO contacted me about customer churn. Despite doing exit interviews and surveys, she could not identify why her company had such a high volume of customer defections. Her teams shared conflicting opinions and pointed fingers. She had no solid information upon which to make decisions. Meanwhile, customers continued...
Article
2 Personas + 1 Buyer Journey: How to Align Sales and Marketing Around the Buyer’s Needs
Let’s get right to the point: Salespeople don’t want to hear about your buyer personas. The truth is that salespeople won’t listen to you present a PowerPoint featuring Mary, Jim, Rick, Bill or Sue, not even if it features details about that persona’s pain points supported by pretty pictures or graphics. Between...
Let’s get right to the point: Salespeople don’t want to hear about your buyer personas. The truth is that salespeople won’t listen to you present a PowerPoint featuring Mary, Jim, Rick, Bill or Sue, not even if it features details about that persona’s pain points supported by pretty pictures or graphics. Between...
Article
Mapping Your Sales Tools to the Customer Journey
My young niece once asked me, “Is a dandelion a flower or a weed?” Honestly, I was stumped. While I’m hardly a horticultural expert, I recognize that the dandelion has some attributes of a flower—including bright, colorful petals. But dandelions also behave like weeds, springing up all over our yards...
My young niece once asked me, “Is a dandelion a flower or a weed?” Honestly, I was stumped. While I’m hardly a horticultural expert, I recognize that the dandelion has some attributes of a flower—including bright, colorful petals. But dandelions also behave like weeds, springing up all over our yards...
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