all things customer-advocacy shaped

Category Issue 7

kinetic proof point push

Working as a marketing specialist on Cisco’s EMEA Customer Success Programme, Dina Alexandru focused on how customer references add value to the sales teams with the help of the company’s unique marketing tool, Kinetic. This Just-in-Time application delivers relevant assets to the sales force when they need them. It then

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ask the Panel

Closing out the day, four intrepid reference professionals took to the floor to answer a set of topical questions posed by the wider reference community. The panel: Peter Hindle – HP Nadia Nizar – Vodafone Global Enterprise Patrick O’Halloran – Orange Business Services Yolanda Andreuccetti – Avaya The mood in

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CRA 12 – preparing for success

At 9:00am on 27th September, CRA opened its doors, popped the kettle on and welcomed all its attendees. Once everyone was greeted and seated, the first session of the morning was ready to start. What makes a reference programme evolve from being ‘nice to have’ into a commercial Imperative? In

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trust is money – Kevin Murray

Continuing our review of CRA12; following in Claire’s footsteps, and after a short break, our next session was about to begin… Our second speaker, Kevin Murray has over 40 years of communications experience within previous roles including director of communications at British Airways and director of corporate affairs at the

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newbies, promotions, weddings and (lots of) babies

Welcome to our inEvidence newbies John Butters started life as a journalist, eventually editing news-stand technology magazines before moving over the fence into public relations and marketing communications. During his time in PR, he represented a broad range of clients including dynamic start-up businesses, blue chip companies, public sector organisations

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global customer reference survey – bigger need, smaller world

Demand for references is up, social is the ‘Next Big Thing’ and you shouldn’t pay customers to say nice things about your business. The headlines from this year’s Global Customer Reference Survey could have rolled over from 2010. Scratch below the headlines, though, and the comments revealed a far more

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Customer Reference Academy – four learnings that have stayed with me

Following on from our first Customer Reference Academy event held last month, I’ve been reminiscing on everything I learnt and how the ‘reference world’ is moving forward. Firstly, a brief recap: The Customer Reference Academy (CRA) evolved from Riffs n Rants as a networking opportunity for customer reference specialists. It’s a place for reference

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how to make the most of video

With online marketing you can encourage viewers to take action, visit your website and read about your products and services. It is easy to measure your views and really see and understand the impact of your story. It is also worth noting that not every reference makes a good video,

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book review: Poke The Box, by Seth Godin

What do you do? Not your job title, what is it you do at work? Do you make tea, attend meetings, organise events? We follow rules and complete projects. According to Seth Godin’s new book, very few of us ‘makes things happen’. Godin describes how we are moulded at a

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the rise of the infographic case study

Infographics (or information graphics) are not new. But they are increasingly popular. A visual representation of complex information, infographics range from geographical maps and simple images to statistical graphs. The written case study has a long standing – well-deserved – reputation of providing reliable and detailed information. However, in a fast-paced age, where we’re accessing

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the evolution of the podcast

For me, the best form of communication is always face-to-face, where we allow our body language to express and emphasise points. We can look the person in the eye, we build trust, form a bond. But face-to-face is not always possible. The reality is that most of us receive our information, not

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