Thought leadership, case studies, resources, and more.

How 6 Major Brands Are Taking Community Management to the Next Level

Have you thought about which business benefits you want to gain from your brand community? Perhaps it’s better publicity? Increased sales? More innovation? Improved brand image? Increased customer retention and loyalty? Lower marketing costs? Or maybe enhanced customer support? Whatever your business priorities, it’s important to shape the management of your community accordingly. Here’s how…

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Communities and Advocacy Outperform Marketing Automation: Focusing on Humans in the Age of AI

In the fast-changing world of digital marketing, I’m seeing a big shift from traditional prospect nurturing via marketing automation to the nurturing of communities—customer-only communities, or prospects and customers interested in niche topics, brought together by solution vendors that want to position themselves as thought leaders. The way people purchase products and services has changed…

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