How do you promote your Customer Advisory Board (CAB) or Partner Advisory Board (PAB)?
After months of aligning your advisory board to corporate strategic goals, gaining internal executive buy-in, designing and planning the board, and implementing the board, you want the advisory board program to continue and succeed after the face-to-face meeting.
Maintaining the board in between face-to-face meetings requires year-round, ongoing engagement from both advisory board members and key internal stakeholders.
Part of maintaining the momentum of a board is showcasing the board internally and externally. Below is a list of top ways to promote your client advisory board externally (with some examples from the web) and gain traction for its ongoing growth.
1. Write a corporate blog post about your Customer Advisory Board.
- Bronto’s Director of Product Management wrote a blog post about their customer advisory board.
- The Skytapp Customer Advisory Board recap blog includes a video. Here’s another recap blog post: the Operative Client Advisory Board summary.
2. Issue a press release about your Customer Advisory Council.
Here are a few examples of recent customer advisory council press releases issued by B2B companies:
- 6sense Establishes Customer Advisory Board to Drive Customer-Centric Innovation
- MongoDB Launches Partner Advisory Council to Foster Collaboration and Drive Growth With Key Partners
3. Leverage host company stakeholders/ employees to share on social media
- Alison Lutjemeier, Sr. Manager, Customer Advisory Board, Adobe, shared photos on twitter of an Adobe Customer Advisory Board meeting taking place in Sydney, Australia:
9th annual #AdobeDigitalMarketing #CustomerAdvisoryBoard underway in Sydney! #adobelife pic.twitter.com/RO2rdwDvVa
— Alison Lutjemeier (@Ali_Lutje) October 11, 2016
- Dev Ittycheria, CEO of MongoDB shared on twitter about MongoDB’s customer advisory board meeting:
Today’s #MongoDB customer advisory board meeting hosted by @Google. Previously mtgs hosted by @facebook @GoldmanSachs & @barclays. Honored. pic.twitter.com/LMiRN5GS8h
— Dev Ittycheria (@dittycheria) November 16, 2016
- Alan Atkinson, VP/GM, Dell Storage, posted on twitter about their partner advisory board:
Listening to our partners at the #DellEMC APJ partner advisory board. Love the excitement! @Tian_Beng_Ng @jpblincoln pic.twitter.com/2MRc5uadqc
— Alan Atkinson (@alanatkinson02) October 25, 2016
- Jim Crowley, Chief Relationship Officer, at Pershing, a BNY Mellon Company, wrote about their client advisory board on his LinkedIn page:
4. Add a page to your website focused on your Customer Advisory Board.
Many companies highlight and promote their customer advisory boards or partner advisory boards via a dedicated website or page on their website. Here are some examples:
- This Oracle Communications Customer Advisory Board micro-site contains various pages (about, FAQ and CAB premium content).
- The Honeywell Aerospace Partners Advisory Board has its own page on their website.
- The Dyn Customer Advisory Board page provides an overview and roster of the board.
5. Get a mention of your Customer Advisory Council in an industry article.
- In this InsideBIGDATA interview, the Hortonworks Senior Director, Global Project Marketing mentions use case feedback from their customer advisory council.
- In another interview at Asian Legal Business, the President of Lexmundi mentions their client advisory council.
- This Channel Partners Online article about a new Keminario program includes a quote from Keminario’s Vice President of Global Marketing about their partner advisory council.
- This article about the SAP Partner Advisory Board appears at the Economic Times CIO.
How have you gained visibility for you advisory board? Share with us in the comments below.
