How to run a successful customer advisory board (CAB) event

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-exclusive-content tag-membership-content tag-article tag-voice-of-customer "> <section class="post-full-content Exclusive content"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-11-06">6 November 2024</time> <span class="reading-time">9 min read</span> </section> <h1 class="post-full-title">A playbook for running customer advisory board (CAB) events</h1> <section class="post-full-meta"> <a href="/tag/exclusive-content/">Exclusive content</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/crystal/"> <img class="author-profile-image" src="/content/images/size/w300/2023/08/Crystal-Anderson.jpeg" alt="Crystal Anderson" /> <section class="author-card-content"> <h4 class="author-card-name">Crystal Anderson</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/11/CMA_Website_Article_Images_Author_Highlight--3-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p><br><em>This article is based on a presentation given by Crystal at our<strong> Customer Marketing Summit </strong>in <strong>Las Vegas</strong>, in May 2023. </em></p><p><em>Catch up on </em><a href="https://www.customermarketingalliance.com/customer-marketing-summit-las-vegas-2023-ondemand/?_gl=1*4eko0f*_up*MQ..*_ga*MTg1MTY2ODkzMC4xNzMxMDYzMzMy*_ga_ENBEF4TD6M*MTczMTA2MzMzMS4xLjAuMTczMTA2MzMzMS4wLjAuMA..&wchannelid=yeu3kymmg4&wmediaid=evye2mu6y2" rel="noreferrer"><em>this presentation</em></a><em>, and others, using our </em><a href="https://www.customermarketingalliance.com/customer-marketing-summit-las-vegas-2023-ondemand/" rel="noreferrer"><em>OnDemand service</em></a><em>. For more exclusive content, visit your </em><a href="https://www.customermarketingalliance.com/signup/" rel="noreferrer"><em>membership dashboard</em></a><em>.</em></p><hr><p>Have you ever rushed to pull together a customer advisory board <a href="https://www.customermarketingalliance.com/event-strategy-simplified-choose-the-right-format-for-your-goals/" rel="noreferrer">event</a>, only to have it flop? Been there, <em>done that</em>! No customer marketer wants that. Instead, we should be providing customer experiences that give them something to talk about!</p><p>In my career, I've planned, hosted, and followed up on countless in-person, and virtual, <a href="https://www.customermarketingalliance.com/customer-advisory-boards-what-they-are-and-how-to-do-them-well/" rel="noreferrer">customer advisory board</a> (CAB) events... but I wish I'd had a clear, easy-to-follow playbook to ensure my CAB is impactful and runs like clockwork. </p><p>I've not got to where I am today without a few missteps along the way. That's life! But what I <em>have </em>learned is how to create <strong>memorable, impactful CAB experiences</strong> that my customers simply couldn't stop raving about.</p><p>In this article, I want to share some of my bets practices for planning, executing, and following up on customer advisory boards. Giving you my best advice on everything from <a href="https://www.customermarketingalliance.com/guarantee-stakeholder-buy-in-for-your-customer-advisory-board-strategy/" rel="noreferrer">securing buy-in</a> and choosing locations to crafting agendas and follow-ups that drive major outcomes.</p><p>Are you ready to become a CAB pro? Great, then let's dive in! 👇</p><ul><li><a href="https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/#why-customer-advisory-board-events-are-valuable-investments">Why customer advisory board events are valuable investments</a></li><li><a href="https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/#crafting-a-customer-advisory-board-strategy-that-drives-impact">Crafting a customer advisory board strategy that drives impact</a></li><li><a href="https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/#best-practices-for-planning-a-customer-advisory-board-event">Best practices for planning a customer advisory board event</a></li><li><a href="https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/#best-practices-for-hosting-a-customer-advisory-board-event">Best practices for hosting a customer advisory board event</a></li><li><a href="https://www.customermarketingalliance.com/fine-tuning-your-b2b-customer-advisory-boards-for-maximum-success/#post-customer-advisory-board-event-follow-up">Post customer advisory board event: Follow up</a></li></ul><h2 id="why-customer-advisory-board-events-are-valuable-investments">Why customer advisory board events are valuable investments</h2><p>I won't pretend that planning CAB events is easy. It takes many months of preparation, late nights and weekends, and<em> a heck </em>of a lot of coffee! </p><p>But the effort pays off in terms of <a href="https://www.customermarketingalliance.com/4-powerful-examples-of-how-brands-use-customer-content-to-deepen-connections/" rel="noreferrer">deeper customer connections </a>and insights that directly inform our strategy. Here are a few of the key benefits we see:</p><h3 id="validating-plans-and-priorities">Validating plans and priorities </h3><p>Nothing beats getting <a href="https://www.customermarketingalliance.com/collecting-the-right-kind-of-customer-feedback-everything-you-need-to-know/" rel="noreferrer">candid feedback</a> directly from customers on what's working – and what's not. We shape our roadmap around our <a href="https://www.customermarketingalliance.com/identifying-and-resolving-customer-pain-points-for-optimal-digital-experiences/" rel="noreferrer">customer needs and pain points</a>.</p><h3 id="increasing-executive-face-time">Increasing executive face-time </h3><p>I'll never forget the shock I felt reading a <a href="https://www.customermarketingalliance.com/customer-marketing-conferences/" rel="noreferrer">Harvard Business Review study</a> finding only <strong>3-10%</strong> of CEOs regularly engage with customers. Pretty shocking, right? Our customer advisory board events aim to help close that gap.</p><p>When customers get 1:1 time with our executives, it makes them feel valued. Plus, it helps our leaders make better decisions based directly on customer perspectives always at. This kind of thinking is how we strive to maintain a <a href="https://www.customermarketingalliance.com/foster-a-retention-centric-culture-roadmap-for-senior-leaders/" rel="noreferrer">customer-centric culture</a> in our org.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/foster-a-retention-centric-culture-roadmap-for-senior-leaders/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Roadmap to creating a retention-centric culture</div><div class="kg-bookmark-description">Retention is the unsung hero of your marketing strategy. Model customer-centric behaviors and reward retention-focused efforts, to transform the organizational mindset from acquisition-first to retention-driven.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-69.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/mareks-steins-8arrLrW-sHg-unsplash--1--1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h3 id="strengthening-relationships">Strengthening relationships </h3><p>One of my favorite customer advisory board moments was seeing two of our top customers, Princess Cruise Lines and Sleep Number, hit it off and explore the opportunity for a potential partnership on onboard amenities. </p><p>That never would’ve happened without our CAB bringing them together!</p><p>This strengthening of relationships is crucial because you're building advocates and about <strong>80%</strong> of your advocates will then increase their opportunities with you, whether that's an upsell or renewal. </p><h3 id="reducing-churn">Reducing churn</h3><p>We also use our CABs to get ahead of potential <a href="https://www.customermarketingalliance.com/your-ultimate-guide-to-churn/" rel="noreferrer">churn</a> risks. <a href="https://www.customermarketingalliance.com/how-to-determine-which-customer-feedback-strategies-are-best/" rel="noreferrer">Feedback</a> might reveal a <a href="https://www.customermarketingalliance.com/partnering-with-customer-success-to-create-customer-magic/" rel="noreferrer">customer success</a> gap we weren't aware of, and so, by being proactive, we've saved accounts that otherwise might have left.</p><p>Clearly, CAB events deliver <strong>tremendous strategic value</strong>. But you have to lay the proper groundwork. Let me walk you through it.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/partnering-with-customer-success-to-create-customer-magic/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Why partnering with customer success creates magic</div><div class="kg-bookmark-description">The common ground between customer success and customer marketing is pretty vast. Both organizations are hyper-focused on existing customers and everything that working with them entails.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-68.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Taylor Page</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/edson-junior-YlgnX_ISPLo-unsplash--1--1.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="crafting-a-customer-advisory-board-strategy-that-drives-impact">Crafting a customer advisory board strategy that drives impact</h2><p>You might be tempted to jump straight into date-picking and swag-ordering. But slow down! Building the right CAB strategy is absolutely essential. Here are some of the key elements our team makes sure to address:</p><h3 id="getting-cross-department-buy-in">Getting cross-department buy-in</h3><p>I make sure to sit down early with <a href="https://www.customermarketingalliance.com/the-secret-to-customer-advocacy-and-sales-alignment-success/" rel="noreferrer">sales</a>, <a href="https://www.customermarketingalliance.com/how-customer-success-marketing-and-advocacy-work-to-scale-customer-relationships-video/" rel="noreferrer">customer success</a>, <a href="https://www.customermarketingalliance.com/how-customer-marketers-and-product-marketing-managers-work-together/" rel="noreferrer">product marketing</a>, and our CEO to understand their goals for the CAB. Where can it make the biggest difference?</p><p>Getting their input and aligning your objectives upfront prevents conflicts down the road.</p><h3 id="setting-your-budget">Setting your budget</h3><p>First off, you need to decide the type of CAB you want to host: virtual or in-person.</p><p> Then, figure out what types of activities or collateral you want. Deciding on these mediums first helps understand what budget is required. I typically map out costs early on and get approvals before going too far down the planning road. </p><p>You don't want to have to pull the plug on your CAB meeting in NYC because your <a href="https://www.financealliance.io/chief-revenue-officer-vs-chief-financial-officer/?ref=customermarketingalliance.com" rel="noreferrer">Chief Financial Officer</a> hasn't signed off on your event.</p>  <blockquote class="tiktok-embed" cite="https://www.tiktok.com/@cm_alliance/video/7434939256641981751" data-video-id="7434939256641981751" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@cm_alliance" href="https://www.tiktok.com/@cm_alliance?refer=embed&ref=customermarketingalliance.com">@cm_alliance</a> launching a CAB event? Slow down before you start ordering your swag! This is what you should focus on first. ☝️ <a title="marketingconference" target="_blank" href="https://www.tiktok.com/tag/marketingconference?refer=embed&ref=customermarketingalliance.com">#MarketingConference</a> <a title="marketingtok" target="_blank" href="https://www.tiktok.com/tag/marketingtok?refer=embed&ref=customermarketingalliance.com">#MarketingTok</a> <a title="biztok" target="_blank" href="https://www.tiktok.com/tag/biztok?refer=embed&ref=customermarketingalliance.com">#BizTok</a> <a title="marketingdata" target="_blank" href="https://www.tiktok.com/tag/marketingdata?refer=embed&ref=customermarketingalliance.com">#MarketingData</a> <a title="marketing" target="_blank" href="https://www.tiktok.com/tag/marketing?refer=embed&ref=customermarketingalliance.com">#Marketing</a> #<a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp?refer=embed&ref=customermarketingalliance.com">#FYP</a> <a title="foryoupage" target="_blank" href="https://www.tiktok.com/tag/foryoupage?refer=embed&ref=customermarketingalliance.com">#ForYouPage</a> <a title="cab" target="_blank" href="https://www.tiktok.com/tag/cab?refer=embed&ref=customermarketingalliance.com">#CAB</a> <a title="customeradvisor" target="_blank" href="https://www.tiktok.com/tag/customeradvisor?refer=embed&ref=customermarketingalliance.com">#CustomerAdvisor</a> <a title="customerevent" target="_blank" href="https://www.tiktok.com/tag/customerevent?refer=embed&ref=customermarketingalliance.com">#CustomerEvent</a> <a title="eventmarketing" target="_blank" href="https://www.tiktok.com/tag/eventmarketing?refer=embed&ref=customermarketingalliance.com">#EventMarketing</a> <a title="eventplanning" target="_blank" href="https://www.tiktok.com/tag/eventplanning?refer=embed&ref=customermarketingalliance.com">#EventPlanning</a> <a title="b2bevents" target="_blank" href="https://www.tiktok.com/tag/b2bevents?refer=embed&ref=customermarketingalliance.com">#B2BEvents</a> <a target="_blank" title="♬ original sound - Customer Marketing Alliance" href="https://www.tiktok.com/music/original-sound-7434939291204995895?refer=embed&ref=customermarketingalliance.com">♬ original sound - Customer Marketing Alliance</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>  <h3 id="defining-guidelines">Defining guidelines</h3><p>What I've found helpful is to create a guidebook for your CABs that covers things like: </p><ul><li>Target outcomes</li><li>Criteria for selecting members</li><li>Logistics methodology</li><li>Guiding principles</li></ul><p>It's a great reference as we build agendas and recruit advisors.</p><h3 id="building-your-timeline">Building your timeline</h3><p>CAB planning is not for the faint of heart! I tend to try to start six to nine months out. Key milestones include:</p><ul><li>Recruiting</li><li>Nominating members</li><li>Sending invites</li><li>Completing prep work</li></ul><div class="kg-card kg-callout-card kg-callout-card-pink"><div class="kg-callout-emoji">💡</div><div class="kg-callout-text"><b><strong style="white-space: pre-wrap;">Word to the wise: </strong></b>Make sure to move fast on the logistics that vendors require - things like securing venues and room blocks</div></div><h3 id="picking-your-cab-location-strategically">Picking your CAB location strategically</h3><p>Try to think ahead to really maximize the impact – both professionally and personally – of your CAB. For instance, there was this one time I hosted a CAB in Savannah and I made sure it aligned with the Savannah Jazz Festival that was coming up. </p><p>This foresight meant we were able to give attendees something fun to do together after hours, on top of our agenda.</p><div class="kg-card kg-callout-card kg-callout-card-pink"><div class="kg-callout-emoji">💡</div><div class="kg-callout-text"><b><strong style="white-space: pre-wrap;">Life hack: </strong></b>Always, always, always have a Plan B location, or a back-up virtual option. I've had to make last-minute changes before that were <i><em class="italic" style="white-space: pre-wrap;">pretty</em></i> hairy in the moment, so make sure you’re able to pivot and adapt quickly!</div></div><p>Okay, now you've got your <strong>strategy</strong> set, let's talk about <strong>elevating</strong> the experience.</p><h2 id="best-practices-for-planning-a-customer-advisory-board-event">Best practices for planning a customer advisory board event</h2><p>You've put in the work to craft a solid CAB strategy and agenda. Time to focus on the details that take your event from good to extraordinary.</p><p>Here are some of my top tips:</p><h3 id="1-curation-of-your-guest-list">1. Curation of your guest list</h3><p>I like to keep a running list of potential members all year and our account managers and CSMs nominate engaged, outspoken customers continuously.By always having a fresh roster of candidates, I don't have to scramble when planning season hits.</p><h3 id="2-creative-personalized-invitations">2. Creative, personalized invitations</h3><p>Formal invites, I <em>love</em> this one, it's very hands-on on so you can be creative with it! We like to do "save the dates," direct mail packages, and we also like to put in swag that fits the theme. </p><p>So for an event in Austin, we put a speaker in there, since Austin is all about the music, and we put earplugs in from one of our customers, Loop earplugs. We like to showcase brands that we work with, just to further emphasize the value of our customers to us.</p><p>We also get our executives to make personal outreach calls to top prospects. It makes a huge difference when the CMO calls them directly!</p><h3 id="3-a-customer-focused-agenda">3. A customer-focused agenda</h3><p>We interview attendees in advance to understand their priorities and build the agenda around them, so they understand the value they’ll be getting by attending the event.</p><p>We ask them what they want to learn about to ensure the agenda is customer-focused and so at least <strong>80%</strong> of content ends up coming from customers, not our internal team.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/engagement-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is engagement marketing?</div><div class="kg-bookmark-description">Engagement marketing is a customer marketer’s bread and butter. When employed by a customer marketer, It’s about connecting with your customer base and creating meaningful experiences that foster brand loyalty.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-70.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Grace Gupta</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/What-is-engement-marketing.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h3 id="3-facilitation-that-fosters-engagement">3. Facilitation that fosters engagement</h3><p>There’s a huge variety of facilitation techniques, ranging from breakout sessions to talks by external thought leaders, so you should make sure these choices are also customer-focused. </p><p>Sessions should be engaging and interactive, where customers can solve problems together and outside perspectives are provided.</p><h3 id="3-a-balanced-mix-of-attendees">3. A balanced mix of attendees</h3><p>I'm careful to limit internal staff and keep our employee-to-customer ratio around 20/80, you never want too many cooks in the kitchen! After all, we're all there to learn from the <em>customers</em>' wisdom, not our own.</p><p>Okay, now you've got your plans and preparation in place. Here's how to flawlessly execute the big day.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/customer-advisory-boards-what-they-are-and-how-to-do-them-well/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer Advisory Boards: What they are and how to do them</div><div class="kg-bookmark-description">Customer Advisory Board does more than just provide information, offering a direct link to your customers, provide direction and create champions for your brand.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-71.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/CMA_Framework_Tiles_CABS.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="best-practices-for-hosting-a-customer-advisory-board-event">Best practices for hosting a customer advisory board event</h2><p>After months of planning, it's finally CAB time! Here are some tactics I use to take our events to the next level:</p><h3 id="the-concierge-welcome-experience">The "concierge" welcome experience</h3><p>If you don't have a dedicated travel agency, I would highly suggest creating a custom travel itinerary that includes the hotel and flights. I also like to put the weather in there too; it’s the simple touches that matter the most. </p><p>I make sure to also confirm what networking events they're going to be at, their dietary restrictions, and even their T-shirt size, and when you send that out customers are always so thankful. </p><h3 id="icebreaker-opportunities">Icebreaker opportunities</h3><p>I always organize a casual pre-event dinner or happy hour before things begin. Guests start connecting right away and they're much more comfortable collaborating the next day.</p><h3 id="ongoing-ways-to-socialize">Ongoing ways to socialize</h3><p>Add on activities. This could be anything from yoga in the morning or a run depending on how active your customers are!</p><p>Another popular one is professional headshots. A lot of the executives I've found have out-of-date headshots because they just don't have time to take it. So have a photographer there and let them get hands-on!</p><h3 id="dedicated-handlers">Dedicated handlers</h3><p>I assign each guest a "handler" who helps personalize their experience, answers questions, and introduces them around, making profile sheets to push strategic conversations.</p><p>The real work takes place after the CAB wraps up though - follow-up is crucial!</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/perfect-the-way-you-collect-customer-feedback/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Ask the right questions: Perfect the way you collect customer feedback</div><div class="kg-bookmark-description">This research involves talking to customers directly, conducting surveys, putting together focus groups, and more. Each type of data collection relies on you asking the right questions to get the information you need to know.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/icon/android-chrome-192x192--1--1-72.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Lauren Culbertson</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/thumbnail/jon-tyson-vVSleEYPSGY-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><h2 id="post-customer-advisory-board-event-follow-up">Post customer advisory board event: Follow up</h2><p>After an amazing CAB experience, you have fresh momentum with engaged customers. Capture it through strategic follow-up:</p><ol><li><strong>Thank you notes: </strong>Right after the event, send quick appreciation emails. Handwritten notes delivered to their hotel rooms also go the extra mile.</li><li><strong>Document your learnings</strong>: Within a week, I send recaps highlighting key takeaways, feedback, and ideas. These then guide our plans moving forward.</li><li><strong>Map product improvements</strong>: I catalog feedback on where we should improve or enhance our products and share it with our development team, s we can create concrete roadmaps.</li><li><strong>Report back to CAB members:</strong> A few months later, I host a webinar just for our CAB members where I recap insights gained and walk through action plans they directly influenced.</li></ol><h2 id="key-takeaways">Key takeaways</h2><p>After executing countless customer advisory boards, I've learned more than a few lessons about what works. Here are my top three tips:</p><ol><li><strong>Listen and learn from customers</strong>: CAB feedback is a gift. Use it to validate plans and meet customer needs better.</li><li><strong>Forge trusted partnerships:</strong> Building relationships should be the priority. Revenue will follow.</li><li><strong>Stay nimble:</strong> Expect that plans will change. Be ready to adapt quickly and creatively.</li></ol><p>The bottom line is <em>commitment</em>. When you invest wholeheartedly in your customer advisory board, it will pay dividends for your business and customer relationships.</p><hr><h2 id="become-certified-in-customer-advisory-boards">Become certified in customer advisory boards</h2><p>Is the idea of setting up a CAB a little overwhelming? How do you begin? Which customers would be a good fit? How will the meetings run? What’s your overall aim?</p><p>Beginning any project can come with a lot of questions, especially if involves working closely with your customers. Customer Advisory Board Masters course offers you the tools and resources you need, all in one place.</p><p>✅ Produce an <strong>awesome</strong> Customer Advisory Board.</p><p>✅ Get <strong>key</strong> customer insights.</p><p>✅<strong> Enhance</strong> your product</p><p>✅ Keep consumers <strong>happy</strong></p><p>✅<strong> Boost</strong> your revenue.</p><div class="kg-card kg-button-card kg-align-center"><a href="https://learn.customermarketingalliance.com/course/customer-advisory-board-masters?ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Get CAB certified</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/crystal/"> <img class="author-profile-image" src="/content/images/size/w300/2023/08/Crystal-Anderson.jpeg" alt="Crystal Anderson" /> <section class="author-card-content"> <h4 class="author-card-name">Crystal Anderson</h4> <p>Crystal has 10+ years of experience in global strategies, marketing automation, customer marketing, and advocacy. 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