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Survey to Help B2B Firms Re-Vamp Customer Engagement Programs

Strategic Collaboration Formed to Create an Informational Resource on Customer Involvement Best Practices.

Dallas, TX, September 24, 2009 --( Today the IT Services Marketing Association (ITSMA), Business Marketing Association (BMA) and the Customer Strategy Group announced the release of a survey aimed at studying B2B customer engagement. The survey is intended to help participants understand and deploy best practices in successfully engaging and leveraging key customers. Results of the survey will be presented in the “Report on Leading Practices in B2B Customer Engagement” session at the 2009 Summit on Customer Engagement, which will take place in Boston on Oct. 20-21st, 2009.

“The need for B2B firms to get better at engaging with key customers has reached a critical stage,” says Bill Lee, President of Customer Strategy Group. “Sales people need quality references more than ever in order to sell.”

Julie Schwartz, Senior Vice President of Research and Thought Leadership at ITSMA concurs, “Your lowest-cost and most-probable source of revenue is your existing clients. Trusted relationships with strategic accounts translate into marquee references, positive word-of-mouth, and valuable insight into the most effective new offers.”

B2B firms have developed a number of useful customer engagement programs, including customer reference programs, advisory boards, executive forums, word-of-mouth and user groups. More recently, social media tools have created an explosion in online customer interactions and community.

“The potential for these programs is tremendous,” Lee said. “The problem is that they’re often not integrated with each other or with other internal groups, and thus don’t create a compelling value proposition for the customers or a real impact on revenues.”

Survey questionnaires are now available. Companies interested in participating in can contact Bill Lee of the Customer Strategy Group at

About ITSMA: ITSMA specializes in helping companies market and sell services and solutions more effectively. We work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA annual program clients include business leaders such as Avaya, BT, Cisco, Deloitte, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing SM, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at

About the Business Marketing Association: The Business Marketing Association (BMA) is the leading professional resource for business-to-business marketers and communicators. The organization offers services, information, skill enhancement and networking opportunities that help its members grow, develop and succeed throughout their marketing careers. For more information on BMA, visit

About Customer Strategy Group: Customer Strategy Group helps businesses leverage customer engagement more effectively to drive business success. Through industry research, tools, events, and peer-to-peer networking opportunities, we provide executives and customer program practitioners the information they need to leverage their customer relationships in a way that is mutually beneficial to their customers and their companies. For more information visit

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Customer Strategy Group
Bill Lee

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