Scott Gardner is the Founder and CEO of Liquid Agency, a brand consulting and activation agency based in San Jose, CA. Despite the omnipresence of one-dimensional customer personas, many brands still ...

Strange as it may seem, the best way of gaining valuable new customers is to never lose the old ones. When you have cultivated successful customers over time to become your company’s loyal advocates, ...

Every B2B company wants more customers. But even more than that, you want great customers. You want customers who are loyal and spend a lot with you. It's the old 80-20 rule: 20% of your customers are ...