What does it take to run a Customer Advisory Board that delivers outsized value for its stakeholders – your executive team, your key customers and your industry? In this panel, seasoned marketers will share behind-the-scenes insights from their own advisory board journeys. This session will explore how top B2B companies structure their programs, secure executive buy-in, keep members engaged year-round, and tie advisory board outcomes to business value. Expect honest reflections on what’s worked, what hasn’t, and what they’d do differently. Whether you’re building a new advisory board or refining an existing one, this session will give you actionable strategies and ideas you can apply for your program. Topics we’ll cover: - Why Customer Retention is the new metric to beat - Proven frameworks for designing and scaling advisory board programs - Tips for driving engagement before, during, and after meetings - How to showcase advisory board impact to stakeholders - Common challenges and how to overcome them