In cybersecurity marketing, few things are more coveted and challenging than building true customer intimacy. Not the "check-the-box testimonial" kind. We're talking about executive-level engagement that drives product feedback, brand advocacy, and real relationship depth.
That’s what our recent Field Marketing Monthly session unpacked: how to build, manage, and scale Customer Advisory Boards (CABs) and Customer User Groups (CUGs) that deliver. Featuring battle-tested stories, laugh-worthy lessons, and honest advice, this session became an unexpected masterclass in customer experience strategy.
Here’s a full debrief of what we learned.
Two Flavors of Customer Advisory Boards: Structured vs. Executive-Style
There’s no one-size-fits-all way to run a Customer Advisory Board. However, two styles stood out during the session: one highly structured and formalized, and another more flexible and executive-led.
Dell Software's Customer Advisory Board and the President’s Advisory Board were born from a major acquisition. The goal was to unify a fragmented product portfolio with strategic customer input. With support from Ignite Advisory Group, the team set clear expectations: a 16-month membership term, handpicked executives, two in-person meetings per year, and most importantly, a disciplined process to document and act on customer feedback.
One participant noted, “We made sure to start every meeting with: ‘Here’s what we heard last time, and here’s what we’ve done.’ It built massive trust.”
At Zscaler, the model was looser but no less impactful. Their Customer Advisory Board was a C-level executive event series. It was invite-only, high-touch, and rooted in candid in-person dialogue. While there wasn’t a fixed membership, participation was exclusive and carried weight. The CEO personally attended, emphasizing the company’s investment in real-time customer feedback.
The takeaway? Customer Advisory Boards don’t require a rigid format. Whether you opt for structured membership or executive roundtables, the key is clarity of purpose and consistent follow-through on customer input.
Event Logistics: Where Strategy Meets Hospitality
Of course, strategy alone isn’t enough. Hosting a successful Customer Advisory Board also means delivering a flawless experience. Think of it as logistics meets hospitality design.
You’re not just booking a venue. You’re choreographing:
- Who to invite and why (based on annual recurring revenue, renewal timing, product engagement, or feedback relevance)
- What the agenda should accomplish (roadmap reviews, workshops, and strategic roundtables)
- Where it should take place (a comfortable, memorable, and brand-aligned location)
As one speaker put it:
"It’s not a vacation, but it should feel different from a trade show. You want customers relaxed, engaged, and present."
That means paying attention to every detail: seating format (U-shaped or crescent rounds), audio setups that let people hear each other, natural lighting, and yes, enough bacon at breakfast. (No, seriously. It came up more than once.)
When budgets were tight, creativity kicked in. One team shipped their projector cross-country to cut AV rental costs. Another opted for boutique venues over traditional hotel ballrooms to strike a more intimate tone.
What’s the Right Size for a Customer Advisory Board?
How many customers is too many? Most agreed that the sweet spot is 12 to 16 participants.
Once attendance goes beyond 20, it becomes harder to maintain meaningful dialogue. Voices get lost, feedback gets shallow, and what was meant to be a strategic conversation can start to feel like a panel discussion.
One solution: breakout tracks by role or focus area. For example, host Chief Information Officers in one session and Chief Information Security Officers in another. More planning? Yes. But the intimacy is worth it.
Also essential? The customer-to-employee ratio. Whether it's one-to-one or two-to-one, ensure internal team members don't overwhelm the room. This isn’t your company's offsite; it’s your customers' space.
What About Sales?
This question sparked a healthy debate.
Some programs kept sales reps out of the room, limiting attendance to executives, product leads, and customer success. Others allowed sellers with strategic accounts or customers at key lifecycle stages (like renewal or upsell).
Another hybrid approach is to allow sales team members to attend dinners or social activities while keeping the core discussions seller-free. It preserved candid feedback while respecting customer relationships.
Bottom line? Customer Advisory Boards are for listening, not selling.
Don’t Forget the Customer Experience
The meeting agenda is only half the equation. The experience starts long before anyone walks into the room.
Think about the full journey:
- Registration forms that gather dietary needs, travel info, and hotel preferences
- Pre-event emails that are clear, friendly, and helpful
- Swag (where appropriate) that’s thoughtful and optional, especially for public sector audiences who can’t accept gifts
- Guest-friendly activities: spa options, city guides, or local tours for those bringing a spouse
“Treat it like a white-glove experience within budget. The impression lasts longer than any pitch.”
Lights, Camera, Testimonials
You’ve got your best customers in one room. Don’t waste it.
- Bring your video team.
- Set up a side room or even a hallway mic.
- Ask for testimonials, use cases, or even referrals.
Some may not want to be quoted, but they might be open to being references, especially if they’re grouped by industry or product line.
When Customer User Groups Shine
Customer Advisory Boards are premium, high-touch initiatives, but customer user groups offer a way to scale that engagement.
User groups work best with practitioners—managers, directors, architects, and power users. They’re perfect for:
- Showcasing product updates
- Surfacing upsell opportunities
- Building regional communities of practice
User groups can be virtual, in-person, or hybrid. Be clear about what attendees should expect and staff accordingly.
“We had a solutions engineer assigned to Zoom duty, feeding chat questions into the room mic. That’s what makes hybrid feel intentional—not like an afterthought.”
TL;DR: If You Remember One Thing…
Running a Customer Advisory Board or User Group isn’t just about planning an event. It’s about building trust, showing up with purpose, and following through.
💡 Final takeaways from the pros:
- Less is more. Keep group size intimate (12–16 customers max).
- Design with care. Event logistics should feel curated, not cookie-cutter.
- Follow through. Begin every meeting with, "Here's what we heard last time, and here's what we did."
- Capture the moment. Don’t let testimonials, referrals, or social proof slip away.
Want to be part of the next conversation? Join our upcoming Field Marketing Monthly session and connect with peers building the future of cybersecurity marketing.
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