Businesses employ a customer advisory board (CAB) as a marketing tactic to engage with their customers. CABs give firms insights and guidance in the same way that surveys, conferences, and social media marketing groups do. The “customers” that sit on the board, also known as customer advisory councils (CAC), are usually C-suite executives—top industry leaders with market understanding. As a result, individuals may offer in-depth information, such as their overall assessment of a company. Board members advise on a variety of topics, including product direction, new market penetration, and messaging, among others. A good customer advisory board will comprise a cross-section of persons from a number of target markets since it should act as a representative sample of the company’s broader market.