End-to-End Digital: Crafting the Customer Journey (Virtual)

Condensing the B2B Marketing Planning Process from Months to Hours
(Virtual Half-Day Workshop)

Virtual Workshop Description

This workshop gives participants a proven way to map the many moving parts of traditional and digital marketing into a unified customer journey blueprint and actionable B2B marketing plan. Attendees will learn how to connect the core components of demand generation—including media, search, list/lead procurement, content, email nurture, MarTech/CRM, website experiences, action-oriented creative, and measurement—into a single integrated program their teams can understand, support, and execute.

Designed by CEO and award-winning marketing expert Harry Gold, the workshop helps senior marketers visualize a spend-to-sale strategy that brings cross-functional teams together, while also giving junior marketers practical insight into how different parts of the organization contribute to stronger marketing performance and ROI. Examples and case studies throughout the session highlight best practices participants can apply right away.

The session begins with instructor-led teaching and Q&A, then shifts into group exercises in which teams create their own customer journey blueprints and tactical marketing plans.

Who Is this Workshop for?

This workshop is ideal for:

• CMOs, VPs, and marketing ops professionals who are seeking to unify their approach to marketing under a single vision and improve ROI.
• All marketing professionals (senior and junior levels) that want to become more confident and conversant in demand generation, lead generation, digital marketing, and marketing technology.
•  Brand, program, and product managers that need to fully leverage online channels to maximize their brand impact and revenue potential.

Virtual Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: accelerating marketing planning, improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees accelerate marketing planning by teaching them:

• How to visualize go-to-market plans and customer journeys in ways that condense weeks of planning into just a few hours
• How to structure end-to-end journey maps and marketing blueprints that teams can align around quickly and use right away

This workshop helps attendees improve marketing effectiveness by teaching them:

• Best practices for planning and executing integrated demand generation programs
• How to unify media, MarTech, content, creative, and analytics into a single customer-journey view

This workshop helps attendees increase marketing efficiencies by teaching them:

• How to optimize journey-mapping and planning, streamlining transitions from strategy to execution
• How to create a shared blueprint that helps cross-functional teams work from one aligned plan rather than disconnected efforts
• How to organize tracking, reporting, and optimization priorities more clearly from the start

This workshop helps attendees maximize marketing ROI by teaching them:

• How to identify the most important KPIs for dashboarding and data visualization
• How to focus optimization and A/B testing efforts on moments in the journey most likely to improve results
• How to connect planning, execution, measurement, and optimization to drive business outcomes

Download the full agenda here