Strategic Customer Centric Marketing (Half Day)

(Half Day Workshop)

Marketers today are pulled into “product-centric” thinking by the nature of their roles and by the many dynamics in the marketplace. This makes it difficult to get and stay focused on the customer, ultimately leading to wasteful marketing investments.

This interactive workshop will teach effective approaches to marketing strategy that enables your brand to set itself up for success.  You and your team will master a best practice strategic marketing framework that helps you to deliver powerful customer-centric marketing. This “WHO WHAT HOW” framework works for any marketing initiative giving you a disciplined process you may use over and over again.

This workshop uses focused exercises to build your skills and it also provides you with best-in-class marketing examples to give your insight into what you can do to build your brand and drive your business.  

This workshop is an excerpt of the ANA full day workshop “Strategic Customer-Centric Marketing.” In the full day workshop, more time is devoted to applying the frameworks to your specific business.  The full day also shows you how to drive more effective creative work by using the Who What How framework to improve your client-side briefs.  

Who is this workshop for?

  • Mid-level Manager or Director level; Brand Marketers who are looking to become more customer-focused within their role
  • Mid-level Manager or Director level: Researchers or Customer Insight leaders, who are looking to understand more effective ways to identify, understand and analyze target audiences and make strategic choices about them
  • This workshop can be tailored to any marketing level where the marketers are building campaign communications to BtoC, BtoB or BtoH (Humans!) audiences

Workshop Benefits

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

This workshop helps attendees increase marketing effectiveness by teaching them:

  • What is and what isn’t an insight 
  • How to come to know your target audience more deeply
  • How to generate powerful insights that drive effective creative
  • The core elements of ‘best in class' briefs so they are customer-centric and strategically focused

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to drive messaging communications that are on strategy and aligned with your customer needs
  • How to choose the right channels for your customer as they go from consideration, to purchase, and on to advocacy 

Download the full agenda here


Nancie Ruder

As the Dean’s Business Distinction award winner at University of Chicago, Nancie mastered the rigor of marketing strategy academically and has applied it successfully in business ever since. Nancie Ruder has over two decades of experience in marketing strategy, marketing training, branding and consumer research. She began her professional career at the Leo Burnett Company in Chicago, Illinois. For over a decade, she served clients such as Procter & Gamble, The Gap and Discovery Communications. Since launching Noetic Consulting in 2002, Nancie has provided strategic guidance to clients large and small, including AT&T, Georgetown University, Nike, Vail Resorts, Samsung Electronics and Discovery Communications.

Nancie Ruder is a graduate of Georgetown University, where she is an adjunct professor, and received her Masters in Business Administration at the University of Chicago. She is a Board member and strategic advisor for National Children’s Medical Center in Washington, helping to promote programs and raise funds for its Specialty Care Units. Noetic is a WBENC certified women owned business.


Lauren Stradley

As a Eugene Kummel Scholar, Lauren received her MBA from Yale University and has worked on many of the most innovative brands in the business. Lauren is Senior Strategy Consultant at Noetic Consulting, a marketing and advertising consultancy, based in Washington, D.C. Noetic partners with Fortune 500 clients, non-profits and agencies to provide training, strategic brand positioning, marketing process development and general marketing consulting. Noetic’s national and international clients include; Samsung, Scripps Networks, PepsiCo, NBC Universal, Nike, Sony, Walt Disney, Wells Fargo and Georgetown University.

Lauren possesses over 15 years of experience in brand management and marketing at L’Oreal, Best Buy and Target. At Noetic, Lauren has directed diverse client projects centered around brand strategy and research, and overseen strategic plan production and planning cycle construction for AT&T’s Business Council and Discovery Communications.

Lauren is on the membership board at the Audubon Naturalist Society and resides just outside of Washington, D.C.  Noetic is a WBENC certified women owned business.