B to B Customer Centric Marketing and Activation (Full Day)

In today’s highly competitive markets, the customer has moved to the center of the conversation. For most B to B marketers, this means added complexity because the B to B sales cycle is long, has many potential touchpoints, and almost always involves more than one person.  Indeed, in many cases, the procurement agenda, the user’s agenda, and the approver’s agenda may all be materially different!

A focus on customer centricity is the key to succeeding in the complex B to B environment.  Customer-centric organizations are aligned inside and out rather than outside and in.  In such organizations, the focus is on “how can we satisfy our customers” rather than “how can we satisfy our internal stakeholders.”  

What do your customers want? Why do they buy and how do they choose? What is the role your customers want you to play? Insights drive the success of your customer centric focus so gaining REAL insights and understanding REAL customer issues is the key to driving impactful marketing. Gaining and using customer insights to drive customer centric marketing a mission critical focus that can elevate your marketing ROI.

Led by a former CEO of several divisions of a Fortune 200 B to B company, this workshop shows you how to be a customer centric organization; you will gain an understanding of the frameworks and techniques needed to execute B to B consumer-centric strategies. You will address your own customer-centric challenges and you will also create an activation blueprint that helps to position your brand for growth and profitability.


Who Is This Workshop For?

A foundational assumption of this workshop is that you believe that competing in today’s customer-centric world requires a different approach to build your competitive advantage.  This being the case, this workshop is for:

  • Individual contributors, first line and mid-level managers in marketing and those in engineering, R&D, operations, finance, product development, etc. who need more understanding of how to be more customer-centric based on REAL insights
  • Managers who are assuming marketing responsibilities for the first time, and those managers already in a marketing capacity but without significant experience


Workshop Benefits

As a result of this workshop, you will be better able to:

Increase marketing effectiveness by:

  • Understanding how to gain and use customer insights to make better decisions
  • Truly understanding what it means to be customer-centric
  • Utilizing REAL insights in your marketing
  • Focusing your marketing efforts on what matters to your customer

Increase marketing efficiency by:

  • Building an activation plan as part of the workshop
  • Eliminating wasteful, non-customer-centric marketing efforts
  • Reducing decision time based on “opinion” rather than customer focused knowledge and insights

Improve marketing ROI by:

  • Gaining a competitive advantage driven by insights that others may not have
  • Doing more of what matters to the customer

Improve employee alignment and collaboration by:

  • Creating a common focus … on the customer
  • Address your own company-specific challenges around customer centricity
  • Acquiring tools and frameworks to implement change throughout your organization


Download the full agenda here



Mitchell Goozé

Mitchell Goozé is a principal with the Customer Manufacturing Group, a leading marketing/sales process management consultancy. In addition to process-related topics, Mitchell focuses on marketing strategy, innovation, and customer insights. Previously, he was the president of four Teledyne companies and has been involved in the launch of several new-to-the-market consumer and technology products. Mitchell has served on the boards of several private companies as well as the boards of The American Electronics Association and ASUCLA. He has also served on the board of advisors of The Leavey Graduate School of Business at Santa Clara University and the Northern California New Media Center.

Mitchell is the author of three books on marketing and numerous articles, and he was named Marketing Speaker of the Year by the world’s largest chief executive officer membership organization. In addition to being an ANA Faculty member, Mitchell has been an invited guest lecturer at the Graduate Business Schools at Stanford University, Columbia University, and Santa Clara University.