B2B Customer Centric Marketing and Activation (Full Day) | School of Marketing | ANA

B2B Customer Centric Marketing and Activation (Full Day)

Leveraging Insights to Build your Competitive Advantage
(Full Day Workshop)

Workshop Description
In today’s highly competitive markets, the customer has moved to the center of the conversation. For most B2B marketers, this means added complexity because the B2B 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 B2B 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 effective 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 B2B 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 B2B 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

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

This workshop helps attendees improve marketing effectiveness by teaching them:

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

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to build an activation plan 
  • How to eliminate wasteful, non-customer-centric marketing efforts
  • How to reduce decision time based on “opinion” rather than customer focused knowledge and insights

This workshop helps attendees improve marketing ROI by teaching them:

  • A competitive advantage driven by insights that others may not have
  • More of what matters to the customer

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • A common focus… on the customer
  • How to address your own company-specific challenges around customer centricity
  • 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. He is a member of the ANA Faculty and was named Marketing Speaker of the Year. Mitchell teaches our Strategic Marketing, Aligning Marketing with Sales and Customer Centricity Workshops.