Principles of B2B Customer Centric Marketing (Half Day)

(Half Day Workshop)

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.”  

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.

This workshop is an excerpt of the ANA full day workshop “B2B Customer Centric Marketing and Activation.” In the full day version, there is a focus on how to leverage REAL insights to activate your customer-centric marketing.  Added content includes modules on B2B Customer Focus, Planning Frameworks, Gaining and Understanding Customer Insights, Mining for insights, Activation and more.  You will also build an activation plan as part of this workshop.   

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: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI and improving employee alignment.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • What it means to be customer-centric as opposed to just talking about it
  • How to focus your marketing efforts on what matters to your customer

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to eliminate wasteful, non-customer-centric marketing efforts

This workshop helps attendees maximize marketing ROI by teaching them:

  • 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

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.


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