B2C Customer Centric Marketing and Activation (Full Day) | School of Marketing | ANA

B2C Customer Centric Marketing and Activation (Full Day)

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

In today’s highly competitive markets, the consumer has moved to the center of the conversation. For most B2C marketers, this means added complexity because the B2C sales cycle involves both channel partners and the consumer, and has many potential touchpoints. Ultimately winning companies will understand their consumer better than do their channel partners or their competitors, and this drives a sustainable competitive advantage.

A focus on consumer centricity is the key to succeeding in the complex B2C environment. Consumer-centric organizations are focused outside-in rather than inside-out.  In such organizations, the focus is on “how can we satisfy our consumers” rather than just “how can we satisfy our channel partners.”  

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

Led by a former CEO of several divisions of a Fortune 200 company, this workshop shows you how to be a consumer-centric organization. You will gain an understanding of the frameworks and techniques needed to execute B2C consumer-centric strategies. You will address your own consumer-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 consumer-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 consumer-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:

  • How to gain and use consumer insights to make better decisions
  • How to understand what it means to be consumer-centric
  • How to utilize REAL insights into your marketing
  • How to focus your marketing efforts on what matters to your consumer

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to build an activation plan as part of the workshop
  • How to eliminate wasteful, non-consumer-centric marketing efforts, while recognizing the need to understand what matters to your customer as well
  • How to reduce decision time based on “opinion” rather than consumer-focused knowledge and insights

This workshop helps attendees maximize marketing ROI by teaching them:

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

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

  • A common focus … on the consumer
  • 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.