Principles of B2C Customer Centric Marketing (Half Day) | School of Marketing | ANA

Principles of B2C Customer Centric Marketing (Half Day)

(Half 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.

This workshop is an excerpt of the ANA full day workshop “B2C 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 B2C 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 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
  • What it means to be consumer-centric
  • How to focus your marketing efforts on what matters to your consumer

This workshop helps attendees increase marketing efficiency by teaching them:

  • 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 the consumer-centric focus 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 consumer-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. 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.