Strategic Customer-Centric Marketing (Virtual) | School of Marketing | ANA
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Strategic Customer-Centric Marketing (Virtual)

Customer-Centric Marketing That Drives Lifetime Value

(Virtual Half Day Workshop)

Workshop Description

Unfortunately for many companies today, marketing with a customer-centric approach is not the norm. In many instances important marketing decisions are being made without key customer-centric knowledge and opportunities for customer value creation are being missed.

Conversely, customer-centric companies make business and marketing decisions that support the creation of customer value. These decisions are made possible by knowing the right insights to use, how to source them, and how to activate insights in order to make business and marketing decisions that are focused on customer value creation.

This interactive virtual workshop focuses on key marketing responsibilities that ensure an organization becomes and remains “customer focused.” Customer-centric marketing is presented as a strategic imperative, not a trend. This workshop teaches effective approaches to implement a “best practice” strategic marketing framework to enable powerful customer-centric marketing that drives customer value.

Who is this workshop for?

  • Marketers responsible for developing, shaping, and maintaining the organization’s strategic direction
  • Mid-level Manager, Director-level Marketers and Brand Marketers who aspire to become more customer-focused
  • Researchers or Customer Insight leads looking to understand more effective ways to identify, understand, and analyze target audiences and make strategic choices about them
  • Other roles directly supporting/interacting with Marketing, including Market Research, Sales, Public Relations, Communications, Customer Service, and internal/external Agency leadership

Workshop Benefits

  1. Learn how customer-centric marketing can deliver a competitive advantage and understand its impact on the overall organization and customer experience
  2. Understand how to apply market segmentation, targeting and insight development concepts to set a strategic foundation for customer-centric marketing
  3. Learn how to improve marketing ROI by discovering the quantitative importance of satisfied customers and developing customer lifetime value throughout the customer decision journey

Download the full agenda here


Faculty:

  • Mary Czarnecki

    An influential speaker and consultant, Mary Czarnecki is a trusted advisor to professionals who want to make their message matter in an increasingly distracted world. She helps both teams and individuals use the art of storytelling for personal and professional success. Leveraging her experience in marketing and strategy roles with Johnson & Johnson, WebMD, and Accenture, Mary now works with market-leading brands and business leaders, helping them break through the noise and tell their stories with confidence.

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  • Roderick M. McNealy

    Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod is a member of the ANA Faculty and is an in-demand speaker. He teaches From Insights to Great Messaging, Customer Centricity, Integrated Marketing Communications, and Marketing Innovation.

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