B2B Marketing Playbook: Differentiate Your Brand and Deliver Consistent Customer Experiences (501) (Virtual)

B2B Marketing Mastery Program 501
(Virtual Half Day Workshop)

Virtual Workshop Description
A clear, consistent message is one key to delivering a superior customer experience, McKinsey found. Yet many brands struggle to deliver one consistent message, speak in a consistent brand voice, and deliver a distinct, positive experience that wins customers’ loyalty.

This workshop will show you key strategies to position your brand for competitive advantage by striking the right balance between branding and other marketing plays.

• Differentiate your brand from competitors –Understand your buyers’ and customers’ needs, audit brand touchpoints, assess competitors’ positions, and develop a unique brand position that sets you apart from competitors.
• Deliver consistent end-to-end customer experiences – The ideal customer experience begins with a message that sets clear expectations, a series of brand touchpoints that woo the customer, and competent execution that delivers what customers expect by minimizing friction and eliminating inconsistencies.

This is the final installment the ANA’s B2B Marketing Mastery Program, designed to improve overall B2B marketing proficiency through broad exposure to all facets and levels of B2B Marketing. Participants who complete the entire program master the key stages to successful B2B (or B2B2C) marketing including buyer insights, stakeholder alignment, demand gen, CX, brand differentiation, and more.

Pre-requisite: Participants must complete Level 101 of the ANA’s B2B Marketing Mastery Program (or have equivalent on-the-job knowledge) prior to taking this workshop.

Target Audience

• Marketers who are primarily responsible for brand building – specifically brand awareness, messaging, positioning, and touch points
• Marketers who focus on differentiating their brand from competitors
• Marketers who take responsibility for the end-to-end customer experience and brand touch points, including senior levels such as senior managers, directors and vice presidents.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• How to gain the insights needed to provide the consistent quality of experience that buyers and customers seek when they consider, choose and use your brand.
• How to establish communities that customers want to join – places where they feel they belong and can connect with people like themselves.

This workshop helps attendees increase marketing efficiency by teaching them:

• How to identify and improve brand touchpoints.
• How to identify and remove obstacles and friction points that hinder buyers, prospects and customers.

This workshop helps attendees improve marketing ROI by teaching them:

• How to market effectively through channels such as independent sales reps, agents and wholesale distributors.

Download the full agenda here