Differentiate Your B2B Brand and Deliver Consistent Customer Experiences (501) - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the fifth and final workshop in the “B2B Mastery Program,” a five-part virtual workshop series designed to give you a broad exposure to all facets and levels of B2B Marketing. To achieve mastery in this topic we encourage you to register for all five workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the five-part series (B2B Mastery Program 101, 201, 301, 401, and 501), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop and attend all five workshops in sequential order (there are no substitutions of past or future workshops).

Click HERE to register for B2B Marketing Begins with Buyer Insights 101 (2:00 to 5:00 p.m. EDT, Tuesday, 01/21)

Click HERE to register for Align B2B Marketing with Business Needs 201 (2:00 to 5:00 p.m. EDT, Thursday, 01/23)

Click HERE to register for B2B Marketing Playbook: Demand Generation, Content Marketing and Subscription Marketing 301 (2:00 to 5:00 p.m. EDT, Tuesday, 01/28)

Click HERE to register for B2B Marketing Playbook: Sales Enablement, Employee Ambassadors and Account-based Marketing (ABM) 401 (2:00 to 5:00 p.m. EDT, Thursday, 01/30)

Register below for B2B Marketing Playbook: Differentiate Your Brand and Deliver Consistent Customer Experiences 501 (2:00 to 5:00 p.m. EDT, Tuesday, 02/04)

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.

Download the full benefits here

• Setting the Stage (10min)
• Audit Brand Touchpoints (40min)
• Channel Marketing (35min)
• BREAK (5min)
• Differentiate Your B2B Brand with a Community (45min)
• Customer Experience Marketing (35min)
• Closing (10min)