WHO SHOULD ATTEND

 Marketing, sales, technology, and product management professionals responsible for brand messages, marketing managers making brand decisions, and communications professionals developing marketing plans.

WHAT YOU LEARN

1. Understand CX Strategy: Recognize how Customer Experience strategy drives organic growth in competitive B2B markets where companies can no longer simply “market and sell” their way to success.
2. Develop Customer Personas: Create detailed buyer personas that guide experience design, and map complete customer journeys from innovation through reorder systematically.
3. Identify and Quantify Gaps: Recognize where current experience falls short of customer needs, understand the business impact of closing gaps, and prioritize improvements.
4. Build CX Roadmaps: Develop comprehensive improvement plans aligned with growth strategies, ensuring each touchpoint is designed to meet customer needs with care.
5. Improve Satisfaction and Loyalty: Apply best practices for measurably improving customer satisfaction and loyalty using proven methodologies. 

WHAT YOU GET

1. Best practices for crafting Customer Experience Strategy and Plan
2. Customer (Buyer) Persona development frameworks and templates
3. Customer journey mapping tools and methodologies
4. Gap analysis frameworks for identifying experience opportunities
5. CX roadmap and improvement plan templates ready to implement
6. Best practices for improving customer satisfaction and loyalty

INSTRUCTOR

Ralph Cummins is a strategic B2B thought leader focused on helping B2B companies optimize go-to-market, brand and experience strategies for growth. President and Managing Director of EMM Group, he has mentored and trained thousands of B2B marketers, leading global growth initiatives for GE, DuPont, Pioneer, Axalta, Samsung, Pfizer and others, and most recently through strategic workshops in collaboration with ISBM.  

Ralph began his career in agency management where he developed his passion for brands working on big brands like Kellogg’s, Del Monte, Nestle, Pizza Hut, Mattel, and Coca-Cola. A long-time collaborator with ISBM, he frequently lectures at the VCU Brand Center, the University of Richmond, the Darden School of Business at the University of Virginia, Northwestern University and other institutions.  He is an ISBM Practice Fellow.