B2B Marketing Special Interest Group Meeting 

Effective Design and Use of B2B Customer Personas and Journey Maps 
September 06, 2018 09:00 AM - 03:00 PM 
Learn about developing, refining and utilizing B2B customer personas and journey maps for marketing success. Compare approaches with peers at other UWEBC member companies and take away practical insights for enhancing B2B marketing efforts and results. 

This Special Interest Group is a collaborative learning community of B2B marketing leaders in UWEBC member companies that employ a multi-layered strategy for attracting and converting targeted business prospects into customers. The companies participating in this SIG support retailer, dealer, distributor, or other business customer types. Building upon this SIG’s May session discussions on demand generation and lead nurturing, this meeting will be focused on the development and effective usage of B2B customer personas and journey maps. You will learn from discussions with your peers regarding their companies’ approaches and lessons learned, and engage in working sessions using relevant frameworks for customer persona definition and journey mapping. This is a highly interactive session, so come prepared with your questions, insights and stories to share!

Who Should Attend: Participation in this SIG is by invitation only. The group is limited to vice president, director and senior manager-level employees and those whom they bring as topic matter experts. All participants are required to register. To learn more about the B2B Marketing SIG please contact Raj Veeramani. To register for this event please email UWEBCevents@wisc.edu.

Agenda Items:
9:00 AM Opening Remarks & Plan for the Day
9:15 AM Group Sharing: Key Digital Initiatives, Accomplishments and Challenges
10:10 AM Break
10:30 AM Member Company Lead Discussion: Experiences and Insights regarding Customer Persona and Journey Maps
  Chris Revie - Senior Digital Marketing Consultant and Katie Hoff - Senior Marketing Communication Consultant, Church Mutual Insurance

Chris and Katie will share Church Mutual Insurance’s perspective. This will be followed by a group discussion of successes and challenges experienced with customer personas and journey maps.
11:30 AM Lunch
12:30 PM Customer Journey Mapping Workshop
  We will engage in a hands-on workshop on applying a proven customer journey mapping methodology.
1:45 PM Break
2:00 PM Future Topics/Meeting Planning
2:30 PM Open Forum
  What is keeping you up at night? Ask your peers for guidance to help address your issues and challenges.
3:00 PM Adjourn
The Pyle Center 
Jen Anderson, 608-890-1406, UWEBCevents@wisc.edu 

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