Marketing Peer Group Meeting 

Customer Journey Mapping 
July 24, 2018 09:00 AM - 03:00 PM 
Why is a buyer/customer journey map critical for delivering conversion and satisfied customers? How do you activate and measure impact once it has been developed? 

The definition of marketing is the process of interesting potential customers to buy your product/service. As marketers, we know that in order to create interest we have to take our customers on a journey from awareness to education to conversion to loyalty. The journey has become increasingly more complex as the number of marketing channels have grown (15 years ago the average consumer typically used two touchpoints, today the average is almost six. Source: Marketing Week). This has resulted in the increase in the importance of understanding customer journeys.

Understanding the motivations of your customers and what drives them to progress through your journey is critical. This allows you to align them with each stage in the journey and the appropriate communication touch points, creating more meaningful customer experiences. So how do you create your own customer journey? How do you map out the route your customer takes and all of the critical touchpoints? How do you activate the customer journey to complete the desired conversion action?

This meeting will focus on the sharing of best practices for customer journey mapping. It will be a day of collaborative learning opportunities to compare and share expertise with members through presentations, peer-to-peer discussion, and case-study examples. Topics for discussion will include:

Dena Nejad, Director of Marketing at HOVER Inc., will share successful strategies and insights related to buyer journey mapping and the importance of development and delivery of effective content.

Michael Hilla, Director of Business Development and CMO Success Partner at Gartner, explore key factors associated with customer journey mapping, activation and measurement.

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Agenda Items:
9:00 AM Welcome and Introductions (webcast available)
9:10 AM Personas and Journey Maps: Key to Improving Customer Experience (webcast available)
  Dena Nejad - Director of Marketing, HOVER Inc
10:10 AM Break (not webcast)
10:25 AM The Journey Begins: One Company’s Start on the Customer Experience Roadmap (webcast available)
  Melissa Thorson - Vice President Marketing, Inpro
10:55 AM Customer Journey Organization: Designing Customer Experiences (webcast available)
  Michael Hilla - Director of Business Development and CMO Success Partner, Gartner
11:55 AM Lunch (not webcast)
12:40 PM Facilitated Workshop (not webcast)
  Customer Journey Mapping
2:20 PM Breakout Session (not webcast)
3:00 PM Wrap-up (not webcast)
Gordon Dining and Event Center, Second Floor 
Jen Anderson, 608-890-1406, 

Annual Conference

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The Business Best Practices & Emerging Technologies Conference is Wisconsin's premier knowledge-sharing and networking event for business leaders from well-known companies in Wisconsin and the Midwest.

This year's conference will be September 24, 2019.

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