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The Push-Pull of Strategic B2B Marketing: How James Hardie Building Products Romances Consumers to Make a Contractor Sale
The University Club of Milwaukee

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Join Us For Our Next Event

Wednesday, April 23, 2014
  • Start:7:30 AM
  • End:9:00 AM

This Relationship Needs Work: Using Empathy to Drive Innovation and Creativity

The world is changing, and smart marketers know it's not enough to have a great brand anymore. Whether your industry is B2B, B2C or B2B2C, your customers expect you to know exactly what they need - even if they don't. 
 
How do you get that knowledge, and more importantly, act on it in ways that matter? By forming real relationships with real customers; something you can't do that without empathy. 
 
Join us on Wednesday, April 23, when Gretchen Thomas, Bader Rutter's group director of user experience, leads a discussion on real-world examples of innovative and creative ways to use empathy in business, including:

  • Learning how empathy is tied to financial success in business, and how organizational lack of empathy can spell disaster
  • Understanding the ways businesses struggle to understand customers despite their best intentions
  • Hearing techniques to put yourself in your customers' shoes

This workshop with also feature a hands-on exercise that will help you with the first step in providing a great user experience - understanding the customer's needs!

  
Gretchen Thomas 2

About Gretchen Thomas

Gretchen Thomas is a 22-year veteran of technology and design, and she manages and leads Bader Rutter's User Experience practice. Her background includes leadership roles in software development, design and communication, working within organizations like Microsoft and IBM and for brands like Wilson Sports, E*Trade, Trek Bikes, and Miller Brewing.

 

Event Location

Bader Rutter
13845 Bishop's Drive
Brookfield, WI 53005

Investment: (add $10 per registration after Monday, April 21):

$20 member
$30 non-member 

 

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Sponsors

  • Nelson Schmidt
  • CPI
  • Traction Factory
  • New Resource Consultants