When:
Thursday, March 29, 2018 from 4:00 PM to 6:00 PM EDTAdd to Calendar
Timeline:
4:00 PM - Pre-Session Networking4:15 PM - Program Begins
5:45 PM - Program Ends & Post-Session Networking
6:00 PM - Adjourn
Where:
1100 North Glebe Road
Suite 1500
Arlington, VA 22201
Driving Directions
We are very pleased to return to the offices of Arlington Economic Development (AED), located three blocks from the Ballston-MU Metro Station (Orange/Silver). Garage parking available in the building.
Authentic Curiosity:
How Better Listening Is Helping
Companies Grow Faster
Thursday, March 29, 2018
4:00 PM - 6:00 PM
Please join the WNG when we meet with Bob London, founder and CEO of Chief Listening Officers and Entrepreneur in Residence at the University of Maryland's Dingman Center for Entrepreneurship. Bob will discuss with us five questions to reveal your target audience's true problems, priorities and perceptions. Our formal program is preceded and followed by time for networking.
Bob London
THE PROBLEM:
According to a McKinsey Consulting study, most B2B companies are "talking past their customers, focusing on themes that aren't relevant." This Customer Empathy Gap - the vast space between what we assume customers and prospects really think/need and what they actually need - results in irrelevant sales and marketing messages and missed growth opportunities.
THE SOLUTION:
Bob London, founder and CEO of Chief Listening Officers, makes a compelling and fact-based case for a new and deeper "customer listening" approach that reveals your target audience's true perspective - he calls it their Elevator Rant - and provides a roadmap for using these insights to fuel growth.
TAKEAWAYS:
1. Five disruptive and thought-provoking questions to discover customers' and prospects' Elevator Rants - their unspoken, non-obvious and latent problems, priorities and perceptions.
2. A truly open-ended listening approach that focuses on what's important to your target audience.
3. How to replace meaningless marketing-speak with "customer-first" messaging.
In addition, all attendees will receive a complimentary copy of Bob London's Customer Re-Discovery Playbook, a step-by-step guide to discovering their target audience's Elevator Rant.
About Bob London:
Bob London founder and CEO of Chief Listening Officers. He is a 20+ year expert, advisor and practitioner in B2B marketing and customer insights. Bob has been a Chief Marketing Officer for public and private companies, helping them achieve annual growth rates of 20% - 100%. He is an advisory board member for several rapid-growth companies and serves as an Entrepreneur in Residence at the University of Maryland's Dingman Center for Entrepreneurship as well as an international mentor at 1776, the leading global startup incubator. His work or writing has been featured in The Wall Street Journal, The Washington Post, Forbes, Inc, USA Today, Miami Herald, the Washington Business Journal and MarketingPower (Journal of the American Marketing Association). Bob is a frequent speaker and writer on topics related to his passion - the incredibly valuable insights that come from something shockingly simple: Listening to the customer.
WNG Entrepreneur Roundtable:
This session is convened by our WNG Entrepreneur Roundtable, which supports entrepreneurs who are building new organizations and businesses. We do this by convening business networking opportunities and content-driven programs that address issues of interest to entrepreneurs of every stripe.
Event Registration:
Early-bird rates are in effect through Friday, March 23.
$20: WNG Members $30: Non-Members After March 23:
$30: WNG Members $40: Non-Members Join & Go:
$90: Join & Go (an option for non-members*)*Become a new/first-time WNG Member (annual dues are $90) and attend this particular event at no additional cost. Register here and then submit WNG membership application online.
Expired Membership? Please renew/pay your dues online before registering here as a WNG Member. Visit our online payments page to renew your dues online. The Join & Go option is not available for WNG Members whose memberships have expired.
WNG 48-Hour Cancellation Policy applies to this event.
Call the WNG Office at 202-455-4504, or email us.