B2BMX2018

B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 2 Welcome To the Experiential Segmentation Workshop What Is This Workshop About? It's about B2B customer segmentation, how it is related to customer experience and how that factors in your success. Why This Topic and Why Now? Customer experience matters. It always has, but its influence is growing relative to other business drivers. This fact is now widely acknowledged in B2B circles, but what's less common is an understanding of how customer segmentation can act as a barrier to or enabler of better customer experience and everything that goes with it. That's what you'll learn about here. Who is Quarry and What's Quarry's Stake in this Topic? Quarry is a marketing agency specializing in buyer-experience design for technology brands. Customer insight is the foundation of these solutions, and Quarry invests strategically in the knowledge, people and processes required to achieve and leverage insight in B2B marketing. About Your Facilitator Glen Drummond is the Chief Innovation Officer at Quarry. He has acted as engagement leader in numerous strategic insight initiatives, and he has shared lessons learned from his related case work in marketing conferences hosted by Forrester, CEB and Marketing Profs, among others. Glen teaches a graduate class in Innovation at the University of Waterloo. www.linkedin.com/in/glensinclairdrummond gdrummond@quarry.com B2B IN THE AGE OF CUSTOMER EXPERIENCE The Experiential Segmentation Workshop Preparing your B2B firm to compete in the experience economy 15 B2B in The Age of Customer Experience Series Experiential Segmentation ABM in Action Demand Engine 2.0 Personas in Action Digital Experience Design Strategy More Learning Experiences from Quarry To learn more about other workshops in this series, please contact Richard Hill: rhill@quarry.com. 11194_Q_Workbook_printers.indd 4-5 2018-02-12 4:20 PM

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