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The Critical Role of Engagement in B-to-B Marketing”

"Engagement is critical to how we move forward in business marketing," says Fred Wiersema, who advanced the notion of "customer intimacy," resulting in the best-selling The Discipline of Market Leaders and Customer Intimacy. Fred will ground attendees in the meaning of "engagement" and discuss its importance in connecting emotionally with customers to build trust and get them to open up and want to do business with you. He will weave in new knowledge about "engagement" from an extensive senior-marketer survey conducted exclusively for BMA by SPSS, an IBM company.


Fred Wiersema, noted business strategist, ISBM Fellow and author, The Discipline of Market Leaders and Customer Intimacy.

Click here for Fred's presentation deck.



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