Refund Policy: Due to the contractual agreements and commitments we have with our vendors, we can no longer provide reimbursement or credit for missed or canceled attendance. You may, however, transfer your ticket to another representative or use if towards a future event.
Education Series - The Client Intelligence Blueprint: From Insights to Results
Brands are shaped by customers and their experiences. And so, a deep dive into the mindset of your target audiences is critical for developing an effective brand strategy, winning marketing and BD programs and relevant and engaging communications for your firm. It’s also critical for designing a differentiated customer experience that turns your best clients into raving fans and keeps them coming back.
Yet A/E/C firms often underestimate the value of real customer intelligence or simply assume they already know their clients well enough.
With disruption accelerating across every market, client insight has become one of the most valuable forms of marketing advantage. The challenge: the world of customer research is vast, and doing it well can feel overwhelming.
With the right strategy, process and tools, it becomes both manageable and transformative.
This program covers:
- Why ongoing customer research is critical in today’s marketing/BD environment.
- When conducting customer research is a must for your firm and how to choose the right approach.
- How to gather customer intel using modern techniques for collecting information, including digital tools, one-on-one client interviews and client feedback surveys.
- How to define your “ideal client profile (ICP)” and build accurate personas, including how to use AI to superpower your persona development.
- How to translate findings into actionable insights for aligning marketing to the buying journey, improving segmentation, enabling personalization and sharpening firmwide decision-making.
You’ll leave with a practical roadmap for conducting meaningful research, building insight-driven personas, and turning client intelligence into stronger marketing, BD and business outcomes.
Learning Outcomes
- Learn how to structure and conduct customer research that produces actionable, high-value insight.
- Learn how to create accurate, insight-driven personas with AI tools and utilize them effectively across marketing and BD.
- Identify the most impactful ways to use audience insight to increase marketing relevance, differentiate your firm and improve engagement across channels and touchpoints.
VIEW REGISTRANTS
Note: If you're a member of another SMPS Florida chapter, please call us at (561) 863-2258 before registering to receive member pricing.
Please have your membership number and chapter name ready when you call.
Refund Policy: Due to the contractual agreements and commitments, we have with our vendors, we can no longer provide reimbursement or credit for missed or canceled attendance. You may, however, transfer your ticket to another representative.
Tickets
$10.00 SMPS Member Ticket - Webinar
$30.00 Non-member Ticket - Webinar
