Optimize Your Agency's Strategic Process

How to Identify Client Business Growth Opportunities: Targeting, Segmentation & Customer Journey Modeling

Overview

Mar 25
1:00 - 2:00pm ET

WEBINARS ARE INCLUDED WITH A MIRRENDIRECT SUBSCRIPTION. LEARN ABOUT OUR 30-DAY NO FEE TRIAL >


This Session Is Part of a Series

Mastering Agency Strategy: Becoming a More Vital Client Business Partner

This training series will provide your client-facing teams with the skills to become strategic business partners with their clients.

As clients work to navigate the new realities of commerce, they’re now adapting in real-time to best capture new opportunities as they arise. As a result, projects are smaller, timelines are shorter, and budgets have shrunk. At the same time, their expectations of agencies have spiked. Clients are demanding deeper target audience insights, strategy that cuts across a growing number of channels, and more immediate business impact. Agency strategy must now drive each client's business forward in a measurable way – while consuming the least amount of agency resources.

With a focus on marketing-communications strategy, this program will completely evolve your agency's strategic approach, with the goal of converting more business for the agency.

Sessions In This Series

  • March 18: How to Transform Your Strategy to Address Client Business Growth (more >>)
  • March 25: How to Identify Client Business Growth Opportunities: Targeting, Segmentation & Customer Journey Modeling 
  • April 01: How to Identify Client Business Growth Opportunities: Deep Consumer Insight (more >>)
  • April 08: How to Do Better Research That Results in a More Effective Brief (more >>)
  • April 15: How to Present Strategy That Persuades Clients to Take the Right Action (more >>)

This Session

How to Identify Client Business Growth Opportunities: Targeting, Segmentation & Customer Journey Modeling 

In this session, you will learn several methods by which you can identify more strategic business growth opportunities for your clients. First, we'll address more effective targeting and segmentation – with both the target audience and product/service mix – to ensure your strategy starts with the optimal focus. Then, we'll take a look at the role of Customer Journey Modeling. However, this will be from a different perspective, using it as a diagnostic and business growth tool.

Ultimately, the goal is to have your agency's strategy more effectively identify from where your client will source their greatest business growth.


Training Materials

Following the webinar, you will be provided with digital access to print the session materials.


Who Should Attend

This training is designed for those client-facing team members who play a key role in developing, supporting and presenting strategy for your clients. This may include client services/account management, strategic planning, research, data/analytics, and project management.


 

How to Identify Client Business Growth Opportunities: Targeting, Segmentation & Customer Journey Modeling

Register

Your Access Level

MIRREN SUBSCRIBER

All Access + Coaching

$0

MIRREN SUBSCRIBER

Entry + Basic

$665

Non-Member

$665

About the instructor

Nadine Tull

Director, Agency Growth Strategy

Nadine Tull is Director of Agency Growth Strategy at Mirren. She specializes in training senior teams how to more aggressively – and more methodically – generate organic growth and new business.

In her agency career, Nadine was a force in account management. She worked to establish a partnership with her clients, providing a level of strategic counsel that was focused on growing their business – and the agency’s. In fact, she believes that clients are looking for proactive business partners who lean in hard and don’t just passively take orders. It is essential to frame every aspect of the agency’s work through this lens.

Nadine spent the majority of her agency career in Los Angeles, playing a leading role on retail powerhouse clients that included Taco Bell and T-Mobile. She then moved to the WPP agency, Cole & Weber Seattle, to lead their largest accounts and run new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth for the client and agency. She expanded their digital ecosystem, grew the account scope, and successfully defended against a large competitive review, securing the business for six additional years.

Most at home in the center of it all, Nadine lives in downtown Seattle, placing her at the heart of the city’s theater, event and food scene.

Nadine can be reached here by email.